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Letter to the Editor
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Wednesday July 17

Car Care Council and AAIA Join Forces To Educate Consumers

Responding to a call for action by automotive aftermarket industry leaders for a single unified voice to the consumer, the Car Care Council and the Automotive Aftermarket Industry Association have joined forces. The role of educating consumers about the benefits of vehicle maintenance and repair will be that of the new "Be Car Care Aware" campaign. Spearheaded by AAIA, the campaign will be presented to consumers under the Car Care Council brand.

The AAIA-CCC partnership will build on the more than 30-year heritage of the Council and its credibility among consumer media and recognition among the motoring public and the industry. In its new role as the brand and information source for the "Be Car Care Aware" industry campaign, the Council will cease as a separate entity.

"The Council's board of trustees enthusiastically endorsed the move toward a unified voice because it's in the best interests of the industry and voted to dissolve. The many supporters of the Council who helped build a foundation of consumer outreach should be proud and now supportive of a new and dynamic campaign," said William Long, former chairman of the Car Care Council and assistant vice president of the Indy Racing League. "Under AAIA's umbrella of extensive resources, infrastructure and membership base, the consumer education initiative, with the Council at its core, will be energized and expanded."

Over the past year, AAIA, in conjunction with a coalition of major aftermarket companies and organizations, has created an integrated marketing and public relations campaign to educate consumers under the campaign theme, "Be Car Care Aware." The campaign will focus on three key message areas: safety, dependability and pride of ownership/ROI. An official campaign launch will occur in the Fall 2002; a number of activities and tactics are already underway. The campaign is being operated within AAIA's non-profit Foundation for Aftermarket Research (FAIR).

"Many of the companies who so generously supported the Car Care Council over the years are today participating in the 'Be Car Care Aware' campaign," said Alfred L. Gaspar, AAIA president and CEO. "With the credibility and recognition of the Car Care Council working as the brand and source of information delivered to the consumer, the exciting new industry campaign will hit the ground running."

The Automotive Aftermarket Industry Association (AAIA) is a Bethesda, Md.-based association whose member companies manufacture, distribute and sell motor vehicle parts, accessories, tools, equipment, materials and supplies.

©2002 Collision Repair Industry INSIGHT
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