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By Counterman
All Star Auto Lights, a specialty distributor of alternative automotive parts and a portfolio company of
link hidden, please login to view, has announced the acquisition of Blackburn OEM Wheel Solutions. Blackburn is a Macedonia, Ohio-based supplier of new and refurbished OEM steel and alloy wheels for the automotive aftermarket.
This is All Star’s third acquisition in the aftermarket OE wheel space since 2021 “and transforms All Star beyond its traditional auto lights business and into a leading automotive aftermarket equipment supplier,” the company said.
“This acquisition significantly increases our capacity to manufacture and supply OEM wheels through our growing nationwide network,” said Matt Immerfall, CEO of
link hidden, please login to view. “Combined with our existing family of brands acquired in 2021, Jante Wheel and Perfection Wheel, the addition of Blackburn quickly doubles our impact in the automotive-wheels sector and offers our customers a more comprehensive selection and faster delivery while solidifying All Star’s wheel division to better serve its customer base.” Phil Druce, partner of Atlantic Street Capital, added: “We are excited to add Blackburn to All Star’s family of brands. With 13 sites and more than 400 employees, All Star is positioned as a national player with collision and body shops, tire and service centers, rental-car and auction-house customers to profitably repair cars faster with the highest-value OEM alternative replacement parts.”
link hidden, please login to view is one of the leading distributors of OEM wheels in the United States and provides OEM wheels (steel and alloy), wheel covers (hubcaps) and center caps in brand-new, refinished and used condition. “Blackburn has a great industry reputation for quality and customer service that is consistent with what All Star stands for,” Immerfall said. “Maximizing the amazing business that Blackburn has built over the last 30-plus years with All Star’s capabilities is a true privilege. It’s exciting for the All Star Team to round out our newly formed wheel division with Blackburn. Our ability to partner manufacturing and supply to take care of our customers on a national level is an incredible opportunity that we are thrilled about.”
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By Counterman
The U.S. automotive aftermarket has experienced several victories when it comes to Right to Repair, which secured the consumer’s right to choose where they get their vehicle maintained and repaired.
This right was secured twice in Massachusetts: first in 2012, resulting in a nationwide memorandum of understanding (MOU) with automakers for vehicle diagnostic and maintenance data from the OBD, and again in 2020 for wirelessly generated vehicle data.
Contrary to the will of Massachusetts voters, soon after the win in 2020, the automakers filed a lawsuit to overturn this 2020 victory for consumer rights and we are still waiting on a decision from the judge.
As the industry awaits the long-anticipated decision on the Right to Repair court case in Massachusetts, the auto care industry continues the fight for safe and secure access to vehicle maintenance and repair data on the national and international stage. On the federal front, the Auto Care Association has worked to gain support for the
link hidden, please login to view to secure the Right to Repair for all Americans, but time is running out to secure co-sponsors in this Congress. Due to currently competing legislative priorities (supply chain shortages, war, inflation), it is likely the REPAIR Act bill will need to be reintroduced in 2023. In response to the need to continued momentum and even more engagement on the issue, members of the Auto Care Association’s
link hidden, please login to view are asking for the industry to partake in a “Right to Repair Awareness Month” this July. “It’s critical to engage our 4.4 million brothers and sisters in this battle for independence,” said Bill Hanvey, president and CEO of the Auto Care Association. “We must continue a steady drumbeat and add more voices to our story. That’s why this July, we’re launching Right to Repair Awareness Month to ensure that every colleague, peer and coworker knows what Right to Repair is and why they need to get involved.”
Anyone in the industry can join the Right to Repair Awareness Month effort by doing two simple things:
Share your support for Right to Repair throughout the month of July and what it means to you on social using the hashtag #righttorepair. The Auto Care Association has created a link hidden, please login to view for eye-catching communications. Be an ambassador within your organization: spread the word about Right to Repair Awareness Month with your supervisor. Ask your HR department to send this company-wide and use resources from the association’s media kit to educate your company and encourage your employees or colleagues to also take 30 seconds to link hidden, please login to view to their local legislator via the association’s Action Center. Additional resources, including full briefs on Right to Repair can be found on the Auto Care Association website for both the
link hidden, please login to view and link hidden, please login to view levels. Companies that partake in employee education efforts will be recognized. Send details about your participation in the Right to Repair Awareness Month to [email protected]
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By Counterman
Advance Auto Parts introduced its No. 1 fan “Ed Vance,” representing the voice of an emerging segment of automobile enthusiasts: those learning to DIY and craving a partner on their journey.
“In Ed Vance, Advance is providing an authentic, relatable, entertaining and category-exclusive bilingual voice to embody, represent and connect with these modern DIYers, living alongside them in their DIY journey,” Advance said in a news release. “And his name just happens to be like the brand … Ed Vance loves Advance.”
Forty percent of motorists who maintain their own vehicles are between 16 and 34 years old, according to the company.
“Ed’s name recognition will draw quick connection to the Advance brand and serve as a vehicle to communicate the great benefits Advance offers,” said Jason McDonell, executive vice president of merchandising, marketing and e-commerce at Advance Auto Parts. “Ed is able to tell short stories that become authentic and real and connect with a new era of car enthusiasts who have emerged during the pandemic. We leaned into this in developing Ed as ‘every person’s person,’ inspiring these motorists to try something new in caring for their automobile while accelerating our commitment to build personal connections with them.”
“In a retail category largely seen as a ‘sea of sameness,’ Ed Vance further differentiates Advance as the need for vehicle maintenance increases parallel to the average age of automobiles in the United States reaching 12 years,” the company added in a press release.
Ed and Advance’s “Do It Together” movement is threaded through all aspects of the new campaign, a connection-first approach guiding all marketing efforts and putting the customer journey front and center. Ed Vance is bilingual, introduced as “Eduardo Vance” to Hispanic audiences in all marketing. His persona first debuts on Instagram and Twitter (@EdVance4Advance), followed by 30-, 15- and six-second spots in both English and Spanish placed in media and on platforms relevant to the modern DIYer, including Roku, Spotify, Pandora, Twitch and more.
Advance also recently debuted a new custom theme and sonic logo in two languages. “This is How We Advance” and “Avanza Con Advance” drive brand recognition and affinity for Advance while providing a memorable, hummable tune for DIYers.
The arrival of Ed Vance comes as Advance celebrates its 90th “Advanceiversary” this summer by curating consumers’ most memorable moments on the road – the “Drive of Your Life” – for the chance to win a year’s worth of free Shell gasoline and possibly have their drive recreated. To submit the Drive of Your Life, motorists should visit
link hidden, please login to view or post on Twitter or Instagram, using #DriveOfYourLifeContest and tagging @advanceauto or @advanceautoparts respectively, now through July 31. The post
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