Alliance NASCAR hero cards promote good maintenance.
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Each April during National Car Care Month, the aftermarket industry joins in the effort to educate motorists on the benefits
of regular vehicle maintenance and repair.According to recent research from the Car Care Council, the force behind Car Care
Month, it's working. The council states that the "Be Car Care Aware" campaign (the consumer education program of National
Car Care Month) has contributed to reducing annual unperformed vehicle maintenance from $62 billion to $53 billion.
"One trend we're seeing this year is groups are leveraging the occasion of National Car Care Month to emphasize maintenance
as a way to get better gas mileage," explains Rich White, executive director of the Car Care Council."It's a very strong message
this year, as gas prices continue to climb."
In fact, the Car Care Council recently surveyed consumers regarding their behavioral changes as a result of current gas prices,
and found that 75 percent say they plan to take better care of their cars.
"They get it, so the more shops repeat it and the more program groups tell their shops and retailers to include the message
as part of their marketing and sales efforts, the better," he offers. Retailers, service shops and program groups continue to promote Car Care Month through vehicle check lane events, radio commercials,
customer mailings, window signs and press releases announcing tune-up tips.
"We strongly believe it's important for program groups to be involved," says Steve Marks, senior vice president of marketing/advertising
with the Aftermarket Auto Parts Alliance."If the program group office doesn't get involved, the impact is going to be hit-and-miss,
because the members aren't sure if the group endorses the program or not."
The Alliance continues to offer its more than 5,500 stores and service centers the Car Care Guide in three languages, public
service announcements and scripts for interviews and assistance with vehicle check lane events.The Alliance also includes
the Be Car Care Aware logo in a majority of its advertising and marketing materials.
Marks, who is a member of the Car Care Council Executive Board, says this year the Alliance is reminding NASCAR fans about
the importance of vehicle maintenance using its NASCAR memorabilia hero cards. On the bottom of each card is a 3-inch perforated
pocket race schedule that consumers can carry with them.The back of the race schedule features a car maintenance schedule.
To learn more, visit the Car Care Council'sWeb site at http://www.carcare.org/.
