SEMA Show: Chief Automotive to sell collision repair systems to US market

Chief Automotive announced at the 2018 SEMA Show that Chief Distributors will now be offering Celette’s full line of OEM-approved collision repair and measuring systems across most of North America, South America and China.

“Celette is proud to expand our market coverage by tapping into the impressive infrastructure and highly experienced representation of the Chief team in these important global markets,” says Pierre Nicolau, president of Celette.

Chief’s broad distributor network makes it much easier for independent collision repair shops, MSOs and dealers to more quickly and conveniently get the Chief or Celette equipment they need to achieve a wider range of OEM certifications.

Celette offers a complete range of European collision repair equipment including bench systems, fixture sets, measuring systems and straightening/pulling equipment for vehicles ranging from small cars up through heavy-duty trucks. Its equipment has a host of OEM global approvals (homologations).

The Celette products complement Chief’s extensive line of OEM-approved frame-pulling equipment, vehicle-anchoring systems, measuring systems, joining equipment such as welders and rivet guns, wheel service and alignment equipment, as well as related equipment like adhesive debonders and fume extractors.


From left to right, Pierre Nicolau, president and managing director, Celette; Delphine Goutarel, rental and marketing coordinator, Celette; Bernd Schmidt, OEM, Germany and Eastern Europe manager, Celette; Mickey Swartz, vice president of global collision for Chief parent company Vehicle Service Group (VSG); Mike Cranfill, vice president of global business development, VSG; Lee Daugherty, vice president of global collision sales, VSG.

“Chief has great respect for Celette’s dedication to highly accurate repairs, and we are excited to represent the brand in the Americas and China,” says Mickey Swartz, vice president of global collision for Chief parent company Vehicle Service Group. “As we continue to see vehicle manufacturers add body shop certification programs or expand the requirements of existing programs, customers can save time and effort by getting all the structural repair equipment they need to achieve certification from a local Chief distributor.”

An array of Celette equipment is on display in the Chief SEMA Show booth #10122 this week, including a Sevenne XL bench, Naja measuring system and MZ fixturing system. Additional equipment is showcased in Celette booth #11261.

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