The Future of Commerce Podcast

OEM automotive brand management: Dealership risks and strategies

Episode Summary

The automotive industry is evolving, but OEMs still rely on independent dealerships to sell their cars—creating unique challenges for brand management. In this episode, we explore the risks that come with decentralized dealership networks, from inconsistent customer experiences to fragmented data. We also dive into six key strategies OEMs are using to maintain brand consistency, improve dealership operations, and enhance customer trust. With the rise of EVs and online car buying, we discuss what the future holds for dealerships and how the customer experience is being reshaped.

Episode Notes

Automakers face a major challenge: how to maintain a strong, consistent brand when their cars are sold through independent dealerships. In this episode, we break down the biggest risks OEMs face—from inconsistent customer experiences to fragmented data—and explore the six key strategies they’re using to keep dealerships aligned with their brand vision. We also discuss the future of car buying as EVs and online sales disrupt the traditional dealership model. Will brick-and-mortar dealerships evolve into brand experience centers, or will they become obsolete? Tune in to find out.

What You’ll Learn in This Episode:

• The three biggest risks OEMs face when managing their brand through dealerships
• How inconsistent customer experiences can erode brand trust
• The role of centralized data in creating a seamless buying and service experience
• Six key strategies OEMs are using to strengthen brand management
• How online car buying and EVs are reshaping the dealership model

Key Takeaways:

• A negative dealership experience can damage an automaker’s brand reputation.
• OEMs struggle with fragmented customer data, leading to inefficiencies in marketing and service.
• Standardized training and dealership incentive programs help improve brand alignment.
• Digital transformation, from CRM systems to brand apps, is helping OEMs connect directly with customers.
• The future of dealerships may shift from traditional sales hubs to interactive brand experience centers.

Subscribe to our podcast for insights on how automotive brands are navigating dealership challenges, digital transformation, and evolving consumer expectations. Visit The Future of Commerce for expert analysis on the future of mobility and brand management. Share this episode with auto industry professionals, brand strategists, and car enthusiasts who want to stay ahead of the shifting automotive landscape.