Auto Service World
News   January 25, 2012   by Auto Service World

Engine Repower Council Rebranded as Engine Rebuilders Council

New Name More Accurately Defines Segment's Mission and Purpose

The Engine Repower Council, a segment of the Automotive Aftermarket Industry Association (AAIA), has officially changed its name to the Engine Rebuilders Council (ERC).
This new name reflects the more commonly-recognized industry terminology of “rebuilding” versus “repowering.” This name change will also help consumers more easily find information online about the benefits of replacing their worn-out engine with a rebuilt-remanufactured engine.
“In our research, we found that many more Internet searches involve the words engine rebuilder or rebuilt engine compared to engine repower,” said ERC chairman Ken Carter, MAHLE Clevite, Inc. “Changing our name to the Engine Rebuilders Council will direct more consumers to the ERC website and make it easier and quicker for them to locate the information needed to make an informed decision on the rebuilt-remanufactured engine option.”
ERC has completely rebranded its consumer-based website with the new name at
The website features a Find-a-Shop search engine of rebuilt engine retailers, engine installers and rebuilders that is searchable by city, state and zip code, which consumers can use to conveniently find shops located in their neighborhood. The site also features videos about the benefits of a rebuilt engine, cost comparisons of the rebuilding option, letters to the editor, an ERC Facebook page and materials from the “Be Car Care Aware” campaign, of which ERC is a supporter.
In celebration of this rebranding, ERC is planning promotional activities for 2012, including once again sponsoring the Engine Rebuild display at AAPEX 2012, Oct. 30-Nov. 1 in Las Vegas, Nev. An enhanced consumer media outreach is also underway, with ERC’s message and new name poised to attract more syndicated stories about the benefits of rebuilding engines to the motoring public.

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