ASW Conversations: Branding and connections, with Susanne Morello

What’s it like to be a marketer in the automotive aftermarket these days? In the latest episode of Auto Service World Conversations, we chat with Susanne Morello, senior vice president of marketing for Toronto-based parts manufacturer Mevotech.

Morello joined Mevotech in the summer of 2024 and quickly learned how vast the industry is a few months later when she attended her first AAPEX show in Las Vegas. It’s been a quick learning curve to get acclimated to the industry but she believes she’s adjusted well.

She was a featured speaker at AIA Canada’s National Conference portion of its Canadian Auto Care Industry Conference, hosting the Women in Auto Care themed breakout session.

In this chat, Morello discusses her career journey and experiences so far in the automotive aftermarket, and brings her marketing eye to explore industry challenges, how the current economic climate is impacting consumer behaviour, branding, consumer confidence and where success can be found.

Her approach to the aftermarket is strategic and forward-thinking. She sees immense potential in digitization, creating connections, and helping the industry innovate. Key focus areas include raising brand awareness, supporting technicians and building strong relationships with distributors through transparent communication and understanding their unique challenges.

“Consumers want to hear from brands and there’s study after study after study that’s out there says that that is, in fact, the case,” Morello said. “And consistency and relevancy and clarity of message and the authenticity behind what your brand stands for can and should really resonate in times where confidence is a little bit off.”

When discussing economic pressures like tariffs, Morello advocated for measured, informed decision-making rather than knee-jerk reactions.

“Let’s just listen, learn and make informed decisions through the process,” she urged.

Tune into the full discussion. Click the banner above or pick your platform of choice below to hear this episode. You can also access the full Auto Service World Conversations library.

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