Federated Suite-Stakes Winners Enjoy Alaskan Voyage
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By Counterman
link hidden, please login to view honored the suppliers shaping the future of the automotive aftermarket at its 15th annual 2026 Partnership Event, Thursday, March 12, in Atlanta. This gathering has long served as a milestone moment that brings together the industry’s most valued partners to celebrate shared achievements, align on strategy, and deepen the relationships that drive the business forward. “Our Supplier Partnership Event isn’t just a celebration, it’s a reflection of what we believe at NAPA: that the most successful businesses are built on a foundation of trust and collaboration,” said Danny Huffaker, senior vice president product & marketing. “Bringing our partners together each year is how we align on our plan to win and strengthen our relationships. We’re grateful to our partners for their continued investment in NAPA and for their shared commitment to innovation that is defining the future of our industry.”
Among the evening’s honors, the Spirit of NAPA Award carries a particularly rich legacy. Established more than 30 years ago, it recognizes an individual who truly embodies NAPA’s values, work ethic, and commitment to deep, lasting partnership.
The full list of this year’s winners is below:
Spirit of NAPA Award, Premium Guard Inc. (PGI)
Spirit of NAPA Award Recipient – Premium Guard Inc. (PGI) Premium Guard Inc. (PGI) is honored with the Spirit of NAPA Award for demonstrating exceptional overall performance, deep partnership, and a sustained commitment to NAPA’s success. Through industry-leading service levels, strategic investment in dedicated NAPA sales support, and strong collaboration on new product launches and market expansion, PGI has consistently aligned its efforts with NAPA’s goals.
Following one of the most significant product transitions in NAPA’s history, PGI stepped up in a meaningful way, working cross-functionally with our teams to support training, sales enablement, and market adoption. Their partnership has helped expand product coverage, drive market share growth, and ensure NAPA remains well positioned to serve customers across our network.
Through performance, collaboration, and shared commitment, PGI truly embodies the Spirit of NAPA.
Partnership Award, Chris Pruitt
Partnership Award Recipient – Chris Pruitt Chris Pruitt is recognized for decades of leadership. Over a remarkable 31-year career at East Penn Manufacturing, Chris helped guide the company through significant growth while strengthening its relationship with NAPA at every level.
Under his leadership, East Penn consistently supported key NAPA initiatives that drove market share growth through innovative and collaborative programs. Chris also demonstrated a deep commitment to giving back, proudly supporting the Intrepid Fallen Heroes Fund through fundraising efforts that honored those who have sacrificed for our country.
Known for his accessibility and collaborative spirit, from the store level to the executive team, Chris fostered a culture of open communication and true partnership. Now serving as Chairman of the Board, he leaves behind a legacy defined by trust, integrity, and a long-standing relationship between East Penn and NAPA built to endure for years to come.
Service Award, Valvoline
Service Award Recipient – Valvoline Valvoline is recognized for delivering exceptional service performance to the NAPA network, maintaining industry-leading fill rates and dependable on-time delivery. Their reliability and responsiveness ensure NAPA customers consistently receive the products they need when they need them.
Catalog Award, CRC
Catalog Award Recipient – CRC CRC is recognized for excellence in catalog content and data quality, demonstrating exceptional completeness, correctness, and reliability in product information. Their commitment to maintaining high standards ensures NAPA teams and customers have the accurate information they need to confidently identify the right products.
Quality Award, Old World Industries (OWI)
Quality Award Recipient – Old World Industries (OWI) Old World Industries (OWI) is recognized for its outstanding commitment to product quality and transparency, working closely with NAPA to provide comprehensive testing data and detailed quality documentation. Their proactive collaboration and dedication to continuous improvement help ensure the reliability and performance that NAPA customers expect.
Innovation Award, Milwaukee
Innovation Award Recipient – Milwaukee Milwaukee is recognized for driving innovation and growth within the NAPA network through the launch of more than 600 new SKUs in 2025 and the creation of exclusive trade in promotions that generated significant incremental sales. Their continued investment in new product development and sales enablement demonstrates a strong commitment to innovation and partnership with NAPA.
Indirect Supplier Award, The Variable Agency
Indirect Supplier Award Recipient – The Variable Agency The Variable Agency is recognized for its exceptional partnership and creative leadership in the brand transformation of Carlyle Tools. Through strategy, distinctive visual identity, and powerful storytelling, TVA helped reimagine Carlyle as a modern professional tool brand designed to resonate with the next generation of technicians.
Marketing Award, Dorman
Marketing Award Recipient – Dorman Dorman is recognized for outstanding collaboration with the NAPA marketing teams, investing in innovative campaigns and strong social media engagement that increased visibility and traffic at NAPA for the Dorman brand. Their commitment to creative marketing initiatives continues to expand awareness of Dorman products among technicians and customers across the industry.
Sales Award, Dorman
Sales Award Recipient – Dorman Dorman is honored for delivering exceptional sales growth with NAPA, generating significant incremental revenue through strong product innovation, inventory support, and close collaboration with NAPA teams to capture new opportunities and serve customers more effectively.
Market Disruptor Award, Carlyle Tools Suppliers (ISS, Great Neck, Clore, Homak, FNA)
Market Disruptor Award Recipient – Carlyle Tools Suppliers ISS, Great Neck, Clore, Homak, and FNA are recognized for their partnership with NAPA in relaunching the Carlyle Tools brand—bringing together product expertise, supply chain strength, and collaboration to create a differentiated professional tool offering that is reshaping expectations in the market.
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By Counterman
Several
link hidden, please login to view members enjoyed a weekend of bass fishing and World of Outlaws racing as the winners in the Grote-Federated Co-Man “Bass ‘N’ Outlaws” promotion. The Federated members spent a day on a guided bass fishing trip on beautiful Lake Tohopekaliga near Orlando, Florida, and watched a night of World of Outlaws racing at the Federated DIRTcar Nationals at the Volusia Speedway Park in De Leon Springs, Florida. The promotion winners also received lodging on the St. John’s River with all meals included during the trip.
“Our members had a great day of fishing, a night of exciting racing and we even saw some alligators,” said John Marcum, director of marketing for Federated. “We want to thank our partners at Grote for an incredible trip and a highly successful promotion that rewarded Federated members for their continued growth and commitment to Grote. The winners enjoyed a once-in-a-lifetime experience thanks to our friends at Grote.”
To be eligible for the promotion,
link hidden, please login to view members were rewarded for their purchases of Grote Industries products for a three-month period through the Federated Co-Man warehouse. The winners were chosen based on the highest percentage of growth and highest dollar growth in Co-Man Grote purchases. In addition, members were al The post
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By Counterman
Applications are now open for the Federated Car Care Scholarship Program. Applicants can apply at
link hidden, please login to view. The application deadline is March 31. Qualified candidates must select “Federated” on the online application. Federated Car Care Scholarship Program Details
Fisher Auto Parts funds the Federated Car Care scholarships in memory of Art Fisher. Art Fisher founded Federated Auto Parts and the Federated Car Care program. The program offers scholarships to active Federated Car Care Centers. Eligible centers must purchase from a Federated member.
“We are very pleased to continue offering scholarships to the children and employees of Car Care Center members, supporting their pursuit of higher education,” said Bo Fisher, chairman and CEO of Fisher Auto Parts. “The University of the Aftermarket Foundation makes the application process easy and efficient, and we urge interested students to submit their applications as soon as possible. We are excited to recognize a new class of deserving
link hidden, please login to view scholarship recipients for the 2026-27 academic year.” Eligibility and Award Administration
The
link hidden, please login to view administers the scholarships. The foundation will award several scholarships to eligible applicants. Eligible applicants include employees and children of active Federated Car Care Center members. Applicants must attend accredited two- or four-year colleges. Eligible programs include ASE/NATEF certified automotive, heavy-duty, or collision training programs. Licensed and accredited vocational schools also qualify. High school students graduating in 2026 may also apply. Application Process and Consideration
Federated participates along with more than 30 scholarship organizations. These organizations award scholarships through the foundation’s central website. Each completed application receives consideration for every matching scholarship. Applicants only need one application at AutomotiveScholarships.com.
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By Counterman
For the fourth straight year,
link hidden, please login to view will sponsor the World of Outlaws DIRTcar Nationals in February along with select World of Outlaws races throughout the 2026 season. Federated will also continue its sponsorship of the World of Outlaws work area and be a prominent associate sponsor on Shark Racing’s No. 1 sprint car, driven by Logan Schuchart. “The first three years of our partnership with World of Outlaws have surpassed expectations. Feedback from members and customers has been overwhelmingly positive regarding our involvement in the nation’s premier dirt track racing series,” said J.R. Bishop, director of event marketing and member services for
link hidden, please login to view. “We are excited to continue the Federated partnership with Logan Schuchart for the upcoming year. Logan is an outstanding representative of Federated both on and off the track and we are looking forward to what promises to be another standout season.” In 2025, Schuchart finished fourth in the World of Outlaws season points standings, recording two victories and 32 top five finishes. The Federated logo will appear on the nose wing of Schuchart’s sprint car for most of the 2026 season with Federated also serving as the primary sponsor of select races.
The season kicks off with the 55th Federated Auto Parts DIRTcar Nationals held Jan. 29-Feb. 14, at Volusia Speedway Park in Barberville, Florida. The World of Outlaws sprint car races, featuring Schuchart, will take place Feb. 4-7 as part of the DIRTcar Nationals. Additionally, at every World of Outlaws sprint car race in 2026, the work area at each track will be branded as the Federated Car Care work zone.
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By Counterman
Federated’s “Free Fuel Fridays” promotion is returning to Facebook this winter. Each Friday through March 13, Federated will announce four randomly selected winners on its Federated Auto Parts and Federated Car Care Facebook pages. A $50 gift card will be sent to each of the winners. Winners will be announced each Friday starting Jan. 23 with the final four winners announced March 13, 2026.
Marketing Comment
“The ‘Federated Free Fuel Fridays’ promotion continues to be very popular with our Facebook community,” said John Marcum, director of marketing for
link hidden, please login to view. “The contest is simple to enter and offers a fun and rewarding experience. We invite all Federated Facebook fans to join in take advantage of the chance to win some free fuel.” To Enter on Facebook
To enter, visit
link hidden, please login to viewon Facebook or click on the special Federated Auto Parts or Federated Car Care contest links and fill in the entry form. Extra entries can be earned by sharing the contest with Facebook friends. The post
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