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By Doc Lehman
Roswell, GA --- The spawn of a new manufacturing entity dawned upon the
motorsports industry on March 1 with the debut of Genesis Shocks, a new
shock absorber manufacturing company that has been founded by two
long-time industry mainstays with decades of combined experience in shock
absorber design, engineering and manufacturing. The new company, with
manufacturing and corporate headquarters based in Roswell, GA, has been
founded by Mike Farr and Mike Lutz.
To be marketed under the product name of Genesis Racing Shocks, the
company has committed to offering key innovations and designs in shocks
used for competition in dirt and asphalt racing. Genesis Racing Shocks
will offer a variety of shocks to meet all needs including non-adjustable
and double adjustable mono-tube gas shocks, with and without a reservoir,
triple adjustable shocks and others. Genesis Racing Shocks personnel will
also be at race tracks servicing their products and will also make
available technology information and data.
Farr and Lutz are no strangers to the shock absorber business. Combined
they have over 50 years of experience. “I’m excited to be back in the
shock and suspension business, although I never really got out of it
100%,” stated Mike Farr. “Racers still called for advice even though I
wasn't working for a shock company the past couple years. Our immediate
goals are to make a high quality product that race teams are confident
with and can afford and to provide support and advice to racers to make
winning race teams just like I always have.”
Farr is a former dirt track and drag racer who spent numerous years
working in the automotive field. He then went on to spend 21 years in the
racing shock business including stints with Carrera Shocks and Pro Shocks.
Farr has also worked in the racing fuel business. Farr’s customers over
the years have won the sports biggest races including the World 100, Dirt
Track World Championship and many others. Farr’s nearly 40 years of
motorsports participation and expertise in shock design and development
brings a substantial impact to Genesis Racing Shocks.
“We are going to design and build shock absorbers that drivers can use
with confidence without guessing or having to dyno everything to confirm
the manufacturer’s specs,” commented Lutz. “We feel like we can satisfy
their needs with easy to understand and easy to use products that are also
very easy on their budgets. We want to provide quality products that work
for every customer. As far as we’re concerned, quality and consistency
comes in first.”
Lutz first began a long and successful career in the shock absorber
business 30 years ago with Monroe Shocks and eventually a long stint with
Carrera Shocks. Lutz has contributed innovations in the design and
construction of racing shocks that have appeared in nearly all of the
major racing events on dirt and asphalt. Lutz’ expertise as an industry
leader in engineering innovations brings a wealth of value to Genesis
Shocks and Genesis Racing Shocks.
Genesis Racing Shocks has contracted with Berthold Usinage, Inc., of
Montreal, Canada for specialized machine work.
The new manufacturing facility and corporate office for Genesis Shocks and
their new Genesis Racing Shocks line of upscale, high tech shock absorbers
is located at: Genesis Shocks, 5020 Old Ellis Point Suite 200, Roswell,
GA. 30076. Telephone: 678-659-9454. Fax: 678-659-9457. |
