Welcome To Auto Emporium
Dealer Equipment, Done Properly
Auto Emporium is the new home of approved dealer equipment for North American automotive dealers. Built on the foundation of Traction Direct, Auto Emporium represents the next phase of our growth — expanding beyond battery charging equipment to offer a broader range of high-quality, dealer-approved automotive tools, technology, and workshop essentials.
Behind the new name is the same team you already know. The same people. The same leadership. The same commitment to doing business the right way. We are an American company, based in Pennsylvania, and focused on supporting dealers across North America — and increasingly, customers around the world — with fast access to the very best automotive equipment available.
Built on the Strength of Traction Direct
For years, Traction Direct has been the trusted North American supplier of Traction battery chargers, battery support units, and showroom support equipment. We built our reputation on reliability, responsiveness, and straightforward service. Auto Emporium carries that reputation forward.
We remain the primary North American supplier for Traction products. Ed Giacomucci continues as National Sales and Service Manager. Our support team remains in place. Our day-to-day operations remain consistent. What has changed is our scope.
More Than Charging Equipment
Auto Emporium allows us to expand beyond battery charging and support units into a wider portfolio of dealer equipment. We are actively building our product range to include:
Diagnostic and tooling equipment
Shop essentials
Approved name-brand products
Ruggedised technology, including specialist laptops
Additional workshop and service department equipment
This expanded portfolio means dealers can source more of what they need from a single, reliable supplier — without compromising on service, value, or speed. Under the Auto Emporium structure, we can widen our product offering, add new brands, improve pricing leverage, and introduce enhanced policies — including extended warranty support and more competitive pricing on shop essentials. This flexibility allows us to serve dealers more effectively than ever before.
Dealer Equipment Without the Friction
Auto Emporium was created to give automotive dealers a smarter way to source equipment.
Better pricing.
Better access.
Faster delivery.
Direct support.
From Traction battery charging solutions to rugged laptops and expanded workshop equipment, we are assembling a portfolio that supports modern service departments and forward-thinking dealerships.
The name may be new.
The commitment is not.
Welcome to Auto Emporium.