Auto Service World
News   October 11, 2012   by CARS Magazine

Identifix hires new VP of business development

Company says Richard Gunderson, former automotive publishing executive, has proven track record of increasing brand awareness and revenue.

Identifix, Inc. has announced the addition of Richard J. Gunderson as the company’s vice president of business development.

He will be responsible for the implementation of Identifix’s long-term strategic business plan, including expansion into new markets both internationally and within the United States, product development, and extending sales channels. His duties also include maintaining relationships with Identifix affiliates, developing new business prospects and serving as a project leader for new client onboarding to streamline workload between various departments.

“Richard’s expertise in building long-standing, mutually beneficial relationships in the professional automotive repair industry is perfectly suited to help Identifix as we continue to extend our reach through new and existing partnerships,” said Jeff Sweet, president at Identifix.  “Beyond his professional accomplishments, Richard brings the same positive, customer-focused energy that has always been at the core of our business for the past 25 years,” Sweet added.

Gunderson brings a wealth of expertise to his new position, including his abilities to form strategic alliances, develop and implement new programs and to support market expansion. His most recent position was vice president and general manager at Autodata Publications.

He has a bachelor of arts degree in organizational management and a master’s in organizational management, both from Concordia University in St. Paul, MN.  His professional memberships include the National Automotive Service Task Force, Equipment & Tool Institute, Motorcycle Industry Council and Automotive Service Association, among others.

For more information about the company, visit You can also follow Identifix on Facebook at and on Twitter at

Located in Roseville, MN, Identifix is a leading source for vehicle diagnostics, genuine OEM service & repair information, and Factory Scheduled Maintenance. Identifix’s products and services include the online tool Direct-Hit and their technical Repair Hotline. Founded in 1987, Identifix serves customers in the United States, Canada, and Latin America, and operates as a wholly owned subsidiary of Service Repair Solutions, Inc.

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