LIBERTYVILLE, IL (07.25.25) – After a storied career spanning nearly five decades, Alden Stiefel, a true pioneer of the 12-volt audio and security industry, is stepping down as CEO of Maxxsonics USA and moving into the role of Chairman of the Board. Brian Sherman, longtime Vice President of Product and Marketing, will assume the role of President effective July 8th.
Alden’s journey began in the 1970s with a small retail store and evolved into a career that shaped and elevated some of the most respected brands in the industry. He rose through the ranks to become Executive Vice President of Clifford Electronics during its heyday, playing a central role in building one of the most iconic automotive security brands of the 1980s and 1990s. Later in his career, he co-founded Avital, helping to redefine vehicle security and remote start technology for a new generation.
In the aftermath of 9/11— a time when most were pulling back — Stiefel doubled down on his belief in the power of innovation and launched Maxxsonics USA. What started as a bold idea during one of the most uncertain weeks in American history quickly grew into a global audio powerhouse, home to iconic brands like MB Quart, Hifonics, Crunch, and Autotek.
“It’s been a wild, rewarding ride — from selling car audio at retail to shaping product strategy at the executive level,” said Stiefel. “Starting Maxxsonics during such a turbulent time was a risk, but I believed in our vision, our team, and this industry. I’m incredibly proud of what we’ve built.”
Stiefel has guided Maxxsonics through more than two decades of growth, weathering economic cycles, evolving technology, and changing consumer behavior — always with a focus on passion, quality, and loyalty. Under his leadership, Maxxsonics became a trusted OEM partner for top names like Polaris®, Kawasaki, and CFMOTO, while never losing touch with its aftermarket roots.
“Alden’s legacy in the 12-volt world is unmatched,” said Brian Sherman. “He’s not just built companies — he’s built careers, friendships, and an industry culture defined by creativity and integrity. I’m honored to carry that legacy forward.”
Though stepping back from daily operations, Stiefel will continue to play an active role in guiding the strategic direction of Maxxsonics as Chairman of the Board.
“This isn’t goodbye — I’m just shifting gears,” Stiefel added. “I’ll still be involved, supporting Brian and the team however I can. The next chapter for Maxxsonics is bright, and I’m excited to see it unfold.”
Follow the link for complete details on Maxxsonics and their entire family of audio brands. https://maxxsonics.com/
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