LAS VEGAS, Nev. – All around AAPEX 2009, buttons and signs proclaim, “Know Your Parts,” the slogan of the Automotive Aftermarket Suppliers Association (AASA) aftermarket industry image campaign, which kicks off at this year’s event. “Launching our ‘Know Your Parts’ campaign at AAPEX was the logical step, since this is the largest gathering of the North American aftermarket industry,” said Steve Handschuh, president and COO of AASA. “Our campaign seeks to address the serious threat that low-quality, low-cost automotive aftermarket parts pose to all levels of our industry, all the way down to the consumer. Representatives of all segments of our industry are gathered here this week, so we’re reaching out to everyone to begin this important educational campaign,” he said. The “Know Your Parts” campaign will have a multi-media exhibit on the main floor of the exhibit hall in #3801. The exhibit will feature the public service announcement (PSA), produced by NASCAR Performance with a grant from the University of the Aftermarket Foundation. The PSA features Steve Letarte, crew chief for Jeff Gordon and the No. 24 DuPont Chevrolet race team, reminding viewers to “know your parts” and use quality aftermarket parts. Campaign materials also will be available at the “Know Your Parts” booth: buttons, a talking points pocket card, an informational flyer and copies of the two AASA MEC Special Reports which explain the situation and issue the industry call to action: “Independent Repair Industry: Focus Group Findings on Buying Influences of Repair Professionals” and “Independent Aftermarket Image: Quality Does Matter.” The AASA “Know Your Parts” campaign is an outgrowth of the association’s Marketing Executives Council (MEC). Since its formation in 2006, the Council has studied a growing trend among various channel partners featuring lower-cost, often lower-performing aftermarket parts in an attempt to offer more competitive pricing and/or improve profit margins. Problems have surfaced with this practice at all levels within the supply chain. “Low-quality, low-cost aftermarket components pose a serious threat to the safety of the public and to the technicians repairing vehicles,” said Handschuh. “Additionally, these inferior parts threaten the public’s faith in the independent aftermarket. Our industry is poised now for a period of growth from a number of factors, including the closing of dealerships and to car owners’ desire to keep their vehicles on the road longer. But any gains could be lost quickly from a breakdown – or worse – due to the failure of low quality components,” he added. “This is why ‘Know Your Parts’ education is needed throughout the channel all the way down to the vehicle owner,” Handschuh continued. “This educational effort is the responsibility of everyone in the industry regardless of position in the supply chain because it has never been more important to ‘Know Your Parts.’” The AASA “Know Your Parts” campaign calls for the automotive aftermarket industry to stand united and encourage: - Full Service Suppliers to help Channel Partners Know Your Parts by promoting brand and essential services;
- Channel Partners to help Repair Professionals Know Your Parts by promoting brand name products from trusted suppliers and supporting suppliers’ programs instead of direct importing;
- Repair Professionals to help Vehicle Owners Know Your Parts by asking questions about parts offered by their suppliers and by installing only premium quality aftermarket parts;
- Vehicle Owners to Know Your Parts by asking what parts are being installed and researching the brand before authorizing repairs.
“In short, everyone throughout the aftermarket distribution channel must Know Your Parts,” said Jack Cameron, vice president of AASA and group executive of the MEC. “Together we can make a difference. We must stop automotive parts from becoming a commodity and the OE dealer from being perceived as the only reliable place for quality maintenance and repair,” he concluded. Copies of the AASA Special Reports and “Know Your Parts” campaign materials also are available during AAPEX from the AASA Member Center, Sands rooms 104-106. About AASA AASA (www.aftermarketsuppliers.org) exclusively serves suppliers of aftermarket components, tools and equipment, and related products. It is a recognized industry change agent – promoting a collaborative industry environment, providing a forum to address issues and serving as a valued resource for members. AASA is an affiliate association of the Motor & Equipment Manufacturers Association (MEMA). “AASA, Leadership in the Global Automotive Aftermarket”
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Margaret Beck, Senior Director, Marketing & Communications, Member Satisfaction
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| 919-406-8828
media@mema.org
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