Customer loyalty increasingly hinges on service quality, making a continued focus on aftersales experiences essential. These leaders oversee seamless aftersales operations, ensuring customer satisfaction and retention while strengthening long-term relationships across the network.

As the aftersales dealership model evolves, managers must adapt to trends such as integrating digital services, predictive maintenance through connected vehicles, and expanded offerings like software updates and vehicle customization. They must also embrace AI-driven diagnostics, customer portals for real-time service tracking, and sustainability-focused initiatives, such as recycling programs for EV batteries. By embracing these innovations, Aftersales Managers enhance customer experiences and drive revenue growth in a competitive and rapidly changing market.

Bridging the Technician talent gap is critical as demand grows and brand-specific expertise becomes essential. Consistency in training delivery is key—OEMs must provide up-to-date, high-quality programmes that effectively serve the entire dealer network while addressing the specific needs of EV maintenance.
With the rise of electric vehicles in Ireland, Trainers must equip Technicians with specialised skills in handling EV components and high-voltage systems. Leveraging VR and AR tools, Trainers can offer immersive learning experiences, enabling Technicians to practice on virtual EV components before handling real-world scenarios. Incorporating gamified learning platforms and AI-driven training modules fosters engagement and ensures knowledge retention. Investments in national training centres should prioritise creating true centres of excellence that support network-wide innovation and growth.

OEMs need commercially-savvy professionals who can forge and maintain not only long-term dealer relationships but also a broader range of strategic commercial partnerships.

These managers play a key role in leveraging economies of scale across the network by fostering collaborations in IT systems, Dealer Management Systems (DMS), marketing, and operations. Strategic Partnership Managers must also explore cutting-edge collaborations in mobility-as-a-service (MaaS), EV charging infrastructure, and telematics platforms. Leveraging data analytics to inform dealer strategies and customer engagement initiatives, they enable dealerships to optimise performance, reduce costs, and innovate in response to shifting consumer preferences and competitive pressures.

Aligning sales, service, and aftersales processes is critical to delivering a cohesive and superior brand experience. These specialists ensure consistency across all customer touchpoints, meeting evolving consumer expectations while strengthening brand loyalty.

As digital integration reshapes the industry, Customer Experience Specialists play a crucial role in implementing AI-driven predictive services, chatbots for seamless customer support, and loyalty programmes tailored through data insights. Ensuring an omnichannel approach—aligning physical and digital touchpoints—will be critical. By integrating advanced tools such as connected vehicle diagnostics and online booking systems, these specialists create a personalised, innovative customer journey reflective of the brand's commitment to excellence.

For Technicians, a clear training path—such as progressing to Master Technician status—provided by the OEM can be a decisive factor in joining or staying with a dealership. Inconsistent or reactive training risks losing talent to competitors. By offering structured programmes and defined career pathways, OEMs can build loyalty, reduce turnover, and ensure stability across their networks.

OEMs must equip their dealer networks with skilled teams capable of diagnosing and resolving issues efficiently. Customers value a seamless experience, which stems from a knowledgeable and well-trained workforce. Beyond technical training, customer-facing staff also require robust development programs to effectively represent the OEM’s brand, ensuring consistent service quality and a unified message.

As automotive technology advances, OEMs must provide innovative, up-to-date training solutions. Many have invested in domestic training centres, bringing global expertise closer to their dealer networks. These centres must serve as true hubs of excellence, catering to local market needs while maintaining global OEM standards, particularly as Ireland’s EV market expands.

OEM-led initiatives like factory visits and dealership immersions allow employees across roles—such as analysts or HQ staff—to connect with the broader network. These experiences deepen understanding of operations, strengthen ties within the organisation, and enhance engagement by showcasing how employees' work impacts end-users.

OEMs should actively support career development across functions, enabling employees to transition between roles, such as moving from analytics to sales. With the right training and mentorship, OEMs can cultivate a versatile workforce capable of driving success across the entire network.

Structured training programmes are essential for equipping Technicians with the specialised skills needed to service increasingly complex vehicles, including EVs. Providing clear career progression pathways not only strengthens dealership workforces but also ensures readiness to meet the growing demands of the Irish EV market.

Extending training beyond technical roles to include sales, marketing, and aftersales teams fosters collaboration and a unified approach to customer service. This becomes even more critical under the agency model, where traditional dealership responsibilities may shift, requiring employees to adapt to new operational frameworks.

Robust feedback loops between OEMs and dealers are essential for refining strategies and addressing real-world challenges. By actively listening to dealer insights, OEMs can align their support services with network needs, ensuring responsiveness and operational efficiency in an increasingly competitive landscape.

Regular system audits are essential to evaluate effectiveness and eliminate redundancies. Are current systems streamlined, eliminating repetitive work, and capable of integrating smoothly across OEM and dealer networks? Unified platforms reduce inefficiencies, improve communication, and create a seamless experience for all stakeholders. Integration between departments ensures that all parts of the network operate in sync, addressing challenges swiftly and cohesively.

OEM systems must provide real-time data across interconnected departments like sales, aftersales, and marketing. These systems should “talk to each other,” enabling seamless communication, swift responses to customer needs, and alignment across the network.

Accurate, up-to-date data empowers informed decision-making and ensures consistent, high-quality customer service. Whether tracking inventory, service appointments, or customer interactions, unified systems provide teams with reliable information to enhance their efficiency.

Unified systems are critical for maintaining a smooth flow of information across all customer touchpoints. Integrated platforms ensure up-to-date details on orders, campaigns, and customer needs, enabling teams to respond effectively and avoid miscommunication.

This not only enhances customer satisfaction but also streamlines operations, reducing delays and boosting productivity. When systems operate cohesively, OEMs and their dealer networks deliver a seamless experience that drives both customer loyalty and operational efficiency.

OEMs need talent with strong strategic agility to respond swiftly to shifting market trends, competitive pressures, and evolving customer expectations. This adaptability enables them to anticipate challenges, identify opportunities, and implement innovative solutions to remain competitive in a dynamic market.

Staying ahead of new entrants requires skilled professionals in competitive analysis and market intelligence. These experts track industry trends, analyse competitor strategies, and identify opportunities for differentiation. Leveraging these insights, OEMs can refine their offerings, adapt quickly, and strengthen their position in the Irish automotive market.

Competing with new brands demands a clear, locally resonant brand message. OEMs should prioritise hiring marketing talent who understand the Irish market and can adapt global strategies to local preferences. A focus on sustainability, EV innovation, and customer-centric messaging can set OEMs apart in the competitive landscape.

In today’s market, leveraging digital platforms is essential for competitive success. OEMs must prioritise hiring digital talent capable of enhancing online customer interactions through social media, personalised apps, and seamless digital experiences. Strengthening digital engagement can build stronger customer relationships and elevate the overall brand experience.

Roles with greater autonomy and decision-making power appeal to ambitious candidates seeking opportunities to make a meaningful impact and drive results.

Innovative or high-profile projects, such as EV development, sustainability initiatives, or cutting-edge technology implementations, attract talent looking for purpose-driven work and intellectual challenges.

A well-defined career path, supported by training and mentorship, demonstrates the OEM’s commitment to long-term employee growth. This makes joining and staying with the organisation more appealing, especially for ambitious professionals.

Beyond salaries, tangible benefits like flexible working arrangements (e.g., remote or hybrid), performance-based incentives, wellness programs, and relocation support can set smaller OEMs apart. Clearly outlining these perks helps attract and retain top talent in a competitive market.

Providing employees with the chance to work in other countries within the company offers valuable international experience, broadens perspectives, and allows for the exchange of fresh ideas. This enhances employee engagement and positions the OEM as a forward-thinking, global employer.

OEMs should emphasize their focus on innovation, unique projects, and career development to attract skilled professionals motivated by more than just salary. Highlighting these aspects helps establish the organisation as a desirable and dynamic workplace.