Keystone News

In an era when the U.S. RV industry has exhibited consistent growth and resilience, consolidation continued to reshape the North American RV market­place in a big way in 2015 just as it has in an array of other U.S. business sectors.

On the manufacturing side, Thor In­dustries Inc. acquired key vendor Pos­tle Aluminum Inc., Cavco Industries Inc. bought Fairmont Homes Inc. and Chariot Eagle Inc. and California-based Pacific Coachworks Inc. purchased Northland Industries in Nampa, Idaho.

Supplier Patrick Industries Inc. made headlines with the acquisition of North American Forest Products Inc. and Structural Composites of Indiana Inc., while Elkhart, lnd.-based Dexter Axle completed the late-year purchases of AL-KO Vehicle Technology and Titan lnternational's brake and actuator business. Lippert Components Inc. and Valterra Products LLC also finalized significant acquisitions.

On the retail front, Camping World Inc., Lazydays RV, Campers Inn RV, Pete's RV Center and Woody's RV World were among the retailers buying existing stores.

But it was consolidation in the RV aftermarket parts and accessories end of the business that arguably generated the most "buzz" in the trade press over the past year and ultimately made LKQ Corp:s Exeter, PA-based Keystone Automotive Operations Inc. and NTP­Stag RV distribution unit a slam-dunk choice as the "2015 RVBusiness Newsmaker of the Year:

"It wasn't a tough choice for the staff of RVBusiness, given the sheer volume of news stories on this topic in the com­petitive trade press; reported RVBusi­ness Publisher Sherm Goldenberg. "The fact of the matter is that LKQ in two years has amalgamated a substantial share of the U.S. RV aftermarket by pur­chasing the nation's top three RV after­market distributors, including Keystone Automotive itself and its Oregon-based NTP Distribution Inc. division plus Atlanta-based Stag-Parkway Inc. and, in August, The Coast Distribution System Inc. out of Morgan Hill, California.

"And when you look at the general ongoing wave of consolidation and the attention Keystone's acquisitions spawned among dealers, suppliers and competitive distributors, there's really no question in our minds that Keystone Au­tomotive was the most newsworthy sin­gular news story in the RV arena over the past year:"

Of course, there were plenty of other buzz-worthy headlines in 2015, among them:

"Winnebago's Potts Retires; Olson is Interim CEO" - The abrupt August exit of Winnebago Industries Inc. Chairman, President and CEO Randy Potts after 32 years with the Iowa manufacturer was a complete surprise to the rest of the industry, as was the temporary appointment of retired chairman Bob Olson and, subsequently, the interim tenure of Board Chairman Larry Erickson as the search for Pottts' replacement continued.

"Huge/meyer Succeeds Coon as RV/A's President" - Change at the top of the manufacturer-led Recreation Vehicle Industry Association doesn't occur all that often. Richard Coon, a former Cummins/Onan sales execu· tive, served 1 0 years before his October retirement. So, people are watching closely the transition to a new era at the Reston, VA-based trade association during which ex-Outdoor Industry Association President Frank Hugelmeyer should bring plenty of energy and new ideas.

"GE Sells Commercial Finance Arm to Wells Fargo" - Less than a month after GE CEO and Chairman Jeffrey lmmelt visited the RV industry's leadership in February in Elkhart, Ind., he informed General Electric Co. share· holders that the returns from its massive banking operations had fallen below the company's cost of capital, adding urgency to its consideration of an exit from the business. Sure enough, in mid-October, GE Capital, a major RV floorplan lender, was sold to Wells Fargo & Co.

All things considered, though, Key­stone's NTP-STAG rollup clearly was the story of the year, even though Keystone Vice President and General Manager Bill Rogers wasn't altogether flattered by all of the press coverage and the at­tention it involved. On the contrary, Rogers said in an early December inter· view during RVIA's 53rd Annual Na­tional RV Trade Show in Louisville, Ky., that his top priority right now has little to do with publicity and everything to do with the integration of all three companies under the corporate umbrella of 2,000-employee Keystone. RVB Exeter Building

As part of that effort, Rogers and his RV team at Keystone - already one of the world's leading distributors of specialty automotive parts and accessories - are methodically working their way through the ranks of North American dealers and suppliers to further assure them that they will like doing business with Keystone and NTP-STAG over the long haul, given a chance to do so.

"I guess I don't see it (a "Newsmaker of the Year" designation) as all that significant in itself," said Rogers, as his company prepared for its first combined NTP·STAG 2016 Expo trade show Jan. 19-20 in New Orleans. "I think what we've done has made good logic in terms of helping build a supply chain for dealerships that is efficient, that is able to offer high service levels, that is economically helpful. And the more vol­ume that goes through that supply chain, the more runs (delivery cycles) we can have to the customers."

Although Keystone will continue doing business in the RV sector as "NTP-STAG" for the time being, Rogers says that name could change once Key­stone gets its arms around the Coast acquisition. NTP-STAG has already consolidated three of Coast's warehouses into Keystone's overall network - which today includes seven warehouses, 47 stand-alone shipping cross-docks and $200 million in field inventory.

"So, we're 'NTP-STAG' for now, and since Coast isn't integrated yet, it still stands alone - and that's the way it's staying for awhile," said Rogers, seated next to NTP-STAG Director of Market­ing John Spaulding in the South Wing of the Kentucky Exposition Center dur­ing the Louisville Show. "I think we'll always do a different branding for the RV side versus the Keystone (automotive) side. Whether it changes over time remains to be seen."

Reflecting on his experiences over the past two years and some of the mis­understanding that sometimes surfaced, Rogers feels that he and his RV team could have done a better job of commu­nicating at times with both suppliers and dealers in presenting their overall game plan. That said, he thinks that Keystone's management has been making progress lately in conveying one essential message: That Keystone and its NTP·STAG division have no interest in doing anything but bringing improved service and better products to its customer base.

"Yes, we are making progress," said Rogers. "We are getting a good response from dealerships and the overall customer base. I think there was some early concern about it and I think we've tried to address those concerns - probably not quick enough. If there was anxiety in the supply chain, it wasn't, I don't think, anything that we did to create it other than a lack of communication or a lack of getting in front of the communi­cation around that. But the more time goes by and the more we're consistent and the more we're doing what we say we'll do, our channel partners are responding well. I am optimistic about our ability to stay connected with our customers and deliver an improved customer experience."

RVB Exeter Warehouse"And now that I've had the opportu­nity to visit with customers, I think there's a couple of things that we can do to help the industry in addition to just the normal stuff we do," added Rogers, whose company brought a staff of 40 people to the Louisville Show. "I think there's an area around training and helping to get more technicians into the industry that we can take a leadership role on. So, John (Spaulding) and I have talked about doing much more on that in 2016. Where we have training theaters at our facilities, we can provide space to hold meetings and help coordinate supplier engagement. We can help co­ordinate with suppliers to do training and really work with RVIA and the other industry associations to come up with programs that support the certification requirements that help get techs into the industry.

"And if we do that, it will help the deal­ers; I think they'll be appreciative. It's a win for them, but I think it's a big win for us, too, because the more business they do, the more business we'll do."

For his part, Spaulding, a former front-line Stag-Parkway executive, says he's looking forward to 2016 and to let­ting his company's veteran staff - representing all three formerly independent distribution firms - do what it does best at the New Orleans "Expo" show and beyond.

"Yes," Spaulding told RVB, "2016 will be an exciting year for us. We'll have all three entities operating in concert at the Expo and our goal is to prove ourselves and earn the business that customers are good enough to give us. Our priority is to provide what they need when they need it, very consistently, and to earn the right to be their first choice for aftermarket parts."  RVB

 

Let The BIG Shows Begin

Forty years is a long time to remain relevant. For Keystone Automotive Operations, the leading and largest wholesale distributor of specialty automotive parts in North America, decades of longevity in a dynamic industry can be attributed to four Ps: partnerships, products, performance, and personnel.

Keystone has learned a few things during its impressive history. Never lose sight of your core business; master the fundamentals that keep your doors open; practice integrity in all that you do, resulting in meaningful, long-lasting partnerships; and invest in the right personnel to produce quality results. Those values, ever present during the days of legendary racer and company founder Joe Amato, are still revered and practiced today.

Capitalize On A Growing Market

The Keystone BIG Shows are a representation of these quality characteristics, bringing together three of the strongest forces responsible for helping to shape the aftermarket, with the end result of stronger relationships, growth and prosperity:

• A passionate manufacturing community dedicated to product innovation
• Business-savvy retailers and restylers looking to capitalize on aftermarket opportunities to drive sales
• A trusted distribution partner committed to delivering on consumer demand and providing customers what they need when they need it, so they can close the sale.

The specialty automotive equipment market has grown from 7.2 billion to 36.2 billion, a staggering 500 percent over the past 25 years. And there are no signs of stalling — analysts forecast an upward trend through 2018. As a business owner in a mature and expanding industry now is the time to invest in your future. And there’s no better way to ring the cash register than at the Keystone BIG Shows. The first show is slated for February 20 at the Walter E. Washington Convention Center in the nation’s capital. The Gaylord Texan in Dallas will host the BIG Show on March 5. Together, the events serve as the largest wholesale only buying opportunities.

All aftermarket segments are represented, giving every kind of customer a chance to gather, share market intelligence and receive a customized business-building experience in a more intimate setting with hands-on product demos and education, as well as appealing purchasing incentives to bolster profit potential. There’s something for everyone, from speed, restyling and truck accessory shop owners to Jeep® specialty installers and more.

“The BIG Shows are the single most important days of the year, not only for Keystone but also for our suppliers and our customers. It’s the only time we are all in the same place at the same time with the opportunity to really help each other grow,” said Eric Fairchild, Keystone’s director of north east sales and U.S. customer support. “It is the perfect storm of opportunity: teaching, learning, communicating, building relationships, investing in your business and more. The BIG Shows are unmatched within the industry,” he added. “They give the supplier and jobber the opportunity that SEMA intends to offer, but with a more personalized approach and the added benefit that you can buy what you see. Regardless of business size, you can’t afford not to be there.”

Rolling Out The Red Carpet

Corby Phillips, national sales manager at Warn Industries, has been attending the shows for eight years. “Warn’s two biggest selling seasons are spring and fall. The BIG Shows are the perfect time of year, giving the jobber an opportunity to see our new products and prepare for the hobbyists and hunters to come out of hibernation for spring sales,” said Phillips. “The combination of warming weather and tax returns create an ideal scenario for the jobber to make the sale in the following 30-90 days.”

WEATHER GUARD® has been exhibiting at the BIG Shows since 2009, witnessing them outgrow the Secaucus and Atlantic City, N.J., venues. “This year marks our sixth consecutive year as the primary sponsor of the BIG Show West in Dallas,” said Mike Katz, national sales manager. “The BIG Shows always give us a fast start to the year, allowing us to showcase new products, launch exciting promotions and offer crazy, tough-to-pass-up, one-day show deals, so jobbers can stock up heading into the season.”

Products Showcase and enjoy a reception sponsored by Pendaform™ the night before the show. “The showcase offers customers a focused look at a variety of new products on display across all aftermarket segments," said Tim Williams, VP of sales and marketing. “It’s a great opportunity to see what new items can directly benefit your business or complementary items you may not have considered that can diversify your offerings and increase your growth potential. “On a personal level,” continued Williams, “I really love the ability to get in front of the customers, educate them about our product and talk about current trends, as well as throw out some great programs and promotions for them to take advantage of.” Hint, hint… they’ve been known to give away a truck or two!

Talk shop with your favorite manufacturers and be introduced to a variety of new lines that can kick your business up a notch. Take advantage of enticingly deep deals, promotions and giveaways, allowing you to stock up on your fastest-moving items and new products at a lower price. That means more built-in margin for you and increased profits upon closing the sale. And, you’ll be rubbing shoulders with fellow enthusiasts and industry celebrities. Chip Foose, Vic Edelbrock, Richard Rawlings and Brian Deegan have been known to stop by — just to name a few.

Keystone has managed to combine an engaging atmosphere, great events and, most importantly, business-building opportunities effectively. This gives attendees a one-stop shopping experience that is sure to wow and deliver long-term results. “We want to be part of the process to really help our customers market themselves as a local source for new and innovative products,” said Larry Montante, Keystone’s VP of category management.

So what’s in store for 2016? “Well, you’ll have to come out and see us! You can plan on a lot of excitement, entertainment, celebrity meet-and-greets, prizes, cash giveaways and more. It’s a perfect time of year to see new products and talk one-on-one with the manufacturing experts — all while having fun!” said Melissa Holland, Keystone events manager. “We’re committed to making the shows bigger and better every single year. It’s truly a team effort to ensure customers have a fantastic experience, and we certainly have the right people to make that happen.”

But Don’t Just Take Our Word For It — Take THEIRS!

PendaForm’s Williams couldn’t agree more. “In one spot, you have all of the people that make the products, distribute the products and sell the products—all those who help you make money. It’s a one-day show that makes that BIG of a difference. “You have to figure out a way to break away from the shop for a day”’ he added, “because it’s entirely possible you can meet someone and see, learn or buy something so important that it equates to 10 times more than you can sell in your shop that day. What you learn and see, and have the ability to purchase at the price being offered, can make a huge impact. It’s an investment in your future.”

For three veteran showgoers, breaking away from the shop has made all the difference. “We have two showrooms and install everything we sell,” said Glen Smith, general sales manager at BlackJack SpeedShop. “We work on a variety of vehicles, including Jeeps, trucks, modern muscle and even hot rods. I’ve attended the BIG Shows four or five times. It’s beneficial to meet the vendors and actually see the product and take advantage of deals, especially lines like Warn that go deeper at the show just for those attending. It’s a hands-on experience for us.”

Added Chris Schexnider, Classic Tint’s general manager: “Our core business is window tint and bedliners, but we’ve seen a big uptick in truck accessories. I’ve been attending the BIG Shows for four years. Our favorite part is being able to meet the vendors, see the new products and displays, keep up with what’s happening in the market and take advantage of the deals. Last year, we stocked up on WeatherTech® liners and UnderCover Flex. Also, I consider my relationship with my Keystone sales rep more like a friend.”

Access to new products, vendor interface and new-business opportunities are key reasons to attend, noted Jeff Hanks, VP at Cap and Hitch. “Our business is installs and truck accessories. I attended my first BIG Show in ’08. It’s great to talk with the manufacturers and put names with faces. Our favorite aspect is the New Products Showcase, and there are a lot of deals and promotions. We stock up on the small stuff, and Karen Liedel (Keystone sales associate) points us in the right direction of how to diversify our business.”

Quick Quiz

Where can shop owners across every aftermarket segment gather to meet with the industry’s top manufactures, discuss current trends, learn about new lines, see new products post-SEMA Show, and have a trade show experience that will increase their revenue? The Keystone BIG Shows, of course.

So be sure to: • Book early for best hotel rates
• Keep reservation and registration info handy
• Check parking structure height restrictions affecting raised vehicles
• Schedule time with your Keystone sales associate
• Download the BIG Show app to keep track of schedules
• Grab a floor plan to map out your day
• Check out show sponsors WEATHER GUARD and ReadyLIFT®
• Visit the Keystone booth for business-building tools and your top manufacturers
• Diversify with new product lines
• Attend the New Products Showcase and Customer Appreciation Receptions to enjoy great food and mingle with manufacturers, colleagues and the Keystone team
• Place orders early and often. Big Show deals are one-day specials — no exceptions
• So if you find a steal, BUY IT! STOCK IT! SELL IT!

 

  • 2/15/2016 12:00:00 AM
To Our Valued Customers:

Automotive enthusiasts have converted their street vehicles into race cars for decades, from pre-World War II classics to modern day performance vehicles. The U.S. Environmental Protection Agency has issued a legislative proposal that jeopardizes this favorite American pastime, and the future of our industry.

According to the White House Petition, if passed, “it would outlaw the conversion of any type of emissions-certified vehicle into a race car, and make it illegal to sell any emissions-related parts for those cars. The Clean Air Act prohibits the EPA from regulating race cars. Tell EPA Administrator Gina McCarthy to remove this provision from the “Greenhouse Gas Emissions and Fuel Efficiency Standards for Medium- & Heavy-Duty Engines-Phase 2" rule.”

Your Keystone team supports industry leaders and its valued partners advocating the repeal of this proposed legislation, one that would have a significant impact on the automotive aftermarket. We ask that you consider the magnitude of such legislation and urge you to sign the White House Petition asking the EPA to withdraw its proposal. We need 100,000 signatures in 30 days.

CLICK HERE TO SIGN


Sincerely,

Keystone Automotive Operations

Recent Articles

Keystone Automotive Launches Exclusive Interactive Garage Integration
Keystone Automotive Operations, distributor and marketer of automotive aftermarket products and services, has now exclusively integrated Interactive Garage, a virtual custom vehicle build visualizer, into its dealer transactional portal, eKeystone.com.

This new tool allows Trial and Premium subscribers to the eKeystone.com platform a visual sales tool to demonstrate to their customers exactly how their selected parts and accessories will appear on their vehicles prior to purchase and installation.

“It is important to us that we continue to develop enhancements to the eKeystone user experience for our jobbers while providing them with tools designed to assist the sales process and help them grow their businesses,” says Keystone vice president, category management, Larry Montante. “We believe that high-quality services such as Keystone Interactive Garage add significant value to our eKeystone Premium users with an easy-to-use tool that their customers will appreciate.”

Accessed via eKeystone.com, the Keystone Interactive Garage features 38 base vehicles sorted by year make and model, along with their corresponding color options and at launch, features more than 10,000 individual part variations from nearly 90 participating suppliers. Customized builds can be provided to in-store customers as a printout while the parts themselves can be added to the eKeystone cart with a single click.

“We developed Interactive Garage to be the perfect complimentary sales tool for jobbers, dealerships, and accessory manufacturers to provide the best user experience for the ultimate customer: the end consumer,” states Interactive Garage CEO and founder, Ryan Hagel. “Teaming up with Keystone provides our platform significant access into the marketplace that will aid in the acceleration of aftermarket product sales through visual vehicle personalization for users across the U.S. and Canada.”

This addition to the platform is now available and included with eKeystone Premium subscriptions. A customized version is also offered that delivers jobbers the ability to manage their retail pricing, customize the look and feel of the user interface, and incorporate the tool into their own websites.

“We’re receiving a tremendous response to Keystone Interactive Garage from our jobbers as well as our supplier partners,” added Montante. “With new parts being added daily, we will continue to expand the product offerings and with it, the variety of custom build options.”

2019 SEMA Show attendees will have the opportunity to learn more about the Keystone Interactive Garage when they visit the Keystone Booth #21249, while those who will not be attending the show are encouraged to speak to their Keystone representative for more information or visit: http://wwwsc.ekeystone.com/KIG.
Cap-it International partners with Keystone Automotive

EXETER, PA (September 10, 2019) - Today, Andrew Funk, President of Cap-it International, announces a partnership with Keystone Automotive Operations, Inc. as a Designated Supplier of Automotive parts and accessories to its 29 Cap-it Genuine Truckware locations across Canada and the United States.

Previously, Cap-it locations were serviced by Western Warehouse, a Wholesale Distributor of light truck accessories based in Western Canada owned by the Funk family.

“Since our beginning in 1977, Cap-it has been focused on providing an exceptional retail experience to our customers with a selection of light truck, adventure, and power sports accessories that is second to none. We believe this partnership will allow us to accelerate our efforts expanding the Cap-it Brand across North America. With Keystone’s exceptional service and inventory, they are the perfect partner to allow us to focus on growth while at the same time ensuring our franchisees and customers receive the best service possible.”

“We are excited to partner with the Cap-it team. Our mission and values match up nicely with theirs. Hank and Andrew have built an impressive business model focused on providing the best possible customer experience.” said Bill Rogers, President of Keystone Automotive Operations, “We have been servicing the Cap-it locations for many years and we are excited about the opportunity to significantly expand the partnership and enable their growth plans.”

Since 1990, Cap-it® Genuine TruckwareTM has established itself as a world-class retailer of quality truck accessories and camping products. Because Life’s an Adventure®, Cap-it’s 29 stores across North America provide customers and their vehicles lifestyle solutions for both work and recreation.

About Keystone Automotive Operations:

Keystone Automotive Operations is the leading distributor and marketer of automotive aftermarket products and services, uniquely positioned to offer customers and suppliers substantial scale, the most comprehensive inventory selection in the industry, high levels of customer service, and innovative marketing support. Keystone is committed to expanding its offerings to meet the ever-growing needs of its customer base, providing them what they need, when they need it most.

Are You Tripping Up Your Customers on Their Path to Purchase?

It is no secret that a consumer’s journey to making a purchase is convoluted. The advent of online shopping, social networking and the availability of more information than ever before has created better informed and somewhat hard to predict buyers. In an October 2016 Thinking with Google article—titled 7 ways to win consumers on their path to purchase—the author states that the path to purchase is rarely linear and more akin to a scavenger hunt. To be successful today, a business must find ways to make sure they are found and captured in that hunt.

To get into the game you have to be ready to play and there are hundreds of books, articles, blog entries and white papers that provide insight into content, page design, search engine optimization, customer engagement, advertising and transaction management strategies that can help lay a foundation for your ecommerce initiatives. Not getting these things right will definitely hamper your success rate.

Oddly enough, however, those fundamentals are not what trips up consumers when they are making purchases online. Steven Noble, a senior analyst at Forrester Research, stated that a consumer passes through four lifecycle phases on their path to purchase: Discover, Explore, Buy and Engage. Historically, online and instore experiences—Discover and Explore—are positive and helpful in steering consumers to a buying decision.

It is at the Buy phase that eCommerce and instore purchases stall. In-store a consumer may fail to pull the trigger on a purchase because of price, experience with sales person, product availability and host of other reasons. Online that failure to commit is recorded as an abandoned cart and it is a significant problem for ecommerce stores. In his January 2019 article on Barilliance.com, Stephan Serrano states that the average online store loses over 75 percent of their sales to cart abandonment.

Why are we able to get them to the gate but trip them up at the finish?

The reasons are plenty but center on transparency. Research by Statista and Baymard cite shipping and other unexpected costs along with the need to set up a user account as the primary motivators for not completing transactions. In the Barymard study of 1,799 U.S. adults in 2017, 60 percent of the respondents said they abandoned a cart because the extra costs associated with shipping, tax and fees were too high.

Imagine if you could claw back some of that 60 percent, not to mention the other 22 percent we leave at the alter because we want them to set up user accounts. Seamless, painless and easy to execute transactions can close more business. Buy-as-a-guest is a popular solution and offering free shipping can certainly help. However, tight profit margins can make free shipping services unaffordable for some businesses.

Keystone Automotive’s Parts Via sales network provides an innovative solution that tackles these issues head on. Parts Via connects brick and mortar retailers to supplier sites and the consumers looking to buy online. A simple Buy Now button inserted on the supplier’s site allows the consumer to purchase at the peak of their exploration process and choose to have their product shipped-to-home or shipped-to-store. Whatever shipping option is selected the retailer and the supplier benefit from the transaction.

The simplicity of the transaction process—no user account required—keeps consumers engaged and the free shipping, ship-to-store option delivers two distinct benefits. It gives the consumer what they are looking for (free shipping) and it provides traffic to the brick and mortar business allowing them to add to the original purchase and offer installation and other services. The Parts Via Network currently supports multiple supplier partners and 2,000-plus dealer members and many additional partners and dealers are coming online daily.

Keystone recently previewed its new consumer website partsvia.com during its annual BIG show in Dallas, as part of the program’s Phase II rollout. The site will complement the Buy Now functionality on supplier sites and have the added benefit of hosting all the Parts Via supplier’s products in one location. The new site will include a robust parts look-up tool, fresh content and ship-to-store and ship-to-home options. A new appointment scheduling feature, allowing Parts Via dealers to promote available installation times, will be added soon.

Keystone has also launched its Parts Via Amazon Marketplace store. This storefront will sell products under the Parts Via banner and generate similar benefits for the member Network Dealers, where every transaction, a portion of the sale is shared with a Parts Via Network Dealer. The storefront’s current 2,661 SKUS are made up of high-volume MAP brands that help maintain margins throughout the supply chain.

A new loyalty program is also available to Parts Via network members. The new loyalty program employs a tiered approach to participation that makes getting involved easy and scalable for future growth regardless of a business’s size, focus or markets served. As a Parts Via Network Dealer’s participation and engagement with Keystone grows so to do the benefits of being in the Parts Via Loyalty Program.

 

Keystone Automotive Announces 2019 RAM Project: The TerraRAM

Exeter, PA – Keystone Automotive Operations announced during its BIG Show at the Gaylord Texan in Grapevine, TX, plans to build a customized 2019 RAM 1500 show vehicle – the TerraRAM.  Modeled to be the Ultimate Overland Adventure Vehicle, the TerraRam will be a fully self-contained, on- and off-road explorer that combines rugged good looks with the latest technology and performance improvement products available in the aftermarket.

 

“We wanted this project to be a collaborative one where we have a chance to showcase the products and brands going into the build along with our customers that will be instrumental in putting the whole thing together,” says Larry Montante, VP of Category Management. Playing off the BIG Show theme, “The Ultimate Road Trip”, TerraRAM will be taken on a year-long odyssey that will feature Keystone customers contributing to the build along the way. Larry adds, “We think it will be a terrific way to build a community around the project and shine a bright light on the suppliers and installers that help make it happen.”

 

Shrouded under a cover on the exhibit hall floor during BIG Show, the TerraRAM drew a lot of attention and questions from attendees and exhibitors. “The show is a great platform to create some excitement for the project. We have a clear vision about the features we want to build into the truck and look forward to flushing out the finer details over the next 30 days as we sift through the proposals we received from suppliers that want to be part of the project,” says Larry. “Suffice it to say, the TerraRAM will embody the spirit of travel wherever the road leads.”

 

Plans for the TerraRAM include featuring the latest in solar and satellite technology to improve off-grid connectivity. Additionally, extensive suspension improvements, exterior and interior upgrades, performance enhancements and a few surprises from Keystone’s RV supplier partners will help make the vehicle a home on the road. The company’s goal is to deliver a comfortable, self-sustained earth traveler that can thrive in the most remote locations and harshest conditions. 

 

The truck will be equipped for boondocking, rock-hopping and interstate travel (but only as a last resort) and have an extensive array of technology and performance products provided by the distributor’s supplier partners. “Through terraRAM we hope to illustrate the value aftermarket products have in helping enthusiasts realize their vision for how they want their vehicles to look and be used,” commented Harneet Kaur, Directory of Marketing at Keystone.

 

According to Kaur, this TerraRAM is more than a typical truck build project. “While our intention is to create a vehicle capable of far reaching journeys, we also intend to follow the journey that makes it capable,” she says.  By documenting the build and following the vehicle across the country as it goes from stock to the TerraRAM, the company hopes the product and installer profiles they produce and promote on social media and other select media outlets, creates awareness and interest for the sponsors’ products and the vehicle itself.

 

Keystone invites the industry and enthusiasts everywhere to take part in the TerraRAM’s journey in 2019 by following the project on Keystone Social Media Channels, TheEngineBlock.com and selected media outlets.  

 

Keystone is the leading distributor and marketer of automotive aftermarket products and services, uniquely positioned to offer customers and suppliers substantial scale, the most comprehensive inventory selection in the industry, high levels of customer service, and innovative marketing support. Keystone is committed to expanding its offerings to meet the ever-growing needs of its customer base, providing them what they need, when they need it.


scroll up