A Wake-Up Call

You have to hand it to John Cochrane. Only a few minutes after hearing from vaunted researcher Dennis DesRosiers, at the Automotive Industries Association of Canada’s Eastern Regional Conference, about how the aftermarket needs to embrace the import market and combat the perception that it has neither the coverage nor the quality to compete with import dealers, the respected Toronto jobber gets up and says that it’s not just about perception.

He pointed to a specific Nissan ignition part as a prime example. The OE part and the aftermarket part may look virtually the same, but put them on a scope and the wave patterns just don’t jibe. Quality, not just perception, is a big problem, he said.

For those who have stayed away from association events, or branded them as the same-old-same-old, and maybe given that as a reason for your apathy, you missed a good one in Brockville.

It was a red-letter day for the aftermarket.

Not only did DesRosiers admit that he was wrong in his past assertions that one or both of the big buying groups would be swallowed up or merge–he now points to the rise of the regional chains as a significant development–but those who attended also got to hear the respected Cochrane talk turkey about the aftermarket, the information it needs, and the parts it supplies.

As he spoke, you could hear the tenor of the discussion change. You could also hear a pin drop. Now we we’re getting down to some serious business, I thought.

No matter how you slice it, the aftermarket is in an age of change in terms of players and market; and it is a good thing to see that our national association and its divisions appear to be taking this change seriously.

I have had the opportunity to take part in a few regional events over the years, and one or two more to come to be sure, and this wasn’t always clear. I started to wonder if perhaps there wasn’t just a bit too much golf and not quite enough business.

Maybe it’s a generational thing, but while the golf is staying–it had better, if my game has any chance of improving–it is also true that the business sessions are getting better and better.

It is also true that the Be Car Care Aware program has at least the potential to enlist the participation of the public at large in a little more of their vehicle care.

The one remaining link in the chain–a link that is being forged as you read this–is to get the service provider more involved with the association. The Be Car Care Aware program will help. Getting them involved at the regional events is even better. Even if they were enlisted just to provide input and feedback, it would be enough.

Every time I speak to a technician, I learn something about the way they do their jobs and how they view you, their suppliers. Every time I speak to a jobber, I am reminded of how the tech’s views, and yours, differ.

Wouldn’t it be great if we could get them all speaking to each other on a regular basis, sharing ideas coast to coast? I’m sure you would agree that this is a fine goal.

I’m not sure if this is achievable on a grand scale, or even if a grand scale should be a goal. We have all learned the perils of trying to do “the big event,” but often that was the only way to get the quality of an event to where it needed to be.

But if Brockville is anything to judge by, I think we can put that myth to bed and start waking up more of you to what can really be accomplished when we put our heads together.