3 Reasons Why SEMA Is For You

Being a part of SEMA every year reinforces to us why you should be there too! The opportunity to see new and improved products and network with industry professionals are just a few of the reasons to go to this awesome show! Just in case you aren't sure what the SEMA show is about we figured they say it best.

 "The SEMA Show is the premier automotive specialty products trade event in the world (PLEASE NOTE: THE SEMA SHOW IS NOT OPEN TO THE GENERAL PUBLIC). It draws the industry’s brightest minds and hottest products to one place, the Las Vegas Convention Center. As part of the AAIW, the SEMA Show attracts more than 100,000 industry leaders from more than 100 countries for unlimited profit opportunities in the automotive, truck and SUV, powersports, and RV markets." - www.semashow.com

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Designing Lifts that Last


As the manufacturer of the World’s most Trusted Lift, and the leader in the lift industry, we take the quality and dependability of our lifts very seriously.  From conception, to engineering, to testing and production launch, the design process for a Rotary lift is focused on delivering a high value product.  At Rotary, we want our lifts to perform to both our customer’s standards, as well as our own. 

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90 Second Know How: Two-Post Cable Adjustment

If you own, work in, or have ever set foot inside an auto repair shop, you undoubtedly have seen a two-post lift. Two-posters are the workhorse of many shops and are an iconic image when you think of auto repair.  Their versatility, efficiency and small foot prints make them ideal for most shops. But, if a lift goes down, productivity is reduced, and money is lost. Keeping your two-post running safely is paramount to your shop’s financial goals.

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Product Spotlight: MACH™ Mobile Column Lifts

Productivity, space savings, versatility, and concern for the environment are key components to consider when investing in a new heavy-duty lift. Rotary, a company known for innovation in the lift industry has set the bar to new heights with the MACH™ Series Mobile Columns lifts. The MACH™ family of lifts is Rotary’s most versatile, from lifting your 70,000lb dump truck to servicing your warehouse forklift, the MACH™ Series have got you covered.

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Break It Down: Helping Customers Understand Auto Repair Estimates

Satisfying your customers is all about trust. But since your customers are unlikely to have the knowledge about vehicle repair that you do, how do you help them understand why a complicated repair is necessary? Here are a few tips to help you break down complicated auto repair estimates.

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Improving the Repair Experience for Women

There’s a widely held belief that women aren’t treated fairly when it comes to vehicle repairs, and there’s some evidence to support that assumption. For instance, a recent study regarding car repairs from Northwestern Kellogg shows that “women are quoted higher prices than men when callers signal that they are uninformed about market prices.” Another survey from AutoMD found that women would rather go to the dentist than the repair shop. Yikes.

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What is ALI?

One of the most important labels to look for on a new lift (other than the Rotary Lift label, of course) is a small gold certification label. It is the label placed on a lift by the Automotive Lift Institute.

When this label is on a lift, it means that lift model has been tested by an independent, nationally recognized testing laboratory and has been proven to meet or exceed industry safety and performance standards as laid out in ANSI/ALI ALCTV-2011. It also means that the lift manufacturer’s production facilities have been audited and proven to meet manufacturing standards. Without this label, there is no guarantee that a lift meets accepted safety standards. There are a few testing laboratories that are approved to test lifts, but there is only one organization that certifies and validates the results: the Automotive Lift Institute (ALI).

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The Why and How of Emergency Vehicle Technician Certification

The technology behind today’s cars and trucks is more complex than ever. Add in the functionality allowed by emergency vehicles, and repairs become even more complicated. And when you factor in the water tanks, ladders, warning lights, oxygen systems … well, you get the idea. There’s a lot going on.

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Don’t Let Inspector Clouseau Near Your Vehicle Lifts

All lift inspectors are not created equal. Considering that the safety and productivity of your technicians ride on your lifts, you want only a qualified lift inspector to make sure the equipment is functioning properly. But how do you know if you’re getting Sherlock Holmes instead of Inspector Clouseau?

Many state codes and regulations require that vehicle lifts be professionally inspected by “qualified lift inspectors” at least once a year. ALI Certified Lift Inspectors are proven qualified to inspect any manufacturer’s vehicle lifts in accordance with ANSI/ALI ALOIM-2011, the national standard covering vehicle lift operation, inspection and maintenance. There are already more ALI Certified Lift Inspectors in Rotary Lift’s RAI network than in any other manufacturer’s distribution channel. Rotary Lift is the first manufacturer to support the ALI Lift Inspector Certification Program with a certification requirement for its service network.

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Making the most of APTA

Next Monday the show floor will be busy with exhibits and people at the 2014 APTA Expo in Houston, TX. We are extremely excited to be a part of the show. We have a lot to talk about this year! The official launch of our all-new MOD35 and one other little surprise....now you know we aren't going to tell you. You'll have to attend the show to find out, and we hope to see you there. But besides our exciting announcements and demo's there are plenty of other things to see at APTA this year.

So we decided to help you out with that. Below is a list of four things to make the most of your APTA visit! By the way Rotary Lift® will be located in booth #3447! Don't forget to stop by and say hi!

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