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Movers & Shakers: Matt Michielin Joins Eleven Engineering Marketing Team; Voyomotive Partners With CerebrumX

Compiled by SEMA Editors

Matt Michielin
Matt Michielin

Matt Michielin Joins Eleven Engineering Marketing Team

Eleven Engineering Inc. has announced that Matt Michielin has joined the company as marketing team leader. His responsibilities at Eleven Engineering include maintaining the SKAAstore and the creation of the new SKAAstore website, customer service, office operations, database management and social media and communications assistance. Prior to joining Eleven Engineering, Michielin worked with Clean Harbors Environmental Services, The Government of Alberta, and Special Olympics Alberta.

Voyomotive Partners With CerebrumX

Voyomotive has announced a partnership with CerebrumX to offer new analytics-based solutions for the Insurtech market. The Voyomotive telematics platform will provide embedded vehicle data to CerebrumX’s Augmented Deep Learning Platform (ADLP).  The combination of the two systems will enable new dynamic pricing models for Pay As You Drive (PAYD) and Manage How You Drive (MHYD) policies while providing real time insights that increase driver safety. This new partnership follows the recent release by Voyomotive and Intelematics of the FailSAFE algorithm for predictive battery failure. Companies developing machine learning and analytics applications that require advanced telematics data are invited to make enquiries at

Dan Clarke

Permatex Names Dan Clarke Director of Marketing for the Engine Repair Business

Permatex has appointed Dan Clarke to the position of director of marketing for the Engine Repair Division. In his role, Clarke will be responsible for driving the development and execution of all marketing activities for the Engine Repair business to meet strategic objectives and deliver financial goals. The announcement was made by Lee Burtelson, vice president/general manager, Engine Repair. With Permatex since 2015, Clarke recently served as the company’s sales director for the U.S. traditional channel. Promoted to director of traditional sales in 2018, Clarke successfully drove the company’s efforts to increase new product sales in the traditional automotive channel and implemented a preferred distribution program that better focused on Permatex’s customers in the traditional automotive aftermarket and helped simplify business activities in the channel. Clarke began his career at Permatex as senior product manager where he oversaw significant growth in revenue, market share and margin in his product categories. Prior to Permatex, Clarke was a business unit manager at Coburn Technologies Inc., and spent 11 years with HID Global Corp. in various management and sales positions.

Beta Tools
Beta Tools USA has announced its North American presence as a wholly owned subsidiary of Beta Utensili S.P.A.

Beta Tools USA Establishes Presence to Serve North America With Italian-Designed Professional Tools

Beta Tools USA has announced its North American presence as a wholly owned subsidiary of Beta Utensili S.P.A., which will expand its global presence. The company offers Italian-designed and manufactured tools for mechanics, industrial maintenance and car repair professionals and tool enthusiasts.

Red Line Synthetic Oil Announces New Partnership With Oil Changers

Red Line Synthetic Oil has announced a new partnership with quick lube chain Oil Changers. Through this partnership, Red Line will supply the company’s high-performance oil for use at Oil Changers locations. The company’s high-performance engine oil will be used to service all types of vehicles.

NGK Announces Executive Changes

NGK Spark Plugs (U.S.A.) Inc. has announced two promotions within its executive team. Brian Norko has been promoted to senior vice president of commercial business. In this role, he will be responsible for all sales, product development, and marketing strategies for the NGK Commercial Busines’ automotive aftermarket, OEM, and OES channels. Prior to this promotion, Norko served as the vice president, aftermarket for three years. Lesley Skinner has been promoted to vice president, culture, communication and people. In this newly created role, Skinner will be responsible for driving the company culture, corporate communications, and administration strategies. Skinner was previously the senior director of human resources and administration and has been with NGK for nine years.

LGE-CTS is customizing a Ford F-250 Platinum 4x4 Diesel truck.

Win a Custom LGE-CTS Ford F-250 and $20,000 Cash

LGE-CTS is customizing a Ford F-250 Platinum 4x4 Diesel truck featuring a leather interior and a turbodiesel V8 that produces more than 1000 lb.-ft. of torque. LGE-CTS Motorsports customizations include Baja Forged 5-in. bulge carbon-fiber fenders and bed sides, Baja Forged front and rear tubular bumpers, a bed cage spare tire rack, a rigid light bar and accessory lights, a Warn 9,500-lb. winch, an ICON Stage 5 coilover conversion suspension with a 3.5-in. lift, 8-in. Method wheels with 37-in. Toyo tires, Banks cat-back exhaust, iDash and Pedal Monster. The sweepstakes begin on February 18, and the winner will be announced on March 10. Proceeds will benefit the First Responders Children’s Foundation, which has provided financial support to children who have lost a parent in the line of duty as well as families enduring significant hardships due to tragic circumstances. Enter for your chance to win the truck along with $20,000 cash.

Jenna Jefferies
Jenna Jefferies

Jenna Jefferies Joins PerTronix Performance Brands

PerTronix Performance Brands has announced that industry veteran Jenna Jefferies has joined the company as national account manager. She previously spent 18 years at K&N as national account manager and two years at Pilot Automotive as vice president of sales. In her new role, Jefferies will be responsible for growing national account revenue and for providing new product feedback to the PerTronix engineering team. She comes from a motorsports family and is passionate about desert off-road racing. Just last week, SEMA SBN honored her as its SHEIsSEMA Woman of the Year.

Brembo Announces Acquisition Of SBS Friction A/S

Brembo has acquired SBS Friction A/S—a Danish company that develops and manufactures eco-friendly sintered and organic-material brake pads for motorbikes. Brembo will integrate the company’s brake pads into its current product range, strengthening its position in the motorbike sector. The agreement is expected to be finalized in the first quarter of 2021.

Continental earned 2020 Automotive Communications Awards for the advertising program featuring its new Autodiagnos Automotive Diagnostic System and Autodiagnos TPMS Service Tools.

Continental Receives 2020 Automotive Communications Awards for Best Ad Campaign

Continental earned 2020 Automotive Communications Awards for the advertising program featuring its new Autodiagnos Automotive Diagnostic System and Autodiagnos TPMS Service Tools. The award was presented during the 2020 Virtual AAPEX Experience tradeshow by Women in Auto Care, part of the Auto Care Association, for the Best Ad Campaign to the Distribution and Retail Audience. Continental was recognized for its strategic, multi-channel advertising and marketing campaign supporting the launch and promotion of the new Autodiagnos brand in the automotive aftermarket.

Meyer Distributing Announces New Bridgeport, West Virginia, Location

Meyer Distributing Inc. has announced a new location in Bridgeport, West Virginia. The cross-dock will have a direct, next-day feed from Meyer’s Jasper, Indiana, distribution hub, which houses one of the largest inventories of automotive accessories, exhaust and RV parts in the region.

Steve Grimshaw
Steve Grimshaw
Mark Sanders
Mark Sanders

Caliber Announces Internal Promotions

Caliber has announced that its current President and Chief Operating Officer Mark Sanders will succeed longtime CEO Steve Grimshaw, effective January 1, 2021. Grimshaw will move to full-time executive chairman at this time. Sanders has spent his entire career in the automotive industry and joined Caliber Collision in 1997 as they expanded their operations into Texas. As President and COO, Sanders led the growth strategy, which expanded Caliber Collision’s footprint throughout the U.S., while also positioning Caliber for the future through the strategic acquisition of other lines of business. He also led the consolidation and alignment of all brands—Caliber Collision, Caliber Auto Care, and Caliber Auto Glass under the Caliber umbrella, priming Caliber for its next phase of growth. Caliber plans to name Sanders’ successor in the near-term. During Steve’s tenure, the organization grew from 68 locations in two states to more than 1,200 locations in 34 states across the U.S. Caliber’s revenue also increased from $284 million to $4 billion.

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