Carolyn Cook, ACDelco general director since July 2011, has been a field parts representative, regional parts manager, parts processing center plant manager and director of aftersales for Chevrolet Europe.

Since arriving at ACDelco, Cook has overseen numerous enhancements to the brand’s 90,000-part portfolio and Professional Service Center Program, based in part from insight she gathered by meeting with warehouse distributors and independent service centers.

Last month at AAPEX, ­ACDelco doubled the size of its booth to demonstrate the depth and breadth of ACDelco’s lineup and its continued commitment to providing professional support to help shops grow their businesses while retaining their independence. Shop Owner talks with Carolyn Cook.

For independent shop owners looking for an aftermarket partner, what distinguishes ACDelco from competitors?

First, we have 100-plus years of automotive aftermarket experience and a portfolio of 90,000 parts for most makes and models, ranging from GM Original Equipment to Professional and Advantage. Our customers have made it clear: They want to offer choices to price-conscious consumers without compromising quality and their reputation. Behind every ACDelco part is world-class technology, including longer-lasting, GM-exclusive FNC (Ferritic Nitro-Carburizing – extended life anti-corrosive) rotors, six-speed automatic transmission control modules that shops can reflash, and more.

Our smart business support through the ACDelco Professional Service Center (PSC) program helps shops drive growth and efficiency while respecting their independence and allowing them to take care of their employees and their customers. PSC program participants get great parts; industry-leading technician training; creative point-of-sale materials, e-business and marketing support; purchase rewards through easy-to-use promotions; and expanded consumer assurance such as vehicle towing and parts and labor ­reimbursement.

Speaking of products, what new ones can you recommend to shop owners?

The team is very excited about our all-new lineup of ACDelco Professional Remanufactured power steering components. It includes power-steering pumps, rack-and-pinion gears and steering gears that have been subjected to a very rigorous testing process and offer great warranties.

At AAPEX last month, we also introduced GM Original Equipment transmission hydraulic control modules for GM six-speed automatic transmissions. Even if the modules don’t need replacing, shops are going to love the fact that with a special web program and interface tool, they can reprogram the transmissions right in their facilities.

We also announced that the innovative ACDelco Illustrated Catalog of replacement components for millions of GM vehicles is available to select aftermarket wholesalers and retailers through the popular Epicor LaserCat 3 electronic catalog interface. That will speed the lookup process and, hopefully, shops will get the right parts faster.

What kind of marketing are you doing?

We took a look at the market and at ourselves, and concluded one of our greatest strengths is the trust distributors and independent service centers have in our products, our history and our brand support. We’re leveraging this brand equity in the “Trust is Earned” marketing platform we launched earlier in the year.

Trust is Earned speaks to the confidence shop owners and their customers place in the ACDelco brand, and even the trust consumers place in themselves to ­select a service center that delivers capable, honest service at a fair price. We have Professional Service Center program participants who’ve served multiple generations of the same family. Earlier this year, the driver of an ACDelco Battery Marketer truck went out of his way to rescue the mother of a newborn whose car broke down in rush-hour traffic in Seattle. This is what we mean when we say “Trust is Earned.”

We’ve also added a regional service chain program – such as tire stores – to our roster, because as they’ve added more services, we’re seen a growing number of consumers turning to them for all-over vehicle maintenance and repair. Chains that buy our parts ­receive training, a service diagnostic hotline, discounts on GM Service Information subscriptions, marketing ­support and more.

We’re talking to consumers by targeting automotive influencers — those who know cars and recommend products to friends and family. We’re also energizing the brand for younger professionals by supporting NATEF (National Automotive Technicians Education Foundation) and GM ASEP (Automotive Service Educational Program). Terrific job opportunities await young, trained technicians, and we’d like to help them grow their careers with ACDelco.

I’ve also charged our marketing team with getting the ACDelco brand out in front of young consumers. Although our brand is more than a hundred years old, we must find creative and effective ways to reach a generation of customers who associate us with their parents and grandparents. The challenge is that the paradigm has changed with this audience: They decide what brands are cool, not the other way around, and they don’t spend much time on mass media. So we need to be where they spend time, whether that’s on social media or in an experiential way. That will be a big priority in the coming year.

Do you think rising new-car sales will hurt ACDelco and independent shop owners?

At ACDelco, we have two things in our favor: We’re the only GM OE provider, yet our portfolio also ­services most other makes and models. With 90,000 parts, we’re very invested throughout the aftermarket.

I also don’t see a downside for service centers. Our Professional Service Center Program participants tell us they’re writing as many repair orders as ever. Don’t forget, despite the uptick in new car sales, the average vehicle on the road is still more than 10 years old. That’s a lot of vehicles that need brakes, A/C replacement, steering and suspension repairs, oil changes, filters and transmission and engine work.