BRAIN TRUST
Shannon Nordstrom of Nordstrom’s Automotive Inc. engaged his senator John Thune through a creative out- reach. The result was another supporter to automotive recycling.
Scott Robert- son, ARA Exec- utive Secretary and President of Robertson’s Auto Salvage, Inc., co-led the Roundtable conversation.
we must remind ourselves to work towards a common agenda on many of these subjects. We must work to- gether to figure what is the best idea for the industry. In our country, the government came to the Polish auto recycling conference and heard what Michael Wilson said to group. It was helpful to illustrate to them that we all have the same problems and it is their ob- ligation to help us.”
The Malaysian delegation was in- tently following the data and OEMs discussion, noting that, “We faced the same situation in Malaysia, four to five years ago. We conducted a study on industrial Malaysia, and went to the government to raise the bar on profes- sionalism in the industry, and started more consumer awareness.”
ARA launched a new Awareness Campaign spurred discussion. “People need to know what we do,” said Robertson, who was on the working group to formu- late the campaign. “We need to go right to end-user advertising, bypass the middle man, with the message that this car is yours, you own it, it’s your choice. Ask for recycled parts, it is good for environment.” Getting creative and marketing shouldn’t be direct- ed only to consumers. Delanne Bernier, ARA’s Vice President of Government Affairs, emphasized the need to “market” the industry to legislators. “Senator John Thune (R-SD), [top left photo, pictured at right with Shannon Nordstrom, left] came to visit Nordstom’s fa- cility. Getting him there took a creative process. Shan- non knew Thune had a beloved car that was at the end of its life. His facility got the car and then dismantled it, but as they did, they took photos and created a Power- point presentation of the process. Eventually they were able to show him what his car went through as it was dismantled, which prompted his asking questions, and then a visit to the facility. Now he is a supporter.” In general, the overriding roundtable theme was the call for unity. “Members ARE the association. We need to work together,” said Michael E. Wilson, ARA CEO. “As a membership, let’s look at what we do well and what can we change” “We are learning lessons by looking at what is hap- pening in other countries and how the automotive recycling industries are partnering with governments and corporations. Closed loop recycling is becoming the goal. We have to find our place in that process.” He cited compa- nies like BMW and Renault, who have invited auto recyclers into the process in other countries. With overall changes in the au- tomotive business, this is an im- portant aspect of the future of the industry. “OEMs want to control all the aspect of the car, from beginning to end,” said one auto recycler.
The conversation then landed on a marketing note, with Amanda Matlock, ARA Gold Seal Chair, emphasizing the use of social media. “Use social media – your Facebook pages – to tell our stories, like the ARA Gold Seal page.” The fact that
Billy Roberts, Roberts Salvage, Inc., shares his thoughts.
38
“For the older generation, the car was a passion. For the new generation, the car isn’t a priority,” noted anoth- er recycler. “The Super Bowl commercials showed autono- mous vehicles, bike sharing, ride sharing.” Yet Amanda Zmolek from Copart, a mil- lennial herself, responded
that “there are still opportunities with ride sharing and Google, and the millennial. I still love cars and everything that is retro will become new once again.
March-April 2018 • AUTOMOTIVE RECYCLING
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64