The automotive industry is undergoing a profound transformation. As new car sales plateau and customers retain 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. Yet, this high-margin, high-growth area is under threat. Independent Aftermarket (IAM) providers are rapidly gaining ground, leveraging digital-first, price-transparent, and convenient service models that resonate with today’s digitally empowered consumers. For OEMs, the challenge is clear: adapt or risk being marginalized in the very ecosystem they helped create.
IAM providers have set a new standard for post-purchase customer experience. Their success is rooted in:
This combination of convenience, transparency, and digital engagement has enabled IAMs to capture a growing share of the $855 billion global automotive aftermarket—a market projected to grow at over 6% CAGR through 2028.
To win back market share, 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 unified customer data, predictive maintenance, connected services, and integrated digital platforms.
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:
Connected vehicles generate a wealth of data that, when harnessed, can transform the aftersales experience. Predictive maintenance leverages machine learning to alert owners of potential issues before they arise, proactively order parts, and schedule repairs—saving time and money while building trust. Additional connected services, such as over-the-air (OTA) updates, in-car payments, and usage-based insurance, create ongoing engagement and new revenue streams.
Customers expect a unified, omnichannel experience. OEMs should consolidate digital offerings into a single ecosystem, making it easy for customers to access services, schedule appointments, and manage their vehicles in one place. Integrating in-house and third-party solutions positions OEMs as ecosystem orchestrators, delivering a complete range of mobility services—maintenance, digital services, education, and more.
Dealers remain a critical touchpoint for face-to-face interaction, education, and support. By equipping dealers with digital tools and real-time insights, OEMs can ensure consistent, high-quality experiences while driving increased service utilization and loyalty.
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.
To help OEMs capture the full potential of the aftersales market, Publicis Sapient offers the Seamless Ownership and Lifecycle Optimization (SOLO) solution—part of our Connected Commerce Toolbox. SOLO is a customer engagement platform designed to:
By implementing SOLO, OEMs can deliver integrated, personalized aftersales experiences that drive loyalty, recurring revenue, and long-term profitability. SOLO’s architecture is built to unify fragmented data, orchestrate digital-first journeys, and enable proactive, context-aware engagement at every stage of the ownership lifecycle.
To succeed in the post-purchase era, OEMs should focus on:
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 like SOLO, embracing data-driven personalization, and building connected ecosystems—will not only capture new growth but also secure lasting customer loyalty and advocacy.
The winners in this new era 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 and Connected Commerce Toolbox can help you capture the next wave of growth in automotive aftersales.