Winhere Auto-Part Manufacturing Co., Ltd. has appointed Lars Sendal From as Senior Sales Director for Europe, adding a regional sales lead as it works to strengthen its position in the European aftermarket. The company ranks among the world’s largest makers of brake rotors, drums and pads for the independent aftermarket (IAM). The appointment builds on what the company describes as continued investment in product development, manufacturing technology and production capacity across its braking portfolio.
Highlights
- Winhere has appointed Lars Sendal From as Senior Sales Director for Europe, a dedicated regional sales role.
- From’s background spans Global Sales Director at SBS Automotive, CEO roles at Mekonomen Danmark and AG Automotive, and chairman of Danish wholesaler association Auto-G.
- WINHERE Black Series products were named the officially recommended braking products of the 2026 China GT Championship.
- Winhere Brake Parts earned two 2026 ACPN Content Excellence Awards for its ACES and PIES catalog data covering brake rotor and friction product lines.
A New European Sales Lead
Lars S. From joins Winhere with experience across the European automotive aftermarket. His career includes leadership roles as Global Sales Director at SBS Automotive, CEO of Mekonomen Danmark, CEO of AG Automotive in Denmark, and chairman of the Danish automotive wholesaler association Auto-G.
“With our continuous investment in product development, manufacturing technology and production capacity, we have built a solid platform to take our already strong position in Europe to the next level and support our customers further growth in the region of Europe,” said Daniel Dong, Vice President of Winhere.
Lars S. From said he sees a close fit between his experience and the company’s ambitions. “Winhere is a true giant within brake rotors and drums, and with its strong and growing brake pad program, the company is uniquely positioned in the braking sector,” said Lars S. From.
“With my background and knowledge of the automotive industry in general — and the brake sector in particular — I am confident we are the perfect match. Winhere has been in the market for 30 years and has both a strong customer portfolio and a high level of quality. I am confident that together we can create solid growth despite operating in a competitive market. I’m very much looking forward to the collaboration.”
Motorsport Validation
Winhere has invested in product development and manufacturing across its braking portfolio in recent years, and its company-developed racing products have run in top-tier GT competition. This spring at the Shanghai International Circuit, WINHERE Black Series braking products were named the officially recommended braking products of the 2026 China GT Championship. The company reports that Winhere-supported teams have posted strong results in both the China GT Championship and GT World Challenge Asia.
Recognition for Catalog Data
Winhere Brake Parts received two 2026 ACPN Content Excellence Awards for its ACES and PIES data covering its brake rotor and friction product lines at the Auto Care Connect conference in Atlanta earlier this spring. The recognition followed an ACPN Gold Award for ACES and PIES data and a Receiver’s Choice Award at the ACPN annual conference two years earlier.
The company said insights from motorsport, together with its catalog data and staff, will continue to inform development of its aftermarket and OE braking products.
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