Established in 2011, Autobahn is a supplier of automotive window film, paint protection film (PPF), and ceramic coatings. 12 years later, the company is well-known within all of these segments … but how did the brand get where it is today?
David Kratz’s Industry Entrance (Circa 1997 – 2001)
“I first dabbled with window film when I was growing up in Brazil,” says Kratz, who has played an instrumental role in Autobahn’s growth throughout its history. “I was into cars, and I had a buddy who owned a tint shop. I had a 1979 Volkswagen Beetle, and I had that tinted. I ended up doing some of the work myself.”
Kratz, who spent 16 years of his life in Brazil, moved to the United States in 2001 to study Small Business Administration at Southern Nazarene University in Bethany, Okla.
“I didn’t have a car or any money,” Kratz shares. “My first job was at UPS, but I needed something closer to campus. Adam’s Window Tinting was hiring through the school’s internal job resource page. So I got a second job at Adam’s, and I would work at UPS at night.”
Kratz’s role at Adam’s Window Tinting shifted almost overnight.
“I had no idea what I was doing,” says Kratz, who became the Shop Manager after an ownership shift at the business. “Unfortunately, I learned how to tint on customer cars. Through the school of hard knocks, I learned how to tint.”
A Fork in the Road (Circa 2003)
As Kratz worked his way through his degree, the situation at Adam’s Window Tinting continued to develop. The new owner of Adam’s Window Tinting was looking to move on and pass the baton to someone else.
“I didn’t have the credit or financial means to purchase the business,” says Kratz, who ultimately cosigned on a loan to purchase Adam’s Window Tinting. “I bought the business at the start of my Junior year in college. I did my entire Junior year. But it was awful trying to run the business and earn a degree at the same time. It wasn’t happening.”
Kratz then dropped out of college, diving deep into the world of window film.
“They were supportive of it,” Kratz says of his parents’ encouragement. “They knew that my passion was to own a small business.”
Autobahn’s Founding (Circa 2011)
“Being a businessperson and entrepreneur is one of the loneliest places in the world,” says Faisal Nazir, Owner and Chairman of the Board at Autobahn. “You’re left alone with your need to provide for your family. Are you going to make it or not? It’s a lonely, pressurized place. Having fought that fight myself, we wanted to create a network of people that would be there for each other.”
Nazir adds, “I want to care for our dealers, not just because of what they purchase from us. I want to be a servant and be of service to these people. I want to be of value to them in their lives.”
Nazir credits the following industry professionals for contributing to Autobahn’s start: Gary Clark, Harry Rahman, Mark Carlson, and Rob Oranges.
“Everybody had a part to play; we’re grateful we’re here,” Nazir says of Autobahn’s 2011 founding.
David Kratz Joins the Family (Circa 2011 – 2019)
“David Kratz was one of the first two dealers for Autobahn,” says Nazir.
Jumping into the Autobahn Dealer Network, Kratz continued to develop Adam’s Window Tinting in Bethany, Okla.
“I had built something that was really good,” says Kratz, who had eight team members at the time. “But I was so afraid to relinquish control; I was scared to death that our quality would drop. No one was as picky as I was with installations. I couldn’t get over that hurdle for the longest time.”
But Kratz eventually reached a point of “pure exhaustion.” He then joined Autobahn distributors Service Group Distribution and Denco Sales as a Consultant, placing full trust in his team at Adam’s Window Tinting.
“I did shop visits, helped with training classes, and worked with staff members on promoting window film,” Kratz shares.
In his new role, Kratz observed multiple window film companies.
“I immediately saw things I didn’t like,” Kratz shares. “I didn’t like the lack of care that companies had for their customers. All they cared about was the numbers. There was no real relationship. Suppliers loved dealers as long as they bought from them. I saw a lot of good things, too, but I saw a lot of weaknesses.”
Navigating COVID-19 (Circa 2020)
“When COVID-19 happened, I remember thinking the world was crashing,” says Kratz, who had transitioned into the role of Marketing Manager at Autobahn in 2019. “I had laid off all of my staff members at Adam’s Window Tinting because I didn’t know what was going to happen.”
Kratz says he felt a sense of failure during that period.
“You felt like you had failed these people that were important to you,” Kratz shares. “Of course, we had no idea that it was going to be the craziest time ever for window film. I remember calling Faisal at the time, navigating that period together as business owners.”
Following COVID-19’s initial wave, Kratz reflected on his situation and hit the reset button.
“All of my team members came back,” Kratz says. “But I left the pandemic feeling unsatisfied. I never wanted to be in the position of not being able to support the people I am responsible for.”
“Something Had to Give.” (Circa 2021)
“I was burnt out,” Kratz says. “I could tell that so many in our industry were on edge. I decided to talk to then-CEO Faisal and throw out some ideas. As I am pitching my ideas, we quickly realized we both wanted the same thing. We both wanted to change the industry and make it less transactional.”
Following the July 2021 meeting, Kratz entered the role of Chief Operating Officer at Autobahn. Kratz then developed a unique plan to advance the company and the industry as a whole.
“I told Faisal, ‘If we deploy this plan, it has to be authentic,’” Kratz shares. “‘It will probably take us a year and a half to two years to feel the momentum.’ The goal was to support small businesses in a way that’s worth more than a transaction.”
Kratz spent his first month as Chief Operating Officer remodeling the company’s current headquarters in Houston, Texas. He then worked on recruiting new team members to the company.
That’s when the fun started.
A Wave of New Hires (Circa 2022)
Dave Dellinger, Territory Manager at Autobahn (Joined January 2022)
“I’m a sucker for a rebuild,” Dellinger shares. “When Kratz gave me the call, I saw him changing things and rebuilding. That is always going to intrigue me.”
Then-CEO Nazir shares that he and Kratz approached the hiring process in a different way than most.
“We didn’t want people that just sold,” Faisal says. “We wanted people who really enjoyed helping and serving other people. We weren’t looking for degrees; we were looking for intent.”
Jason Omoletski, Territory Manager at Autobahn (Joined July 2022)
“Kratz was open to everything that I was currently doing,” says 26-year industry veteran Jason Omoletski, who also owns and operates Tint’er Brand. “He said, ‘We don’t want you to stop what you’re doing. We just want to be a part of it.’ That sealed the deal.”
Billy ‘Frickin’ Murray, Territory Manager at Autobahn (Joined July 2022)
“This has been my favorite place to work because of the freedom and trust we get,” Murray says. “I can help people on an individual level. I’m able to help small businesses. I’m able to help people afford better things for themselves and their family.”
Tony Kiger, Territory Manager at Autobahn (Joined July 2022)
“When David reached out with an offer, it was a shock,” Kiger says. “I had finally gotten to a point where all of my hard work was paying off. This is something I’ve been striving for.”
Noteworthy Promotions (Circa 2023)
Autobahn carried momentum into 2023, recognizing its dealers at its Dealer Conference in Denver, Colo., in March 2023. Following the event, three of the company’s team members received promotions.
Tegan Watson was promoted to Operations Coordinator; Shelby King was promoted to Dealer Experience Manager; and Cindy Haralson was promoted to Head of Accounting.
“During her time with us, Tegan has consistently demonstrated a strong work ethic, a positive attitude, and a genuine commitment to our company’s mission,” Kratz shared in April 2023. “She has shown a remarkable ability to assist with complex projects and to collaborate effectively with colleagues at all levels of the organization. Above all, Tegan is a kind and compassionate person who truly cares about the people around her.”
Kratz added, “Shelby has been an integral part of our team and has shown exceptional dedication and leadership. Her positive attitude, hard work, and passion for our company have not gone unnoticed.”
Speaking on Cindy’s promotion, Kratz said, “Her dedication, hard work, and exceptional skills have made her an invaluable member of our team. We are thrilled to have her lead our accounting department and look forward to her continued success in this new role.”
A New Era (Circa 2023)
In May 2023, Kratz was promoted to CEO.
“Who better to know the needs of our dealers than the guy who successfully created a business for himself?” Nazir says of Kratz’s promotion. “He has reached that nirvana that all business people want to reach–his business runs on its own. I wanted David to help our dealers on their journey to freedom and independence.”
The company contributed to September 2023’s International Window Film Conference & Tint-Off (WFCT) in Virginia Beach, Va. Autobahn sponsored WFCT 2023’s Keynote, which saw Shaun White address a packed room of attendees on day one of the show.
In addition, 375 industry professionals attended WFCT 2023’s Kick-Off Beach Party at Chix on the Beach in Virginia Beach, Va. Sponsored by Autobahn, the gathering featured the industry’s first-ever drone show. Autobahn’s Competitor Lounge–returning for a second year–offered competitors a place to unwind throughout the event.
As Autobahn’s industry presence grew in 2023, so did its team.
Hannah Leigh Adams, Territory Manager at Autobahn (Joined February 2023)
“I love the brand and the people,” says Adams, who co-owns Pro Tint and Apparel in Hartwell, Ga. “I wanted to stand behind David Kratz and the brand. Autobahn is just different.”
Brodie Mathews, Territory Manager at Autobahn (Joined March 2023)
“I was an Autobahn dealer for a few years before I hosted some trainings,” says Mathews, who also owns DeCo Tint, PPF, Wrap, and Tint America in Arvada, Colo. “I liked how the business was run. Everyone I met was kind and sparked my interest.”
George ‘El Chingon’ Nevarez, Training Coordinator at Autobahn (Joined June 2023)
“I’m training someone to do better in this industry,” says Nevarez, who has more than 30 years of industry experience. “I show all of the different installation methods. Some people can do one method, while another person can do another. I feel like I’m passing on the torch to the next generation.”
The Creative Dream Team Expands (Circa 2023)
Kari Yochum, VP of Design at Autobahn (Joined July 2023)
“Creatively, this company is the unicorn of workplaces,” Yochum says. “The culture is awesome; it’s like a daily dose of good vibes. The people here aren’t just coworkers; they’re like a squad of amazing individuals who make coming to work feel like hanging out with friends. Everyone has a singular goal of providing the best value and the best products we can to our clients. Their success is our primary goal. We partner in that wholeheartedly.”
Yochum adds, “We also work with other top brands continuously and collab with them on multiple events and projects throughout the year. One of the coolest things is that this place lets me rock my own style. I don’t have to fit into some corporate mold; they encourage me to be authentically me. It’s like a creative playground where I can let loose and let those creative juices flow. Who wouldn’t love that?”
Chris Collier, Director of Communications at Autobahn (Joined August 2023)
Collier joined Autobahn in August 2023 after two years at Window Film magazine and PPFMag. He started as an assistant editor for the publications in April 2021. In 2022, Collier’s PPFMag article Installers Assemble: PPF Veterans Rally Rookies Forward was honored with a prestigious American Society of Business Publication Editors (ASBPE) award.
“During the last two years, I’ve taken note of this brand and its growth,” Collier shared after joining Autobahn. “An incredibly talented team of genuine individuals is leading the charge—and having plenty of fun in the process. I am honored to join this unit. In my new role, storytelling lives on. I will document acts of perseverance, shop openings and expansions, industry training classes, installation tips and tricks, trends, challenges, new hires, and much more.”
Collier manages The Loop Newsletter, a weekly publication providing insights into the Autobahn family.
“Everyone’s journey deserves recognition,” he says.
Josh Welch, Photography and Video Production Specialist at Autobahn (Joined September 2023)
“I got a job doing something I always loved to do,” Welch says of his role at Autobahn. “I get to work with amazing people. We’re all friends, inside and outside of work.”
Welch is also the founder of MixxFlixx Media, a company specializing in logo animations, graphic design, video editing, photography, and videography. He also works as a graphic designer at Iron Duck Designs.
Welch earned industry-wide recognition during WFCT 2022 in San Antonio, Texas, after snapping more than 300 photos. Following the event, Window Film magazine featured him in their November/December 2022 issue. He covered WFCT 2023 in Virginia Beach, Va., as well.
“It’s always a fun experience,” Welch says of covering WFCT’s. “There’s so much to cover. Anytime I’m around these people, it feels like home.”
Heidi and Liv Potts, Events and Promotions at Autobahn (Joined September 2023)
“When we go to these events, it’s fast-paced and it’s hard work,” says Heidi Potts, an industry veteran of 18 years who also owns Flawless Custom Tint and Detail in Mandeville, La. “But it’s so fun and rewarding.”
Autobahn recently sponsored the prestigious Ferrari Ghost Bride Rally in Galveston, Texas. Hosted by the Ferrari Club of America (Houston Chapter), the event was held from October 26-29, 2023.
Heidi Potts and her daughter, Liv Potts, played major roles during the gathering. Click here to watch a spotlight video from the event.
Limitless Talent (Circa 2023)
From window film shops to warehouses to conference rooms to trade show floors, Autobahn’s talented team members are making an industry-wide impact.
Kendal Watson, Territory Manager at Autobahn (Joined October 2021)
“I started as a receptionist at the front desk,” Watson says. “From the beginning to now, everyone has been so welcoming and genuine. There’s this thing in the air with this company; everyone feels it. These are my people. It’s all about the people.”
Janelle Marquez, Dealer Support at Autobahn (Joined June 2023)
“Coming aboard and meeting everyone has been great,” says Marquez, who worked in dentistry for more than 10 years before her newest adventure. “There’s not anyone I am afraid to reach out to. The tint world is welcoming.”
Banda Sarr, Shipping and Distribution at Autobahn (More than a decade at the company)
“I get excited when I see a comment from a customer who loves the product,” Sarr shares.
Mary Ramirez, Sales Support and a Territory Manager at Autobahn (Joined August 2022)
“We recently hosted a Paint Correction Training session in Puerto Rico with RUPES,” Ramirez says. “I got to meet so many different dealers. It was an eye-opening situation. Everyone has a unique way of working and handling business.”
Haydee Rodriguez, Fulfillment Team Leader in the Shipping and Distribution Department at Autobahn (Joined August 2022)
“It’s not just a regular corporate job,” Rodriguez says. “You’re not just a number.”
Sariah Peña, Warranty Support Manager at Autobahn (Joined June 2021)
“I process Autobahn’s warranty claims and look for ways to improve all of our current processes,” Peña says. “To see how much we’ve expanded during this short period of time has been awesome. To see David come into that role of CEO has been awesome as well. He is a great leader. It’s cool to see how his mind works and how he’s been able to move the company forward.”
Looking Ahead
Reflecting on Autobahn’s rapid growth, CEO David Kratz says it’s crucial to nurture and maintain the company’s new culture.
“I think our little company has already impacted the industry in so many ways,” Kratz says. “I can’t wait to see our competition step up and do things in a better, more-sustainable way.”
Autobahn will expand to a new Production and Distribution Center (H-PDFC) in Houston, Texas, in January 2024. The company will also open new Production and Distribution Centers in Denver, Colo., Georgia, and the East Coast in the future.
In addition to expansions in North America, Autobahn is advancing the window film, PPF, and ceramic coatings segments through international expansion initiatives. Autobahn Malaysia, Autobahn South Korea, and Autobahn Brazil’s Dealer and Distribution Networks are at the forefront of these efforts. Autobahn Australia’s Dealer and Distribution Network launches in January 2024.
At the center of it all? A mission worth more than dollar signs.
“I think we are doing something courageous,” shares Faisal Nazir, Owner and Chairman of the Board at Autobahn. “Can we measure wealth in a different way? People, quality of people, how we support people, and how people feel being in our community. Can we measure wealth in a wider sense?