As the automotive industry faces slowing new car sales and intensifying competition, the aftersales market has emerged as a critical battleground for Original Equipment Manufacturers (OEMs). While aftersales services—maintenance, parts, and value-added offerings—represent a significant and growing profit pool, OEMs are increasingly losing ground to Independent Aftermarket (IAM) players. To reclaim and expand their share, OEMs must embrace digital-first strategies that leverage connected car data, seamless service ecosystems, and proactive customer engagement.
The global automotive aftermarket is projected to grow robustly in the coming years, with IAM participants—independent garages, parts suppliers, and service providers—capturing a rising share. IAMs often win on convenience, price, and perceived flexibility, especially once vehicles move out of warranty. For OEMs, this trend threatens not only high-margin aftersales revenue but also long-term customer relationships and brand loyalty.
To reverse this trend, OEMs must reimagine the post-purchase experience. The future of aftersales is digital, data-driven, and seamlessly integrated across every touchpoint. Here’s how OEMs can win back market share from IAMs:
Customers expect frictionless, always-on engagement—mirroring their experiences with leading digital brands. Yet, many OEMs still offer fragmented aftersales services across multiple apps, websites, and dealer platforms. This fragmentation creates confusion and drives customers to IAMs who promise simplicity.
The solution is a unified digital ecosystem that brings together maintenance scheduling, parts ordering, service history, warranty management, and value-added services into a single, intuitive platform. By integrating both in-house and third-party solutions, OEMs can orchestrate a holistic experience that keeps customers within the brand’s orbit—making it easy to book service, access offers, and manage vehicle needs from one place.
Modern vehicles generate vast amounts of data through sensors and telematics. OEMs can harness this data to deliver predictive maintenance alerts, personalized service reminders, and timely offers—often before the customer is even aware of an issue. For example, predictive maintenance can automatically detect wear or potential failures, recommend a nearby authorized service center, and even pre-order necessary parts, minimizing downtime and inconvenience.
This proactive approach not only enhances customer satisfaction but also drives service retention. Research shows that features like predictive maintenance are highly valued by car owners, and digital engagement tools—such as brand apps—are underutilized assets with significant potential to increase loyalty and aftersales revenue.
Personalization is no longer a luxury; it’s an expectation. By consolidating customer data from across the ownership journey—sales, service, digital touchpoints—OEMs can create 360-degree customer profiles. These profiles enable tailored communications, targeted offers (such as discounts on accessories or seasonal maintenance), and context-aware recommendations (like nearby charging stations for EV owners).
Transparency and trust are essential. Customers are more willing to share data when they understand how it will be used and have control over their privacy. Clear communication, opt-out options, and compliance with privacy regulations are critical to building and maintaining this trust.
Dealers remain pivotal in the aftersales experience, providing expertise and face-to-face service. However, their role must evolve in a digital-first world. OEMs should empower dealers with integrated platforms that provide real-time access to customer and vehicle data, streamline service processes, and enable personalized engagement.
Collaboration with finance companies, insurers, and other ecosystem partners can further enrich the aftersales offering. For example, integrating insurance products, extended warranties, and in-car payment solutions into the digital ecosystem creates new revenue streams and enhances customer convenience.
The shift from ownership to usership, the rise of electric vehicles, and changing consumer expectations are reshaping the aftersales landscape. OEMs can capitalize on these trends by offering:
These models not only generate recurring revenue but also keep customers engaged with the brand throughout the vehicle lifecycle.
Winning back market share from IAMs requires a fundamental shift—from viewing aftersales as a series of isolated transactions to nurturing an ongoing, value-rich relationship. The most successful OEMs will:
By putting the customer at the center and leveraging the full power of digital, OEMs can transform aftersales from a defensive play into a powerful engine for growth, loyalty, and differentiation. The time to act is now—before IAMs further entrench their position. The future of automotive aftersales belongs to those who can deliver seamless, personalized, and proactive experiences that keep customers coming back, mile after mile.