| January 2, 2019

The Automatic Transmission Rebuilders Associate (ATRA) Powertrain Expo found a new home with some new neighbors in 2018.

ATRA returned to Las Vegas but moved to Bally’s Hotel and Casino while setting up shop from Oct. 31 – Nov. 3, a notable departure from the previous years’ early summer schedule. The reason behind the change: ATRA joined what’s become known as “automotive industry week” with the Specialty Equipment Market Association (SEMA) and Automotive Aftermarket Products Expo (AAPEX) shows so attendees and exhibitors alike could enjoy easy access to more networking, educational and promotional opportunities than ever.

GM marked the historic move with a milestone of its own. GM announced to attendees it was rolling out a new, simplified loyalty program in 2019 to reward shops for purchasing any replacement part from GM, regardless of brand or source (for more information, see “my GM Partner Perks.

When it wasn’t making landmark announcements, GM used ATRA real estate to showcase its 10L80 RWD 10-speed, 6L90 6-speed and 8L90 8-speed RWD transmissions, along with an array of components. As always, GM transmission experts stayed busy answering questions and offering advice on products and repairs.

10L80 Spinning dreams   “Time and again, people stopped to discuss ideas on how they envisioned using the GM 10-speed in trucks and for resto-mods. The floor display was a real conversation starter,” Neil Beauchesne, Product Specialist, Transmission Components.

Couldn’t make the groundbreaking 2018 ATRA? Check in with your GM Parts dealer who can provide information on all of GM’s latest offerings, along with other high-quality factory parts engineered to make every transmission job a change in the right direction.

You also can start making plans to attend the next ATRA. Be sure to visit for news on the 2019 show.

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Category: GM Parts News, Industry News