SAN ANTONIO -- VP Racing Fuels, which offers fuel technology for the motorsports industry, is providing a new option to both dealers and fuel distributors who are looking for an alternative branding solution. To help lead this initiative, VP has brought two branding specialists on board--Bryan Noonen and Matt Schuster--each to carry the title of regional manager of branded wholesale business development.
For convenience stores and fuel distributors, VP is offering lower cost of supply, additional revenue streams, discounts on performance products, viral and other marketing strategies, ability to leverage relationships with racing-industry partners and a loyalty program, it said on its website. (Click here to view the VP brand guide video for c-stores.)
"We entered to space with the opportunity to start off with the newest and best technology available," said Alan Cerwick, president of VP Racing Fuels. Distributors who partner with us...will be part of a select few. We intend to cover the country with 300 or fewer distributors. So a distributor not only gets a differentiated brand, but he also gets a unique [to his geography] offering that not a lot of people have."
VP said that it expects to leverage the industry expertise Noonen and Schuster both acquired through previous experience at a Midwest-based company where, as part of a licensed brand program, they signed marketers and dealers to expand the organization's credit-card processing and branded c-store business. Prior to their time with Naperville, Ill.-based Clark Brands LLC, both also sold payment services at TSYS Merchant Solutions.
"VP Racing Fuels is the hottest new fuel brand nationwide," said Noonen. "Besides an attention-getting, unconventional brand rooted in racing and very popular among performance enthusiasts, VP offers c-store owners and fuel distributors a flexible and transparent branded program that focuses on lowering expenses and providing additional revenue streams."
He added, "VP's branded program was designed to help the c-store owner. Our program focuses on eliminating high fuel cost and offers deep savings on credit-card processing with a Visa and MasterCard deal at Interchange plus $.015."
VP said it is adamant about protecting and providing opportunities for its dealers and fuel distributors, as well. "The VP branded solution is a value-added resource for dealers and distributors alike," said Noonen.
VP Racing Fuels is best known as a leader in performance fuel technology, fueling winners in every racing category and class on land, sea and air since 1975. VP is the official racing fuel of NHRA Championship Drag Racing, American Le Mans, World of Outlaws Sprint Cars and Late Model Series and Rally America, among more than 60 VP-sponsored series and sanctioning bodies. In addition to racing fuels, VP's product line includes VP Small Engine Fuels for portable 2- and 4-cycle gas-powered tools and PowerMaster hobby fuels for radio-controlled (R/C) racing.
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