Empowering change in the automotive aftermarket, with Kim Cottle

The importance of mentorship, advocating for women in the aftermarket and innovation are just some of the ideals Kim Cottle, president and CEO of Associated Equipment, holds close to her.

She joined Auto Service World Conversations to talk about that and her journey from family business beginnings to becoming a transformative leader in the automotive aftermarket industry.

She came into the aftermarket after her father bought the company in the ‘90s.

“I had an operations background, setting up factories overseas, things like that, and so I decided to come and work with him in the family business,” she recalled.

Key to her vision is a devotion to domestic manufacturing. “We make 90 per cent of our products in the United States, and for us, that was a big deal,” she explained. “I’m not looking to import a bunch of items and then be a distributor. I really like making stuff and making what the customer wants.”

When it comes to customer service, Cottle’s philosophy is practical. A turning point came when she received customer feedback that Associated Equipment was a difficult company to work with.

“You don’t want your customers to think that. So I would ask, ‘why?’ What are the things that make us difficult to work with?” she said, adding that she then set about changing processes to ensure customer satisfaction and loyalty couldn’t be questioned with her company.

Responding to the industry’s rapid changes, from tariffs to technology, presents ongoing tests, but Cottle says flexibility and strong relationships matter most.

“I think that’s one of the things that women tend to do well is; it’s like rolling with the punches, if you will,” she said during the chat at AAPEX 2025. “It’s: These things happen. OK let’s address what the situation is, figure out what we’re going to do, change course and move forward.”

Beyond manufacturing, Cottle is an advocate for women working in automotive, a field long dominated by men. She’s an active member of Women in Auto Care and is the first woman to chair the Tool & Equipment Committee under Auto Care Association.

“It’s really building up that professional network and support for women within the industry, and basically having people be able to stand on your shoulders and move forward.”

Her advice to industry peers? “Do what you say and say what you do, follow through and have integrity. And I think in the end, people will really respect that.”

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