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Know Your Parts® Update: What It Is and What It’s Not
Since its launch in 2009, the AASA Know Your Parts® campaign has garnered attention internationally. As both a logo and slogan, it is a registered trademark in the United States and Europe. Its messages that quality automotive replacement parts matter and are as critical as accurate repair information for proper repair and maintenance have aired on national television and radio – and been applauded by professional technicians throughout the industry.
Perhaps because Know Your Parts has grown so quickly, some confusion exists on what the campaign is and – more importantly – what it is not. These frequently asked questions seek to address some of the common queries about the campaign.
Frequently Asked Questions
What is the AASA Know Your Parts campaign?
The AASA Know Your Parts is an industry awareness and education campaign with a simple message: “Quality matters.” The campaign was conceived by the AASA Marketing Executives Council to elevate the image of quality premium parts suppliers and the value-added services that full service suppliers provide.
Know Your Parts aspires to improve the image of the aftermarket by raising awareness throughout the supply chain of the benefits of using premium quality products.
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Doesn’t raising awareness about low quality parts create doubts about all aftermarket parts and have the potential unintended consequence of driving consumers to the OE dealer?
Absolutely not, any more than claims that repair information is not available to the independent aftermarket drive consumers to the OE dealer as the only service channel which has the information required for vehicle repair. Promoting the high quality of replacement parts and added services has quite the opposite goal.
The automotive aftermarket has a long, proud tradition providing quality parts and services that independent repair facilities and repair professionals have come to depend on. The AASA Know Your Parts campaign supports that tradition by raising industry awareness of the quality parts and value-added support provided full service aftermarket suppliers. Its message is that quality automotive replacement parts matter and are as critical as accurate repair information for proper repair and maintenance. The AASA Know Your Parts campaign promotes informed buying decisions at the automotive service level and sustaining the trust of repair professionals.
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Why does AASA Know Your Parts state that aftermarket replacement parts are the best value?
Carmakers are required to supply replacement parts for 10 years after vehicle model production. After that period, the OE dealer supply chain either discontinues or outsources the part, which may or may not be identical to the original part.
This is especially true as a vehicle ages. Technology advances are incorporated into replacement parts that may not have been available when the vehicle was originally produced. Other improvements in original design result in aftermarket parts which may actually exceed OE specifications.
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Are the suppliers which place the logo in their advertising and marketing materials the only producers of quality parts?
The Know Your Parts logo in advertising and marketing materials shows that the full service aftermarket supplier supports the principles of the campaign. Know Your Parts is not a certification program nor is intended to endorse one aftermarket product over another. There are many sources and outlets for trusted name-brand, quality parts.
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Who is the intended audience of the Know Your Parts message?
While the campaign is designed to raise awareness about quality parts in the entire aftermarket supply chain, its ultimate audience is repair professionals, the “front line” of our industry. Some repair professionals (and others in the supply chain) are not aware that many aftermarket replacement parts are superior to original equipment.
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What is the ultimate goal of Know Your Parts?
The AASA Know Your Parts campaign promotes informed buying decisions at the automotive service level. Suppliers and channel partners have a shared mutual interest in educating technicians on how they can improve customer satisfaction and profitability by convincing their customers to use only the highest quality parts. This benefits the entire automotive aftermarket supply chain and results in a more satisfied vehicle owner.
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Know the Facts; Know the Difference; Know Your Parts!
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