The automotive industry is at a pivotal crossroads. As new vehicle sales plateau and customers hold onto their cars longer, the post-purchase and aftersales phase has emerged as the most critical—and contested—arena for growth, loyalty, and profitability. Yet, many original equipment manufacturers (OEMs) are losing ground to independent aftermarket (IAM) providers, who are capturing market share with agile, digital-first experiences that prioritize convenience, transparency, and value.
To reclaim their position and secure long-term success, OEMs must fundamentally reimagine the aftersales journey. The winners will be those who leverage unified data, digital platforms, and connected services to deliver seamless, personalized experiences that keep customers engaged, loyal, and coming back for more.
The global automotive aftermarket is projected to grow at over 6% CAGR through 2028, representing an $855 billion opportunity. IAM providers—ranging from independent garages to digital service aggregators—have rapidly gained ground by offering user-friendly apps, transparent pricing, and frictionless service options. Their digital-first approach has set a new standard for post-purchase customer experience, often outpacing OEMs who still operate with fragmented data, siloed touchpoints, and disconnected dealer networks.
Without a unified, customer-centric approach to aftersales, OEMs risk being marginalized in the very ecosystem they helped create. The imperative is clear: transform aftersales from a transactional, support function into a high-margin, high-growth engine of loyalty and recurring revenue.
Personalization is the new baseline. 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. Achieving this requires a unified, 360-degree view of the customer, aggregating data from vehicles, apps, service centers, and digital interactions.
Customer Data Platforms (CDPs) are essential for consolidating first-party and partner data, enabling OEMs to:
Customers expect a frictionless, omnichannel experience. OEMs must consolidate their digital offerings into a single, intuitive ecosystem—integrating in-house and third-party solutions—to make it easy for customers to access services, schedule appointments, and manage their vehicles in one place. This approach not only matches the convenience offered by IAM providers but also positions OEMs as ecosystem orchestrators, overseeing a complete range of mobility services.
Connected vehicles generate a wealth of actionable data. By harnessing this data, OEMs can:
Dealers remain a critical touchpoint for face-to-face interaction, education, and support—especially as vehicles become more complex and digital. By breaking down silos and integrating systems, OEMs can empower dealers with digital tools and real-time insights, ensuring they remain integral partners in the customer journey while benefiting from increased traffic and high-quality leads.
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—foundations for any data-driven personalization strategy.
OEMs that invest in digital-first, data-driven aftersales strategies are already seeing tangible benefits:
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.
Now is the time for OEMs to act boldly. By embracing digital-first strategies, integrating dealers and partners, and delivering seamless, personalized aftersales experiences, they can reclaim market share from IAM providers, drive loyalty, and maximize customer lifetime value for the long term.