Editor's note: This story has been corrected. It originally said the Aftermarket Foundation is a Specialty Equipment Market Association (SEMA) charity, however, it is an independent charity supported by SEMA and other groups and companies.
LAS VEGAS (Nov. 17, 2015) — The Aftermarket Foundation has changed its name to Automotive Aftermarket Charitable Foundation Inc. (AACF) in an effort make its mission clearer.
“The name change will help everyone identify what we do — we are a charity for the Automotive Aftermarket,” said AACF President Bob Hirsch.
The independent foundation is supported by the Specialty Equipment Market Association (SEMA), along with other associations and companies, according to AACF officials.
“AACF helps people in the automotive aftermarket who are in desperate need. The Automotive Aftermarket Charitable Foundation name better reflects our mission.”
The name change is the latest in a series of changes to the 59-year-old charity. Earlier this year, the AACF hired Joel Ayres, an industry veteran of more than 30 years, as its first executive director.
Mr. Ayres said he believes the name change is just the latest step towards new branding for the growing organization.
“AACF is actively looking for opportunities to help people in need,” he said. “We are partnering with many companies and organizations in our industry spreading the word that help is available for those in need.”
The AACF describes its mission as assisting automotive aftermarket members and their families who, due to catastrophic illness or terrible accident, have exhausted all other available resources in maintaining a reasonable existence. The charity has been in existence since 1959.
“If you know someone in the automotive aftermarket in desperate need, their life has been shattered by disease, injury, or the death of a family member that provided income, AACF may be able to help,” Mr. Hirsch said.
Yonder Branding & Marketing of Portland, Ore., donated its resources to design the foundation's new logo, website and marketing materials. The AACF can be reached at 772-286-5500.