“...the undisputed king in the lighting category.”

Driven Lighting Group (DLG) is the largest and most well-respected designer, marketer, influencer, and online retailer of aftermarket enthusiast automotive lighting products.

Founded in 2005 and trendsetting since day one, DLG arguably established the market for performance lighting in the enthusiast space. Today, DLG’s portfolio of premium brands canvas all categories, including complete assemblies, bulbs, off-road and accent lighting. The extensive product offerings serve a diverse customer base, all of which is fueled by world-class digital marketing and white glove customer service. Strategic investments in talent, product development, communities, and culture have all compounded into what is now the undisputed king in the lighting category. The DLG team is well-positioned and ready to build upon the success of the platform and continue lighting up the future.

4 Pillars of Success

1 : Branded Products

DLG owns many of the best blue-chip brands in automotive lighting. Each brand covers a different sub-category in lighting and is recognized for best-in-class products. The proprietary product lines are designed and engineered in-house and constantly under development to incorporate the latest and greatest in modern lighting trends and technology. The collective product assortment is unmatched by anyone and sold internationally through all channels, including direct to consumer (DTC) and through authorized installers and dealers (B2B).

2 : Lighting Ecommerce

DLG owns several leading online ecommerce destinations for shopping everything automotive lighting. All house brands are represented with robust stand-alone informational and ecommerce DTC websites. Beyond the brand websites, DLG also operates a portfolio of highly competitive and broadly recognized lighting destination websites, carrying both DLG branded product and a broad assortment of product from respected third-party lighting brands. From wide appeal plug-and-play performance lighting upgrades to obscure hard-core custom lighting components, DLG serves every niche and need across the lighting category.

3 : Social Community

Founded almost two decades ago, it’s no surprise DLG was well ahead of the times having the wisdom to own the largest and most-active online social communities. DLG’s message forum community founded in the early 2000’s and still actively discussing lighting upgrades today. Understanding the value of the voice of customer and the power of influence, DLG went on to acquire Facebook’s largest lighting enthusiast group. And DLG’s YouTube channel is the established authority in automotive lighting. For enthusiasts and shoppers looking for information on what to buy; all online communities connect back to DLG and it’s brands.

4 : Talent

DLG is fueled by highly authentic enthusiasts who are driven to win. Backed with extraordinary experience, our C-suite is stocked with the rare breed car guys who are lighting aficionados loaded with minds that thrive on marketing and business innovation, and work with unrelenting effort to be the best. Trendsetting, leading the pack, achieving the impossible, blowing away expectations, and never looking back, this is how the DLG team rolls. Our awesome company culture was founded on camaraderie and respect, and built with an honest love for teamwork, lighting, and our cult of dedicated customers. DLG is a very exclusive club.

A Letter from the Group

DLG is an amazing company, driven by passionate employees with a proven track record of trailblazing and trendsetting in aftermarket automotive lighting. Expect this legacy to continue! Our unrelenting focus on products, trends, and customers will ensure further greatness in automotive lighting from DLG. I am a product guy at heart and a lifelong fanatical car guy who loves this industry, and I enjoy nothing more than rolling out the most desired ‘gotta have’ new products for all our loyal customers.

My vision for success is simple: Outshine the rest by delivering WOW! experiences. This means every day, everybody together, do what is best for the customers. From product performance, to product aesthetics, to same-day shipping, and immediately accessible expert support…we are obsessive about all the details…our goal is to WOW! the full journey. Your satisfaction is our endless goal. This same philosophy describes our mission internally with our team. We strive to make DLG a family of trusted, authentic and experienced enthusiasts. Our love for team DLG is unwavering!

I am an innovative and open leader who thrives on finding new ways for DLG to deliver greatness and exceed expectations. The voice of our customers is invaluable, and my door is always open if you need me.

Sincerely,

Brian Reese Signature

Brian Reese
President & CEO, Driven Lighting Group

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