LAS VEGAS—The Automotive Aftermarket Industry Association (AAIA) is rebranding itself as the Autocare Association early next year to reflect the focus of the organization better.
AAIA President and CEO Kathleen Schmatz said the rebranding effort was based on extensive research that gave a strong case for rebranding "because outside our industry the term 'aftermarket' is confusing, misunderstood and in some cases downright negative."
She also told the audience at the AAIA Town Hall, Nov. 6 during the AAPEX show that the association also wants to spearhead an effort to replace the term "automotive aftermarket" with "auto care industry" when speaking and discussing issues with those outside the industry, such as legislators, the media and the general public.
Ms. Schmatz also announced that AAPEX attracted a record number of exhibitors and attendees this year.