Taking the Aftermarket from Survival to Dominance

Tom Morrison, president of the Florida Automotive Industry Association, spoke about Creating a Growing Aftermarket. "The two biggest issues facing our industry are the lack of current qualified employees and the negative image and growth of the aftermarket compared to the positive image and growth of the OEMs," Morrison said.

He spoke to the importance of increasing consumer awareness about the price difference of replacing an engine instead of buying a new car. "You are not going to be able to purchase a new car for $2,500, but you can replace an engine for that amount." If one percent of consumers decide to replace an engine rather than purchase a new car, it would mean five percent aftermarket growth.

From 1990 to 1999, there has been a 54 percent increase in new car prices. "What manufacturer is charging 54 percent more for their products now than they were in 1990?" he asked. OEMs have convinced consumers to make a buying decision when repair costs would exceed a down payment on a new or used vehicle. A strong economy has also fueled that decision.

Morrison said the aftermarket needs to focus on recruiting qualified technicians through a marketing campaign and close alliances with school counselors. Morrison also recommended a marketing campaign to educate the consumer on the economic reasons why repairing a vehicle is smarted and more economical than buying a new one.

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