UAP Inc., a leader in the distribution of automotive and heavy vehicle parts in Canada, has announced organizational changes aimed at reinforcing its strategic position and maintaining its leadership in the Canadian after-market industry.

“As we look ahead, we recognize the need to evolve our organization to meet the demands of a dynamic market and ensure we remain the trusted leader in our industry, said Alain Masse, President of UAP.

“These changes are designed to drive synergies, enhance operational efficiency, and position the company for long-term success in the automotive and heavy vehicle sectors.”

Key Leadership Appointments

Alain Primeau has been appointed Executive Vice President, UAP. In this role, he will now oversee the automotive division comprised of NAPA and Altrom while continuing to lead the Heavy Vehicle division. With 22 years of experience at UAP in key sales and operations roles, Alain will focus on driving synergies across these divisions while preserving their unique strengths.

Roy Moussa, who joined UAP in 2019 and has demonstrated exceptional leadership in overseeing distribution centers, store networks, and national accounts, will now serve as Senior Vice President, NAPA. Roy will oversee operations from British Columbia to Ontario and continue to lead major accounts.

Jeff Van de Sande will continue to lead NAPA Ontario and Altrom, focusing on organic growth and new distribution opportunities. Jeff will now report to Roy Moussa, ensuring alignment and the sharing of best practices across regions.

Alex Rossetti currently Vice President, Product Management for NAPA/Altrom, has been promoted to Senior Vice President, Product Management, UAP. Alex will now oversee product management for both the automotive and heavy vehicle divisions, a critical driver of UAP’s success.

Chris Kinghorn will take a new role as Vice President, Digital and sales enablement. Chris will focus on optimizing UAP’s digital platforms for both the automotive and heavy vehicle divisions to enhance the customer experience and improve efficiency. Chris will also lead our business Generative AI efforts and contribute to our shared goal of identifying and implementing innovative GenAI projects.

Enhanced Focus on Synergies and Growth

To further strengthen UAP’s operations, several structural changes have been implemented:

John O’Dowd, Vice President of Marketing for NAPA, will now oversee marketing for both the automotive and heavy vehicle divisions, supported by a dedicated team.

Marc-Philippe Beaudoin, Vice President, Product Management, Inventory, and Pricing for the Heavy Vehicle Division, will now report to Alex Rossetti. In addition to his current responsibilities, Marc-Philippe will focus on supporting the integration of the product activities of the specialized divisions Saniquip, Bergor, and Master Sourcing.

A Commitment to Innovation

“These changes reflect our commitment to innovation, operational excellence, and growth,” said Alain Masse. “By positioning our talented team members in roles that leverage their expertise, we are ensuring that UAP remains the trusted partner for our customers and suppliers.”

About UAP Inc.
UAP Inc. is a leading Canadian distributor of automotive and heavy vehicle parts, offering a comprehensive range of products and services through its NAPA, Altrom, and Traction brands. With a commitment to innovation and customer service, UAP has built a reputation as a trusted partner in the automotive and heavy vehicle industries.