AARO has introduced a new logo and a revised name — the Automotive Aftermarket Repair Organization of Canada — marking an effort to better reflect its membership and its expanding reach.

While the visual update is straightforward, the decision points to a larger organizational shift as AARO positions itself for a national role.

For decades, AARO has been known primarily as an Ontario-based association representing independent repair facilities. Its origins go back to 1939, when local shop owners and automotive professionals formed a group to share knowledge, elevate service standards, and strengthen their voice within the industry.

Over the years, AARO has provided technical training, regulatory updates, and member support, becoming a recognizable presence within Ontario’s aftermarket.

The name change removes the term “Retailers,” which the Board concluded no longer accurately captured the mix of repair professionals within the organization. Today’s independent shops are increasingly focused on advanced diagnostics, software-driven systems, and specialized service capabilities — areas that extend beyond the traditional notion of retail.

The updated name is intended to reflect this shift while retaining the long-established AARO identity.

The rebrand also aligns with AARO’s stated intention to serve shops across Canada.

Many of the challenges facing the industry — technology adaptation, technician recruitment, regulatory changes, and evolving customer expectations — are national in scope, not provincial. By broadening its reach, AARO aims to provide consistent resources, training opportunities, and advocacy for repair facilities regardless of region.

For shop owners, the practical impact of the change will depend on how AARO develops its national programs and partnerships. The organization has emphasized that the new identity is part of a longer-term strategy to expand training access, strengthen advocacy efforts, and create opportunities for collaboration among independent shops from coast to coast. At the same time, AARO has indicated that its historical priorities — professional development, industry standards, and information sharing — remain central to its mission.

While the rebranding represents a notable change for a long-established organization, its broader implications will unfold over time as AARO’s national initiatives take shape. For now, the updated name and logo signal the association’s intent to align more closely with the realities of today’s repair environment and to support a wider cross-section of Canada’s independent aftermarket.

AARO also announced its new board of directors.

AARO Executive: 

• Steve Gushie, AARO Chair
• Bruce Eccles, Eccles Auto Service Inc. – Vice Chair
• Jeffrey Newhouse, mechaniQ Inc. & autologiQ Inc.- Treasurer
• Eric Mileham, Erskines Service Centre Ltd. – Immediate Past Chair

Directors completing the second year of a two-year term:

• Ju Chen, Cochrane Automotive
• Darryl Croft, OK Tire & Auto Service
• Mark Lemay, Auto Aide
• Tyler Rump, Roy Rump & Sons

Directors appointed for a two-year term:

• Elizabeth Tait, Level5Drive
• Kyle Becker, DM Service
• Ken Coulter, Specialty Sales & Marketing
• Rudy Graf, Graf Auto Centre
• Adam Malik, Turnkey Media
• Leroy Martin, Leroy’s Auto Care

AARO also recognized the contributions of past directors

Alan Beech, Beech Consulting and Kurt Hillebrand, Young Street Garage have completed their terms on the Board. Emily Chung has stepped down from the AARO Board of Directors as she has taken on the role of President and CEO of the Automotive Industries Association of Canada (AIA Canada), starting January 1, 2026.