Kathleen Schmatz announces a new name for the Automotive Aftermarket Industry Association: The Autocare Association.

The Automotive Aftermarket Industry Association will be known as the Autocare Association as part of a rebranding initiative, Kathleen Schmatz, president and CEO, announced during the organization’s Town Hall meeting at the Sands Exposition Center during the Automotive Aftermarket Products Expo.

Schmatz showed a video about the organization’s new name during her remarks at the breakfast meeting, which was attended by thousands of members.

She said the word “aftermarket” does not carry consistently positive connotations. “We’re redefining the industry for our audiences and stakeholders,” she said. She said the new name will be used in all materials.

Schmatz also noted that this year’s AAPEX show has the most booths, exhibitors and attendees ever.