Who Buys OEM Accessories?

The most loyal brands of franchised vehicle dealers buy 50%-60% more accessories from their respective auto makers than do the least loyal brands of dealers, according to a survey of dealers and their personnel.

It appears improved dealer relations can increase accessories sales for some auto makers with little investment in product or infrastructure, according to the survey of franchised vehicle dealers by Walden Consultants Ltd.

Still, auto makers invested significantly in the accessories business during 2003. That includes adding dedicated distribution points, engaging independent companies to service dealers and expanding product range.

Best-to-worst ratios of dealer purchase loyalty equate to several million dollars of potential incremental sales of accessories even for small-volume auto makers.

The study surveyed dealers' perceptions of the importance of 16 individual marketing requirements.

A majority of survey respondents agree that an effective accessories program can help sell more new vehicles.

With this motivation, dealers appear “driven” to sell accessories strategically. Moreover, many dealers sell accessories regardless of whether auto makers provide adequate support.

Dealers of some brands of vehicles have above-average accessories sales per vehicle, and below-average use of OEM products.