ATRA at Vision! It’s an Ever-Growing Pie.

Since 1954, transmission professionals have looked to ATRA for training and specialty services to keep the transmission-rebuilding industry strong and the technicians sharp. We’ve never lost sight of the fact that we serve the rebuilding professional. But the proliferation of transmission types and the shortage of people entering this field brought about the understanding that ATRA had more to offer. For the past few years, we’ve shared our plans to bring interested people into the industry with an increased focus on diagnostics through the ATRA University Project and ATRA+ programs.

While it’s been a slow process, the results are taking shape. Gears magazine now has a dedicated column (along with online searchability) for diagnostic articles tagged as ATRA+. But more than that, ATRA participated in the VisionKC trade show last month and will be part of AAPEX, one of the largest automotive shows in the country, beginning next year.

VisionKC is an automotive trade show with over 60,000 sq. ft. of booth space and over 100 technical and management classes. ATRA not only had a booth but two speakers offering training.

Keith Clark, ATRA’s Technical Director, presented: Inside or Out? Transmission Diagnostics for the Drivability Tech. And former CEO Dennis Madden presented: Advanced Transmission Fundamentals.

The goal of being at this event was to raise interest in people to be part of our industry, both shop personnel and exhibitors. And by the traffic at the ATRA booth, it worked. Sarah Janes (title) and Robert Sproule (title) stayed busy meeting people and answering questions. ATRA Executive Director Lance Wiggins reported 10 new exhibitors ready to go to Powertrain Expo this October in Nashville. And that’s just the early signups.

Next year, ATRA forges ahead as a partner with AAPEX to reach an audience of over 100,000 attendees and two floors of trade show exhibitors.

ATRA might have been the best-kept secret. But the secret’s out. It’s an expanding market, and ATRA is expanding with it. People want ATRA services and want to be part of this industry.

Stay tuned.