The automotive industry is at a pivotal moment. While digital transformation has revolutionized pre-sales and sales, the post-purchase phase—aftersales—remains a largely untapped opportunity for growth, loyalty, and recurring revenue. As new car sales plateau and customers retain vehicles longer, aftersales services are emerging as a critical profit driver. Yet, many original equipment manufacturers (OEMs) are losing ground to independent aftermarket (IAM) providers who offer convenience, competitive pricing, and digital-first experiences. To secure their share of a rapidly expanding $855 billion market, OEMs must reimagine the aftersales experience through digital innovation, unified data, and connected car technologies.
Aftersales encompasses maintenance, repairs, parts, and a growing suite of digital offerings—from over-the-air (OTA) updates to in-car payments and EV charging services. As vehicles become more connected and software-driven, the opportunity to engage customers throughout the ownership lifecycle has never been greater. 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. For OEMs, aftersales is not just a support function—it is a core profit engine, often rivaling the profitability of financial services.
However, the competitive landscape is shifting. IAM providers have rapidly gained market share by delivering seamless, digital-first experiences that aggregate service options, parts, and pricing—often through user-friendly apps and platforms. Without a unified, customer-centric approach to aftersales, OEMs risk being marginalized in the very ecosystem they helped create.
Aftersales is a high-margin, high-growth area that directly impacts customer lifetime value (CLV). 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. Yet, many OEMs still operate with fragmented data, disconnected touchpoints, and siloed service offerings—resulting in missed opportunities for engagement, upselling, and loyalty.
To reclaim market share and drive CLV, OEMs must deliver seamless, holistic, and customer-centric aftersales journeys. This means moving beyond transactional touchpoints to create integrated digital ecosystems that connect OEMs, dealers, and customers in meaningful, ongoing relationships.
Today’s automotive customers expect the same level of personalization, convenience, and transparency they experience in other industries. They want proactive service reminders, easy appointment scheduling, digital vehicle management, and tailored offers—all accessible through their preferred channels. Data-driven personalization is no longer a differentiator; it’s a baseline expectation.
However, many OEMs struggle with siloed data, inconsistent customer profiles, and disconnected dealer networks. The result is a fragmented aftersales experience that fails to maximize engagement or revenue. To overcome these challenges, OEMs need unified digital platforms that break down silos, orchestrate real-time engagement, and enable a 360-degree view of the customer across the entire ownership lifecycle.
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:
SOLO is part of Publicis Sapient’s Connected Commerce Toolbox—a suite of solutions designed to elevate digital ecosystems for transportation and mobility clients. By integrating SOLO, automotive brands can transform the post-purchase experience, strengthen brand loyalty, and unlock new streams of recurring revenue.
The future of aftersales is data-driven and ecosystem-centric. OEMs that harness the power of connected vehicle data, customer insights, and digital platforms will be best positioned to:
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.
Publicis Sapient stands ready to partner with automotive leaders seeking to transform their aftersales experience and realize the full potential of customer lifetime value. The journey from transaction to relationship starts here—and the future of automotive profitability depends on it.