Jeff Leonard, president of Original Equipment Reproduction (OER), addresses a group of editors in the hot rod and restoration market during a recent open house at its Westminster headquarters.

Original Equipment Reproduction (OER) has just introduced a Burlwood center console for 1968-69 Firebirds that Jeff Leonard, OER president, says is selling well.

The Rally tachometer for 1970-74 Challenger/Cuda is a new product from Original Equipment Reproduction (OER).

Original Equipment Reproduction (OER) now offers five-spoke steel wheels for 1970-74 Camaro Z-28s, which President Jeff Leonard says is an industry-first. The 2012 Original Equipment Reproduction (OER) catalog contains more than 10,000 individual part numbers for classic GM and MOPAR vehicles.

The 2012 Original Equipment Reproduction (OER) catalog contains more than 10,000 individual part numbers for classic GM and MOPAR vehicles.

Westminster, Calif.—Original Equipment Reproduction (OER) was founded more than 30 years ago to meet the needs for spot-on accurate GM reproduction parts in the GM enthusiast market, OER President Jeff Leonard said. "Today, OER is the most asked-for brand in GM restoration parts."

Leonard said that having come from Detroit he has a passion for muscle cars in general. "The founders of OER decided to recreate parts that were discontinued from General Motors by producing new tooling and molds for the items consumers needed to restore their vehicle."

Leonard said OER started with the Camaro. "First, the smaller items were produced like clips, nuts, and original style bolts," he said. "Then came larger items such as consoles, weather stripping, moldings, emblems, sheet metal, and many more items."

Today, OER manufactures and distributes thousands of parts for GM vehicles including Chevrolet Camaro, Chevy II Nova, Impala, Chevelle, Corvette, early Chevrolet and GMC trucks, Pontiac Firebird, Trans-Am, as well as Chrysler Group vehicles.

Leonard said many OER products are officially licensed by GM and the Chrysler Group, and carry the GM Restoration Parts or Mopar Authentic Restoration Product logo, ensuring the quality and authenticity of these products.

"The more than 10,000 individual part numbers in the OER inventory cover nearly every facet of car restoration," he said, "including interior, sheet metal, trim pieces, and mechanical components."

In 2012, many new items will be introduced including 1968-69 Firebird console assemblies with Burlwood for automatic and four-speed models, 1969 Camaro OEM-style padded dashes for air-conditioned and non air-conditioned vehicles, as well as 1970-74 Camaro Z-28 Steel five spoke wheels, which is a first in the industry.

"Many new products are introduced monthly," Leonard said. "We just introduced the 1970-74 Challenger/Cuda Rally tachometer, 1977-79 Rally Nova grill emblem, 1961-62 Impala/full-size Chevy in-dash clock assembly, 1966 Nova headlamp bezel, and 1968-69 Rally Sport Camaro headlight hose kits with colored hoses."

Every OER part is manufactured and scrutinized to ensure accuracy, originality, and quality, Leonard said. "When an OER distributor sells an OER product, it is important that the restorer accepts and understand that the finest quality materials were used to produce the item to ensure complete originality."

Leonard said OER has sustained incredible growth over the years due to the popularity and interest in many of the muscle cars of the 1960s and 1970s. "Each year OER's volume has increased substantially due to more items being produced as well as the popularity of restoration and the quality of the products being offered," he said.

The OER sales staff is trained to understand the products and nature of the restoration industry, Leonard said. "They know that restorers are looking for products that fit and replicate the original manufactured items."

OER recognizes the need and desire of the consumer for more original parts that, up until now, have not been reproduced, Leonard said. "There are literally thousands of products waiting to be reproduced for many of the popular cars of the 1950s, 1960s, and 1970s," he said.

OER's mission is to also bring to the market parts that are obscure and "hard-to-find," so the restorer and enthusiast can accurately restore their vehicle to showroom condition.

Leonard said that, generally, all sales are tracked to determine the latest trends in product and customer needs. "Each item is categorized and tracked to ensure quality and availability to the consumer."

OER distributors also play a role in determining demand, Leonard said, because they deal directly with the consumer.

Leonard said retailers, installers, and collision shops can purchase OER products through OER authorized distributors, who receive updated catalogs every fall; dealers include Summit Racing, Jegs, Year One, Eckler's, Classic Industries, Goodmark, National Parts Depot, Dynacorn, or any participating GM dealer.

As a manufacturer, OER does not sell directly to the general public, Leonard said.