Aftermarket Insider - February/March 2009 - (Page 4)

“Be Car Care Aware” JANUARY - DECEMBER 2009 aggressively Pushing Vehicle Maintenance Message to Consumers The Car Care Council’s redesigned Web site, Extra, Extra: 2008 Executive Summary 2008 was the busiest, most effective and productive year ever for the Car Care Council (CCC) and its “Be Car Care Aware” (BCCA) consumer education campaign, working on behalf of the automotive aftermarket industry. Record high gas prices and shrinking disposable income drove strong interest from consumers and the media for information on how vehicle maintenance could improve gas mileage and save money overall. The council, with its reputation as a respected and credible third-party information source on vehicle maintenance and care, was well positioned to aggressively push the aftermarket message and respond to wildly changing economic factors and corresponding consumer behavior trends. Whether extolling the advantages of driving vs. flying on vacations, or detailing the cost benefits of keeping a vehicle rather than buying a new one, or simply how better maintenance saves money at the gas pump, the “Be Car Care Aware” campaign delivered timely and topical tips and information to motorists via a consumer media hungry for content. At the same time, the council – through funding and direction from the Automotive Aftermarket Industry Association (AAIA) – provided the marketing and promotional materials to repair shops and parts stores to educate customers at the point of purchase.

Table of Contents for the Digital Edition of Aftermarket Insider - February/March 2009

Aftermarket Insider - February/March 2009
President's Message
Primetime News: “Be Car Care Aware”
Industry News
Member Profile
International Focus
Association News
Super SmartBrief: Even More News You Can Use
Government Affairs
Technology Update
Market Research

Aftermarket Insider - February/March 2009