DRiV has appointed Chris McPhedran as Director of Sales Canada, bringing a seasoned aftermarket sales leader into a pivotal role at the company.

McPhedran joins DRiV following a series of senior leadership roles that span nearly two decades in the automotive aftermarket and adjacent mobility sectors.

Most recently, he served as Sales Director Canada Distribution at Pirelli, where he worked closely with distributor and channel partners nationwide, helping guide go-to-market strategy during a period of continued change in tire and mobility demand.

Prior to Pirelli, McPhedran spent more than six years with lighting and accessory supplier Lumileds, holding progressively senior roles including National Sales Manager Canada and later Director of Sales, North America Aftermarket.

There, he was responsible for leading sales teams across multiple regions, managing national accounts, and aligning aftermarket product strategy with evolving vehicle technology and customer expectations.

Earlier in his career, McPhedran held the role of Director of Sales and Marketing at Horizon Global, the parent company for a number of towing equipment brands including Draw-Tite and Reese.

McPhedran holds an Associate’s degree in Business Administration from John Abbott College and a Bachelor of Commerce from Concordia University.