A new report by the Marketing Executives Council of the Automotive Aftermarket Suppliers Association warns the independent aftermarket industry from using low-quality, low-cost aftermarket parts because of the issues associated with the industry's image
. The report calls for the aftermarket industry to "know your parts."

"Education is needed throughout the channel all the way down to the vehicle owner," says Steve Handschuh, president and chief operating officer of AASA. "This educational effort is the responsibility of everyone in the industry regardless of position in the supply chain because it has never been more important to 'Know Your Parts.'"

The AASA Marketing Executives Council was established in 2003 as a collaborative effort to improve the image of the North American supplier base. Since its inception, its members have studied a growing trend among various channel partners offering lower-cost, often lower-performing aftermarket parts in an attempt to offer more competitive pricing, or improve profit margins. According to the report, this practice has resulted in problems at all levels within the supply chain.

According to the Marketing Executives Council's focus study report, "Independent Repair Industry: Focus Group Findings on Buying Influences of Repair Professionals," most repair professional put quality above price when installing parts. However, the association says the participants that take the time and care enough to participate in surveys and focus groups generally tend to be those already adhering to best practices.

In the report, the AASA encourages the aftermarket industry to "know your parts" among several levels of the supply chain, including among full service suppliers, channel partners, repair professionals and vehicle owners.

"In short, everyone throughout the aftermarket distribution channel must Know Your Parts," said Jack Cameron, vice president of AASA and group executive of the MEC. "Together we can make a difference. We must stop automotive parts from becoming a commodity and the OE dealer from being perceived as the only reliable place for quality maintenance and repair."

The MEC report is available at the AASA web site by clicking here.