Stage Set For New Car Care Initiative

Never before has the Automotive Industries Association of Canada had such a comprehensive car care program as the one that has now been launched.

It is Canada’s version of the “Be Car Care Aware” program that has been so successful in the United States. The AIA is urging jobbers to participate not only by joining themselves, but also by asking their installer customers to take full advantage of it.

The “Be Car Care Aware” program is a consumer education campaign outlining the benefits of regular vehicle care, maintenance and repair. It stresses safety, dependability, benefits to the environment, cost savings, and pride of ownership.

The October Car Safety Month message will emphasize proper vehicle maintenance, fluids and filters, electrical systems, and specific items such as brakes/fluid, defroster, collision repairs, emergency kits, headlights/lights, jumper cables, tire inflation, shocks, winter tires, and wiper blades/fluids.

The program will be operated by AIA under the Car Care Canada banner and has been tailored specifically to the Canadian automotive aftermarket industry and Canadian consumers. Although the campaign will be conducted year-round, it will be especially visible during the month of October, Car Safety Month, and in May, Car Care Month.

To create consumer awareness of the program, Car Care Canada will conduct a cross-country media tour in October, starting on the East Coast and finishing up on the West Coast at the end of the month.

Race car driver Kelly Williams will act as the official spokesperson for the “Be Car Care Aware” campaign’s launch and the October Car Safety Month campaign in English Canada. A Quebec celebrity, whose name is yet to be announced, will be a spokesperson for the program in that province.

During the media tour Williams will promote the Car Care Aware safety message on television, radio talk shows, and in daily and community newspapers.

Williams has driven race cars for over 15 years. She has been a CASCAR race car driver and CART pace car driver, as well as a television host for “Mechanical Chicks” (airing this fall on Speed TV).

She has competed at the highest level of stock car racing in Canada, including the CASCAR Castrol Super Series.

As a driving instructor, she has taught sales associates and the general public proper driving technique and high performance driving skills. Kelly worked as a representative for Carquest Canada and is very familiar with the automotive aftermarket industry.

AIA estimates that there is $2 billion in unperformed maintenance in Canada. The association notes that reducing the amount of unperformed vehicle maintenance will benefit the environment, conserve energy, improve highway safety, and increase the profitability of the automotive aftermarket industry.

Association president Ray Datt is enthusiastic about the program and believes that if everyone in the aftermarket works together on the campaign, the aftermarket will be able to increase demand for aftermarket parts and labor.

AIA encourages jobbers to display “Be Car Care Aware” and Car Safety Month point-of-purchase materials in their stores. There is a small cost associated with the program. A Be Car Care Aware jobber starter kit costs $150, and the installer kit, which includes an annual listing on the “Find a Part” section of the Car Care Canada website, costs $250.

AIA also urges jobbers to work with their customers on offering Car Care clinics for local service groups or women’s clubs during the month of October. A nominal fee could be charged with proceeds going to a local charity.

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INSPECTIONS MAKE DRIVERS MORE CAR CARE AWARE

Recently, 90% of vehicles inspected during National Car Care Month in the U.S. failed one or more aspects of the inspection, which underscores the need for consumer education, according to the Car Care Council.

The inspection lanes, conducted throughout the United States by sponsoring local organizations and businesses, were part of the automotive aftermarket industry’s ongoing public awareness campaign, “Be Car Care Aware.”

The fact that nine out of 10 vehicles inspected required some maintenance reinforces the need for the motoring public to become more aware of the maintenance needs of their vehicles.

The following were some of the results:

Lubricants and Fluids

Thirty-eight percent of vehicles had low, overfull or dirty motor oil. Forty-six percent of the vehicles inspected needed washer fluid. Twenty-five percent had low or dirty power steering fluid, 22% of inspected vehicles had either low, overfull or burnt transmission fluid and 10% of vehicles had low brake fluid.

Fifteen percent of the vehicles had low levels of coolant. Thirteen percent of vehicles needed a coolant flush, which is needed to protect the system from rust, dirt and mineral deposits.

Windshield Wipers, Parts

Twenty-one percent of vehicles had front windshield wiper failures and 14% of vehicles needed service on their rear wipers and/or washer.

At least one belt was reported as unsatisfactory in 19% of the vehicles, and 12% of the vehicles required at least one new hose. Sixteen percent of the vehicles checked needed new air filters.

Battery cables, clamps and terminals were found to need maintenance in 19% of the vehicles and 5% of the batteries were not properly held down. Ten percent of the vehicles inspected had low battery fluid and 8% had improper test eye readings.