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WeatherTech/MacNeil Automotive Products, Bolingbrook, IL

Gold Stevie Award Winner 2012, Click to Enter The 2014 American Business Awards

Company: WeatherTech/MacNeil Automotive Products, Bolingbrook, IL
Company Description: Since 1989, MacNeil Automotive has been providing the best in automotive protection and vehicle accessories. Our WeatherTechÆ brand has been servicing the world with top-of-the-line vehicle protection, continually exceeding expectations and setting the industry bar that much higher.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Company of the Year - Automotive & Transport Equipment

Nomination Title: WeatherTech/MacNeil Automotive Products, Bolingbrook, IL

Tell the story about what this nominated organization has achieved since January 1, 2014 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

In 1988 David MacNeil was VP of U.S. sales for AMG and noticed the poor quality of car floor mats. MacNeil took out a second mortgage on his home and worked out of his house to create and sell a specialized, custom-fit floor mat . He began importing expensive mats from the UK. Soon he shortened supply lines by finding an American contract manufacturer.

MacNeil came up with the idea of digitally measuring each vehicle for a precision-fit liner to replace standard mats that flop around on the floor. His product features deep channels to trap water, road salt, mud and sand, and edges that ride all the way up to the top of each foot well. Its thermoplastic elastomers don’t turn brittle in subzero temperatures or break down in summer heat.

Made in America Credo

MacNeil decided–against the advice of most, to bring production in-house in 2007. Backed by a new Made-in-America marketing campaign in national publications, sales soared, despite the Great Recession.
“At MacNeil Automotive”, MacNeil says, “we are doing our part for the American economy and for our 300 million fellow citizens and neighbors. My philosophy is that if my neighbor doesn’t have a job, sooner or later I won’t have a job either.” “I’m going to manufacture here in America, and it really doesn’t matter if I can manufacture more cheaply overseas.” “If you combine American technology with great American workers, you can be competitive with anyone, anytime, around the world,” and “those extra manufacturing costs mean nothing.” In an age of outsourcing, “Made in the U.S.A.” sells.

As the business grew, MacNeil bought facilities in Downers Grove and Bolingbrook. Most recently he started construction on his seventh building, a 220,000-square-foot office distribution warehouse on a site that sat vacant for years. WeatherTech is Bolingbrook’s largest employer.

Everything — from most of the plant’s tooling to its vast supply of sheet plastic — comes from only in America. Nearly every aspect of WeatherTech’s operations are in-house, including marketing, call center, distribution and development. WeatherTech pays generous wages and turnover is nearly nonexistent. “I know it's not the way most companies are set up these days, but we don't use the word 'outsource' here at all,” he says. “I like to do things my way.”

Effective Advertising

There is not a more efficient tool and mold making operation in the world - and it’s right here in America. MacNeil reminds everyone in an almost-impossible-to-miss outpouring of print ads, billboards and television commercials.

In 2014, WeatherTech surprised America with the Super Bowl ad that dramatized the story of Founder-CEO David MacNeil hearing from naysayers.“It’s a long-term investment in our company’s future.” A commercial in the big game can win over a would-be consumer buying a car three years down the road… “we’re planting seeds.”

WeatherTech experienced an 80 percent increase in website traffic and a 57 percent increase in calls to in the month following the ad.

WeatherTech is also the sponsor of WeatherTech Racing, creating an affinity for high-performance brand awareness.

Continuous Innovation

The Downers Grove Product Development is where great ideas take shape to create and innovate new products. Last year WeatherTech introduced TechFloor tiles for garage and trade show floors, a men’s belt made of WeatherTech plastics that airline passengers can wear through TSA checkpoints, and most recently, the WeatherTech® IndoorMat™ and WeatherTech BumpStep.

Results

WeatherTech is now a 400,000 square-foot factory where more than 1,000 workers make thousands of mats, liners and products every day.
WeatherTech exports to 21 foreign markets around the world. The company is the largest consumer of sheet plastic in America. After nearly a decade of double-digit annual growth, sales were about $400 million last year, with estimated pretax profits of more than $100 million.

“It’s pretty simple. If you deliver a technologically advanced, high-quality product, your business will grow–if the customer is happy with the product,” MacNeil

In bullet-list form, briefly summarize up to ten (10) of the chief accomplishments of this organization since the beginning of 2014 (up to 150 words).

• MacNeil came up with the idea of digitally measuring each vehicle for a precision-fit liner to replace standard mats that flop around on the floor.
• MacNeil decided to bring production in-house in 2007.
• Backed by a new Made-in-America marketing campaign in national publications, sales soared
• 80 percent increase in website traffic and a 57 percent increase in calls to in the month following the SuperBowl ads.
• Everything — from most of the plant’s tooling to its vast supply of sheet plastic — comes from only in America.
• Nearly every aspect of WeatherTech’s operations are in-house
• WeatherTech is now a 400,000 square-foot factory where more than 1,000 workers make thousands of mats, liners and products every day.
• WeatherTech exports to 21 foreign markets.
• The company is the largest consumer of sheet plastic in America.
• Sales were about $400 million last year, with estimated pretax profits of more than $100 million.

Of the following measures of success, which ONE do you want the judges to most appreciate about your organization's story of achievement since the beginning of 2014?

Marketing Performance