In the fast-moving automotive industry, sales visibility and claim management remain two of the biggest blind spots. OEMs often measure performance based on dispatches, while dealers grapple with claim disputes and overdue settlements. The result? Gaps in accountability, slower resolutions, and strained relationships across the value chain.
As the ecosystem grows more complex, digital dealer platforms have the potential to close these gaps. From real-time sales tracking to structured claim workflows and AI-driven account insights, the opportunity is clear: stronger systems can drive both transparency and trust.
To explore this further, we spoke with Sudhir Mohan Kumar, Automotive Component Development and Key Account Management Expert. With years of experience in sales, project management, and OEM–dealer relationships, he brings a sharp view of where current systems fall short — and how technology can reshape the future.
Keep on reading to know his insights!
Q1. Having managed key accounts in automotive components, what’s the most significant gap you see today in how OEMs and dealers track B2B sales performance?
At present, B2B sales performance is tracked by OEMs primarily based on dispatches made to dealers during the month. This approach is incomplete. True performance must be tracked by the actual deliveries made by dealers to customers, not just what leaves the OEM’s warehouse.
Q2. Claim management is often a pain point across the value chain. How can digital dealer platforms improve visibility and reduce delays in claims resolution?
Claim management today works in a very unorganised way. In some cases, overdue amounts are even bargained with OEMs as part of further discounts, depending on various factors at the dealer’s end.
By moving to online dealer platforms, much of this friction can be removed. Digital claims workflows will substantially reduce the time OEMs spend negotiating with dealers over payments and speed up resolution.
Q3. From your experience, how important is real-time data sharing between OEMs, component suppliers, and dealers for building stronger customer relationships?
Real-time sharing must be approached carefully. OEMs should not expose component suppliers directly to the dealer network, as suppliers already work on the OEM’s production schedules. Opening another window can create delays and confusion.
Instead, OEMs should strengthen their spare parts procurement process and remain the single point of interface with the dealer network. This ensures smooth coordination and avoids unnecessary overlaps.
Q4. Many OEMs struggle with white-spot identification and market expansion. What role do you see for dealer systems in mapping opportunities and supporting growth strategy?
Dealer systems capture the voice of the end customer directly. Customers share their expectations and highlight missing technologies during interactions with dealers.
To leverage this, OEM teams must make scheduled visits to dealers across different geographies and take customer feedback seriously. This will help identify white spots, uncover growth opportunities, and support expansion strategies.
Q5. Looking ahead, how can AI-driven dealer management systems help sales teams not just close deals faster, but also improve long-term account retention?
AI can transform the presales process by helping sales teams better understand customer requirements and offer the most suitable product fit.
Over the long term, AI will forecast buying trends and customer expectations, allowing sales teams to suggest timely upgrades and strengthen relationships. This will drive higher account retention and stronger loyalty.
-Sudhir Mohan Kumar, Automotive Component Development & Key Account Management Expert
Wrapping Up
Sudhir Mohan Kumar highlights that sales visibility and claim management should be at the centre of dealer operations. Relying only on dispatch tracking or handling claims without a proper process creates avoidable problems. Dealer platforms need to bring clarity—measuring performance at delivery, resolving claims online, and keeping spare parts coordination smooth.
Looking ahead, new tools will help sales teams predict customer needs, offer more relevant services, and strengthen retention. For OEMs, the direction is clear: move beyond just components and dispatches, and build systems that stay connected right through to the customer.
About The Expert
With a focus on bridging operational gaps, Sudhir offers practical insights and guidance to help OEMs and dealers build stronger partnerships and stay aligned with customer needs.
