Auto Care Insider Volume 87 - (Page 2)
WHO WE ARE
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
and adopt the
new language we
to clearly and
and define our
AUTO CARE INSIDER |
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
Table of Contents for the Digital Edition of Auto Care Insider Volume 87
Our Brand Story
A New Name. a New Brand.
New Mobile Site
Auto Care Association Social Media
Your Auto Care Association Owner's Manual
Auto Care Insider Volume 87