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By Counterman
Bosch has launched a new multimedia advertising campaign to promote 100 years of wiper blade innovations. The campaign is part of its Century of Impressive Innovation initiative. It will run on ESPN, Disney+, Hulu, Amazon Prime, HBO Max and Netflix. Audio placements will appear on Spotify and YouTube.
Wiper blades campaign runs across major media platforms
The 30-second advertisement is set in a
link hidden, please login to view testing facility. It features three robots interacting with a test vehicle. The spot concludes with the robots taking the vehicle onto public roads. A security officer observes the activity. Campaign message focuses on visibility and replacement needs
“Wiper blades aren’t just another car part. When drivers use Bosch Wiper Blades, they are armed with the knowledge, power and innovation developed for 100 years,” said Scott Sullivan, Bosch senior marketing communications specialist, team lead. “Bosch wipers are designed to help drivers get to their destination safely and this campaign ensures that our wipers get into the hands of consumers who need them.”
Wiper blade lines sold through national retailers
link hidden, please login to view offers multiple product lines through major retailers. PrimeACTIVE and ENVISION blades are available at AutoZone. FOCUS wiper blades are sold at Advance Auto Parts and O’Reilly Auto Parts. ICON wiper blades are available at all three retailers. Inspection intervals vary by climate and driving conditions
Bosch recommends inspecting or replacing wiper blades every six months to one year. Drivers should replace blades sooner if visibility declines. Vehicles operated in harsher climates may require more frequent replacement.
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By Counterman
Roy Kent has been named president of
link hidden, please login to view, it was announced by Sue Godschalk, CEO, Federated Auto Parts, on January 22. “Roy brings valuable insight, a collaborative approach and a passion for mentoring future leaders to his new position. His experience, leadership and thorough understanding of Federated make him the ideal choice for the role of president,” said Godschalk. “Having worked closely with Roy for the last 12 years, I know he will focus his talents on supporting Federated members and advancing growth initiatives that benefit the entire membership and strengthen supplier partner relationships.”
Kent joined
link hidden, please login to view in 2014 as chief strategy officer and president of new business development after serving in a variety of sales and management leadership positions at Everco, Moog, Cooper Industries and Federal-Mogul. When the Automotive Parts Services Group (The Group) was formed, he took on the role of executive vice president, supplier relations of The Group, where he collaborated with members and vendors to identify mutually beneficial opportunities. Kent returned to Federated Auto Parts in 2021 where, before being named president, he served as executive vice president, member support and business development.
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By Counterman
link hidden, please login to view appointed Jeff Paul executive vice president, effective Jan. 1, 2026, following a vote by the VIPAR Heavy Duty Board of Directors. The promotion was first announced by president and CEO Chris Baer to the network’s heavy-duty aftermarket distributors at the company’s IMPACT Conference in October. “Jeff and I have worked together for 23 years, and in that time, he has consistently demonstrated an exceptional level of commitment, drive, and integrity. He is among the most principled and capable leaders I have had the privilege to work with. Jeff’s future within this organization is extremely bright, and our organization is fortunate to have him to guide the ship in future years,” said Baer.
Leadership Scope and Distribution Strategy
Paul most recently served as vice president of marketing and sat on the executive management team. He oversaw data and market research, marketing strategy, corporate branding, corporate communications, public relations and corporate event management.
In his new role, Paul’s responsibilities expand to long-term organizational objectives, development and maintenance of strategic relationships, and oversight of innovation and expansion efforts tied to aftermarket distribution and supplier strategies. He will also provide executive oversight for major initiatives, including the reconstruction of the National Accounts program.
“Jeff has started his journey, and we have a comprehensive timeline that will guide us to a smooth transition 24 months from now,” said Baer.
Digital Platforms and Data Strategy
Paul has led major digital and data initiatives for
link hidden, please login to view, including the PARTSPHERE PIM & DAM and the Nucleus Knowledge Center, supporting product data quality and supplier connectivity across the supply chain. He has also led the IMPACT Conference program, with a focus on distributor and supplier engagement. Industry Engagement and Governance
Paul serves on multiple industry boards and committees, including the AWDA Board of Governors, CVSN Board of Directors, MEMA Heavy Duty E-Commerce Committee and the Joint Operating Committee for Heavy Duty Aftermarket Week (HDAW). His involvement aligns with market trends in heavy-duty aftermarket distribution, data standards and e-commerce.
“I’m grateful to our Board of Directors and to Chris for their confidence and support,” said Paul. “I look forward to expanding my contributions as we continue to strengthen our family of companies and our impact across the industry, delivering true group value for our stockholders, members, and supplier partners. And, I’m proud to do this work alongside an exceptional team whose dedication continues to move our organization forward.”
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