Auto Care Insider Volume 87 - (Page 2)

PRESIDENT'S MESSAGE BETTER COMMUNICATING WHO WE ARE KATHLEEN SCHMATZ WITH this special issue of Auto Care Insider magazine, we debut the new Auto Care Association. A little more than a year ago we began working with a top Washington, D.C. communication agency - GMMB - to rebrand our association and to redefine the industry we represent. Today, we are the Auto Care Association and we represent the $318 billion auto care industry. We spent months doing research, which ultimately validated our contention that the term aftermarket had to be replaced when communicating with stakeholders and audiences outside of the "family" - the industry. Why? Because people outside of our industry do not understand what the automotive aftermarket is and what it does. Consequently, they do not appreciate the role and value and significance of this great industry, nor do they appreciate the huge contributions we make to the economy, to the environment, to vehicle and highway safety, to jobs and overall guaranteeing the freedom of mobility to motorists. Many interviews, meetings and focus groups with industry leaders, educators, consumers and others reinforced that the term aftermarket is unclear, confusing and often negative, thanks to other industry aftermarkets that have reputations We hope that others in the industry will use the new auto care industry term and adopt the new language we have developed to clearly and accurately describe and define our industry. 2 AUTO CARE INSIDER | VOL. 87 for producing and selling secondary and inferior products and services. You've all been there. You've found yourselves struggling to explain what the aftermarket is at social events, with neighbors, to the person seated next to you on the plane or even to family members. At the association, the obstacle presented by the term aftermarket has been painfully clear every time our government affairs staff has to devote valuable time at the beginning of every meeting with a legislator or regulator explaining what the aftermarket is and what our association is. Well, those days are over folks. We don't expect the term aftermarket to go away inside our industry. Our goal is to use the term auto care industry when communicating with external audiences. We hope that others in the industry will use the new auto care industry term and adopt the new language we have developed to clearly and accurately describe and define our industry. And I implore you to please resist referring to your association as ACA. This acronym is used by many associations and programs, but not us. We are the Auto Care Association, proudly representing the auto care industry. Auto Care Association President & CEO  http://www.autocare.org

Table of Contents for the Digital Edition of Auto Care Insider Volume 87

President's Message
Our Brand Story
A New Name. a New Brand.
New Website
New Mobile Site
Auto Care Association Social Media
Auto Care-News
New Logo
Your Auto Care Association Owner's Manual

Auto Care Insider Volume 87

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https://www.nxtbook.com/mercury/aaia/Aftermarket_Insider_Vol86
https://www.nxtbook.com/mercury/aaia/Aftermarket_Insider_Vol85
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