Brian George and his friend, Michael Mitchell were working on Brian’s truck one afternoon and talked about starting their own company. The two men, who were diesel, truck and off-road 4×4 enthusiasts knew there were many online aftermarket parts companies out there, and if they wanted their company to be a success, they needed to do things differently than other companies. The two men decided that a focus on customer service was the first step, and with just that humble start, Sinister Diesel was born.
What’s In a Name?
The company began with a less rebellious name until the two men decided that they wanted a company name that fit the spirit of diesel truckers, which includes a little bit of a rebel attitude. With a little research, the founders decided that Sinister Diesel fit the image of the diesel fanatics they knew. Although Brian and Mike realize that not all truckers live a rebel lifestyle, there is a little bit of the unorthodox in all of them.
Customer Service Focus
When Brian and Mike created Sinister Diesel, they wanted to not only create a high performance diesel parts company, but also change the way the online parts business was handled. One element they included that many other online parts companies did not was live telephone support before, during and after the sale. Customers can call in and get expert advice on installation, brands and parts from a live person at all times, even through the company website. From the day they opened, Sinister has been known for the excellent customer service they provide.
Sinister partners with industry leaders such as ARP, SCT, H&S Performance, Bully Dog and others, but they also manufacture their own line as well. Every Sinister part is a distinctive metallic blue, a color the founders call “Sinister Blue.” Mike and Brian say they had their own vision about how parts should perform and set out to create that vision with Sinister diesel parts. The distinctive Sinister Blue even appears prominently in the company logo.
Sinister’s headquarters are located in Roseville, California, just outside Sacramento. In addition to the high-performance parts available, the company also carries a line of apparel and other merchandise bearing the Sinister logo for the many fans they have throughout the world.