MEMA Reveals New Business Structure and Branding Strategy

MEMA Shares Details on New Business Structure and Branding Strategy

The association says this realignment will allow it to better serve members and prepare for the future of mobility.

MEMA, the Vehicle Suppliers Association, presented its new brand and business structure at a virtual member town hall yesterday.  North America’s leading trade association for motor vehicle component manufacturers will now operate under one umbrella organization with two groups: MEMA Aftermarket Suppliers and MEMA Original Equipment Suppliers. 

Over the decades, MEMA’s influence expanded as the industry evolved, establishing four divisions: the Automotive Aftermarket Suppliers Associations (AASA), Heavy Duty Manufacturers Association (HDMA), Motor Equipment Remanufacturing Association (MERA), and Original Equipment Suppliers Association (OESA). The new structure will create a stronger, more unified organization that can better serve and represent constituents by convening all members under just two groups.

“Rapid changes are impacting our industry. It was the right time to rethink our strategy to better address member needs,” says Bill Long, MEMA president and CEO. “Our member companies have more in common today than ever before. We will provide more effective programming and agility to react to industry changes by streamlining the organizational structure.” 

Working with Gyro Creative, a Detroit branding agency, MEMA leadership went through a months-long review of its branding and value proposition, as well as member surveys and competitive analysis. The new look and color palette is modern, progressive, and bold. 

“No other organization can compare with MEMA’s longevity, respect, depth of knowledge, and commitment to the vehicle supplier industry,” says Long, who adds that MEMA’s mission, vision, and dedication to its members and the automotive and commercial vehicle industry have not changed.

As part of its rebranding and realignment, MEMA also has announced a number of new leadership changes and appointments. The new MEMA Senior Leadership team includes:

  • Bill Long, president and CEO, MEMA
  • Ann Wilson, senior vice president, Government Affairs
  • Paul McCarthy, president and CEO, MEMA Aftermarket Suppliers
  • John Chalifoux, chief sustainability officer and COO, MEMA Aftermarket Suppliers
  • Julie Fream, president and CEO, MEMA OE Suppliers
  • Collin Shaw, chief commercial officer and COO, MEMA OE Suppliers

In addition, a number of internal promotions and appointments have been announced at MEMA, including:

  • Megan Gardner as executive director of Marketing and Communications
  • Liz Goad as executive director of Events
  • Mike Jackson executive director of Strategy and Research
  • April Buford, executive director, DE&I

Other developments include: 

  • The Center for Sustainability – a new platform for all members as they navigate the increasingly complex processes and requirements of a successful sustainability program. 
  • A resource for Diversity, Equity, and Inclusion where staff and members can engage in meaningful dialogue and share best practices to develop safe and welcoming business environments. 
  • Greater access to member councils, programming, events, and MEMA’s advocacy staff in Washington, D.C.

In a call with media, Long shared that 65% of MEMA members could be considered small- and medium-sized businesses and these changes will be particularly beneficial for them, offering more ways to interact and be exposed to new ideas and resources. “The value that a trade association brings is perhaps greatest to those companies in that sector, that really rely on the power and strength of what MEMA can offer,” said Long.

To learn more about the new MEMA, visit: Strong by Association.  

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