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FRAM Inks Partnership With NASCAR Cup Driver Daniel Suárez
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By Counterman
AirSept recently announced a new distribution partnership with Transtar Industries.
Transtar, founded in 1975, is the world’s largest supplier of transmission and driveline parts. Transtar recently launched a comprehensive line of air-conditioning parts for auto, light-duty and medium-duty applications.
AirSept, which develops unique, problem-solving products for the mobile and stationary HVAC markets, has been granted more than 40 patents worldwide and has received 20 industry awards for products designed to save time and labor and grow service profits, according to the company.
With the partnership, Transtar will stock AirSept’s products for the mobile air-climate market, including AirSept’s Smart Splice line-repair solutions; Dual Recycle Guard to prevent sealant and contaminants from damaging A/C-service equipment; Compressor Guard filters to protect compressors from harmful debris; and AirSept’s complete line of A/C tools and equipment.
“We are excited to announce a partnership with Transtar that will allow us to offer our extensive line of A/C repair solutions to a broad national market,” AirSept President Aaron Becker said. “Our innovative products are designed to provide new A/C repair options and to protect expensive A/C-service equipment. Transtar is perfectly positioned for success in the A/C aftermarket, and we are proud to offer our products through them.”
Transtar Vice President of Product Development, Kevin Piekarski added: “Our partnership with AirSept allows Transtar to get one step closer to our mission of simplifying complex vehicle repair to keep the world moving. AirSept’s innovative and unique products allow our customers to be more efficient and profitable and we are proud to be partnered with a company that matches our same passion for problem-solving.”
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By Counterman
Idemitsu Lubricants America and O’Reilly Auto Parts have jointly announced a nationwide expansion of their partnership.
As a result of this new affiliation, all Idemitsu transmission fluids now are available through O’Reilly’s national network of Auto Parts Stores.
Idemitsu Lubricants America is the largest supplier of Japanese OEM lubricants in North America.
Idemitsu’s Japanese OEM-specific transmission fluids are developed explicitly for each OE vehicle’s transmission application. This way, vehicle owners benefit from the same OE-quality product that their vehicle’s transmissions were designed to use for optimal functionality, according to the company.
“Developed to meet the most stringent requirements of Japanese automakers, Idemitsu’s application-specific formulas guarantee no shift shocks, less clutch wear and reduced fuel and oil consumption,” the company added.
Founded in 1911, Idemitsu a leading supplier of OE-specific automatic (ATF) and continuously variable (CVTF) transmission fluids to Japanese automakers, such as Toyota, Lexus, Honda, Acura, Nissan, Mitsubishi, Subaru and Mazda.
“We’re so very pleased to be partnering with O’Reilly Auto Parts on such a large scale,” said Frank Lam, Idemitsu senior division manager for the aftermarket. “This new distribution relationship will allow more O’Reilly locations across the country and, more importantly, their automotive service and Japanese-branded vehicle-owner customers, access to Idemitsu’s OE-quality lineup of transmission fluids developed specifically for their vehicles.”
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By Counterman
Advance Auto Parts, the “Official Auto Parts Retailer of NASCAR,” received the 2022 Marketing Achievement Award at the NASCAR Industry Awards Reception during NASCAR Champion’s Week in Nashville.
In its third season as an official partner, Advance has demonstrated its commitment to grassroots racing, supporting drivers and tracks in local communities across the United States and Canada. The entitlement partner of the Advance Auto Parts Weekly Series (NAAPWS), Advance most recently partnered with the NASCAR Drive for Diversity Driver Development Combine, developing new storytelling opportunities and helping to livestream the event for the first time in program history.
“Advance Auto Parts is very honored to receive this award,” said Jason McDonell, executive vice president of merchandising, marketing and e-commerce at Advance. “Since becoming a partner of NASCAR, our team has been focused on supporting grassroots racing through programs like Advance My Track Challenge and the Drive for Diversity Combine. As the official auto parts retailer of NASCAR, we look forward to our continued partnership, leading programs that advance local racing while serving as the auto parts provider of choice for race fans.”
For a second season, Advance promoted the “Advance My Track Challenge,” focusing on local racetracks and communities to raise awareness of and celebrate grassroots racing. Through a consumer voting program, the organization awarded Jennerstown Speedway a $50,000 prize, distributing 6,000 tickets to local Advance stores for free admission to the speedway’s celebration event. The program generated more than 220,000 impressions on NASCAR.com and NASCAR social media channels.
“Since becoming an official partner, Advance Auto Parts has been a big supporter of grassroots racing, raising awareness of local racing communities and providing young drivers with the opportunity to showcase their talent,” said Michelle Byron, vice president, partnership marketing at NASCAR. “After recently wrapping the 2022 Advance Auto Parts Drive for Diversity Combine, we’re thrilled to see what’s next as they continue to find creative ways to grow their presence in the sport.”
After introducing a new brand campaign in June with its No. 1 fan Ed Vance, Advance hosted Ed at the Coke Zero Sugar 400 at Daytona International Speedway and captured live content with him throughout the weekend. In a matter of months, Ed quickly began to be recognized at tracks, becoming a staple character among race fans.
Closing out the year, Advance served as the primary sponsor of the NASCAR Drive for Diversity Driver Development Combine, continuing to expand its presence in the sport. Advance was on-site throughout the event, capturing content as drivers prepared for and participated in the combine. Through its sponsorship, the company gave NASCAR the ability to evaluate additional drivers for the combine as the league also selected additional winners compared to previous years.
This is the first time Advance has been awarded the NASCAR Marketing Achievement Award. Previous winners include Anheuser-Busch, Comcast; Coca-Cola; Fox Sports and NBC Sports; Mars, Incorporated; Mobil 1; and Toyota.
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