To achieve the proper red colour you need to prime with a darkish grey colour first...like a battleship grey. Ask the paint store to tint the primer for you and let them know the finish colour you are using.
That would depend a bit on what base the sequoia is. I'm not familiar with Kelly Moore paints so I don't know if they compete with BM and SW on the hide of deep base colors. If the color is made from a deep or red base, it may cover just fine w/out a primer. If it's a clear base, that's different. The paint store will be able to answer that for you.