(I)ARA Rebrands as the Consignor Group Hits New Highs

The reigning dad joke of the 2024 Conference of Automotive Remarketing referred to the childhood warning about putting out an eye, or someone losing an eye if you don’t settle down and behave.

The IARA (International Automotive Remarketers Alliance) is one business group never to just settle for something as it pursues success and growth — with eyes wide open. So as of March 26, the IARA officially transitioned to ARA (Automotive Remarketing Alliance).

ARA President Doug Turner heralded the first rebrand of the professional alliance during his annual address on March 27 the CAR event in Phoenix.

“We are a reenergized alliance on the move,” Turner told a general session audience. “When I think about the definition of reenergized, a few things come to mind, like make someone or something feel energetic, or eager again, or bring energy to something. What jumps out at me as well is reinvigorate, revitalize, rejuvenate, revive, rekindle, refresh, reawaken, and recharge. And when I think about the transition, a lot of that stuff comes to mind. This change will be very big for not only us, but also for the industry.”

Citing the many volunteers on ARA committees, Turner said the group’s engagement and activity levels have been higher than ever, with resources growing.

“We're rolling out updated branding with a simpler name, logo, and messaging that reflects the community of remarketers we serve,” he said.

Turner, who started his two-year term as president in August 2023, recalled the alliance’s founding in 2001 when a legion of automotive consignors coalesced in Southern California to launch an advocacy group to ensure they had a bolder voice in an industry weighted more toward auctions.

Almost 25 years later, the ARA has enhanced its member communications through upgrades to its website, more active social media, direct response, email, advertising, outreach, and a renewed partnership with Bobit Business Media, which owns and produces CAR.

“We have planted the seeds for future growth and future successes to come that solidify [and build on] the past years,” Turner said. “We're laying the foundation for a larger membership tent with outreach to credit unions and a new focus on auto dealers.”

Turner cited the pillars of ARA’s resources for members, both old and new: the Certified Automotive Remarketer (CAR) program; Audit and Compliance Training (ACT); the Global Remarketing Opportunities for Women (GROW), and most recently, the ARA’s Hand Up business coaching and outreach initiative. These efforts are all guided by standing committees of remarketing industry leaders and managers.

“The more we can lead by example with our team, the more of an impact we will have that will create the kind of. . . initiative to grow within the remarketing industry,” he said.

Eyeballing the Numbers

A day earlier, at the ARA’s opening CAR reception, executive director Mark Coleman couldn’t resist mentioning the need to “wear an eyepatch tonight” over the lost “I.”

“We're going to be rolling out the updated branding throughout the summer with the goal of having our branding 100% done by our annual Summer Roundtable Aug. 20-22,” Coleman said. “You are at the official unveiling of our updated branding.”