The automotive industry is undergoing a profound transformation, driven by digital innovation and evolving consumer expectations. While much attention has been paid to the digitalization of pre-sales and sales, the post-purchase phase—aftersales—remains a largely untapped opportunity for growth, loyalty, and recurring revenue. As the competitive landscape intensifies, especially with the rise of independent aftermarket providers, original equipment manufacturers (OEMs) must reimagine the aftersales experience to secure their share of a rapidly expanding market.
Aftersales services—encompassing maintenance, repairs, parts, and value-added digital offerings—are emerging as a significant profit driver for automotive brands. As new car sales plateau and customers retain vehicles longer, the importance and profitability of aftersales are only set to increase. The global automotive aftermarket is projected to grow at over 6% CAGR through 2028, representing an $855 billion opportunity. Yet, OEMs are losing ground to independent aftermarket (IAM) players who offer convenience, competitive pricing, and digital-first experiences.
To reclaim market share and drive customer lifetime value (CLV), OEMs must deliver seamless, holistic, and customer-centric aftersales journeys. This means moving beyond fragmented, 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. In fact, 86% of consumers are more likely to engage with an automotive brand that offers personalized experiences, such as storing maintenance history or providing timely service reminders.
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.
Publicis Sapient’s Seamless Ownership and Lifecycle Optimization (SOLO) solution is designed to address these challenges head-on. SOLO is a customer engagement platform that empowers OEMs 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:
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.