The following message comes from Automotive Aftermarket Suppliers Association (AASA) President and COO Steve Handschuh.

RESEARCH TRIANGLE PARK, N.C. – The Automotive Aftermarket Suppliers Association’s (AASA) aftermarket industry image campaign, “Know Your Parts,” will hit the national air waves this month, thanks to public service announcements (PSA) produced by AASA affiliate member NASCAR Performance.

Two AASA PSAs – 10 seconds and 30 seconds – feature 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.

The spots will be aired in October on ABC, ESPN and SPEED during coverage of these NASCAR events:

NASCAR Sprint Cup Series
• Oct. 4 – Kansas 400, Kansas Speedway, Kansas City, Kan.
• Oct. 11 – Pepsi 500, Auto Club Speedway, Los Angeles, Calif.
• Oct. 17 – Bank Of America 500, Lowe’s Motor Speedway, Charlotte, N.C.
• Oct. 25 – Tums Fast Relief 500, Martinsville Speedway, Martinsville, Va.

NASCAR Nationwide Series
• Oct. 3 – Kansas Lottery 300
• Oct. 10 – Copart 300
• Oct. 16 – Dollar General 300
• Oct. 24 – Kroger on Track for the Cure

The PSAs also will run during one of the October races in the NASCAR Camping World Truck Series and during SPEED Channel programs during November. They were made possible through a grant from the University of the Aftermarket Foundation, the partnership with NASCAR Performance, and the hard work of the AASA Marketing Executives Council.

The AASA “Know Your Parts” campaign is an initiative of the association and the AASA 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. 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.

This is why ‘Know Your Parts’ education is needed throughout the channel all the way down to the vehicle owner. 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.

AASA has two “Special Reports” addressing the issue of low quality, low cost aftermarket components, both available for free download in the publications section of our Web site, www.aftermarketsuppliers.org:
• Independent Repair Industry: Focus Group Findings on Buying Influences of Repair Professionals
• Independent Aftermarket Image: Quality Does Matter

I urge all members to download these reports and share them with co-workers, employees and customers – and let them know to watch for the AASA “Know Your Parts” messages during NASCAR events in October.

Start spreading the message, “Know Your Parts,” and we can make a difference!

EDITOR’S NOTE: Stay Tuned for our upcoming Executive Interview with Steve Handschuh, who will talk in-depth about the “Know Your Parts” program.