Richard Sullivan, vice president and chief administrative officer (CAO) for NGK Spark Plugs, is a 30-year veteran in the aftermarket. Sullivan has been with NGK since 1985 and previously served as national sales manager, general manager and director of sales and marketing.

Sullivan was promoted to the position of vice president of sales and marketing in April 2006. He oversees the sales and marketing functions for NGK’s OEM, OES, aftermarket and NTK Cutting Tool Divisions. In June of 2008, he assumed the role of CAO. In this position, he is also responsible for corporate Human Resources and Information Technologies. Sullivan also represents NGK in MEMA segment associations AASA and OESA and is a member of the Automotive Sales Council.

Joins us as Sullivan brings us up to speed on several new initiatives that NGK recently announced.

NGK recently unveiled a new Salvaged Sensor Recovery Program (SSRP), which is intended to promote the recovery of replaced oxygen sensors. What are the benefits of recovering replaced oxygen sensors and how do you plan to promote this initiative?

NGK developed the NTK SSRP to encourage responsible practices in the automotive aftermarket by promoting the recovery of replaced oxygen sensors. The NTK SSRP is a program that will reward technicians who recover oxygen sensors, similar to a box top program reward offered to technicians for collecting UPC codes. The NTK SSRP is designed for those who choose to reduce, re-use and recycle.

The benefits of the program include reduced amount of heavy metals going into landfills; pride in knowing that we are protecting the environment; a closer connection to technicians; and more brand recognition for our product and our company.

We plan to promote the program initially through the Alliance group [Aftermarket Auto Parts Alliance]. They are excited to take this program to their network and show how a global brand creatively separates them from the competition. In addition, the program appeals to the need for the industry to help conserve the environment.

Once the program is launched, we encourage any and all technicians to participate in the SSRP initiative.

The introduction of social networking sites has made the Internet a valuable marketing tool for many parts suppliers today and is a great way to reach out to consumers. Tell us about ArtofFast.com, NGK’s new online vehicle lifestyle forum.

NGK is introducing a new method of igniting its consumers’ passion for their vehicles via the ‘ArtofFast.com’ online community, a new social networking website that allows enthusiasts to explore the deep connection that exists today between ‘man and machine.’

ArtofFast.com is an online destination that brings together nearly every existing popular vehicle community and creates a forum for these users to discuss their vehicles and lifestyles. The site allows users to upload vehicle pictures to a virtual garage, schedule local events and connect with thousands of other users who they may not be able to meet.

The Art of Fast Community is an extremely exciting project for us. We wanted to create something that would better connect us to our consumers and their passions. This site allows vehicle enthusiasts to engage in online content and get excited about their vehicles in a new way.

The vehicles we choose to drive and ride says so much about us as individuals. It is truly interesting to take a step back and realize the amount of contemporary culture that has originated from owning and upgrading various vehicles — anything from a scooter to an SUV. This is the kind of self expression that NGK is trying to support with the Art of Fast project.

This new online experience revolves primarily around the social networking community, but also includes other elements, such as videos, downloads, games and content designed with NGK fans in mind.

We think the site provides everything an enthusiast could want. We love that there are folks out there who are as enthusiastic about their vehicles as we are. We hope that this site will become the destination for anyone interested in cars, boats, motorcycles – anything that goes fast.

In May, NGK opened a new manufacturing facility in Sissonville, W.Va., the company’s third U.S. plant. When so many other North American manufacturers are moving production overseas, what made NGK decide to expand operations in the U.S.?

NGK invested a total of $20 million in this 85,000 square foot plant. The plant will have a capacity of 20 million spark plugs for original and replacement equipment markets in the U.S., and is expected to provide more than 80 new jobs. Two manufacturing lines began producing plugs in July, 2008.

The new plant will further strengthen NGK’s global network and position the company to service its North American customers. With a base of manufacture that is lean and flexible, we will ensure that our products meet their stringent demands.

In all reality, most companies are moving their operations oversees to minimize the rising costs of manufacturing. NGK is a global manufacturing company, but feels it is important to manufacture locally to best serve our customers.

Just a few months later, it was announced that NGK was restructuring its U.S. and Canadian product departments into one unit. What was the impetus and what are the benefits of combining these two units?

Historically, NGK’s office in Canada operated as a separate company under the NGK umbrella. As our customers have opened up the borders of their businesses, the need to provide identical programs in the U.S. and Canada has become an important undertaking. In order to meet our customers’ demands, we have consolidated our two product departments with the goal of meeting the industry’s needs.

With the cooperation and dedication to this combined effort, we feel that our product department will be able to act faster, smarter and stronger to build our product portfolio into the best of the best.

NGK has been a recipient of several “Outstanding Vendor” and “Readers Choice” awards in the past few years. To what do you attribute these accolades and how much of a role do you feel that brand recognition plays?

First and foremost, the people at our company are the main reason we continue to be honored with awards. Our staff is dedicated to serving the needs of our industry and their efforts are being recognized with these awards.

With our people and brand, we are confident that NGK can grow and succeed even in these harsh economic times. The effort our global company takes to ensure our products meet and exceed customers’ expectations is the driving force behind our continued growth.

A significant portion of the aftermarket industry will converge upon the Las Vegas Strip in just a few weeks for Automotive Aftermarket Industry Week (AAIW). What does NGK have planned for AAIW this year?

We plan to formally launch our SSRP program at the AAPEX show, while our SEMA booth will be busy launching the ArtofFast.com website. In addition to the SSRP program, we will be showcasing our new North American Oxygen Sensor catalog, a new technical training program and continuing to promote our strong brand.