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MEMA Reveals New Business Structure, Branding Strategy


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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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