In today’s automotive landscape, the journey doesn’t end at the point of sale. As new car sales plateau and customers hold onto vehicles longer, the real growth engine for Original Equipment Manufacturers (OEMs) is shifting to the post-purchase phase—aftersales, maintenance, digital services, and loyalty programs. This high-margin, high-growth area represents a significant, often underleveraged, opportunity for OEMs to drive customer lifetime value (CLV), foster brand loyalty, and unlock new revenue streams.
The global automotive aftermarket is projected to grow at over 6% CAGR through 2028, representing an $855 billion opportunity. Yet, OEMs are losing ground to independent aftermarket (IAM) providers—suppliers, independent garages, and third-party service platforms—who are quick to capitalize on digital convenience and competitive pricing. To capture a greater share of this market, OEMs must reimagine the aftersales experience as a seamless, customer-centric journey powered by data, digital platforms, and integrated services.
Aftersales is not just a support function—it is a core profit driver, often rivaling the profitability of financial services. As vehicle sales slow and margins tighten, aftersales becomes a critical lever for sustainable growth. Customers are increasingly seeking digital-first, frictionless experiences for everything from routine maintenance to in-car software updates and mobility services. Research shows that 86% of consumers are more likely to engage with an automotive brand that offers personalized aftersales experiences, such as service reminders, maintenance history tracking, and recurring service scheduling.
IAM providers have rapidly gained market share by offering convenience, transparency, and competitive pricing through digital channels. Their ability to aggregate service options, parts, and pricing—often with user-friendly apps and platforms—has set a new standard for post-purchase customer experience. For OEMs, the threat is clear: without a unified, digital-first approach to aftersales, they risk becoming marginalized in the very ecosystem they helped create.
To win in the post-purchase era, OEMs must move beyond transactional service models and embrace a holistic, data-driven approach to aftersales. The key is to orchestrate seamless, personalized experiences across every touchpoint—digital and physical—by leveraging connected car data, unified customer profiles, and integrated service platforms. Here’s how:
Fragmented data is the enemy of personalization. OEMs must consolidate first-party data (from vehicles, apps, and service centers) with second-party data (from dealers and partners) to create a 360-degree view of each customer. Customer Data Platforms (CDPs) are essential for aggregating and activating this data, enabling:
Customers expect a seamless, omnichannel post-purchase experience. OEMs should consolidate their digital offerings into a single ecosystem, making it easy and convenient for customers to access services in one place. This includes integrating in-house and third-party solutions, transforming OEMs into ecosystem orchestrators that oversee a complete range of mobility services—maintenance, digital services, education, and more.
Connected vehicles generate a wealth of data that, when harnessed, can transform the aftersales experience. OEMs can offer:
AI and machine learning can predict customer needs, such as lease renewals or upcoming service events, enabling timely, context-aware engagement that drives both satisfaction and revenue.
Aftersales success requires collaboration across OEMs, dealers, finance partners, and third-party providers. By breaking down silos and integrating systems, OEMs can deliver:
Dealers remain a critical touchpoint for face-to-face interaction, education, and support—especially as vehicles become more complex and digital.
As OEMs collect and leverage more customer data, transparency and security are paramount. Clear communication about data usage, robust opt-out options, and compliance with privacy regulations are essential for building trust and encouraging data sharing.
The automotive aftersales market is at a tipping point. As vehicles become more connected and software-driven, the opportunity to engage customers throughout the ownership lifecycle has never been greater. OEMs that act now to modernize their aftersales strategies—by investing in digital platforms, embracing data-driven personalization, and building connected ecosystems—will not only capture new growth but also secure lasting customer loyalty and advocacy.
To help OEMs capture the full potential of the aftersales market, Publicis Sapient offers the Seamless Ownership and Lifecycle Optimization (SOLO) solution. SOLO is a customer engagement platform designed to:
By implementing SOLO, OEMs can strengthen brand loyalty, maximize customer lifetime value, compete effectively against IAM providers, and future-proof their aftersales business in a rapidly evolving market.
The post-purchase era is here—and it’s redefining what it means to be a successful automotive brand. By investing in digital platforms, connected car data, and seamless service integration, OEMs can transform the aftersales experience from a fragmented, transactional process into a unified, value-driven journey. The winners will be those who put the customer at the center, leverage data intelligently, and orchestrate every touchpoint for maximum impact.
Ready to transform your aftersales experience? Connect with Publicis Sapient to discover how our SOLO solution can help you capture the next wave of growth in automotive aftersales.