Mema Rebrand Logo 1400

MEMA rebrands with new business structure

Jan. 13, 2023
The Motor & Equipment Manufacturers Association has restructured from four divisions, which included the Heavy Duty Manufacturers Association, to two.

Motor & Equipment Manufacturers Association (MEMA), the North American trade organization for motor vehicle and mobility suppliers, parts manufacturers, and remanufacturers, revealed its new business structure and branding strategy.

While previously MEMA had encompassed four divisions the organization will now house only two: MEMA Aftermarket Suppliers and MEMA Original Equipment Suppliers. These two subsections will replace the Automotive Aftermarket Suppliers Associations (AASA), Heavy Duty Manufacturers Association (HDMA), Motor Equipment Remanufacturing Association (MERA), and Original Equipment Suppliers Association (OESA).

“Rapid changes are impacting our industry,” said Bill Long, MEMA president and CEO. “Our member companies have more in common today than ever before. We will provide more effective programming and agility to react to industry changes by streamlining the organizational structure.”

As possibly a final act, the HDMA will co-present Heavy Duty Aftermarket Dialogue (HDAD) on Jan. 16 with MacKay & Company, which kicks off Heavy Duty Aftermarket Week '23 in Dallas.

Collin Shaw, the newly named chief commercial vehicle officer and chief operating officer for MEMA's Original Equipment Suppliers membership group, will be moderating some of the HDAD panels. Shaw, who most recently steered ZF Group's North American business strategy, will join leaders some several fleets and leading manufacturers, including Daimler Trucks North America, Allison Transmission, Grote Industries, Phillips Connect, and Bridgestone, to talk about current parts trends and challenges facing the industry.

MEMA rebranding

MEMA developed its rebranding effort alongside Gyro Creative of Detroit, including reviews of its branding and value proposition, member surveys, and competitive analysis. But restructuring will not affect the organization’s mission and vision, MEMA emphasized.

“Members will appreciate this structural simplification as it makes it easier for members to access the value MEMA provides today, and we believe it will create more value long-term,” Long explained.

Alongside the rebranding effort, MEMA is also developing a Center for Sustainability to assist members with their sustainability programs and a Diversity, Equity and Inclusion resource.

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