China is currently the key driver of the global automotive market both in terms of new vehicle sales and car parc. Therefore, securing continuous growth in China is the number one priority for all automotive players. 

The past months of COVID-19 have shown us that two elements are vital for the growth and the profitability of the entire automotive industry: regionally, it's the importance of the Chinese market, and looking at the industry's value chain it's the importance of the Aftersales and Aftermarket business.

However, the combination of both i.e. the Aftersales/Aftermarket business in precisely China, is becoming increasingly challenging. Therefore, the joint study by Roland Berger and Eucon focuses on this specific value pocket and analyses the current pricing and brand positioning dynamics in the Chinese Aftermarket/Aftersales for 14 international OEMs.

Our findings make it clear that players need to up their game to be able to survive the changing tide with ever increasing digital disruption in China. We believe that for any player to successfully tap the China opportunity, a holistic strategy and commitment is necessary.

Photo credit: Dmitriy/Adobe Stock | Ninel/Adobe Stock | Николай Крапивин/Adobe Stock | Yay Images/Adobe Stock