Zan Martin Retires: Automotive Marketing Pioneer Closes Agency

Zan Martin, a prominent figure in the automotive aftermarket, has announced her retirement after a career spanning 50 years. Martin served on the Specialty Equipment Market Association (SEMA) board of directors and founded Martin & Company Advertising.

SEMA is a trade association that represents thousands of companies in the automotive specialty equipment market. It provides members with research, training, and networking opportunities. Her agency, known for representing many top brands, will close on March 6.

Zan Martin

Photo courtesy Martin & Co.

Martin’s career in the performance aftermarket began in 1985. She worked with Burroughs & Associates before starting her own company. She was involved with SEMA for many years. For example, she was a member of the board from 2009 to 2021.

During that period, Martin chaired a marketing task force, raising money to support SEMA. She also helped the SEMA Action Network, which sought to pass favorable legislation for the classic car market.

Additionally, she chaired the SEMA Business Women’s Network (SBN) between 2001 and 2003. While in this role, she helped create the SBN Mentorship program. This program helped many women in the automotive field.

“The performance aftermarket has been central to my career,” Martin stated. She also mentioned good memories and great relationships.

Martin & Company, the agency co-founded with her late husband Randal, served clients for 32 years. The firm worked with brands such as Rancho, Kelderman Air Ride, and American Powertrain.

Other clients included E3 Spark Plugs, Cherry Bomb, and MAHLE Motorsport. The agency handled print, digital, and broadcast advertising for these companies.

Martin expressed pride in her agency’s work. “I take pride that we provided cost-effective yet groundbreaking marketing services to build brand equity and grow sales,” she said. She valued the opportunity to mentor people in the industry.

With the agency’s closure, Martin will now focus on consulting. Specifically, she will offer one-on-one help to SEMA start-up companies. She is grateful for her career. She said that she looks forward to spending more time with her family and on her ministry.

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