Launching the Alliance for Automotive Innovation

The combination of the nation’s two largest auto industry associations, Global Automakers and The Alliance of Automobile Manufacturers, has resulted in the new Alliance for Automotive Innovation. Branding and marketing agency Grafik was chosen to introduce the new entity and provide ongoing support. The Alexandria, Virginia-based firm led the naming, visual identity, brand strategy and transition planning, culminating in a national launch at the recent annual CES conference in Las Vegas, NV.

The integrated campaign introducing the new brand featured outdoor billboards in key auto markets, digital display campaigns and a VIP launch party for members and stakeholders at CES. Early campaign results feature high audience engagement on both the organization’s new website as well as on social media channels.

“Launching the Alliance for Automotive Innovation is an important milestone as it introduces a singular, clear and respected voice of the automotive industry,” said John Bozzella, president and CEO of Alliance for Automotive Innovation. “We valued our long-standing partnership with Grafik and their work with Global Automakers. It was a natural choice to have them lead us through this important transition and establish a strong brand and industry presence for Auto Innovators. We are very pleased with the positive feedback we have received from our members and the visibility the Alliance for Automotive Innovation has received across the industry.”

Having successfully created Global Automakers’ marketing site and authenticated portal, promoting both membership and engagement to international automakers and technology firms­, Grafik leveraged its thorough understanding of the industry and key stakeholders in service to the new association. Grafik also brought to bear its deep experience supporting such trade associations as the American Physiological Society (APS), the Institute for Public Procurement (NIGP), National Rural Telecommunications Cooperative (NRTC), and the Manufacturers Alliance for Productivity and Innovation (MAPI).

“It is always special to launch a new brand,” said Lance Wain, Principal and CEO of Grafik. “Introducing the Alliance for Automotive Innovation was a truly collaborative effort, from establishing the brand’s strategy to seeing it come alive in a national, omnichannel campaign. Positive market reception was both exciting and rewarding—but most importantly, it established a strong foundation for the brand’s future marketing and communication initiatives.”

About the Alliance for Automotive Innovation

Formed in 2020, the Alliance for Automotive Innovation is the singular, authoritative and respected voice of the automotive industry. Focused on creating a safe and transformative path for sustainable industry growth, the Alliance for Automotive Innovation represents the manufacturers producing nearly 99 percent of cars and light trucks sold in the U.S. The newly established organization, a combination of Global Automakers and Alliance of Automobile Manufacturers, will be directly involved in regulatory and policy matters impacting the light-duty vehicle market across the country. Members include motor vehicle manufacturers, original equipment suppliers, technology and other automotive-related companies and trade associations. The Alliance for Automotive Innovation is headquartered in Washington, DC, with offices in Detroit, MI and Sacramento, CA. For more information, visit our website

About Grafik

Based in Old Town Alexandria, Virginia, Grafik is a full-service branding and marketing agency serving clients in a wide-range of industries including real estate, technology, higher education, associations, and professional services. For over 40 years, Grafik’s creative thinkers have combined business know-how, inspired design, and smart technologies to increase awareness, influence customer behavior, drive results, and grow market share. To learn more about our services and work, visit

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