MEMA reveals new business structure, branding strategy

MEMA reveals new business structure, branding strategy

The new structure will create a stronger, more unified organization that can better serve and represent constituents.

MEMA, the vehicle suppliers association, presented its new brand and business structure at a virtual member town hall. North America’s leading trade association for motor vehicle component manufacturers will now operate under one umbrella organization with two groups: MEMA Aftermarket Suppliers and MEMA Original Equipment Suppliers.

Over the decades, MEMA’s influence expanded as the industry evolved, establishing four divisions: the Automotive Aftermarket Suppliers Associations (AASA), Heavy Duty Manufacturers Association (HDMA), Motor Equipment Remanufacturing Association (MERA), and Original Equipment Suppliers Association (OESA). The new structure will create a stronger, more unified organization that can better serve and represent constituents by convening all members under just two groups.

Working with Gyro Creative, a Detroit branding agency, MEMA leadership went through a months-long review of its branding and value proposition, as well as member surveys and competitive analysis. The new look and color palette is modern, progressive, and bold, the association noted.

Other developments include:

• The Center for Sustainability – a new platform for all members as they navigate the increasingly complex processes and requirements of a successful sustainability program.

• A resource for Diversity, Equity, and Inclusion where staff and members can engage in meaningful dialogue and share best practices to develop safe and welcoming business environments.

• Greater access to member councils, programming, events, and MEMA’s advocacy staff in Washington, D.C.

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