What is the "Be Car Care Aware" campaign?
A
consumer education campaign about the benefits of regular vehicle
care, maintenance and repair, designed to represent and engage all
segments of the aftermarket industry. Integrated marketing and
public relations initiatives will build awareness and knowledge to
prepare consumers to make sensible decisions about their vehicles.
Why is the campaign needed?
The campaign is
in response to a call to action from leaders in the automotive
aftermarket industry to stimulate growth in the marketplace.
What is the goal of the campaign?
To capture
a share of the $60 billion in annual unperformed vehicle maintenance
and speak as a single, unified voice on behalf of the industry.
Reversing the trend in unperformed maintenance will increase
profitability in the aftermarket, conserve energy, improve highway
safety and benefit the environment.
Why does vehicle maintenance go unperformed?
Consumer neglect of regular care is a result of a lack of
awareness and understanding, inconsistent messages, and
misinformation and misperceptions.
Who is the campaign targeting? The campaign is
targeting the motoring public, including DIY and DIFM consumers who
own and/or operate motor vehicles.
Who is responsible for the campaign?
The
Automotive Aftermarket Industry Association (AAIA) is spearheading
the campaign on behalf of the automotive aftermarket. The Car Care
Council serves as the brand and information source for the campaign.
How can businesses get involved?
Individuals
and businesses representing all levels of the automotive aftermarket
industry are encouraged to participate in the campaign. From simply
reproducing the "Be Car Care Aware" logo on marketing materials, to
financial support and brand marketing tie-ins, the campaign is
structured to be a true industry-wide campaign.
Strategic partnerships with automotive organizations and
associations, as well as non-automotive membership associations,
will further enhance industry involvement and provide greater access
to the motoring public.
A campaign of this magnitude requires significant involvement and
funding from the very industry players that will ultimately benefit
from its success.
To participate in the "Be Car Care Aware"
campaign and for more information, contact Rich White at 240-333-1088
or rich.white@aftermarket.org.
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