Brand awareness in the automotive aftermarket is crucial for a business to establish itself in the market or to maintain a competitive edge.

The automotive aftermarket refers to the secondary market of the automotive industry, which deals with the manufacturing, remanufacturing, distribution, retailing, and installation of all vehicle parts, equipment, chemicals, accessories, and services after the sale of an automobile by the original equipment manufacturer (OEM) to the consumer.

Building Brand Awareness

Quality Products & Services: Providing high-quality products and services is fundamental to building brand awareness and reputation in the automotive aftermarket. Customers often rely on word-of-mouth recommendations and online reviews to make purchasing decisions, so ensuring customer satisfaction can lead to positive feedback and increased brand recognition.

Example: Auto-Fasteners: Auto-Fasteners are at the forefront of high-quality fastening components for vehicle manufacturing. Auto-Fasteners operate according to the VDA German quality management system standard, this covers: Quality Management in The Automotive Industry, Process Audit Part 3, Service Development Process / Providing the Service, and Production Part Approval Process (PPAP). Auto-Fasteners also adheres to the AIAG STANDARDS, the automotive industry’s highest global supply chain standards.

Automotive fastener supplier, Auto-Fasteners, partnered with WDA to create a new and unique brand positioning, visual identity, website and ongoing digital marketing solution to help drive their ambitious growth plans. Click here to read our Auto-Fasteners case study.

Distinctive Branding & Logo: Developing a memorable and distinctive brand logo and identity helps differentiate your brand from competitors and makes it easier for customers to recognise and remember your products and services.

Example: Lucas Industries: You Know The Name, You Know The Colour! By the middle of the 1970s, British firm Lucas Industries was among the biggest in the world for components.

The 45° band known as the “Lucas Diagonal” ran from bottom left to top right and had an L-shaped, right-angled incision through the middle of it. Twenty identical squares make the band, from which three logo iterations were created. Click here to read our ‘Brand Focus – Lucas Industries’ article.

Content Marketing

Creating valuable and informative content related to automotive products, tips, guides, and industry news can position your brand as an authority in the automotive aftermarket. This can be done through blogs, videos, social media posts, etc.

Example: TMD Friction Brakebooks: TMD Friction is a global leader in brake friction technology. With brands such as Mintex, Textar and Bendix under its umbrella, TMD is renowned for its informative content to educate brake users and help them find the right product for specific makes and models of vehicles.

The Brakebook has a handy video of how to use the app. The web-based catalogue system was developed exclusively for TMD Friction Group and uses up-to-date catalogue data and offers user-friendly search options.

Partnerships & Sponsorships

Collaborating with other businesses, influencers, or organisations in the automotive industry through partnerships, sponsorships, or co-branded promotions can help expose your brand to a wider audience and enhance credibility.

Example: Bentley – Celebrating 20 years of the Continental GT: A unique global relay, marking 20 years of the Continental GT, has reached its conclusion with the arrival in Crewe of the specially-made 20th-anniversary baton. The baton’s lap of the world included stops in Europe, the Middle East, China, Asia Pacific, the US and the UK, visiting 20 journalists and content creators as part of 20 memorable drives – one for each year of the Continental GT’s production run. How lovely to see the marvellous Abigayle André (She talks cars) featured.

Online Presence & E-commerce

Establishing a strong online presence through your website and social media platforms enables customers to find and engage with your brand. E-commerce platforms also provide opportunities to sell products directly to consumers, expanding your reach beyond traditional brick-and-mortar stores.

Customer Engagement & Support: Offering exceptional customer service and support can foster loyalty and positive word-of-mouth recommendations. Responding promptly to customer inquiries and concerns, providing product warranties, and offering technical support can enhance the overall customer experience.

Attend Trade Shows & Events

Participating in automotive trade shows, exhibitions, and events provides opportunities to showcase your products, network with industry professionals, and generate leads. These events also offer a platform to launch new products and innovations, garnering attention and interest from potential customers.

WDA Automotive has put together some essential tips for making the most of the opportunities and maximising your exposure at events such as Automechanika – one of the world’s largest aftermarket shows in the industry. Check out our ‘Automechanika Exhibitor Pro Tips‘ article.

Localised Marketing Efforts

Tailoring marketing campaigns and promotions to specific geographic regions or target demographics can help maximise the effectiveness of your marketing efforts and resonate with local customers.

Example: Pirelli Diablo Track Day: WDA has been Pirelli’s preferred marketing service supplier for over 20 years. We were proud to support the Diablo Tyres Track Day at Donington Park with their customers.

The event was scheduled just one day after WorldSBK riders Jonathan Rea, Toprak Razgatlıoğlu and Alvaro Bautista were battling it out around the same circuit. In support of this event, WDA supplied the attendees with custom apparel, garage mats, banners, POS and a 34ft inflatable logo!

Continuous Innovation

Staying ahead of the competition by investing in research and development to innovate new products, improve existing ones, or adopt new technologies demonstrates your commitment to excellence, keeping your brand relevant in the ever-evolving automotive aftermarket.

Customer Reviews & Testimonials: Encouraging satisfied customers to leave reviews and testimonials on your website or review platforms can build credibility and trust with customers who might be interested in your brand and products.

Example: Gtechniq’s Tech Talk Videos: Gtechniq prides itself on continuous research, testing and development for its customers to have the most technologically advanced formulas for effective vehicle protection. Recently they have branched out to the cycling community as their quality products provide the same protection and care for 2 wheels and 4. Below is an example of one of the Tech Talks hosted by Dom Berry and Lee providing in-depth information on the science that makes Gtechniq stand out for quality protection.

WDA was instrumental in a campaign for the relaunch of its automotive range centred around #PurePerformance.

By implementing these strategies, automotive aftermarket brands can increase visibility, credibility, and market share in a competitive industry landscape.

Did You Enjoy This Article?

Our ‘Effective Automotive Brand Naming’ article explains how branding should be critical in your overall marketing strategy. Your brand name defines, communicates, protects and legalises your brand, and should be considered a crucial marketing asset and investment.

Read the article here!

Make Your Brand Stand Out In The Automotive Industry

WDA Automotive are always here to help! At WDA, branding and strategy are our expertise. We understand the dynamics so that you don’t have to. If you need support, get in touch with us today via our online contact form or call us at 01332 372728.

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