Rotary, part of Dover company’s Vehicle Service Group, will launch the Rotary Solutions brand at the 2024 SEMA Show in Las Vegas, Nevada, Nov. 5-8. Rotary said the new brand will be a single-source solution for premium shop equipment, reliable resources, and training.

With modern auto shops and dealerships facing significant challenges, Rotary said it is committed to offering advanced tools and equipment that enhance the efficiency and accuracy to service more vehicles. 

“Launching Rotary Solutions at SEMA is the perfect way to showcase our 100-year legacy of pushing the limits on what’s possible in vehicle service,” said Sunny Sanyal, vice president of marketing and customer experience for VSG Americas. “With the combined expertise of our new Rotary Solutions brand, we’re going beyond vehicle lifts and providing expertise and support in new ways to help shops increase revenue and productivity.”

The new brand comprises several iconic vehicle repair and diagnostic service names, including Rotary by Rotary Solutions, Forward Lift by Rotary Solutions, Direct Lift by Rotary Solutions, and Chief Collision Technology.

Rotary Will Launch New Products at SEMA

In addition to showcasing a variety of vehicle lifts, A/C machines, wheel service equipment, and collision diagnostic and repair tools, Rotary Solutions will unveil several new solutions at SEMA, including:

• Rotary R1250 – automatic lever-less pro tire changer

• Rotary ARO16 Four-Post Lift – 16,000-pound capacity four-post alignment rack

• Rotary SLW210-AV Wide Smartlift Inground Lift – Wide, inground lift with all-vehicle (AV) lift arms

• Chief Phoenix Pulling Rack with Rolling Jacks – Premium frame rack with innovative lifting system

Product Experts to be in Rotary Booths at SEMA

Product and industry experts will be on hand to answer questions about Rotary Solutions products and provide insights into the company’s special financing, rebate offers, and 10-day QuickShip Guarantee Program.

“As we celebrate our 100th anniversary, we’re excited to honor our history while leading the industry into the next century with top-tier shop equipment, unmatched expertise, and a deep commitment to serving the shop,” said Sanyal.