Automotive Care Laboratories LLC (ACL), a global consumer products company offering a number of brands, such as West Coast Customs Car Care, has announced the appointment of Atticus Firey to its CEO post.

Firey, who previously helmed Meguiar’s Inc., a car care products company, will oversee strategic/corporate planning, brand strategy, acquisition planning and sales and organizational management, as well as all other aspects of the company.

In addition to serving as President of Meguiar’s, which under his leadership grew from annual sales of $27 million to $280 million, Firey served as chief strategy officer at Blue River Interactive, a Sacramento-based developer of marketing infrastructure and content management technologies, where he successfully directed brand strategy and target acquisitions. He will work out of the ACL global corporate headquarters office, located in New York City, as well as the company’s new Southern California office in Orange County.