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Adventry Presents Goodyear Belts At HDAW


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For the first time, Adventry Corp. planned to display its Goodyear Belt heavy-duty line of products at Heavy Duty Aftermarket Week (HDAW) in Grapevine, Texas, this week.

Goodyear Belts is a licensee collaboration between Adventry and The Goodyear Tire & Rubber Company.

“Our team has worked hard to develop a full range of V-belts, serpentine belts, tensioners and pulleys for heavy-duty applications,” said Tara Cevallos, CEO of Adventry. “Heavy-duty aftermarket professionals expect great products and that’s what we deliver, along with our outstanding service.”

“We currently have more than 1,800 SKU’s, covering more than 98% of the market,“ said Chad Davis, senior product manager at Adventry. “In addition to our complete line of the highest-quality belts, the new Goodyear tensioner, pulley and FEAD Kit program is ideally suited for the needs of distributors, fleet managers and professional installers. Our customers have found our online catalog is second to none.”

Goodyear Belts’ new line of heavy-duty power-transmission products meets or exceeds OEM specifications. Belt materials have been developed and tested to provide dependable and durable service. Goodyear tensioners, pulleys and FEAD kits are designed to restore an engine’s serpentine belt drive to original specifications. For more information, visit booth 1834 at HDAW, 

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, email [email protected] or call 855-492-3587.

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    • By Counterman
      As luck would have it, I have the perfect serpentine-belt story to demonstrate: 1) the strange side of automotive repair; 2) the crazy things you have to deal with as a counter professional; and 3) that professional technicians can make mistakes, even when we don’t realize it.
      A few years back, a friend of mine had driven to Georgia for a month-long visit with family. While they were down there, one of the front brakes locked up. They took the car to a local shop, which quoted them a lot more money than they could afford to fix the car. Since they were a close friend, and since I always looked for an excuse for a road trip, I agreed to help.
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      As soon as I arrived, I transferred my cargo to the Town Car, turned in the rental and went to work. All I needed to do was fix it just enough so the car would make it back to Ohio and the comfort of my shop. I slapped on the caliper, bled it out and it was ready to go. However, before hitting the road, I did a quick check-over of the rest of the car.
      My only serious concern was the serpentine belt. It was severely cracked and worn – probably one of the worst I had seen. I envisioned it falling apart somewhere in the mountains, so I thought it was best to replace it. On the way to the freeway, I stopped at one of the large auto parts stores and bought a belt. Since I hadn’t planned on this, I also had to buy a serpentine-belt tool.
      The belt took me longer than normal to replace because the accessories on the bottom of the engine were difficult to get to, but I could see them well enough to know the belt was on correctly, and all the pulleys and tensioners seemed OK. I started it up, the belt ran true, so I was good to go. The freeway was still a couple miles and a half-dozen traffic lights away. Sitting at the very last light before 600-plus miles of open road, the car suddenly started making a terrible noise under the hood.
      The rhythmic nature of the noise told me something was wrong with what I had just done. I dodged the entrance ramp for the side of the road. The new serpentine belt had completely shredded and fallen apart. I removed the remains of it, and luckily still had the old one in the trunk. I double-checked all the pulleys and tensioners and could see no problem, so I reinstalled the old belt.
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      So, what goes into selling serpentine belts? The application is normally the easy part unless you have a crazy story like mine, but you may often be asked how to tell if the belt is worn out. Small cracks in the top surface of the teeth are normal and common, even with low miles on a belt. When the cracks extend all the way down to base of the teeth, that’s a belt that should be replaced.
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      It’s not uncommon to install a new serpentine belt to remedy a squeaking noise, only to find the noise is still there. In most of these cases, the belt truly needed replaced, but think of the perception by the customer. If they’re not aware of the other factors involved, they’re going to blame it on the quality of the belt. It happens often. Go figure! Who would ever claim a new serpentine belt was defective?
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      link hidden, please login to view is a brand of ADD USA group, one of the largest manufacturers of shock absorbers in the world. For more information, call 770-238-1611 or visit
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      link hidden, please login to viewAnita Barlow of Delphi Technologies (left) and Megan Gardner of AASA BorgWarner provides its employees with extensive programs and leadership in diversity, equity and inclusion and cultivates a workplace where diversity is welcomed, and employees are given opportunities to discuss inclusion openly. The company created regional DEI councils that review policies and procedures to ensure they are serving the needs of the employee base and implemented a global company ratio compensation analysis to take a stand against unconscious bias.
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      link hidden, please login to viewBruce Ronning of DriV (second from left) received the 2021 AASA Member Advocacy Award. Most importantly, he and his company were not afraid to speak up on the importance of Right to Repair and maintaining a competitive market for consumer choice on where, and with what parts, vehicles are serviced. 
      “I am humbled and grateful to be recognized by AASA with this award, as we at DRiV are always glad to work with Paul and the AASA/MEMA teams to do what we can to promote and ensure the future of our industry,” said Ronning. “I look forward to continuing our relationship and plan to do my part to ensure that the needs and issues affecting the aftermarket are taken seriously.”
      Catherine Boland, MEMA’s vice president of government affairs, Leigh Merino, MEMA’s vice president of legislative affairs, and McCarthytook the stage to officially name Ronning as the first-ever AASA Advocacy Champion. 
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