Automotive growth is not only about planning the right strategy — it also depends on how well that strategy is carried out at the dealer level. OEMs often face hurdles in making sure that sales, marketing, and product innovations are implemented consistently. Dealers, in turn, struggle when they don’t have enough resources, digital tools, or integrated systems to support smooth execution.
The real strength lies in data. A unified dealer system makes sales and service more transparent, helps OEMs make market-specific decisions, and gives marketing teams a clearer view of customer needs to guide product decisions. With better analytics, these systems can move beyond day-to-day operations and actually drive growth and profitability.
To understand this better, we spoke with Atul Singh Chandel, Director at Autobei Consulting Group. With nearly 20 years of experience in sales strategy, product development, and market entry across Europe and Asia, Atul has led key roles at MAN Truck & Bus and Bosch in Germany, and marketing at Kamaz Trucks India. He has helped shape product strategies, expand international sales, and guide OEMs through significant transitions.
Read on for his insights.
Q1. Having led product and sales strategies across Europe and Asia, what’s the biggest challenge you see in aligning OEM strategy with dealer execution on the ground?
A successful market strategy hinges on a strong partnership between OEMs and dealerships, powered by data and customer insight. OEMs must empower their dealer networks with funding, a dedicated workforce, and clear guidance for effective execution.
In Europe, particularly in Germany and Austria, digitisation remains a significant challenge. Customers often prefer traditional methods, and even when OEMs introduce digital tools, end users may be reluctant to adopt them. This cultural barrier must be addressed alongside strategy and resource support.
Q2. Data analytics is reshaping decision-making across industries. How can dealer management systems bring more transparency and insight to OEMs and dealers alike?
Dealer systems need to integrate sales, service, and customer management into a unified workflow. This eliminates inefficiencies and creates a smooth experience for customers while improving visibility for OEMs.
Real-time analytics from these systems allow OEMs to monitor dealer performance, track orders, and gain insights into local market conditions. This enables agile decision-making and faster adaptation to market changes.
Q3. From your experience in market entry and sales growth, what role do you see for digital dealer platforms in accelerating international expansion for OEMs?
Digital dealer platforms create consistency in operations while still allowing local customisation. They provide OEMs with shared data, standardised metrics, and transparent performance tracking across markets.
With this base in place, expansion into new markets is quicker, and customer interactions stay reliable, building both trust and brand strength.
Q4. Marketing and product innovation often struggle to translate into sales results. How can integrated dealer data bridge this gap and ensure faster go-to-market success?
Integrated dealer data helps marketers and product teams understand customer needs, expectations, and gaps in the market. With these insights, they can design innovations and campaigns that resonate with actual customer behaviour rather than assumptions.
This link between strategy, innovation, and on-ground data speeds up execution and helps new products convert into sales.
Q5. Looking ahead, what’s your perspective on AI-powered dealer systems becoming central to driving growth, customer engagement, and profitability in the automotive sector?
Think about dealer systems today. What’s the one thing everyone talks about? AI.
It’s not just a buzzword. It helps cut waste, shows you where stock is, and even hints at what customers might be asking for next. And here’s the point: when AI tools are actually put to work, they stop being background software. They start driving growth, right where it counts.
– Atul Singh Chandel, Director, Autobei Consulting Group
Wrapping Up
As Atul Singh Chandel highlights, the future of automotive growth lies in closing the gap between strategy and execution. It is clearly evident that the OEMs cannot expect dealers to deliver results without proper support, integrated workflows, and digitisation.
Once the dealers have easy access to sharp data-driven platforms that AI and predictive analytics supercharge, you will be able to get transparency. In addition, both the Sales and marketing teams need to stop butting their heads and start working together.
The shift is clear: OEMs must move from strategy-on-paper to execution-on-the-ground by making data the backbone of dealer ecosystems.
About The Expert
As Director of Autobei Consulting Group, Atul collaborates with CXOs of global firms to solve complex challenges in sales, product strategy, and go-to-market planning through advanced data analytics. With his cross-disciplinary background spanning IT, EV engineering, and international business, he bridges innovation and execution — turning strategic vision into measurable success.
