Historically known for servicing the aftermarket’s distribution channel, the Automotive Aftermarket Industry Association (AAIA) has created a national platform for today’s independent service providers.
According to Rich White, senior vice president, marketing and member relations for AAIA, the new segment will connect “the grassroots level folks with the national level programs like ‘Be Car Care Aware,’ technology standards, education and training and legislative and regulatory initiatives.”
Currently, the only other similar national association serving independent repair shops is the Automotive Service Association (ASA), which has about 11,000 members. Ron Pyle, president of the organization, says, “We have over 40 member benefits and services that have been developed over a long period of time. As the oldest association for the service market, we’ve seen just about anything they would be interested in. The members help us determine what is valuable.”
Some of those services include advertising and marketing support, including the complete promotion of “Be Car Care Aware”; training though their annual CARS seminar, the Automotive Management Institute and more; estimating programs; software and information discounts; financial and insurance services; and, says Pyle, they represent their members on legislative initiatives at state and national levels.
White explains that AAIA’s new segment does not intend to compete with ASA or any other national or state association representing automotive repair businesses. “There are about 170,000 non-new car dealership mechanical repair outlets in the United States today” and a good majority “are unrepresented at the national level.” He adds that the greatest value they’ll provide is “a platform — a community — to serve and protect the exclusive interests of the independents.”
In terms of structure, each of AAIA’s 11 different segments have their own governance, many with a board of trustees or directors, and any organization with over 50 members is entitled to a seat on the AAIA board of directors.
With such an integrated strategy, Pyle worries how each segment will be represented on legislative issues because at times, the groups within the same organization “will be at odds...for me, that would be the most difficult knot to untie.”
But White believes that one of the greatest values they offer all segments is a forum for dialogue and debate. “We have a pretty good track record on promoting and being sensitive to the need to agree to disagree at times.”
Vertical or horizontal?
Believing it to be a fairly mature market, Pyle says, “Differentiation comes in who you service, not what you offer.” ASA has had opportunities to expand services to other markets, but rejected the idea since they “believe it’s important to be very focused and have a narrow definition of who your constituency is as it allows you to do a better job.”
White, on the other hand, believes that the “stronger and more representative AAIA is,” the more they can serve and protect their member companies.
“AAIA and its member companies will benefit greatly by the direct involvement and access to the independent repair shops. This relationship will dramatically expand more direct access to individual shops for the execution of critical grassroots legislative efforts, the adoption of technology standards and provide a local ‘pull through’ for ‘Be Car Care Aware’ car care messages. It will create a potential think tank of professional technicians and shop owners and managers working in the trenches. Overall, it will reinforce AAIA’s stature and influence on Capitol Hill, Wall Street, the consumer media and the industry.”
