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 $55 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.

Click here for an online media kit