TalkRev Launches PartsNow.ai for Heavy-Duty Truck Parts
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By Counterman
Automotive Parts Associates (APA) is pleased to announce that Midwest Parts Hub, a division of Kelley Automotive Group based in Fort Wayne, Indiana, has joined the group as a shareholder.
Founded in 1952 by Jim Kelley, Kelley Automotive Group is a family-owned dealership group representing multiple vehicle brands and serving customers throughout northeastern Indiana and beyond. Midwest Parts Hub opened in 2025 and services customers throughout the surrounding region through its extensive inventory of genuine General Motors OEM, ACDelco and aftermarket parts, along with daily delivery routes and advanced technology systems. The company emphasizes inventory availability, experienced staff, technology integration and reliable service as key drivers of its continued success.
“In today’s market, if you want to stay competitive, you need to be part of a program group,” said Mike Smith, parts director for Kelley Automotive Group. “Operating completely on your own is no longer effective. After evaluating our options, we knew
link hidden, please login to view was the right choice.” “We are excited to welcome Midwest Parts Hub to APA,” said Steve Tucker, president of APA/TruStar. “Their long-standing commitment to service, innovation, and operational excellence makes them a tremendous addition to our shareholder family.”
For more information about Kelley Automotive Group, visit
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By Counterman
link hidden, please login to view has recognized Truck-Lite and ECCO as its latest suppliers to earn the VIPAR Heavy Duty Strategic Partner (VSP) designation. The two companies, both part of Clarience Technologies, join a group of suppliers that demonstrate a strong commitment to supporting the organization’s distributors, fleets and strategic initiatives across the heavy-duty aftermarket. “Truck-Lite and ECCO bring exceptional value to our distributor network through their commitment to innovation, safety, and service,” said Larry Griffin, vice president of program management for VIPAR Heavy Duty. “Their strong support of fleets, investment in data quality, and product offerings that extend across key international markets align closely with our strategic priorities. We are pleased to welcome them as Strategic Partners.”
Designation Criteria and Program Support
Truck-Lite and ECCO earned the designation by meeting key criteria established by
link hidden, please login to view, including active support of fleets through the organization’s National Accounts Program. The companies also contributed product content to PARTSPHERE PIM®, VIPAR Heavy Duty’s product information management system, and delivered comprehensive product programs that serve both VIPAR Heavy Duty and Power Heavy Duty distributors. “We are honored that Truck-Lite and ECCO have been recognized as VIPAR Heavy Duty Strategic Partners,” said Brian Olsen, executive vice president and president, Visibility Solutions, at Clarience Technologies. “This designation reflects our shared commitment to supporting distributors and fleets with innovative, high-quality solutions. We value our partnership and look forward to continued collaboration to deliver value across the heavy-duty aftermarket.”
Benefits of VSP Designation
Suppliers that earn the VSP designation benefit from enhanced visibility and engagement opportunities, including special recognition and priority positioning at the IMPACT Conference. They also receive expanded branding across distributor touchpoints and increased networking and collaboration with the VIPAR Heavy Duty Family of Companies team and distributor members.
Truck-Lite and ECCO join the VSP group alongside Baldwin Filters, Donaldson Company, East Penn, Grote, Prestone, Tectran and Tramec.
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By Counterman
link hidden, please login to view announced the launch of its newly redesigned website. The new site reflects the company’s continued investment in delivering an accessible digital experience for customers and partners. Designed with performance and ease of use in mind, the enhanced website features a streamlined interface, refined navigation and a fully responsive design optimized for desktop and mobile devices.
Key Features
Advanced Store Locator – IP-enabled map that displays the nearest store locations. Online Ordering Access – One-click entry to Rapid ordering platforms and customer registration portal for account setup. Product & Promotions Hub – Centralized access to brands, product categories, monthly specials and loyalty programs. Digital Strategy
“This launch represents a significant step forward in our digital strategy, ensuring our online presence reflects the same high standard of service we deliver every day,” said Vikrant Aggarwal, president and CEO of XL Parts | The Parts House. “By bringing our brands together on one cohesive platform, we are strengthening our market presence and creating a more connected, efficient experience for the customers and communities we serve.”
Customers can explore the refreshed platform at xlparts.com or thepartshouse.com.
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