HUNTINGTON BEACH, Calif. – The Automotive Aftermarket Industry Association’s Spring Leadership Days meeting, which wrapped up yesterday at the Hyatt Regency in Huntington Beach, Calif., served as the official platform for an exciting announcement – the launch of the association’s official rebranding as the Auto Care Association. 
The unprecedented rebranding endeavor not only resulted in a name change for the association, but also the bold decision to redefine the industry itself – from the aftermarket industry to the auto care industry when communicating with external audiences and stakeholders. Both decisions were based on powerful research findings from interviews, meetings and focus groups with industry thought leaders, consumers, the media, policymakers and professionals in the education and business communities, the association said. 
“The launch of the new brand comes at a key moment for the auto care industry, and we aim to use the momentum generated by the rebrand to build on our work across the industry,” said Kathleen Schmatz, president and CEO, Auto Care Association. “Our new brand will better enable us to champion for the auto care industry with state and national policymakers since it articulates upfront the scope and value of the work we deliver. 
“Our government affairs team will capitalize on our clearer and more memorable messaging so they spend less time explaining who we are and more time focusing on the issues important to our industry and our members,” said Schmatz. “For consumers, our new brand will help ensure they fully understand the quality auto care they can receive from our members. We will continue to provide information about the importance of vehicle maintenance and care through the ‘Be Car Care Aware’ consumer education campaign.
“The volunteer leaders and professional staff of the Auto Care Association are more ready than ever to stand by and for our members, so the industry — and its full size, scope and impact — can receive the credit and recognition it deserves,” said Schmatz.
More than 420 meeting attendees heard the news of the official rebranding from Schmatz, during the group’s Leadership Luncheon yesterday, and also viewed an engaging video showcasing the association’s new name and its fresh new voice that represents the $327 billion industry. And, in typical, down-to-the-details fashion, Auto Care Association staff did a quick changeover of all meeting room signage to reflect the association’s new name during the proceedings. The Auto Care Association celebration reception Thursday evening also served as the official launch party for the new name and brand messaging.
The association’s new website – www.autocare.org – is set to go live in the coming days. Following the Spring meeting, the Auto Care Association will move on to phases three and four – external rollout to policy makers (phase 3) when the new Congress is in place, and external rollout to consumers (phase 4), which is expected to wrap up in 2015.
For more details on the rebranding initiative, check out our exclusive interview HERE.
Babcox editors Mary DellaValle and Amy Antenora contributed to this report.
