National Car Care Month: Potential Fireworks in October if Fuse is Lit Now
1 June 2000
National Car Care Month: Potential Fireworks in October If Fuse Is Lit Now National Car Care Month, the aftermarket industry’s most potent consumer PR opportunity, just got better. Now, through the Internet, the consumer awareness message reaches not only automotive writers but also the car owning public. There are numerous informative links from the Car Care Council’s web site (www.carcarecouncil.org). "This adds significantly to the impact of car care information in newspapers and magazines as well as on TV and radio," says Dick Morgan, Chairman of the Car Care Council and President of Automotive Auto Parts Alliance, San Antonio, Texas. "Certainly the community benefits from this October program, but so does virtually anyone selling the automotive parts and services. Our industry should support this event as enthusiastically as gift shops and candy stores around the USA promote Mother’s Day. "Further, this safety/ecologically oriented campaign helps deflect inflammatory attacks by a few sensational news media," Morgan emphasizes. " An effective way to maintaining a positive image for our industry is with a localized campaign of unbiased, authoritative information." Now is the time to get started on this year’s campaign. To make the job easier the Car Care Council offers an Event Planner, which includes much of the information needed for the campaign. In addition to newspaper releases and radio scripts for local adaptation and suggestions for committees, it also includes a detailed procedure schedule. Results from coordinators around the country tend to repeat themselves. Year after year low or dirty oil and underinflated or worn tires top the list. The 1999 check lanes found that 83% of all vehicles needed repair or maintenance. Included in the failures: Low or dirty engine oil: 26% Low tire pressure: 18% Inadequate cooling system protection: 23% Worn or damaged drive belts: 24% Dirty air filters: 13% For your copy of the comprehensive, step-by-step Event Planner, send $12.50 to the Car Care Council, 42 Park Drive, Port Clinton, OH 43452 or for credit card orders, call 1-800-466-5343.