4/4/2011-Aftermarket Digest

Bel-Ray adds Parts Europe to its distribution
Bel-Ray Co. Inc., a leading U.S.-based lubrication manufacturing company, is partnering with Parts Europe for distribution of Bel-Ray’s powersports line in key European markets, Bel-Ray announced in a press release.
To augment Bel-Ray’s current distribution channels throughout Europe, Parts Europe will initially distribute into France, Germany, Italy, Ireland, Poland, Spain and the United Kingdom, with other countries to follow. Bel-Ray has been sold throughout Europe for more than 30 years.
“Our company has been a distributor of Bel-Ray in the United States for many years and it gives us great pleasure to be able to add this quality brand to our Parts Europe roster,” Fred Fox of Parts Europe said in a press release. “Bel-Ray is an industry leader worldwide and we are proud to be associated with them.”
Bel-Ray’s chief operating officer, Jennifer Liquori, said the company has “a long and sustained market presence in Europe, largely based on brand integrity and innovative product technology. As the first premium brand to have launched in Europe, we are excited to work with a similarly innovative company, like Parts Europe who has also taken a market leading position in Europe.”
Bel-Ray’s complete line of powersports lubricants will be found in the Parts Europe warehouse beginning April 15.
In other company news, Bel-Ray added Christian Lass to its powersports sales team.
Lass will assume the role of powersports sales representative for its West Coast Territory. The industry veteran was most recently the national sales manager with FMF Apparel and was the national sales manager MX Division with Dragon Optical for eight years prior to working with FMF.
V-twin distributor brings on new suppliers
National V-twin distributor Custom Chrome has added a pair of suppliers to its product lineup, the company announced.
The distributor will once again be carrying the West Coast Chopper’s CFL frame as well as SENA Technologies’ communication products.
The latter includes the SMH10, a Bluetooth v2.1 Class 1 Stereo Headset with a long-range Bluetooth Intercom designed specifically for motorcycles. With the SMH10, you can call hands-free on your Bluetooth mobile phone, listen to stereo music or GPS voice instructions by Bluetooth wirelessly and have intercom conversations in full duplex with a passenger or other motorcycle riders.
The first shipment of West Coast Chopper’s frames was scheduled to be delivered in time for the Custom Chrome Dealer Show, set for March 19-20.
Sullivans Inc. to distribute Blur Optics
Distributor Sullivans Inc. has chosen to add Blur Optics to its lineup.
Blur Optics produces MX goggles and eyewear. Its products will be available through Sullivans beginning in May.
“We are proud to add the Blur Optics line to our top-selling brands, and we look forward to a successful future with the entire line of Blur goggles for Moto and soon for snow use,” Derrick Welch, vice president of Sullivans Inc., said in a press release.
AMSOIL teams up with Erik Buell Racing
AMSOIL and Erik Buell Racing LLC are partnering on both EBR’s street and race bikes.
Through the new agreement, the companies will develop and supply production lubricants for new EBR motorcycles, and AMSOIL will sponsor the EBR race team in AMA Pro Superbike competition.
“AMSOIL is very happy to be involved with EBR with their new street motorcycles,” AMSOIL Race Program Manager Jeremy Meyer said in a press release. “We saw a great match in the way they are using the extreme world of racing to push their new 1190 to the maximum so they can be sure it will be over-built for street use. That is what we have done for so many years at AMSOIL.”
The EBR/AMSOIL No. 99 Superbike race team will be led by rider Geoff May. EBR expects to debut the race-prepared version of the new EBR 1190RS at Infineon in May.
“AMSOIL is a great story of American engineering and entrepreneurship, and we are very proud that they recognize similar characteristics in our new motorcycle company and have chosen to work with us,” EBR founder Erik Buell said in the release.
Auto industry group releases powersports applications
The Automotive Aftermarket Industry Association released a set of powersports applications as part of the industry standard vehicle configuration database, according to an online report. Vehicle data for street and sport motorcycles, utility vehicles, ATVs, snowmobiles and PWC is now published as part of the Aftermarket Catalog Enhanced Standard (ACES) vehicle database, according to an Aftermarketbusiness.com report.
The effort is being done in cooperation with Ready 2 Ride, makers of the X-ActFit powersports electronic catalog.
California track selects VP Racing Fuels as official fuel
Track officials recently announced a multi-year agreement naming VP Racing Fuels the official facing fuel of Buttonwillow Raceway Park beginning in 2011.
Under the agreement, VP Racing Fuels will be the exclusive supplier of race fuels on site with VP110 and unleaded VP100 available at the pump, while C12, MS98 and other VP specialty fuels will be available in drums and pails. PSB

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