MEMA Aftermarket Suppliers launched the 2025 MEMA Aftermarket Startup Challenge (MASC).
The challenge gives automotive technology startups a platform to present innovations to the aftermarket community. It also helps these companies connect with leading aftermarket companies.

Applications for the MEMA Aftermarket Startup Challenge are due by July 11, 2025.

Five top venture capital and mobility investment firms will coordinate and support the event. These firms include Assembly Ventures, Automotive Ventures, Capstone Financial Group, Microtech Ventures and FM Capital.

Finalists to Present at Aftermarket Technology Conference

The challenge will conclude at the Aftermarket Technology Conference. This event will run from October 5-7, 2025. It will take place at the University Plaza Hotel & Convention Center in Springfield, Mo.

Finalists will pitch their companies and innovations to aftermarket technology leaders. Industry experts will mentor all participating startups.

Attendees at the conference will vote live during the general session to select the MASC winner.
Organizers will announce the winner shortly after the vote.

A Platform for Automotive Technology Startups and Industry Growth

“The MEMA Aftermarket Startup Challenge is one of the most dynamic elements of the Aftermarket Technology Conference,” said 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.”

Technology Categories in Focus

This year’s MASC will feature the following technology categories:

• 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 said, with Tromml being named the winner. Tromml delivers business intelligence and profit-monitoring solutions based on AI technology and tailored to auto parts retailers, distributors and manufacturers.