The Engine Repower Council,
a segment of the Automotive Aftermarket Industry Association (AAIA),
has officially changed its name to the Engine Rebuilders Council (ERC).
This new name reflects the more commonly recognized industry terminology
of “rebuilding” versus “repowering.” The ERC says this name change also
will help consumers more easily find information online about the
benefits of replacing their worn-out engine with a
“In our research, we found that many more Internet searches involve the
words ‘engine rebuilder’ or ‘rebuilt engine’ compared to ‘engine
repower,’” said ERC Chairman Ken Carter of MAHLE Clevite Inc. “Changing
our name to the Engine Rebuilders Council will direct more consumers to
the ERC website and make it easier and quicker for them to locate the
information needed to make an informed decision on the
rebuilt-remanufactured engine option.”
The ERC has completely rebranded its consumer-based website with the new name at www.enginerebuilder.org.
The website features a Find-a-Shop search engine of rebuilt engine
retailers, engine installers and rebuilders that is searchable by city,
state and zip code, which consumers can use to find shops located in
their neighborhood. The site also features videos about the benefits of a
rebuilt engine, cost comparisons of the rebuilding option, letters to
the editor, an ERC Facebook page and materials from the “Be Car Care
Aware” campaign, which ERC supports.
In celebration of this rebranding, the ERC is planning promotional
activities for 2012, including once again sponsoring the Engine Rebuild
display at AAPEX 2012, Oct. 30-Nov. 1 in Las Vegas. An enhanced consumer
media outreach also is underway, with ERC’s message and new name poised
to attract more syndicated stories about the benefits of rebuilding
engines to the motoring public.