Labuda Joined the Vehicle Upfitting Brand in 2022
LINE-X, an industry leader in protective coatings and vehicle upfitting, has promoted Matt Labuda from vice president of marketing to president. Labuda’s professional background spans franchising strategy, marketing development, commercial fleet expansion, vendor partnerships and technology innovation with brands including Burn Boot Camp and Driven Brands. He joined the company in 2022 and now is responsible for overseeing LINE-X’s national expansion.
“I’d known LINE-X for years from my time in the automotive world, so when the opportunity came to help steer such a respected, high‑performance brand into its next chapter, it was an easy decision to join,” Labuda said. “With nearly 30 years of credibility and a rock‑solid reputation built by its franchisees, LINE-X was an industry veteran ready for modernization — and that challenge excited me.
“Since joining in 2022, we’ve pushed the brand well beyond bedliners, expanding into a wider range of vehicle accessories and upfit services. We’ve strengthened our digital presence, rolled out new software platforms and grown our commercial solutions. Our focus now is expanding the network and giving franchise owners a stronger, unified strategy, sharper tools and deeper support so they can grow faster and more confidently. LINE-X is evolving fast, and it’s been energizing to help accelerate that momentum.”
Labuda said innovation is key to the brand’s growth. “We’re carving out our place in automotive upfitting, strengthening franchisee profitability, modernizing our digital tools and expanding into new service categories that meet the changing needs of consumers and commercial fleets. It’s about staying agile, staying ahead and never getting complacent.”
He said he believes in staying close to the work and “empowering teams to move faster and perform better. At the same time, I push for a culture that feels like family — where we challenge each other, support each other and win together.”
Outside of work, Labuda is a twin who grew up in a musical family and enjoys playing the drums. He’s also a long‑suffering but loyal Cleveland sports fan, kidney donor and the dad of a joyful 4‑year‑old daughter named Olivia.
About LINE-X
Headquartered in Charlotte, N.C., LINE-X is North America’s leader of spray-on protective coatings and vehicle upfit services. The brand’s signature spray-on bedliners and accessories have provided customers with enhanced surface coatings and professional installation services for their trucks, Jeeps, vans and SUVs.
