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Lift Institute Elects Officers, Hires PR Agency

The Automotive Lift Institute (ALI) has elected Jerome Lentz of Challenger Lifts in Louisville, KY chairman of the board of directors. Lentz takes over from Douglas Grunnet of Stertil-KONI USA, who ALI recognized for extensive contributions to the organization over his three-year term.

Continuing in their roles on the ALI board of directors are: Gary Kennon of the Vehicle Service Group, Gary DiAngelo of Wheeltronic Ltd., Jeff Kritzer of BendPak Inc., Pete Liebetreu of the Hunter Engineering Co., and Bob O’Gorman, ALI president.

In related news, ALI has named Simpson Communications as its public relations agency of record. Simpson Communications is a full-service public relations agency based in Shaker Heights, OH. It specializes in business-to-business communications within various segments of the transportation industry. Many of its clients focus on vehicle service, maintenance and repair.

O’Gorman, the president of ALI, explained that — with the introduction of its Lift Inspector Certification Program — ALI has expanded its mission to include vehicle lift inspection in addition to traditional activities designed to help promote a stronger automotive lift safety environment. “In order for the program to succeed, lift owners, technicians and the general public need to understand the importance of having every vehicle lift inspected annually by a qualified inspector. We hope that, in time, this will translate to mean by a lift inspector certified by ALI,” he said. “Simpson Communications understands the automotive industry and has a long history of communicating with the audiences we need to reach, so it was an easy decision to bring their team onboard.”

Also in related news, ALI reports that more than 300 industry professionals attended its Lift Inspector Certification Program orientation at the SEMA Show in late October. Attendees included lift inspector candidates, ALI members, and vehicle repair business executives.

And Stertil-Koni, a lift company, has initiated a new program among its distributor network to boost enrollment and participation in the ALI Lift Inspector Certification Program. Fifteen of the company’s independent distributors are now participating.

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