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Toyota's sales in China surpassed Honda's in 2018, with 1.47 million vehicles "left room"?
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By Counterman
MEMA, the Vehicle Suppliers Association, presented its new brand and business structure at a virtual member town hall.
North America’s leading trade association for manufacturers of motor vehicle components will now operate under one umbrella organization with two groups: MEMA Aftermarket Suppliers and MEMA Original Equipment Suppliers.
Over the decades, MEMA’s influence expanded as the industry evolved, establishing four divisions: the Automotive Aftermarket Suppliers Associations (AASA), Heavy Duty Manufacturers Association (HDMA), Motor Equipment Remanufacturing Association (MERA) and Original Equipment Suppliers Association (OESA).
The new structure will create a stronger, more unified organization that can better serve and represent constituents by convening all members under just two groups, MEMA leaders said.
“Rapid changes are impacting our industry. It was the right time to rethink our strategy to better address member needs,” said Bill Long, MEMA president and CEO. “Our member companies have more in common today than ever before. We will provide more effective programming and agility to react to industry changes by streamlining the organizational structure.”
Working with Gyro Creative, a Detroit branding agency, MEMA leadership went through a months-long review of its branding and value proposition, as well as member surveys and competitive analysis. The new look and color palette is modern, progressive, and bold.
“No other organization can compare with MEMA’s longevity, respect, depth of knowledge, and commitment to the vehicle supplier industry,” said Long, who added that MEMA’s mission, vision and dedication to its members and the automotive and commercial vehicle industry have not changed.
“Members will appreciate this structural simplification as it makes it easier for members to access the value MEMA provides today, and we believe it will create more value long-term,” said Megan Gardner, executive director, marketing and communications. “The new brand better represents our forward movement.”
As part of its rebranding and realignment, MEMA also has announced a number of new leadership changes and appointments. The new MEMA Leadership structure is as follows:
Bill Long, president and CEO, MEMA Ann Wilson, senior vice president, Government Affairs Paul McCarthy, president and CEO, MEMA Aftermarket Suppliers John Chalifoux, chief sustainability officer and COO, MEMA Aftermarket Suppliers Julie Fream, president and CEO, MEMA OE Suppliers Collin Shaw, chief commercial officer and COO, MEMA OE Suppliers In addition, a number of internal promotions and appointments have been announced at MEMA, including:
Megan Gardner as executive director of Marketing and Communications Liz Goad as executive director of Events Mike Jackson executive director of Strategy and Research Other developments include:
The Center for Sustainability – a new platform for all members as they navigate the increasingly complex processes and requirements of a successful sustainability program. A resource for Diversity, Equity and Inclusion where staff and members can engage in meaningful dialogue and share best practices to develop safe and welcoming business environments. Greater access to member councils, programming, events and MEMA’s advocacy staff in Washington, D.C. To learn more about the new MEMA, visit
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By Counterman
With each new season, we’re presented with different challenges and different sales opportunities. It’s up to us to capitalize on these opportunities, and help boost our margins and keep our stores in the green. So, as the temperature starts to drop outside, let’s take a look at what we can do inside our stores to boost add-on sales, and what trends we can expect to see in the coming months.
‘Tis the season
The first category we’re going to look at is what I call “winter seasonal products.” These are the types of products that only come out to the shelf during this season. Ice scrapers, snow brushes, winter hats and gloves all fall into this category. Many stores will display these types of products on an end cap, or a special cardboard stand or display.
There are lots of opportunities to get add-on sales with this category. If a customer is buying a snow brush or ice scraper, ask them if they’d also like to pick up a pair of winter gloves, or a jug of de-icing windshield-washer fluid. Every little bit will help to boost your margins.
There are some products that fit into this category, but they stay out on the shelf all year long. One example would be fuel and oil additives. While these additives can be found all year long, they’ll likely move off the shelf faster in the winter. Why? Colder temperatures are especially harsh on vehicles that run on diesel fuel. When the temperature drops, diesel fuel can gel. This can lead to clogged fuel lines and filters. That’s why many diesel owners will pick up fuel-system treatments in the winter.
Batteries
Battery sales tend to jump twice a year: when the temperatures climb in the summer, and again when they drop in the winter. Cold weather takes a toll on batteries and electrical systems. Engine oil is thicker when it’s cold, so the engine is harder to start than it would be at warmer temperatures. On top of that, the colder temperatures will sap the cranking power the battery has to offer. There’s a good reason why batteries are rated for cranking amps (CA) and cold-cranking amps (CCA). The temperature outside has a big impact on how much power the battery has to offer.
When it comes to selling batteries, always remember to offer dielectric compound, as well as the fiber insulators that slide over the battery posts and sit underneath the battery cables. I’ve also had good luck selling small, compact battery jump packs to customers in the past. These small battery jumpers aren’t much bigger than a cellphone, but they pack a big power punch when you need it most. They’re relatively inexpensive, but they offer some serious peace of mind.
Wiper Blades
I’ve talked before about how I dreaded two types of days in the parts store: heavy snowfall and heavy rainfall. Why? Because I knew that we would be selling a ton of wiper blades on those days. It also meant that I would be installing all of those wiper blades outside, so I’d either end up soaking wet from the rain, or frozen stiff from the snow and ice. Worst of all, our margin on wiper blades was pretty thin, so our store numbers wouldn’t fare very well that day.
So, what did we do to boost our margins? We would do our best to upsell the better wiper blades, as well as offering washer fluid and other add-ons along with the wipers. For SUVs and wagons, we would always ask them about the rear wiper blade. Experience has taught me that many customers will neglect that small rear wiper blade, so it’s important to ask.
Our final tip in this category is to tell your customers about the benefits of using a washer fluid with a de-icing formula. Many customers aren’t aware of how this type of washer fluid can help them day-to-day, and it’s an easy add-on sale.
Belts & Hoses
This final category will only represent a small percentage of your winter sales, but it’s important to be aware of what you can expect. Belts and hoses can become brittle, crack or break altogether when the temperature drops. Modern modular hoses usually will have plastic connectors or tees that are especially susceptible to the cold, and if they break, the customer will need to buy the entire hose. It’s important for your customers to check belts and hoses for signs of wear or damage before the winter weather hits. It’s much better to catch this sort of issue early, rather than wait until the vehicle breaks down on the side of the road.
I had a few customers who would stock up on detailing supplies once the weather started to turn. They told me that they would wax their car before the snow came so the paint would be better-protected from the elements. These days, ceramic coatings are available that do an even better job of protecting the paint from the hazards seen during the winter.
So, take a walk around your store and think about what you expect to see selling this winter. Come up with a game plan for how you can maximize your sales numbers heading into the winter season, and what types of add-on sales opportunities you can find.
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By Counterman
MAHLE has upped the ante on the Aftermarket Auto Parts Alliance “Jackpot VIP” experience by choosing three additional winners.
In a few weeks, the automotive aftermarket will descend on Las Vegas to attend the 2022 AAPEX show, and the Alliance will hold their Aftermarket Jackpot Convention, hosting more than 4,000 technicians, shop owners, warehouse distributors and channel partners.
While 20 Jackpot VIP winners were already named in March and April, MAHLE stepped up to award three additional VIP winners: one for March, one for April and one for May, the Aftermarket Auto Parts Alliance announced. These winners will receive a white-gloved experience with airfare, airport transportation, luxurious hotel accommodations, meals, access to the Jackpot Convention, meet-and-greets and participation in the famed “big walk” to the AAPEX show floor.
Congratulations to Billings Service Center in Bath, Pennsylvania (Eastern Warehouse Distributors); Granite City Tire and Auto in St. Cloud, Minnesota (Automotive Parts Headquarters); and Jay’s Speed Shop in Calgary (Central Auto Parts Distributors) for being named MAHLE VIP winners!
During the MAHLE sponsored promotion, each $100 of MAHLE product purchased through MyPlace4Parts throughout March 1-May 31, earned entries to be one step closer to claiming the Choice of Champions grand prize. Plus, the Choice of Champions winners will have exclusive opportunities like meeting Richard Petty, Vaughn Gittin Jr. and Casey Currie, as well as a spin on the drift course with Vaughn himself.
”MAHLE Aftermarket values every relationship we have with our channel partners, especially longtime partners like the Aftermarket Auto Parts Alliance. Their member companies represent some of the biggest names in warehouse distribution and being able to partner with them to reward technicians for their commitment to MAHLE was an easy call. We look forward to meeting our winners in person and celebrating our partnership and this great industry at the upcoming AAPEX Show,” said Jon Douglas, president of MAHLE Aftermarket in North America.
“We cannot say thank you enough to our partners at MAHLE for their continued support of our Aftermarket Jackpot Convention,” says JC Washbish, vice president of sales and marketing for the Alliance. “It’s exciting to help a valued channel partner reward their customers in such a thrilling way.”
For more information on MAHLE’s Choice of Champions Sweepstakes, visit
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