Aftermarket Foundation announces name change

The Aftermarket Foundation announced during the AAPEX/SEMA show a name and branding change and the Foundation will now be known as the Automotive Aftermarket Charitable Foundation Inc, or AACF.

"The name change will help everyone identify what we do - we are a charity for the Automotive Aftermarket," says AACF President Bob Hirsch. "AACF helps people in the automotive aftermarket who are in desperate need. The Automotive Aftermarket Charitable Foundation name better reflects our mission."

The name change is the latest in a series of aggressive changes to the 59-year-old charity. Earlier this year, AACF hired Joel Ayres, an industry veteran of more than 30 years. Ayres hiring was the culmination of an exhaustive search.

AACF Executive Director Joel Ayres believes the name change is just the latest step towards new branding for the growing organization. The creative team from Yonder Branding and Marketing donated their talents in designing the Foundation's new logo, website, and marketing materials to support AACF's new image and, along with eTool Developers, launched the new website this month.

"AACF is actively looking for opportunities to help people in need," says Ayres. "We are partnering with many companies and organizations in our industry spreading the word that help is available for those in need."  

Hirsch says, "If you know someone in the automotive aftermarket in desperate need, their life has been shattered by disease, injury, or the death of a family member that provided income, AACF may be able to help."