BETHESDA, Md. – The Automotive Aftermarket Industry Association (AAIA) has launched a new marketing initiative that aims to improve awareness of the independent service and repair segment among consumers.
In light of the rash of dealership closings taking place, AAIA is reaching out to consumers through print, television and Internet news media, along with direct mail, with the message that they should not stress out about where they will get service and repair if their local new car dealership closes. The initiative will also help to dispel the commonly held myth that only dealerships can honor warranty work.
There are more than 130,000 independent repair shops across the country that have access to the parts for all vehicles, as well as the required professional technicians, tools and equipment. Independent repair businesses account for more than 70 percent of vehicle service and repair, compared to 28 percent of non-warranty repairs by new car dealerships. Even before the news of dealership closings, the number of dealerships and their share of the service and repair market have gradually declined each year since 2000, according to AAIA.
“There is a lot of confusion and anxiety among consumers these days about seeking quality service and repair for their vehicle,” said Kathleen Schmatz, AAIA president and CEO. “Vehicle owners need to look no further than their own community to find a reputable repair shop to care for their vehicle and protect the warranty.”
The Car Care Council reported recently that it’s a myth that only new car dealers can service vehicles under warranty. Consumers are protected by a law – the Magnuson-Moss Warranty Act – that prohibits a vehicle manufacturer from voiding the vehicle warranty because service was done by a non-dealer.
AAIA, while conscious of the current sensitivities in Detroit, is capitalizing on heightened consumer-awareness brought on by all the dealership closings on the horizon, according to Schmatz.
“While we did not want to appear to be dealer-bashing, we have an obligation to our members to promote the attributes of the independent aftermarket service and repair segment. We have been receiving an unprecedented number of inquiries from consumers and the consumer media via the Car Care Council and directly to AAIA regarding the closing of new car dealerships,” said Schmatz. “There is considerable confusion, concern and anxiety out there among vehicle owners about where they should take their vehicle for service and repair. Owners of newer vehicles are especially concerned about being sure they can protect their warranty. While AAIA and the Council frequently and routinely communicate with the media and consumers about vehicle care and the advantages of independent repair shops, we felt it was time to make it very clear that the independent aftermarket is more than qualified to handle any vehicle maintenance and repair previously performed by the new car dealer.”
Earlier this week AAIA’s Car Care Professionals Network (CCPN) announced the launch of a target marketing program for service dealers, as part of the association’s overall consumer marketing initiative. Teaming with the marketing people at R. L. Polk & Co., the CCPN executive committee and AAIA staff have created a direct mail program specifically targeting the owners of the vehicle makes represented by their closing car dealership. (To read the complete story on the program, click here.)
“We are encouraging independent repair shops to jump on the bandwagon and take advantage of this rare opportunity to market their services locally,” said Schmatz. “Vehicle service and repair is top of mind now with consumers. All of the media publicity about dealer closings is creating stress and uncertainty out there in the local markets, so independents need to take advantage of all the attention. The postcard mailing program being initiated by the Car Care Professionals Network (CCPN) is a great example of responding to this marketing opportunity that’s been handed to us.”
These efforts are not limited to the service repair sector, however. Other segments of the aftermarket are encouraged to get involved, said Schmatz.
“Distributors and jobbers should help their affiliate/customer repair shops leverage the marketing opportunity,” she commented. Retailers who are seeking a greater share of commercial business can help spread the aftermarket gospel. Educators and trainers should be offering classes, seminars, workshops, boot camps on this very subject. The aftermarket state associations can help their member shops by providing marketing tools and resources and thus reinforce the value of belonging to a local, state or regional association. And, of course the Car Care Council, through its ‘Be Car Care Aware’ campaign is working this angle every day.”
For more information on how to get involved, you can visit the AAIA or Car Care Council websites, or contact Rich White at 301-654-6664 or [email protected].
