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Chief Unveils New Bench Offering at SEMA Show

Company has added Globaljig benches, universal fixture systems and other “European style” structural repair equipment to its North American product offering.

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(Left to right) Andrea Iacucci Ostini, export manager of Bellini Systems, and Mike Cranfill, vice president of global collision and new product development, Chief Automotive Technologies.

In furthering its mission to become a one-stop shop for all of a body shop’s equipment needs, Chief Automotive Technologies announced at the SEMA Show that it has added Globaljig benches, universal fixture systems and other “European style” structural repair equipment to its North American product offering.

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Chief parent company Vehicle Service Group (VSG) and Bellini Systems, manufacturer of the Globaljig product line, have signed an agreement giving VSG exclusive marketing and distribution rights for Globaljig collision repair equipment in the U.S. and Canada, effective immediately.

“In North America, where the best-selling vehicle for more than 35 consecutive years has been a pickup truck, frame racks remain integral to proper collision repair,” said Mike Cranfill, VSG vice president of global collision and new business development. “But as car manufacturers continuously evolve their new vehicle designs to meet stringent CAFÉ standards, we expect the repair methodologies used in European markets to expand deeper into North American shops. As a result, it’s important that we offer our customers a simple, fast and easy-to-use bench and fixture system to supplement their frame racks. After thoroughly evaluating every bench system on the market, we have determined that Globaljig’s system is the most user-friendly. Further, we have supplied Globaljig with Chief computerized measuring systems in Europe for 15 years, so we know the products work together seamlessly.”

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Globaljig products are made in Italy and have been approved by a number of OEMs. They will be marketed under the “Globaljig Presented by Chief” brand in North America. Globaljig Presented by Chief products will be sold through the extensive Chief North American distribution network.

“We are excited at the opportunity to combine Globajig’s systems, knowledge and experience repairing exotic metals with the industry-leading Chief distribution network,” says Erik Larum, Globaljig CEO of North American Operations. “We believe this partnership will increase market share for both companies and provide greater choices for our customers.”

The Globaljig Presented by Chief Koala straightening bench and Universal Fixture System are featured in the Chief booth (no. 10118) at the SEMA Show this week. Other Globaljig Presented by Chief products include the SuperRotax straightening system, the Quick Pull bench and other benches.

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