SAN ANTONIO, TX (October 02, 2017) - VP Racing Fuels® today announced the promotion of Bruce Hendel to Vice President North America Sales, Race Fuel, and Consumer Products. In this newly formed position, Hendel will be responsible for all North America Sales efforts in support of both VP Consumer Products and Race Fuel business divisions.
“Bruce is a veteran at VP Racing Fuels, joining the company 25 years ago, and his appointment to the new position is a key strategic move for the future of our company. He has been instrumental in landing some of the largest business deals to date for the company and opened our sales channels to big box retailers and top-tier customers like Home Depot, Wal-Mart, Tractor Supply, and AutoZone, as well as large distributors in the automotive and OPE channels, like Prime Line and Blount. In addition, he has also been involved in negotiations with most of the major race series the company is associated with today, like AMA, IMSA, PWC, and Indy Lights. We are confident Bruce will continue strengthening the VP brand and expanding our distribution and sales metrics here at VP,” said Alan Cerwick, President of VP Racing Fuels.
“I am proud of what we’ve accomplished in the Consumer Products division over the past 4 years in company growth and brand recognition at big box retailers. This year alone, Consumer Product Sales are up 44% from 2016, so it gives me a lot of confidence to take on the new roles and bring that growth amongst multiple divisions. Taking on the North America Sales efforts for the VP brand is a welcomed challenge for me, and I look forward to the future growth of our company,” said Hendel.
ABOUT VP RACING FUELS
VP Racing Fuels is best known as the World Leader in Race Fuel Technology™, fueling champions in virtually every form of motorsport on land, sea, and air since 1975. VP is the Official Racing Fuel of the WeatherTech SportsCar Championship, AMA Supercross, NMRA, NMCA, World of Outlaws Sprint Cars and Late Models, Pirelli World Challenge, PDRA, and Rally America, among more than 60 VP-sponsored series and sanctioning bodies. As part of a retail branding program, gas stations and convenience stores across the U.S. are being branded as VP Racing Fuels, with each providing distribution for VP’s other product lines, including ethanol-free VP Small Engine Fuels, formulated for 2- and 4-cycle outdoor power equipment; VP Madditive® performance chemicals; VP Hi-Performance Lubricants; VP PowerWash™; and VP PowerMaster® hobby fuels for R/C racing. VP's most recent diversification efforts include the introduction of VP Hi-Performance Lubricants in conjunction with the launch of quick lube facilities branded VP Racing FASTLUBE™. More information available online at VPRacingFuels.com.