Minarik Takes Reins Over DEI’s Directed Operation - Twice

Minarik Takes Reins Over DEI’s Directed Operation

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Vista, Calif. – DEI Holdings CEO Jim Minarik has assumed direct responsibility for the company’s Directed car security and remote-start business following last week’s departure of Directed president Mike Simmons to pursue other interests.

The company hasn’t yet assessed whether a replacement for Simmons will be named, Minarik told TWICE.

Simmons was with Directed for five years and became president almost two years ago.

Minarik said he is “excited about getting re-engaged” with the security and remote-start business.

Direct has held onto more than 50 percent market share in 2011 and 2012 even though the market declined, in large part because warm winters in 2011 and 2012, he said. For the coming winter season, however, dealer load-in has been “optimistic,” he said.

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