Im Automotive Aftermarket nimmt der Bedarf an detaillierten Marktinformationen zu, außerdem gibt es verstärkt den Wunsch, Entscheidungsprozesse bei Werkstätten und Teilehändlern nachzuverfolgen. Eine telefonische Befragung, etwa bei Werkstätten, führt zu wertvollen Erkenntnissen, aber bei einer Befragungsdauer von rund zehn Minuten kann vieles nicht hinreichend hinterfragt und ausdiskutiert werden. Bei einer Onlineumfrage kann der Fragebogen länger ausfallen, aber es gibt keine Möglichkeit für Rückfragen, ganz zu schweigen von der fehlenden Kontrolle, wer den Fragebogen wie gewissenhaft ausgefüllt hat.

1 - What are the main tire trade trends in Europe?

Basic comments:
Compared with other automotive aftermarkets like parts, glass, body and parts the margin of the tire business is on a low level. That is primarily based on:
  • Intensive cutthroat competition with a strong entrance of new competitors (online, car dealers, IAM garages accompanied with decreasing target groups like mass merchandizers and gas stations.
  • branding policy of all tire manufacturers with a lot of brands from premium level to low budget level and private labels (is forcing cannibalization combined with lower margins)
  • one of the biggest negative influence factors is the conservative and passive wait and see attitude of most of the traditional tire dealers.
From these points of view – especially based on the low and decreasing margin development – the B2C business combined with online routing strategies and additional business fields like auto service will get more and more importance in the future.

Now and near future:
  • Increasing online business (B2C) web shops (car parts webshops in germany report).
  • Increased expansion of online customer routing to own chains/distribution partners.
  • Increased expansion of B2C business
    • Direct delivering in the supply chain from tire manufacturers to repairers/fitters. That means forcing the retail business.
    • Increased expansion in controlled chains of auto service business in fact of better margins.
    • the increased cutthroat competition is countered by appropriate marketing activities like permanent price screenings, permanent medium-term business plans etc. instead of price deductions
  • Rebuilding the controlled distribution of tire manufacturers from controlled distribution to hard franchised chains (cost savings and stronger identification of the entrepreneur).
  • Stronger building up auto service
Distant future:
  • Discovering niche target groups like IAM garages including the parts distributors with the high frequenced just in time delivery.
  • Partnership with garage online portals like Fairgarage, Ebay/autobutler, Bosch Drivelog (see garage online caomparison portals).
Donnerstag, 30 April 2015 14:37

Europa konzentriert sich weiter

Der europäische Kfz-Aftermarket steht angesichts eines intensiven Wettbewerbs mit sinkenden Margen und hohen Kosten sowie einem damit einhergehenden starken Konzentrationsprozess unter zunehmendem Druck.

Key findings

With an average annual growth rate by 1.9% in 2013, the car aftermarket is once again proving to be a stable economic factor in Europe.

Almost 18% of the European aftermarket is accounted for Germany.

The entire car after sales market in Europe, including all acquired components for a car, generated about 119 billion Euros in 2013 (based on retail prices excluding VAT, only material without salary).  The components which were included in the calculation of the market volume are wear parts, body parts, engines, transmissions, electrical parts, automotive glass, chemicals, oil, tires, paint.

These are some of the key results from the new report "The Car Aftermarket in Europe 2014" created by wolk after sales experts.

The team of highly specialized aftermarket analysts from Bergisch Gladbach (Germany) has recently published the 2014 edition of the European aftermarket structure analysis for 34 European countries for the third time in a row after 2009 and 2012.
An after sales alliance network with after sales specialists in several European countries supported th preparation of this report with their local expertise.


Mit einer durchschnittlichen jährlichen Wachstumrate von 1,9% bis 2013 erweist sich der Pkw-Aftermarket einmal mehr als stabiler Wirtschaftsfaktor in Europa. Zu diesem Ergebnis kommt der neue Report „The Car Aftermarket in Europe 2014" von wolk after sales experts.

Das Team von hochspezialisierten Aftermarket-Analysten aus Bergisch Gladbach führte nach 2009, 2012 mit dem Jahrgang 2014 nun schon zum dritten Mal diese europäische Aftermarket-Strukturanalyse über 34 europäische Länder durch. Verstärkt wird das Team durch After Sales Beratungsspezialisten und die internationalen „After Sales Alliance Partner" von wolk after sales experts. Dadurch fließt in Report und zugrundeliegender Datenbank die regionale Aftermarket-Expertise von mehr als vierzig Native Speakern ein, die in jedem Land über eine mindestens zehnjährige After Sales Erfahrung verfügen.

Freigegeben in wolk after sales experts
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