The Automotive Aftermarket Industry Association (AAIA) officially announced it has changed its name to the Auto Care Association. For more than a year and a half, the association has conducted an extensive rebranding initiative, culminating at...
The Automotive Aftermarket Industry Association (AAIA) officially announced it has changed its name to the Auto Care Association. For more than a year and a half, the association has conducted an extensive rebranding initiative, culminating at a special luncheon celebration during the association’s Spring Leadership Days in Huntington Beach, Calif., where the announcement was made today, April 24.
The unprecedented rebranding endeavor not only resulted in a name change for the association, but also the bold decision to redefine the industry from the aftermarket industry to the auto care industry when communicating with external audiences and stakeholders. Both decisions were based on powerful research findings from interviews, meetings and focus groups with industry thought leaders, consumers, the media, policymakers and professionals in the education and business communities.
“The launch of the new brand comes at a key moment for the auto care industry, and we aim to use the momentum generated by the rebrand to build on our work across the industry,” said Kathleen Schmatz, president and CEO, Auto Care Association. “Our new brand will better enable us to champion for the auto care industry with state and national policymakers since it articulates upfront the scope and value of the work we deliver.
“Our government affairs team will capitalize on our clearer and more memorable messaging so they spend less time explaining who we are and more time focusing on the issues important to our industry and our members,” said Schmatz. “For consumers, our new brand will help ensure they fully understand the quality auto care they can receive from our members. We will continue to provide information about the importance of vehicle maintenance and care through the ‘Be Car Care Aware’ consumer education campaign.
“The volunteer leaders and professional staff of the Auto Care Association are more ready than ever to stand by and for our members, so the industry — and its full size, scope and impact — can receive the credit and recognition it deserves,” said Schmatz.