Challenge:
LKQ, the largest nationwide provider of aftermarket automotive replacement parts, faced an aggressive campaign from original equipment manufacturers (OEMs) aiming to discredit the quality and safety of aftermarket parts. This coordinated effort sought to influence public perception, dissuade consumers from using non-OEM components, and pressure lawmakers for restrictive legislation—all of which posed a direct threat to LKQ’s market share and the broader aftermarket industry.
Action:
Red Banyan was retained to serve as LKQ’s strategic communications partner, helping defend its brand and the reputation of the aftermarket industry.
We built a robust, facts-based communications campaign that included:
- A comprehensive media toolkit highlighting LKQ’s leadership in safety, recycling, and consumer choice.
- Compelling messaging, including memos and fact sheets to educate media, policymakers, and the public.
- Media training for executives to confidently communicate the LKQ’s positions in interviews and public appearances.
- Proactive press outreach to ensure the company’s voice was heard in key industry discussions.
- Strategic content creation and distribution, including op-eds, blog posts, press releases, and web content.
- Support for legislative outreach through lobbying kits and coalition engagement.
Impact:
LKQ successfully repositioned itself as a consumer champion, environmental leader, and innovator in the aftermarket space. Its message of quality, affordability, and choice resonated with both media and policymakers, helping to mitigate the impact of OEM-driven misinformation. The campaign helped preserve access to aftermarket parts, sustain customer trust, and affirm LKQ’s reputation as a vital player in the auto repair ecosystem.
