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Michelle Saab
Global Marketing Communications Leader

VP Racing Fuels Revs Up Customer Interest with Wayne Fueling Dispensers and Video-at-the-Pump

  • Race Fuel Technology Leader Selects Wayne OvationTM Fuel Dispensers and inOvationTVTM Media Platform to Drive Awareness for its Brand and Motorsports Partners.

Austin, Texas USA – May 12, 2014 - Wayne, A GE Business, a global innovator of fuel dispensers and technologies, today announced it has aligned with VP Racing Fuels to provide equipment for sites across the Midwest, Mid-Atlantic, and southern United States. These selected sites will receive Wayne OvationTM fuel dispensers equipped with the inOvationTV™ media program. As an equipment supplier for VP Racing Fuels, Wayne will be able to provide its premium dispensers and technology to numerous retail partners across the country.

The inOvationTV media platform provides the opportunity to help build the VP Racing Fuels brand and drive retail customers into its retail stores to purchase VP-branded products. With video-at-the-pump focused on VP Racing Fuels’ 40 years of winning performance in motorsports, inOvationTV media programs will help build affinity for the retail stores and credibility for its consumer products. It also will be used to help drive increased attendance and television viewership of race events promoted by VP Racing Fuels’ race series partners, including the Tudor United SportsCar Championship, TORC (The Off Road Championship), World of Outlaws Sprint Cars, and others.

“Ovation dispensers with the inOvationTV media platform will help VP-branded station owners further differentiate their location from neighboring fueling sites,” said Alan Cerwick, President of VP Racing Fuels. “Through exciting racing footage, we’ll enhance the customer experience while using the platform to help drive overall gallons and premium gallons along with awareness for our packaged consumer products. Aligning ourselves with Wayne will drive increased interest at our fueling sites and at the racing sites of our industry partners, as well as increased sales of VP Madditive™ performance chemicals and other in-store products.”

The relationship also includes a complimentary offer for VP Racing Fuels retailers to upgrade to the Ovation LX dispenser, which, in addition to the sophisticated look and feel of the traditional dispenser, also includes the curved doors and valance for distinctive branding, transaction flow indicator lights, and programmable blink rates on the push-to-start buttons. VP Racing Fuels retail partners also will enjoy discounted prices on premium Wayne equipment that will help them further differentiate their fueling sites against competitors.

“The Ovation dispenser is ideal for VP Racing Fuels, combining advanced media and fueling technology to offer a unique, enhanced experience for both existing and new customers,” said Patrick Jeitler, Product Manager for fuel dispensers at Wayne. “We are pleased to provide the advanced features and functionality that allows VP Racing to grow brand affinity while bringing the Ovation dispenser to a wider audience.”

About Wayne Fueling Systems

Wayne Fueling Systems is one of the world’s largest suppliers of fuel dispensers, payment terminals, forecourt control devices, point-of-sale and other measurement and control solutions to the retail and commercial fueling industry. Wayne has been at the forefront of innovation since it was founded in 1891 and is responsible for many of the breakthrough technologies that have transformed fuel retailing. Through a global network of distributors and service partners, Wayne products are sold and supported in over 140 countries around the world. Headquartered in Austin, Texas, Wayne also has major design and assembly operations in Sweden, Brazil and China.

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 motorsports on land, sea and air since 1975. VP is the Official Racing Fuel of NHRA Championship Drag Racing, Tudor United SportsCar Championship, World of Outlaws Sprint Cars and Rally America, among more than 60 VP-sponsored racing organizations.