The automotive industry is undergoing a seismic shift. As new vehicle sales plateau and customers hold onto their cars longer, the real growth engine for original equipment manufacturers (OEMs) is no longer just the showroom—it’s the post-purchase, or aftersales, experience. This high-margin, high-growth segment, encompassing everything from predictive maintenance to digital service marketplaces and loyalty programs, is being revolutionized by artificial intelligence (AI) and data-driven platforms. For OEMs, the stakes are high: defend market share against nimble independent aftermarket (IAM) providers, maximize customer lifetime value, and future-proof the business in a rapidly evolving landscape.
Aftersales is no longer a support function—it’s a core profit driver. As vehicle sales slow and margins tighten, aftersales becomes a critical lever for sustainable growth. The global automotive aftermarket is projected to grow at over 6% CAGR through 2028, fueled by longer vehicle lifespans and the proliferation of connected car technologies. Yet, OEMs are losing ground to IAM providers—independent garages, parts suppliers, and digital-first service platforms—who are quick to capitalize on convenience, transparency, and competitive pricing.
To capture a greater share of this $855B+ market, OEMs must reimagine aftersales as a seamless, customer-centric journey powered by data, digital platforms, and integrated 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. The message is clear: the post-purchase era is here, and it’s redefining what it means to be a successful automotive brand.
AI is transforming maintenance from a reactive chore to a proactive, value-added service. By analyzing real-time data from connected vehicles—engine diagnostics, driving behavior, environmental conditions—AI can predict when a component is likely to fail and trigger timely service reminders. This not only reduces vehicle downtime and maintenance costs but also keeps customers engaged with the OEM’s service network, rather than losing them to independent providers. For electric vehicles, predictive analytics can optimize battery performance and longevity, a critical differentiator in the EV era.
The rise of digital service marketplaces is reshaping how customers interact with aftersales. AI-powered platforms can aggregate service options, parts, and pricing, offering customers transparent choices and seamless booking—whether for routine maintenance, software upgrades, or accessory installations. These marketplaces can be integrated directly into in-car systems or mobile apps, leveraging connected car data to offer tailored recommendations based on usage patterns, location, and preferences. The result is a frictionless, always-on engagement model that keeps customers within the OEM ecosystem.
AI enables OEMs to design and automate highly personalized loyalty programs. By unifying data from vehicle usage, service history, and digital interactions, OEMs can deliver targeted offers—such as discounts on accessories, exclusive content, or bundled services—that resonate with individual customers. Automated engagement, powered by machine learning, ensures that communications are timely, relevant, and delivered through the customer’s preferred channel. This approach not only drives repeat business but also strengthens brand affinity and advocacy.
The connected car is a data powerhouse. Every journey, interaction, and service event generates valuable insights. By consolidating first-party data (from vehicles, apps, and service centers) with second-party data (from dealers and partners), OEMs can create a 360-degree view of each customer. Customer Data Platforms (CDPs) are essential for aggregating and activating this data, enabling proactive service reminders, targeted offers, and real-time, context-aware engagement. Over-the-air (OTA) updates, in-car payments, and integration with third-party services (parking, insurance, mobility) further enrich the post-purchase experience.
IAM providers have rapidly gained market share by offering digital convenience, transparency, and competitive pricing. Their ability to aggregate service options and deliver user-friendly experiences—often through apps and online platforms—has set a new standard for post-purchase customer engagement. For OEMs, the threat is clear: without a unified, digital-first approach to aftersales, they risk being 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. Here’s how:
The post-purchase era is redefining the automotive landscape. By investing in AI-driven platforms, connected car data, and seamless service integration, OEMs can transform aftersales 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? Publicis Sapient’s Seamless Ownership and Lifecycle Optimization (SOLO) solution connects OEMs, dealers, and customers in a unified digital ecosystem—empowering brands to maximize customer lifetime value, strengthen loyalty, and compete effectively in the new era of automotive aftersales.