A revolution is happening in aftermarket marketing: The Automotive Communications Council (ACC) is coming under the Auto Care Association, and with it a stronger community for communicators who turn complex parts and fitment into stories people actually understand. We brought together ACC’s current president, Leyla Saad of ZF Aftermarket, and industry veteran Lance Boldt of AutoNet TV to unpack what works now, what to stop doing, and how to build loyalty without fluff.

We start with the real challenges marketers face in the bays and boardrooms: translating dense catalogs and cross-references into quick, useful messages; designing long-form content that fuels search, sales enablement, and social; and choosing the right channels for shop owners, counter pros, and decision-makers. Leyla shares deployment tactics and project management lessons from the trenches, while Lance breaks down a practical storytelling frame that makes the audience the hero and turns complexity and downtime into beatable villains.

From ACC’s conference highlights... like making purchasing simpler and auditing what generative AI thinks of your brand... to the daily habits that keep you sharp, this conversation is packed with actionable ideas. We cover loyalty programs that actually matter, planning content for multi-market reuse and translation, and the value of taking tasteful risks to stand out. You’ll also hear why rest and reflection time unlock better ideas, and how treating B2B as B2P helps every message land with a person who needs clarity, not jargon.

If you’re ready to level up your aftermarket marketing with smarter content, stronger community, and a clearer voice, you’ll find plenty to put to work today. Subscribe, leave a review, and share this with a teammate who’s ready to try something bold.

Learn more about ACC here: https://www.autocare.org/acc

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To learn more about the Auto Care Association visit autocare.org.

To learn more about our show and suggest future topics and guests, visit autocare.org/podcast