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Spreading the Word about Know Your Parts With A New Message: It’s What’s Inside That Counts!

Know Your Parts, the industry awareness campaign initiated by the Automotive Aftermarket Suppliers Association (AASA), now has a new slogan and messaging: It's What's Inside that Counts!
By Shop Owner Staff
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Know Your Parts, the industry awareness campaign initiated by the Automotive Aftermarket Suppliers Association (AASA), now has a new slogan and messaging: It’s What’s Inside that Counts!

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“Using members’ and supply chain partners’ feedback in conjunction with recent professional technician focus group research, AASA has concentrated the new Know Your Parts campaign slogan and communications on the benefits of using quality components,” said Steve Handschuh, president and COO of AASA. “Just as qualified repair professionals depend on their knowledge and experience, quality parts are determined by the technology, research and development, and the manufacturer who stands behind them – in other words, it’s what’s inside repair professionals and parts that counts.”

Handschuh reiterated AASA’s commitment to the Know Your Parts campaign. “AASA will continue to move ahead with the Know Your Parts campaign. We remain steadfastly dedicated to promoting quality products from full-service North American manufacturers in the face of low quality products that continue to flow into the U.S. aftermarket.”

The main message of Know Your Parts is that regular vehicle maintenance increases the safety, dependability and value of consumers’ second largest household investment: the family car, according to Handschuh. “Our recent market research leading up to the launch of this new phase of the Know Your Parts campaign shows that the majority of shop owners and professional technicians prefer quality over price when making buying decisions,” he said. “The Know Your Parts message is directed at these repair professionals: ‘When you need to replace parts, be sure to use premium parts from a trusted full service manufacturer.’”

“Premium parts are the best value for repair professionals because they offer the highest performance and durability,” added Jack Cameron, AASA vice president and staff executive of the AASA Marketing Executives Council, which spearheads the Know Your Parts campaign. “Comebacks are the worst enemy of repair professionals, impacting the shop’s efficiency and profitability. Premium parts from trusted full service manufacturers are key to doing to the job right the first time.”

During AAPEX 2011, AASA will hand out campaign materials at the Know Your Parts exhibit, Sands #3800, and its Member Center, Sands 104. The Know Your Parts new campaign materials will be made available at the Know Your Parts website www.KnowYourParts.com.

“It has never been more important for the automotive aftermarket industry to stand united and support the Know Your Parts campaign,” Handschuh said. “At AAPEX 2011, AASA and its full service supplier members will renew the call for the automotive aftermarket to stand united and ‘Know Your Parts.”

About AASA
AASA (www.aftermarketsuppliers.org) exclusively serves suppliers of aftermarket components, tools and equipment, and related products. It is a recognized industry change agent – promoting a collaborative industry environment, providing a forum to address issues and serving as a valued resource for members. AASA is an affiliate association of the Motor & Equipment Manufacturers Association (MEMA).

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I sometimes share case studies of the clients I have been able to assist in my role as an aftermarket business broker and provider of intermediary and advisory services. I do that when I think the story will provide a reader in similar circumstances with new insights or helpful information.
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