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MADISON, IN, October 26, 2022 — Rotary and Chief Collision Technology, both part of Vehicle Service GroupSM (VSG), a Dover Company, are excited to announce their “Serving the Shop” program as part of the 2022 SEMA Show, November 1-4, at the Las Vegas Convention Center. This year’s SEMA Show is expected to draw more than 1,800 exhibitors and 130,000 attendees to the world’s leading automotive trade event.

Rotary and Chief will be displaying a full lineup of their industry-leading products, technology and support tools at booth #36017 located in the Upper South Hall. The two iconic brands will be showcasing their commitment to “Serving the Shop” through five key areas:

Mechanical Service and Collision Repair: Increasing productivity, efficiency, profitability and safety with industry-leading products and services that are designed to do just that.

 Diagnostics and Calibration: Building greater customer satisfaction and confidence that repairs are done right the first time so drivers can get back on the road faster and safer.

 Automotive Transformation: Insights from industry thought and solution leaders that help collision and repair professionals navigate and identify what their shop needs to service the next generation of vehicles.

New Product and Innovation: Future-proofing collision and repair shops with new and innovative products designed to service, diagnose and calibrate anything that rolls into their bays.

Customer Support and Training: First-class support, comprehensive resources and expert training that helps collision and repair professionals be the best at what they do.

“Serving the Shop is about more than offering the cutting-edge products customers need to stay competitive in the marketplace,” said Ian Wendler, Vice President & General Manager for VSG Americas. “It’s about the expertise and the training that goes along with it and providing industry professionals the knowledge to optimize the most critical aspects of their automotive service and repair operations.”

Product and industry experts from Rotary and Chief will be hosting live product demos daily throughout the show. SEMA Show attendees can view product demo schedules and sign up to secure their attendance by visiting and

Additionally, at this year’s SEMA show, Chief will commemorate 50 years of cutting-edge innovation, technology and service with a $50,000 product sweepstakes where show attendees can enter to win the following:

Grand Prize: Meridian™ Live Mapping System

Second-Place Prize: MultiMig 522 Aluminum Welder

Third-Place Prize: PNP90 Riveting Tool

The sweepstakes will run Nov. 1-4, 2022. Show attendees must visit booth #36017 and scan the sweepstakes QR code to enter for a chance to win one of the three prizes.

About Rotary:
Rotary is the leading manufacturer of vehicle lifts and wheel service products for use in professional automotive service, commercial truck and transit industries. In 1925, Peter Lunati designed, built and patented the first fully hydraulic automotive lift and gave rise to a new industry. Rotary’s pursuit of innovation has built the world’s most trusted lifts, designed to increase shop efficiency and productivity. Today, there are more Rotary Lift products used in vehicle repair facilities around the world than any other brand. Rotary is part of Vehicle Service Group, an operating company of Dover Corporation’s Engineered Products sector. For more information, visit

About Chief Collision Technology:
Chief is a collision technology leader that provides modern body shops the tools, technology and training needed to perform accurate repairs, including repairs after a hailstorm as part of its Chief Hail Solutions. For 50 years, Chief’s innovative technology solutions have helped shops identify, diagnose, and repair the damage and document that the vehicle was returned to the original manufacturer’s specifications. Chief Collision Technology is part of Vehicle Service Group, an operating company of Dover Corporation’s Engineered Products sector. For more information, visit

About Vehicle Service Group:
As an operating company of the Dover Corporation, Vehicle Service Group (VSG) offers the world’s premier brands in vehicle lifting, wheel service, collision repair and aftermarket OEM equipment. With over 95 years of experience, we design, test, manufacture, sell and support our products with one thing in mind, our customer. For more information, visit