Equipment and Tool Institute (ETI)

Looking forward to welcoming all attendees at 5pm for registration in the North Lobby We will be having the opening reception in the Coronado Ballroom Foyer this evening

ToolTech Speakers 2025 Coronado With over 25 years of experience spanning the video game and music industries, understands how game development can shape and inform broader applications across various enterprises. From his beginnings as a freelance video game journalist to contributing as a producer on diverse game development projects, he has always been inspired by the ripple effect the game industry has on the world. Today, this rich foundation drives his role at I-CAR, where he leads the Learning Innovation and Technology team, pioneering the use of Virtual Reality (VR) to transform collision repair training.

ToolTech Speakers 2025 Coronado Steve Greenfield has more than 25 years of experience in the automotive technology space. He started his career in 1999 selling software to car dealers and has overseen more than $1 billion in automotive technology acquisitions. Steve served as TrueCar’s Senior Vice President of Strategy and Business Development, and AutoTrader.com’s Vice President of Product Management and Business Development, overseeing the acquisitions of vAuto, Kelley Blue Book, HomeNet Automotive, VinSolutions, and DealerScience. Earlier in his career, Steve served as Manheim’s Director of International Development, spearheading Manheim’s overseas investments, including establishing new joint ventures in Dubai, Istanbul and Beijing. He is the author of two books: "The Future of Automotive Retail," and "The Future of Mobility." He is also the author of the Weekly "Intel Report." For fun, he likes to ride his three motorcycles on the racetrack and hang out with his twelve rescue cats.

ToolTech Speakers 2025 Coronado David Macholz is the Founder, President / CEO of AVTECC and is a Doctoral student at Old Dominion University where he is studying automotive technician certification and credentialing. Previously, Macholz served as Assistant Dean for Transportation Programs at Suffolk County Community College, the largest community college in the SUNY system. He has 25 years of experience in the automotive industry as a technician, manager, shop owner and educator.  Macholz is a subject matter expert in electrified vehicles and related technologies.

More Exciting Updates from ETI Europe – and a Look Ahead to ToolTech 2025! We’re proud to welcome even more amazing companies to the growing ETI Europe membership family! As we continue to build momentum in 2025, it’s clear that collaboration, innovation, and shared purpose are driving us all forward in the automotive aftermarket. These new members bring fresh perspectives, energy, and expertise – strengthening our network and helping us ensure that the tools, data, and insights our industry relies on are better than ever. A huge thank you to all our members – new and existing – for your continued commitment and engagement. But that’s not all – we’re also gearing up for ToolTech 2025 next week in beautiful Coronado Island, California! We’re incredibly grateful for the support of our event sponsors, whose backing makes this premier gathering of industry leaders possible. Stay tuned as we share more about what’s in store – from insightful sessions to valuable networking and everything in between. If you're curious about ETI Europe or want to explore how we support the aftermarket through data, diagnostics, and dialogue – we’d love to connect. Together, we’re building the future. Let’s make 2025 unforgettable. #ETIEurope #ToolTech2025 #AutomotiveAftermarket #ETIMembers #Collaboration #Innovation #IndustryLeadership

ToolTech Speakers 2025 Coronado Alexander Edwards serves as the President of Strategic Vision, an advisory service consultancy renowned for its expertise in consumer decision-making. Strategic Vision’s (SV) mission is to provide insights of how and why consumers make decisions, based on ValueCentered Psychology, to predict and maximize customer advocacy, conquest, and loyalty. Since 2010, he has directed the company’s strategic course, fostering leadership and client development. A pioneer in ValueCentered Psychology, Edwards has developed tools that measure human behavior, attitudes, and perceptions, leading to groundbreaking studies like the New Vehicle Experience Study (NVES). Edwards is considered the leading expert in consumer insights in this era. In addition, Edwards combines professional insights with community engagement, actively supporting youth and education initiatives in San Diego.

ToolTech Speakers 2025 Coronado Vlad Shishkaryov 🇺🇸🇬🇧, with over two decades of experience in the automotive sector across the US, UK, and Korea, founded Bridge Learning Technologies. Driven by a vision to align training with business objectives through cutting-edge technologies, Vlad has positioned Bridge as a leader in integrating AI, technical training, and software development into practical, results-focused solutions. Currently partnering with companies like Harley-Davidson, Ducati, and Livewire, Bridge develops AI-powered technical simulators that enable technicians to master complex maintenance procedures — such as engine and transmission assembly — in a safe, controlled environment.  This approach reduces training time while boosting proficiency.  For sales and service teams, AI-driven role plays simulate real-world customer interactions, enhancing engagement and driving sales performance, all tailored to meet specific business goals. Bridge’s AI technologies also deliver a unique edge: capturing data and insights on learner performance and training effectiveness unavailable elsewhere. This data-driven approach refines programs continuously, delivering measurable improvements in workforce capability and business outcomes.

ToolTech Speakers 2025 Coronado Hilary Cain is Senior Vice President of Policy at the Alliance for Automotive Innovation, which is the association that represents the auto industry’s interests to federal and state policymakers. In this role, Hilary oversees policy development at the association and manages the policy team to advance the auto industry’s priorities and objectives across the association’s entire policy portfolio.

ETI - Industry Technology Conference SAVE THE DATE : JUNE 9TH TO 11TH 2025 We are excited to announce that we are combining Summer and Winter Tech to bring everyone together in Metro Detroit for our new event which will kick off with a golf outing followed by an evening reception and then a two day conference with evening events planned.

SAE OBD Symposium in Porto - Thursday 13th March Equipment and Tool Institute (ETI)s Greg Potter and Winston Lee attended this year’s SAE International OBD Symposium in Porto. With the final day on the Thursday, the format continued with the list of great speakers and valuable information. The days main points were many and varied but for us the key ones included:- Tightening Emissions & Durability Standards CARB’s heavy-duty push (Omnibus Amendments, Off-Road Tier 5) and China’s drive for full OBD in ZEVs underscore the global momentum toward stricter regulations. Advanced Diagnostics & Predictive Maintenance AI-driven algorithms, digital twins, and remote diagnostic platforms are reshaping the detection and resolution of faults, improving uptime and compliance. Collaborative Roundtables & Unified Standards Discussions emphasised the need for consistent global data protocols (J1979-2, UDS) and robust cybersecurity as vehicles become more connected and reliant on software updates. Off-Road & Specialty Vehicle Focus Off-highway engines and motorcycles face unique OBD challenges and are the next frontier for expanding emissions monitoring requirements. Zero Trust & Cybersecurity With vehicles increasingly connected to cloud and infrastructure, a zero-trust approach highlights the importance of continuous authorisation and security layers. The final day concluded with forward-looking strategies on heavy-duty emissions standards, zero-emission vehicles, advanced diagnostics, and the critical importance of cybersecurity in a rapidly evolving automotive landscape. Each session reinforced the industry-wide move toward harmonised regulations, predictive technologies, and innovative data-driven solutions to ensure cleaner, more reliable mobility. We hope that everyone got home safe and look forward to meeting you all again soon.