PureForge Hired New Executive to Drive Expansion
The brake manufacturer appointed a new growth officer as it eyes upcoming European emission standards.
Updated on Oct. 6, 2026 in Auto Parts
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PureForge has named Grant Hanson as its new Chief Revenue Officer to lead a global expansion into commercial fleet and original equipment manufacturer (OEM) markets. This move comes as the company prepares to help manufacturers meet Europe’s November 2026 Euro 7 emission compliance deadline.
Why it matters
PureForge aims to scale its proprietary braking technology to support broader environmental compliance and fleet operations. The company's focus is on helping automotive partners reach tightening emission benchmarks for non-exhaust particulate matter.
PureForge holds 47 patents and reports its systems can reduce particulate matter by up to 80% versus conventional brakes. The products are backed by a 3-year, 100,000-mile warranty.
The players
PureForge
A brake manufacturer that holds 47 patents and provides braking systems to over 120 public safety agencies.
Grant Hanson
The new Chief Revenue Officer with 30 years of leadership experience and a background in global distribution across 60 countries.
TÜV NORD Germany
A technical inspection and testing organization that evaluates components for safety and environmental regulatory compliance.
The details
The company utilizes Atomic-Forged technology to alter the rotor surface at a micron level, which is designed to minimize non-exhaust emissions. Grant Hanson is now overseeing a global go-to-market strategy that expands the company’s reach beyond its existing base of 120 public safety agencies. These brake systems have already logged 15 million service miles to date.
Timeline
May 2026: TÜV NORD Germany verified the brake emission performance.
October 6, 2026: PureForge formally announced the appointment of Grant Hanson.
November 2026: The approaching deadline for Euro 7 emission compliance in Europe.
The Home Front
The automotive industry is currently navigating a shift toward stricter non-exhaust emission standards for brake systems. PureForge is realigning its commercial strategy to meet the performance mandates established by the Euro 7 emission standards.
If you manage a fleet vehicle or are considering aftermarket brake upgrades, keep the PureForge 3-year, 100,000-mile warranty in mind when comparing parts. Always consult a licensed mechanic to ensure any brake system modifications meet your vehicle's specific safety and performance requirements.
The takeaway
PureForge is moving from specialized law enforcement supply to broader commercial markets to address tightening emission regulations. Monitor your vehicle service records for opportunities to install low-particulate components that meet upcoming environmental standards.
Further reading
Learn more about the latest developments in automotive maintenance and technology in our Auto Parts section.
Source note: This article includes information reported by THE SHOP.
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