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Movers & Shakers: Denise Rondini Joins Marx Group Advisors

Compiled by SEMA Editors

Denise Rondini

Denise Rondini Joins Marx Group Advisors

Denise Rondini, a writer and consultant in the medium- and heavy-duty trucking industry, has joined Marx Group Advisors as a vice president and member of the Advisory Board. In addition to her new role, Rondini will continue as president of Rondini Communications, a company specializing in researching and writing about the medium- and heavy-duty trucking industry. Her clients include Heavy Duty Trucking magazine, ReMaTec News magazine, North American Council for Freight Efficiency, Trucking Efficiency, trucking industry suppliers and truck parts distributors. Rondini has covered the trucking industry since 1982 and is a former editor of Successful Dealer and Truck Parts & Service magazines. She has experience writing articles about fleets, truck dealers, parts distributors, independent repair garages, truck manufacturers, component suppliers and others associated with the trucking industry.

Power Automedia Announces Marketing Partnership with JEGS

Power Automedia and race and performance parts retailer JEGS have announced a new marketing partnership for 2015 to provide a collaborative marketing approach to further connect both companies with racing and performance enthusiasts worldwide. JEGS will expand its digital presence through seven Power Automedia online magazines, including,,,,, and In turn, Power Automedia will showcase their NMCA Street Outlaw project car, Blown Z, on the cover of an upcoming JEGS catalog.

Toyo Tires Named the Official Tire of the Boston Red Sox

Toyo Tire U.S.A. Corp. has announced that Toyo Tires is the Official Tire of the Boston Red Sox baseball club. The multi-year agreement includes Toyo Tires signage in Fenway Park. The company will also promote the Official Tire designation through marketing efforts, including in dealerships and advertising in the New England area, as well as a national promotion that kicks off in May on

Fab Fours Inc.’s “The Legend” was the subject on an episode of “Jay Leno's Garage.”

Fab Fours Inc.’s “The Legend” Off-Road Jeep Featured on “Jay Leno's Garage”

Greg Higgs, CEO of Fab Fours Inc., brought “The Legend” modified off-road Jeep that was on display at the 2014 SEMA Show to “Jay Leno's Garage. The idea behind The Legend build was to go low and wide and equip it with huge 50-in. tires. The V6 engine and suspension are stock. The vehicle features red-tinted windows, a brush stainless wrap, and a Fab Fours grille/bumper combination and rock sliders. Higgs and Leno then took the Jeep for a spin on the road and in the dirt.

New Online Truck Parts Marketplace Launched at

VIPAR Heavy Duty has launched—an online marketplace for buyers to purchase heavy-duty truck parts. The website is a full-featured online store where end users can find aftermarket products from the industry’s leading brands, which are then delivered via the VIPAR Heavy Duty network of participating distributors.

Jeff Paul, director of marketing for VIPAR Heavy Duty, says the organization recognizes a shift in the buying habits of some truck parts purchasers to now include the convenience and instant access of the web, in addition to more traditional methods.

VIPAR Heavy Duty facilitates the marketplace utilizing its ecommerce solutions. When visitors enter, they are prompted to select a local participating distributor to fulfill their order. Specific catalog information for that distributor is displayed to end users, as well as location and technical support contact information providing the expertise of a local parts specialist when needed. The order, payment and delivery are then fulfilled through that local distributor with multiple shipping and delivery options.

Bill Betts (left) was appointed to a newly created position of president and chief operating officer of Betts Co. Mike Betts (right), formerly president of Betts Co., will actively continue in the business as chairman of the board of directors and chief executive officer.

Betts Co. Names Bill Betts as Seventh President

Betts Co. has announced the appointment of Bill Betts to a newly created position of president and chief operating officer. Mike Betts, formerly president of Betts Co., will actively continue in the business as chairman of the board of directors and chief executive officer. With this appointment, Bill Betts becomes the seventh president of Betts Co., founded by William Michael Betts in San Francisco in 1868. Betts Co. has been owned and led by members of the Betts family without interruption throughout its 147-year history.

Bill Betts joined Betts Co. in June 2007 after a successful two-year stint with Protiviti Inc. He has held varied leadership positions during his tenure with Betts Co., including procurement, sales, marketing, customer support, strategic planning and project management. In his new role, he will have primary responsibility for Betts Co.’s three business units and development of overall strategic direction.

Andrea Nicholson Joins Brenton Productions Account Team

Brenton Productions, a producer of automotive how-to television, has named Andrea Nicholson as account manager. Nicholson’s role as the newest member of Brenton’s sales team focuses on the goal of expanding its customer base and increasing marketing exposure for existing clients.

"Ms. Nicholson brings a broad range of experience stretching over 13 years in media sales, production and distribution elements of the business, including management of advertising sales for and NASCAR Productions, overseeing sales efforts of competition and lifestyle content for network and digital-use clients,” said Brenton Managing Partner Jim Cozzie.

Nicholson is an active member of the SEMA Businesswomen’s Network (SBN). She and her family live in Kannapolis, North Carolina, and are avid motorsports and automotive enthusiasts. Brenton Productions is currently producing four automotive-based how-to series: “All Girls Garage,” “Car Fix” and “Truck U” for Discovery/Velocity and “Two Guys Garage” on MAVTV.

Goodguys-Speedway Motors Day at the Hay will take place Saturday, June 27, at Pinnacle Bank Arena festival grounds in Lincoln, Nebraska’s Haymarket district.

Goodguys-Speedway Motors “Day at the Hay” Added to 2015 Schedule

Day at the Hay—a brand-new, one-day-only event has been added to Goodguys Rod & Custom Association’s 2015 event schedule. Goodguys-Speedway Motors Day at the Hay will take place Saturday, June 27, at Pinnacle Bank Arena festival grounds in Lincoln, Nebraska’s Haymarket district. The event will feature an outdoor show-and-shine with awards for all years, makes and models of American-made and American-powered cars and trucks. Vendor exhibits, the Goodguys AutoCross and live music will be featured. A special kickoff celebration for registered event participants will be held Friday evening, June 26, at the Smith Collection Museum of American Speed—a short distance from the event venue.

Auto Meter Products Inc. Acquires Palmer Performance Engineering Inc.

Auto Meter Products Inc. has announced that it has acquired the Palmer Performance Engineering Inc. business, and that it has entered into a long-term strategic alliance with Brian Palmer and the DashLogic Development Team. With this acquisition, Auto Meter will add the DashCommand app that can turn any iOS or Android smartphone or tablet into a fully customized dashboard and diagnostic tool to its instrumentation product line. Auto Meter also acquired the ScanXL and ScanXL Pro diagnostic scan tools, which will be added to its test equipment product range. Finally, Auto Meter added the DashLogic display controller to its instrumentation business and technology portfolio. The DashLogic product range enables automotive enthusiasts to customize/re-purpose existing dashboard displays on their vehicle with a plug-and-play module that allows the consumer to display an expanded range of vehicle and engine readings.

The DEI-sponsored Tulsa Technology Center team qualified for the Dual National Championship playoff with a time of 32:16.

DEI-Sponsored 2015 Hot Rodders of Tomorrow Team Qualifies for Dual Championship Engine Challenge

The Design Engineering (DEI)-sponsored Tulsa Technology Center (Broken Arrow, Oklahoma) team competed in the 2015 Hot Rodders of Tomorrow Engine Challenge Goodguys 5th Spring Lone Star Nationals event, March 20–22, at the Texas Motor Speedway in Fort Worth. One of four teams from Tulsa Technology Center, the DEI team qualified for the Dual National Championship playoff with a time of 32:16. The championship will be decided in competition at the 2015 SEMA Show in Las Vegas and the PRI Show in Indianapolis. The next scheduled event will be April 10–12 at the Goodguys Del Mar Nationals in Del Mar, California. There are a total of seven competitions before the final showdown in Las Vegas and Indianapolis.

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