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By Counterman
A customer walks up to the counter and asks for a specific brand.
Another wants the lowest price.
A third just needs it now.
Those demands, all of which must be met, are carefully considered by distributors. What winds up on the shelf is the result of constant evaluation, competing priorities and calculated decisions.
As Mike Mohler, executive vice president and chief purchasing officer for the
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At the distributor level, brand selection starts with what Mohler calls “the four pillars.”
First comes cost. “I need to have a competitive acquisition cost… but I need to think about total cost.” That includes everything from freight to handling to overall profitability.
Next is logistics. A supplier has to deliver product in a way that fits the distributor’s operation, not just offer a good price.
Then comes category management. The goal is simple in theory and difficult in practice. Stock the right part, in the right place, at the right time, in the “right brand.”
Finally, there is data. Clean cataloging, strong product information and insight into how parts move all factor into the decision.
If a brand cannot support all four areas, Mohler says it is unlikely to make the cut.
The Customer Is Driving More Than Ever
But even if all those pillars are met, the real test is the customer. Today’s shops have numerous suppliers at their disposal; ready and waiting for a chance to deliver the required products via the desired brands.
“If they want an oxygen sensor from Bosch, we’ve got to be the guy to get them that. If they want an air fuel ratio sensor from Denso, we’ve got to be the guy to get them that,” said Mohler. “We’re carrying SKUs in multiple brands because our customer demands it.”
Distributors also have to account for a wide range of customers.
“We’ve got people that want to pay for a $500 brake job. We’ve got people that can’t afford a $500 brake job, and that’s fine.”
That drives a tiered strategy. Premium brands, mid-tier lines and opening price point options all have a role.
As Mohler points out, “that lower price point necessarily means we have to sell much more to be able to make the same dollars.”
Data Is Replacing Guesswork
All of these decisions continue to evolve as distributors respond to changing demand, new technologies and ongoing market pressure.
“We have a more eclectic and more demanding customer base than we’ve ever had,” explained Mohler. “They now can pick and choose what branding they want. We have to become experts in reading minds, and we use data and all the best thinking to try to figure that out.”
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By Counterman
link hidden, please login to view has joined the Diesel Pro Network, the AAM Group’s newest specialty marketing program designed for diesel-focused jobbers. Diesel Pro Network support
The
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Jobbers throughout Tri-State’s distribution footprint will gain access to:
Diesel-focused aftermarket websites. Ready-to-use social media content. In-store product videos via N-Store TV. Participation in the Keys to Ride sweepstakes. Network Expansion
This move marks an expansion for the
link hidden, please login to view and strengthens AAM’s ability to support diesel businesses across the country, the organization said. The post
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By Counterman
VIPAR Heavy Duty and Power Heavy Duty added 15 distributors representing 62 locations to their aftermarket distribution networks for 2025. The new companies include multigenerational, family-owned operations, high-growth regional players, and the networks’ first international distributors in Central America.
“These distributors bring an incredible range of experience, capabilities, and regional expertise,” said Chris Baer, president and CEO of VIPAR Heavy Duty. “From established shops with decades of history to innovative businesses breaking new ground, what unites them is a clear vision for the future and the drive to use our network to fuel their success. That shared commitment strengthens our entire organization.”
Market Impact
The additions expand coverage across key freight corridors in the United States and extend
link hidden, please login to viewHeavy Duty’s footprint into Guatemala, Honduras, Costa Rica, El Salvador, and the Dominican Republic. The new locations add service bay capacity, delivery fleets, and warehouse square footage to support fleets, independent service facilities, municipalities, agriculture, oil and gas, mining, and on-/off-highway markets. The combined expansion strengthens regional parts availability and service responsiveness—particularly in the Upper Midwest, Florida, Texas, Tennessee, Utah, Oklahoma, and across Central America—while broadening access to driveline, suspension, brake, filtration, hydraulics, and specialty services.
New VIPAR Heavy Duty Distributors (2025)
Truck Depot Corporation
30 Locations across Guatemala, Honduras, Costa Rica, and El Salvador
Truck Depot marks a historic milestone as the first Central American distributor to join VIPAR Heavy Duty. Truck Depot’s staff of more than 500 employees operate a mix of sales channels including warehouses, retail stores, service shops, mobile assistance, and e-commerce. Founders Oscar Sevilla L., Gabriel de la Fuente E., and Diego de la Fuente Schutt began operations in 1999 focusing on suspension and brake parts with Maxi Repuestos SRL and Ultra Repuestos de Honduras S.A. de C.V. Grupo Vintage S.A. was added in 2005, and in 2024, Truck Depot Corporation was established to encompass all. They distribute spare parts and accessories for all mass cargo and passenger transportation types and offer large inventories, strong brands, and professional staffing.
Universal Truck Service LLC
Roseville and New Brighton, Minn.
Led by Gene Perry, Universal Truck Service represents three generations of family leadership, with over 90 employees serving the Minneapolis–Saint Paul metro area. The company operates 50 service bays, performing truck and trailer repair, engine and transmission work, mobile repair, tanker maintenance, Cummins warranty repairs, hydraulic hose services, and parts delivery within a 60-mile radius.
Seagull Diesel Parts Inc.
Salt Lake City, Utah
Founded by Jimmy Jacketta in 2010, Seagull Diesel Parts offers transmission and driveline service, engine diagnostics and repair, electrical troubleshooting, welding, radiator and cooling system service, vehicle inspections, frame and alignment work, DPF filter cleaning and replacement, and air conditioning service.
Tampa Spring Company
Tampa, Bradenton, Lakeland, and Ocala, Florida
Tampa Spring is a family owned and operated business serving customers since 1927. Owned by John Messina, Tampa Spring offers a comprehensive range of truck and heavy duty vehicle repair parts, including a full line of automotive leaf springs, helper springs, air springs, and coil springs. They sell to and service both wholesale and retail customers with 60 employees, four outside sales representatives, 10 delivery vehicles, and 58 service bays.
RENOSA (Repuestos Noé, S.A. de C.V.)
San Salvador, Ilopango, Lourdes Colón, and Santa Ana California, El Salvador
RENOSA strengthened VIPAR Heavy Duty’s presence in Central America and are a strong addition with an impressive list of supplier relationships. The company was founded in 1990 and is owned by Rigoberto Martínez. He leads more than 100 employees who provide high quality service to the heavy and semi-heavy transport systems in El Salvador, including differential, suspension, transmission, and brake system components as well as filtration systems and engine repairs.
Childers Auto & Truck Parts Inc.
Pikeville and Mt. Sterling, Kentucky
Founded in 2023 by Ken and Allison Childers, Childers Auto and Truck Parts is a family-owned business that has rapidly emerged as a strong presence in the heavy-duty parts and service market. The company supports fleets, owner-operators, municipalities, and off-highway customers with truck and trailer parts, full-service repair, diagnostics, and critical support services.
Super Industrial SRL
Santo Domingo, Bávaro, Haina, and Santiago de los Caballeros, Dominican Republic
Super Industrial SRL (La Casa del Camionero), owned by Carolina Mederos, is a family company that was established in 1975 for the reconstruction of clutches, brakes, radiators and rectification of drums, discs and steering wheels for trucks. In 1986, they opened their first store for the sale of all types of original and replacement parts for trucks, buses, and trailers of North American manufacture. Today, their reconstruction workshop and branch locations provide service and parts for the entire island.
New Power Heavy Duty Distributors in 2025
NorthWest Bearing & Industrial Supply Co. Inc.
Woodward and El Reno, Oklahoma
NorthWest Bearing & Industrial Supply has been serving the gas compression, agricultural, and farming industries in Western Oklahoma since 1991. Owned by Bob and Denise Mitchell, the company is a trusted source for industrial bearings, filters, and hydraulic components. They operate a 15,000-square-foot facility in Woodward and a 2,400-square-foot branch in El Reno. Its team of 20 experienced professionals supports sales, purchasing, warehousing, delivery, accounting, and a fleet of eight delivery vehicles.
RBR Truck Parts LLC
Hutchins, Denton, Duncanville, and Fort Worth, Texas
Founded in 2018, RBR Truck Parts is a heavy-duty aftermarket parts distributor serving owner-operators, fleets, service centers, and municipal accounts in the Dallas/Fort Worth metroplex. Its Hutchins location is strategically located near Interstate 45, close to major ports, rail yards, and warehouse hubs that support the region’s trucking industry. RBR stocks a broad range of engine, suspension, brake, wheel and tire, filter, fluid, and accessory products. The company is led by owner Rony Santos and general manager Cesar Perez.
Milian Truck Center
Tampa and Medley, Florida
Established in 2018 by Osman Lleo, Milian Truck Center is a family-owned distributor with three locations, including two in Tampa—one of Florida’s key regional transportation hubs and home to the state’s largest shipping port. The company employs 45 people, operates four delivery vehicles, and manages 60,000 square feet of warehouse space, supplying aftermarket truck parts to fleets and owner-operators.
Knox Trailers Inc. / DBA KP Services Truck and Trailer Parts
Knoxville and Crossville, Tennessee
Founded in 1993 by Steve Fultz and Tommy Jones, Knox Trailers offers heavy-duty truck and trailer parts, repair, and refurbishing services. Operating out of a 32,000-square-foot Knoxville facility and a new 4,800-square-foot warehouse and showroom in Crossville, the company provides 14 service bays, a paint booth, and a dedicated fleet of delivery and service trucks to meet customer needs quickly and reliably.
West Ridge Heavy Duty Parts LLC
Logan, Utah
Established as recently as October 2023, West Ridge Heavy Duty Parts is a fast-growing, service-driven company founded by Jared Strawn and Russel Guymon. They offer a full range of heavy-duty truck and trailer parts and services, including flywheel resurfacing, custom driveline and hydraulic hose fabrication, U-bolts, and welding services. Their customer base includes a diverse mix of on-highway fleets, owner-operators, agriculture, and mining operations across class 5 through 8 vehicles.
Accurate Alignment and Frame Service Inc.
Appleton, Wisconsin
Accurate Alignment and Frame Service has been a family-owned business in the northeastern Wisconsin market for the past 70 years. Owned by Mark and Dennis Broehm, they offer heavy-duty truck and trailer parts, shop supplies, tools and equipment, and extensive repair capabilities. With 24 service bays, 34,000 square feet of shop space, and a 14,000 square foot warehouse, the company supports fleets, municipalities, independent service facilities, and owner-operators.
A & L Systems NexGen LLC
Redford, Michigan
A & L Systems NexGen offers a full range of heavy duty truck parts and specializes in the engineering and installation of auto-lubrication systems for both on- and off-road equipment. They service fleets, municipalities, independent service facilities and owner operators in the Detroit area from their 6,500 square foot warehouse and showroom. Originally established in 1980, the business was purchased in 2024 and is owned by Ron Meehan.
Brakes & Wheels Inc./Gordo Bros.
Odessa, Texas
Brakes and Wheels distributes a full line of heavy duty parts, operates a brake reline shop, repairs utility trailers and installs toolboxes, brush guards, head-ache racks, and other accessories for the oil field customers they service. They serve independent owner-operators, local fleets, oil field service companies, and city and county service centers out of a 20,000 square foot facility located on 2 acres. The business was started by Connie and Ray Quiroz in 1975 and is owned today by Connie and sons Rene and Gilbert.
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By Counterman
At
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His steady presence, matched with a tireless work ethic and unmatched dedication to customers, earned Mills the title of 2025 WIX Filters Counter Professional of the Year, presented at AAPEX 2025 in Las Vegas. The award, presented each year by aftermarketNews and Counterman, recognizes the aftermarket’s top counter pros.
Starting from Scratch
Mills’ career didn’t begin with a lifelong love of cars. It began with opportunity and a willingness to learn.
“I got hired as an assistant manager at my first parts store, and I’ll be honest – I didn’t even know what a spark plug was,” Mills recalled with a laugh. “So I went out and bought a manual for my car, started reading and learned from everyone around me.”
That curiosity turned into commitment. He studied vehicle systems, asked questions and made a point to understand not just what customers needed, but why they needed it. The more he learned, the more he loved the process. “I didn’t want to be the one holding up the job,” he said. “Getting the right part the first time … that became my goal.”
Over nearly three decades in the aftermarket, Mills developed a reputation for accuracy and reliability. He learned to read between the lines of a customer’s request, ask the right questions and anticipate the next step in a repair.
Building Trust One Call at a Time
Mills’ official title is Commercial Parts Professional, but the job description tells only part of the story. His customers, from one-bay garages to major dealerships, see him as a partner in their success.
He estimates that he handles hundreds of calls a day. Each one matters. “It’s about helping them make money, too,” Mills said. “If I can get them the right parts fast, they can get the job out, keep the customer happy and keep the doors open. That’s what this business is about.”
He doesn’t shy away from difficult situations. “We had a shipment mix-up once,” said James Akers, area sales manager for Fisher Auto Parts. “A customer’s engine got docked two states away, and it was supposed to take three days to fix. Rob worked out the logistics and had it there in seven hours. That’s just who he is – if something goes wrong, he fixes it before anyone even knows.”
That level of service means customers rarely shop on price. “They don’t ask what it costs,” Akers added. “They just call Rob because they know he’ll take care of them.”
For Mills, it’s all about relationships. “You have to find what makes people tick,” he said. “Some want the part fast, some want to talk through the issue. You’ve got to know your people – dealers, shops, fleets – and treat them all with respect.”
Adapting to a Changing Industry
After three decades, Mills has seen the aftermarket evolve through every imaginable change – from carburetors to computer modules. He’s not intimidated by it.
“You have to stay current,” he said. “We do training all the time – classes through Fisher and Federated, supplier programs like Standard Motor Products or turbo training. I read a lot. You can’t stop learning.”
He’s also quick to adapt his communication. Many of his customers now text him directly or send photos of parts and VINs to verify applications. “Technology helps a lot,” Mills said, “but the personal side is still what matters most.”
Akers agreed. “What separates Rob is that he combines old-school service with modern tools,” he said. “He can look up a complex OE code while talking a customer through diagnostics – and he makes it look easy.”
That mix of knowledge and empathy helps him navigate one of the industry’s biggest challenges: complexity. “There are so many variations now – different engines, trims, options – you can’t assume anything,” Mills said. “That’s why I always double-check. I’ll call a dealer, confirm a VIN, do whatever it takes to make sure it’s right.”
Leading by Example
As much as Mills is known for his customer service, he’s equally respected for his influence inside the store.
“Rob’s a natural mentor,” Akers said. “When new counter pros come in, I want them working near him. They learn just by watching – how to talk to customers, how to stay calm, how to solve problems instead of creating them.”
That mentorship has produced measurable results. “We’ve had employees move up in other stores and markets because they learned from Rob,” Akers said. “He’s helped shape some of our best team members.”
Mills doesn’t seek the spotlight. He says he just wants to help. “I had people help me early on,” he said. “It’s only right to give that back. If someone wants to learn, I’ll teach them everything I know.”
It’s a humble approach that’s earned him universal respect. “In all the years we’ve worked together,” Akers added, “I’ve never had to fix a customer problem behind Rob. He takes care of it – always.”
Family, Fishing and Finding Balance
For all his dedication to work, Mills says life outside the store keeps him grounded. He and his wife, Leigh Ann, have two children and three grandchildren, and weekends are often spent with family – or out on the water.
His favorite pastime is bass fishing, sometimes in local tournaments. “It’s kind of like being behind the counter,” he said. “You’ve got to figure out what’s going to work that day. Patience, persistence – you try, adjust and try again until you get it right.”
That same mindset drives him at work. “You might spend all day chasing a part number or helping a customer figure out a tricky job,” Mills said. “When it finally comes together, that’s the reward.”
“He loves his family, he loves to fish, but he also loves helping people,” Akers said. “That’s the thing about Rob – he genuinely cares about everyone around him.”
Recognition and Reflection
Pictured from left: Fisher Auto Parts COO David Reid; Fisher Auto Parts President Herb Godschalk; Federated Auto Parts CEO Sue Godschalk; Leigh Ann Mills; Rob Mills; MANN+HUMMEL CEO Kurk Wilks; and MANN+HUMMEL Chairman Thomas Fischer. When Mills got the call notifying him of the award, he didn’t believe it. “I thought it was a spam call,” he joked. “Once I realized it was real, I was shocked – and thrilled. I work hard, but I never expected something like this.”
He and Leigh Ann received an all-expenses-paid trip to Las Vegas for AAPEX 2025, where he was recognized during the AWDA luncheon and later presented with the award at the AMN/Counterman Counter Professional of the Year reception.
Counterman Managing Editor Jeff White poses with Rob Mills. “It’s a huge honor,” Mills said. “I just try to do my best every day. To be recognized by WIX Filters and Counterman – it means a lot.”
Akers, who nominated him, said the recognition couldn’t have gone to a better person. “Rob represents what this industry is all about – hard work, honesty and taking care of people,” he said. “He’s proof that great counter professionals don’t just sell parts – they build relationships that last decades.”
Mills with wife Leigh Ann at the Counter Professional of the Year reception. Three decades after opening that first repair manual, Mills has become the kind of professional he once looked up to.
“I still love it,” he said. “I love helping people, solving problems and knowing I made somebody’s day a little easier.”
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By Counterman
link hidden, please login to view, a global manufacturer of filtration products, and AMN/Counterman magazine named Rob Mills the 2025 Counter Professional of the Year. Mills is a commercial parts professional at Fisher Auto Parts in Beckley, West Virginia. The Counter Professional of the Year award, sponsored by WIX Filters and presented at AAPEX in Las Vegas, annually recognizes an automotive aftermarket parts professional whose dedication, work ethic and expertise elevate their business and the profession as a whole.
Mills has spent more than 30 years in the automotive aftermarket, earning a reputation as one of the most reliable and trusted counter professionals in his region. His career began in an unlikely way—he entered the business with no prior automotive experience and had to teach himself everything from the ground up. Determined to succeed, he studied vehicle systems, learned from experienced technicians and developed a deep understanding of parts and applications. That drive to improve never faded.
Over the decades, Mills became known for his meticulous attention to detail, technical accuracy and ability to track down even the hardest-to-find parts. His commitment to service has earned him the loyalty of independent garages, fleet operators and dealerships throughout southern West Virginia and beyond. His leadership and example have helped train and inspire younger counter pros to bring the same level of pride to their work.
Outside of work, Mills is devoted to his family, which includes his wife Leigh Ann, two children and three grandchildren. He enjoys spending weekends with them and competing in local bass-fishing tournaments—a hobby he compares to his work behind the counter, where success comes from patience, focus and persistence.
As part of the Counter Professional of the Year award, Mills and his wife received an all-expenses paid trip to Las Vegas for AAPEX 2025. He was honored during the AWDA luncheon and was presented the award during the AMN/Counterman Counter Professional of the Year reception.
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