Rotary launches new brand at SEMA

Adam Malik

Rotary announced a new brand, Rotary Solutions, which was seen for the first time at the SEMA Show 2024.

The new Rotary Solutions brand serves as a single-source solution for shop equipment, resources and training. The new brand comprises several familiar names in vehicle repair and diagnostic service, including Rotary by Rotary Solutions, Forward Lift by Rotary Solutions, Direct Lift by Rotary Solutions and Chief Collision Technology.

“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 Vehicle Service Group 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.”