OEMs spend a lot now on figuring out the future, watching their rivals, and studying how people are moving around. But getting what they learn to actually work at the local dealer is still a big problem. While OEMs are thinking about electric cars, software, and online systems, dealers are dealing with customers, moving cars, and keeping up service. Things fall apart when these two don’t line up.
To see how OEMs can make their plans a reality, we talked to Amit Kumar, a Senior Consultant at Markets and Markets. He knows a lot about cars, planning, and advising top executives. He helps connect what’s happening in the market with product plans and getting things done. He talked about what OEMs need to do to stay flexible, in sync, and ready for what’s ahead.
Keep reading to learn what he thinks.
Q1. OEMs today put a lot of money into market research and planning. What keeps this from turning into action at the dealer level?
Amit Kumar: The big thing is making research something dealers can use today. OEMs do long forecasts, but dealers need to know what’s important this week, what numbers to watch, and how big ideas turn into their daily work.
Another issue is that the data is all over the place. OEMs see the big picture. Dealers see what customers do and what’s selling locally. If these things don’t connect in real time, opportunities get missed. Systems that link dealer info, car data, and car company data are starting to fix this, but not everyone uses them.
Also, dealers might not be ready. Many still work in old ways and don’t know much about digital tools. Training on selling online, thinking about long-term customer value, and keeping service customers isn’t consistent.
Finally, OEMs and dealers often have different goals. If one cares about quarterly growth and the other about making money now, things don’t go as planned.
Q2. With electric cars, online platforms, and software becoming more important, what online tools do dealers need to give customers a great experience?
Dealers are becoming part of a bigger online world, so their systems need to be more connected. Three things are key.
First, being connected. Cars, health, financing, test drives, and customer history need to be in one place. Linking dealer systems, customer management, and car data is becoming a must.
Second, smart tools. Dealers need systems that suggest what to do next, not just record what happened. Predictions about losing customers, service needs, and good leads help teams be ready instead of just reacting.
Third, online ways to connect. Customers now use online searches, home demos, in-app bookings, and showroom visits.
— Amit Kumar, Senior Consultant at Markets and Markets
Q3. What are the most important market signals that OEMs should pay attention to in order to keep their dealers competitive?
When the after-sales business is growing, it’s a pretty good sign the dealer network is healthy. It shows both customer happiness and financial stability. Busy service bays, repeat service visits, and sales of parts and accessories mean customers are loyal.
Keeping inventory and demand in sync is also key. Seeing stock movement, sales, and local demand helps OEMs avoid last-minute changes and discounts. Dealers who manage stock well are more profitable.
A third signal is how well the online process works. Just counting leads is not enough. As an OEM, you need to see how fast dealers respond to online questions, how well they schedule test drives, and how reliably they follow up. These things define how well retail works today.
Q4. How important is it for OEMs to see what’s happening at dealerships in real time to make better decisions?
Watching things unfold in real time has become a must these days. In India’s fast market, demand changes quickly based on area, fuel, and rules. When OEMs see retail activity, leads, service, and stock as it happens, they can act early and avoid problems.
Some OEMs already do this. They’ve built dashboards that track availability, sales trends, and customer activity. These systems help spot slow areas before they fall behind and help take action.
Seeing things in real time also helps customer service. When a dealer knows a car needs service or sees a problem through car data, they can reach out proactively. This makes customers happier and more loyal.
Q5. For OEMs starting new mobility or electric car programs, what steps can they take to align their plans, customer needs, and dealer readiness?
First, break the plan into simple actions for each team. Dealers, service people, and field staff should know what’s changing and why it matters. A simple one-page brief is often better than long presentations.
Get ready for digital early. OEMs need to make sure dealers can handle car diagnostics, battery checks, subscriptions, and online onboarding. Training should include customer education, online sales, and service for electric car owners.
Finally, track progress. OEMs can learn quickly by using dashboards that show readiness, training, infrastructure, and customer feedback. Testing before a full launch helps make sure things go smoothly with fewer surprises.
Wrapping Up
As Amit Kumar says, the future will favour OEMs that turn ideas into action. Planning, product strategy, and mobility trends matter, but they only have an impact when dealer systems, training, and goals align. For electric cars, online platforms, or digital retail, OEMs must put dealers at the heart of the plan and give them the tools to act in real time. In a world where mobility is becoming more digital and software-driven, aligned systems will be the key to winning.