MEMA Aftermarket Suppliers has launched its 2025 MEMA Aftermarket Startup Challenge (MASC), which provides an opportunity for emerging technology companies to present their innovations to the broader aftermarket community and network with leading aftermarket companies.
Five leading venture capital and mobility startup investment firms are coordinating and will facilitate the event: Assembly Ventures, Automotive Ventures, Capstone Financial Group, Microtech Ventures and FM Capital.
The challenge will culminate at the Aftermarket Technology Conference, which will take place from Oct. 5-7, 2025, at the University Plaza Hotel & Convention Center in Springfield, Mo.
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MEMA says finalists will pitch their companies and innovations to an audience of aftermarket industry technology leaders, and all startups will receive mentorship from industry experts. Conference attendees will have the opportunity to vote for the MASC winner in real time during the conference's general session, and the winner will be announced shortly after.
"The MEMA Aftermarket Startup Challenge is one of the most dynamic elements of the Aftermarket Technology Conference," says Chris Gardner, senior vice president, programs and technology at MEMA Aftermarket Suppliers. "It brings fresh thinking and real solutions to the forefront of our industry. We're proud to provide a platform where innovators can connect with aftermarket leaders, gain visibility and accelerate technologies that will shape the future of mobility and vehicle service. The increasing number of emerging technology startups in our industry supports the need for the Challenge."
MEMA says technology categories for this year's MASC include:
- Predictive Analytics
- Digital/Online Customer Engagement
- Supply Chain/Inventory Management
- EVs
- Diagnostics
- Sustainability
- Fleet Management
- Training
- ADAS
- AI
The 2024 MASC was a resounding success, MEMA says, with Tromml being declared the winner. Tromml delivers business intelligence and profit-monitoring solutions based on AI technology and tailored to auto parts retailers, distributors and manufacturers.
The Aftermarket Technology Conference is the top technology event in the North American aftermarket, providing a pivotal platform for showcasing the most critical and emerging technologies influencing the industry.
