AMP Research Bed X-Tender

Recently AMP Research has noticed a proliferation of aftermarket  
manufacturers that are producing tailgate enclosures and branding  
their product with a variation of the proprietary AMP RESEARCH brand  
name, Bed X-Tenderâ„¢.  The name variations are quite creative:  
Bedextender, Bed Extender, Bedxtender, etc.  AMP Research created the  
original Bed X-Tender and has since sold over 1.5 million.  The  
product has definitely captured the attention of truck owners.

Complicating this issue, many people are using the term Bedextender  
(with some variation of spelling) to identify the product category.  
This trend also is creating confusion in the market and eroding the  
brand value associated with AMP Research’s Bed X-Tender brand.

After presenting our case to Chris Kersting, SEMA President, and  
Mitch Williams, SEMA Chairman of the Board, they have implemented a  
change in all SEMA materials; i.e. print, digital and electronic,  
revising the product category name to Tailgate Enclosure. AMP  
Research has contacted the manufacturers to address this problem.  In  
the meantime, I have been asked to request the media to assist us in  
our efforts to utilize an equally accurate product category  
description; i.e. tailgate enclosure(s).

Please assist us with this effort and share our concerns with the  
appropriate staff. I am sure you understand that much in the same way  
that Harley-Davidson® would never allow other motorcycles to be  
branded Harlees or Harli-Davidson, AMP Research also seeks to protect  
brand equity associated with Bed X-Tender product.

As you prepare editorial material in 2006, including any buyer’s  
guides or product press release headlines, please help us correct  
this problem by adopting the term tailgate enclosure(s) when making  
reference to the product category in lieu of  bedextender(s) (or any  
of the other myriad spellings).  I recognize that you have  
limitations of what you can do if the material covers a specific  
brand.  The trade press has been very open to the change and most  
have agreed to adopt this terminology for the product category.

I hope this request will not inconvenience you greatly. Please feel  
free to call me if you have any questions at 615/876-1822.


Leslie Maxwell
PR Director
Martin & Company Advertising