New Name, New Brand, New Story: Coming Spring 2014

If you attended the AAIA Town Hall breakfast during AAPEX, you saw the 90-second video previewing an ambitious and bold rebranding initiative by our association.

If you didn’t see the video, please visit to view it, and turn up the volume.

Based on extensive research with industry leaders, consumers and other stakeholders, we made a strong case for rebranding because outside of our industry, the term aftermarket is confusing, misunderstood, irrelevant and, in some cases, downright negative.

You’ve all been there. You’ve experienced it.

Talking with the neighbor, your family, to the person next to you on the plane, trying to explain what the automotive aftermarket is.

Our government affairs staff spends the first few valuable minutes with a legislator or regulator just explaining our association and the industry it represents – who we are, what we do, our value and contributions to jobs, the economy, safety, commerce, personal mobility… and more.

Our rebranding initiative has two parts:

•             First, we are changing the association’s name from the Automotive Aftermarket Industry Association to the Auto Care Association, effective spring 2014.

•             Second, we are redefining our industry for our numerous audiences and stakeholders. They include state and federal policymakers, the media, motorists, educators, young people and their parents, and Wall Street.

We are replacing the term automotive aftermarket with the auto care industry when communicating with these stakeholders.

We hope others will too. This will all become official in the spring of 2014.


3 Responses to New Name, New Brand, New Story: Coming Spring 2014

  1. Mike Mohler says:


  2. Al Gaspar says:

    Long time in coming. Very ambitious undertaking, but if anyone can do it, Kathleen and the Auto Care staff are very qualified. I remember when Be Car Care Aware was first introduced, many said it wouldn’t go anywhere, yet look at the success of the program today. Can’t wait for the formal introduction. Great idea whose time has come. Al Gaspar

  3. Auto Care Association aptly describes what we in the aftermarket actually do–the name is simple and direct. Years ago I noticed that eyeballs glazed over when I told California legislators I was a part of the automotive aftermarket. They said, the what? I might as well have been talking about EGR valves or throttle positioning sensors. Besides, the new name reduces to an easy to remember acronym, ACA, and in politics that’s important. Seriously, this name is representative of a series of successes, as Al Gaspar understands so well. What a great heritage has been built for us here, a powerful articulate organization that speaks for us who haven’t the time to speak for ourselves. Thanks, Kathleen and your hardworking team. We deeply appreciate you!

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