8 Roles Shaping OEM Success in 2025
As Ireland’s motor industry navigates changes - such as the agency model, the rise of electric vehicles and intensifying competition - certain roles are becoming more critical than ever. To stay ahead, OEMs must focus on key positions that drive innovation, sustainability and customer loyalty.
Key Roles Driving OEM Success in 2025
To thrive in this evolving landscape, OEMs should prioritise roles that tackle emerging challenges and foster innovation across their networks.
1. Aftersales Director
With more electric vehicles aging out of their warranty periods, Aftersales Directors play a crucial role in ensuring dealer networks are equipped to meet the growing demand for EV servicing. By investing in Technician development and modernising service capabilities, they can future-proof operations and maintain customer trust.
Key Focus Areas:
Upskilling Technician Teams
As EV and hybrid vehicle repairs become more complex, continuous training is essential. Keeping Technicians ahead of advancements in high-voltage systems, battery diagnostics and software updates ensures high-quality service and customer satisfaction.
Modernising Training and Workshop Facilities
Developing state-of-the-art training centres and equipping workshops with cutting-edge tools allows dealerships to handle EV servicing more efficiently. A modern, well-equipped environment also helps attract and retain top technician talent.
Enhancing Technician Recruitment and Retention
Ireland’s ongoing Technician shortage calls for proactive solutions. Strengthening apprenticeship programmes, creating clear career pathways, and fostering a supportive workplace culture will be key to attracting and retaining skilled professionals.
Upskilling Technician Teams
As EV and hybrid vehicle repairs become more complex, continuous training is essential. Keeping Technicians ahead of advancements in high-voltage systems, battery diagnostics and software updates ensures high-quality service and customer satisfaction.
Modernising Training and Workshop Facilities
Developing state-of-the-art training centres and equipping workshops with cutting-edge tools allows dealerships to handle EV servicing more efficiently. A modern, well-equipped environment also helps attract and retain top technician talent.
Enhancing Technician Recruitment and Retention
Ireland’s ongoing Technician shortage calls for proactive solutions. Strengthening apprenticeship programmes, creating clear career pathways, and fostering a supportive workplace culture will be key to attracting and retaining skilled professionals.
Why this Role Matters:
Drives Profitability: Capitalises on EV servicing and after-warranty repairs, ensuring a steady revenue stream in a rapidly evolving market.
Strengthens Dealer Networks: Oversees Technician recruitment, training and retention to ensure dealerships can meet increasing service demands.
Navigates Industry Shifts: Leads the transition to the agency model while implementing efficiency-driven solutions that enhance customer satisfaction and operational performance.
Strengthens Dealer Networks: Oversees Technician recruitment, training and retention to ensure dealerships can meet increasing service demands.
Navigates Industry Shifts: Leads the transition to the agency model while implementing efficiency-driven solutions that enhance customer satisfaction and operational performance.
2. Used Car Specialist
With the used car market becoming a key focus for dealerships, the need for refined sales and aftersales strategies has never been greater. As consumer expectations shift, there’s rising demand for professionals skilled in sourcing, pricing, and selling used vehicles. However, Ireland has a limited talent pool of experienced buyers and sourcers, as only a handful of dealership groups have centralised these functions. This scarcity has made Used Car Specialists highly sought-after, with their expertise commanding premium salaries due to their critical role in a competitive market.
Key Focus Areas:
✔ Dynamic Stock Management
By leveraging real-time data, imports, and tailored sourcing strategies, Used Car Specialists ensure dealerships have the right vehicles at the right time to meet regional demand.
✔ High-Quality Remarketing Programmes
Standardising inspections, reconditioning, and vehicle presentation enhances customer trust while reinforcing the brand’s reputation in a competitive used car market.
✔ Data-Driven Pricing Expertise
Using real-time market trends, consumer behaviour insights, and regional demand analytics, specialists optimise pricing to maximise profitability and streamline inventory flow.
✔ Dynamic Stock Management
By leveraging real-time data, imports, and tailored sourcing strategies, Used Car Specialists ensure dealerships have the right vehicles at the right time to meet regional demand.
✔ High-Quality Remarketing Programmes
Standardising inspections, reconditioning, and vehicle presentation enhances customer trust while reinforcing the brand’s reputation in a competitive used car market.
✔ Data-Driven Pricing Expertise
Using real-time market trends, consumer behaviour insights, and regional demand analytics, specialists optimise pricing to maximise profitability and streamline inventory flow.
Why this Role Matters
✔ Addresses Growing Demand for Used Cars
As used vehicles take centre stage in Ireland’s automotive market, this role ensures efficient sourcing, inventory management, and remarketing strategies to keep OEMs competitive.
✔ Supports the Agency Model Transition
With OEMs taking on greater responsibility for used vehicle standards, stock flow, and remarketing, Used Car Specialists play a key role in ensuring smooth operations.
✔ Drives Profitability and Strengthens Brand Reputation
Maintaining high-quality standards and precise valuations positions the OEM as a trusted provider of reliable used vehicles, reinforcing customer confidence and long-term loyalty.
As used vehicles take centre stage in Ireland’s automotive market, this role ensures efficient sourcing, inventory management, and remarketing strategies to keep OEMs competitive.
✔ Supports the Agency Model Transition
With OEMs taking on greater responsibility for used vehicle standards, stock flow, and remarketing, Used Car Specialists play a key role in ensuring smooth operations.
✔ Drives Profitability and Strengthens Brand Reputation
Maintaining high-quality standards and precise valuations positions the OEM as a trusted provider of reliable used vehicles, reinforcing customer confidence and long-term loyalty.
3. Head of Operations
The Head of Operations provides strategic leadership across sales, aftersales, and marketing, ensuring all functions work cohesively to drive consistent performance. As Ireland’s motor industry evolves—through the agency model, rising electrification, and increasing operational complexity—this role is crucial for maintaining network success and ensuring dealerships adapt effectively.
Key Focus Areas:
✔ Cross-Functional Leadership
Coordinates operations across sales, aftersales, and customer experience, ensuring a unified strategy that helps dealerships meet both OEM targets and evolving customer expectations.
✔ Data-Driven Operational Excellence
Leverages performance analytics and KPIs to optimise dealer profitability, streamline supply chains, and enhance overall operational efficiency.
✔ Navigating Industry Transitions
Leads the shift to the agency model, adapts to new business frameworks, and integrates sustainability initiatives—such as carbon-neutral workshops and EV-focused operations—to align with Ireland’s 2030 environmental goals.
✔ Cross-Functional Leadership
Coordinates operations across sales, aftersales, and customer experience, ensuring a unified strategy that helps dealerships meet both OEM targets and evolving customer expectations.
✔ Data-Driven Operational Excellence
Leverages performance analytics and KPIs to optimise dealer profitability, streamline supply chains, and enhance overall operational efficiency.
✔ Navigating Industry Transitions
Leads the shift to the agency model, adapts to new business frameworks, and integrates sustainability initiatives—such as carbon-neutral workshops and EV-focused operations—to align with Ireland’s 2030 environmental goals.
Why this Role Matters
✔ Strengthens Network Efficiency
Ensures operational alignment and streamlined processes, helping dealerships successfully navigate agency model transitions and increasing industry complexity.
✔ Adapts to Evolving Market Demands
Guides OEM networks through Ireland’s unique industry shifts, from increased electrification to new retail and service models.
✔ Enhances Customer and Brand Experience
Develops cohesive strategies that prioritise customer satisfaction while maintaining consistent brand messaging and loyalty across the network.
Ensures operational alignment and streamlined processes, helping dealerships successfully navigate agency model transitions and increasing industry complexity.
✔ Adapts to Evolving Market Demands
Guides OEM networks through Ireland’s unique industry shifts, from increased electrification to new retail and service models.
✔ Enhances Customer and Brand Experience
Develops cohesive strategies that prioritise customer satisfaction while maintaining consistent brand messaging and loyalty across the network.
4. Technical Trainer
Technical Trainers play a vital role in equipping dealership staff with the expertise needed for Ireland’s rapidly evolving automotive landscape. As the demand for High-Voltage Technicians rises sharply, trainers must focus on upskilling teams to handle the increasing workload from electric and hybrid vehicles coming out of warranty. With Ireland facing a technician shortage, this role also plays a key part in integrating internationally trained, certified professionals into dealership networks, ensuring service standards remain consistently high.
Key Focus Areas:
✔ Specialised EV Training Programmes
Develops ongoing training initiatives to keep technicians ahead of evolving EV technology, including high-voltage systems, battery diagnostics, and advanced software updates.
✔ Modern Apprenticeship Schemes
Collaborates with OEMs and service centres to create apprenticeship programmes tailored to EV technology, building a strong pipeline of future talent while complementing Ireland’s existing workforce with experienced professionals from abroad.
✔ Enhancing the Technician Experience
Provides state-of-the-art tools, immersive training platforms, and clear career progression pathways to make technician roles more attractive, supporting both recruitment and retention efforts.
✔ Specialised EV Training Programmes
Develops ongoing training initiatives to keep technicians ahead of evolving EV technology, including high-voltage systems, battery diagnostics, and advanced software updates.
✔ Modern Apprenticeship Schemes
Collaborates with OEMs and service centres to create apprenticeship programmes tailored to EV technology, building a strong pipeline of future talent while complementing Ireland’s existing workforce with experienced professionals from abroad.
✔ Enhancing the Technician Experience
Provides state-of-the-art tools, immersive training platforms, and clear career progression pathways to make technician roles more attractive, supporting both recruitment and retention efforts.
Why this role matters
✔ Closes Critical Skill Gaps
Prepares technicians to service EVs, hybrids, and advanced diagnostics systems, ensuring dealerships can meet rising demand as more vehicles come out of warranty.
✔ Drives Network Consistency
Maintains high service standards across all dealerships through uniform, cutting-edge training programmes.
✔ Supports Technician Retention & Talent Growth
Creates structured training pathways and career development opportunities, addressing Ireland’s ongoing technician shortage while integrating highly skilled professionals from abroad.
Prepares technicians to service EVs, hybrids, and advanced diagnostics systems, ensuring dealerships can meet rising demand as more vehicles come out of warranty.
✔ Drives Network Consistency
Maintains high service standards across all dealerships through uniform, cutting-edge training programmes.
✔ Supports Technician Retention & Talent Growth
Creates structured training pathways and career development opportunities, addressing Ireland’s ongoing technician shortage while integrating highly skilled professionals from abroad.
5. Commercial Manager
As Ireland’s automotive market evolves, Commercial Managers play a crucial role in helping OEMs navigate challenges such as the agency model, intensifying competition, and shifting consumer expectations. By aligning dealer networks with strategic priorities, these leaders drive innovation, operational efficiency, and long-term growth.
Key Focus Areas:
✔ Strategic Partnerships
Builds and nurtures relationships in key areas such as EV infrastructure, Dealer Management Systems (DMS), and Mobility-as-a-Service (MaaS) to support OEM goals and meet the growing demand for sustainable and connected solutions.
✔ Data-Driven Optimisation
Uses consumer insights and dealer performance metrics to identify opportunities, streamline operations, and maximise profitability, ensuring networks adapt to shifting Irish market demands.
✔ Innovative Network Solutions
Develops initiatives such as EV charging collaborations, shared mobility platforms, and sustainability-focused programmes to enhance competitiveness and future-proof operations.
✔ Strategic Partnerships
Builds and nurtures relationships in key areas such as EV infrastructure, Dealer Management Systems (DMS), and Mobility-as-a-Service (MaaS) to support OEM goals and meet the growing demand for sustainable and connected solutions.
✔ Data-Driven Optimisation
Uses consumer insights and dealer performance metrics to identify opportunities, streamline operations, and maximise profitability, ensuring networks adapt to shifting Irish market demands.
✔ Innovative Network Solutions
Develops initiatives such as EV charging collaborations, shared mobility platforms, and sustainability-focused programmes to enhance competitiveness and future-proof operations.
Why this Role Matters
✔ Aligns OEM and Dealer Goals
Ensures network-wide alignment with emerging models like the agency framework, fostering collaboration and operational efficiency.
✔ Optimises Profitability
Leverages data-driven strategies to enhance dealer performance and maintain competitiveness in an increasingly challenging market.
✔ Drives Innovation for Growth
Implements forward-thinking solutions, such as EV infrastructure partnerships and sustainability initiatives, to keep pace with Ireland’s evolving consumer and regulatory landscape.
Ensures network-wide alignment with emerging models like the agency framework, fostering collaboration and operational efficiency.
✔ Optimises Profitability
Leverages data-driven strategies to enhance dealer performance and maintain competitiveness in an increasingly challenging market.
✔ Drives Innovation for Growth
Implements forward-thinking solutions, such as EV infrastructure partnerships and sustainability initiatives, to keep pace with Ireland’s evolving consumer and regulatory landscape.
6. Digital Transformation Manager
As Ireland’s automotive industry accelerates toward digitisation, Digital Transformation Managers play a crucial role in keeping OEMs and dealer networks competitive. From integrating new technologies to enhancing customer journeys, these leaders drive innovation, operational efficiency, and long-term adaptability in an evolving market.
Key Focus Areas:
✔ Technology Integration
Implements advanced tools such as Dealer Management Systems (DMS), connected vehicle platforms, and over-the-air (OTA) updates to optimise network performance and streamline operations.
✔ Cross-Functional Collaboration
Aligns sales, aftersales, marketing, and IT teams to develop cohesive digital strategies that enhance efficiency and ensure a consistent customer experience across all touchpoints.
✔ Customer-Centric Solutions
Develops AI-driven platforms, predictive maintenance tools, and sustainability-focused initiatives that enhance engagement and meet consumer expectations for convenience and innovation.
✔ Technology Integration
Implements advanced tools such as Dealer Management Systems (DMS), connected vehicle platforms, and over-the-air (OTA) updates to optimise network performance and streamline operations.
✔ Cross-Functional Collaboration
Aligns sales, aftersales, marketing, and IT teams to develop cohesive digital strategies that enhance efficiency and ensure a consistent customer experience across all touchpoints.
✔ Customer-Centric Solutions
Develops AI-driven platforms, predictive maintenance tools, and sustainability-focused initiatives that enhance engagement and meet consumer expectations for convenience and innovation.
Why this Role Matters
✔ Drives Operational Efficiency
Prepares networks for the agency model and other industry shifts by implementing streamlined systems and integrated digital tools.
✔ Enhances Customer Experience
Creates seamless, personalised interactions across digital and in-person channels, meeting the growing demand for a frictionless customer journey.
✔ Future-Proofs OEMs
Equips dealer networks with the tools and strategies needed to navigate rapid technological advancements, ensuring long-term competitiveness in Ireland’s evolving automotive landscape.
Prepares networks for the agency model and other industry shifts by implementing streamlined systems and integrated digital tools.
✔ Enhances Customer Experience
Creates seamless, personalised interactions across digital and in-person channels, meeting the growing demand for a frictionless customer journey.
✔ Future-Proofs OEMs
Equips dealer networks with the tools and strategies needed to navigate rapid technological advancements, ensuring long-term competitiveness in Ireland’s evolving automotive landscape.
7. Customer Experience Manager
As Ireland’s automotive sector becomes increasingly customer-focused, Customer Experience Managers play a critical role in delivering seamless, high-quality interactions across sales, aftersales, marketing, and service teams. In a rapidly evolving and competitive market, these leaders drive customer loyalty, satisfaction, and brand differentiation by ensuring every touchpoint aligns with evolving consumer expectations.
Key Focus Areas:
✔ Unified Brand Messaging
Acts as the voice of the customer, ensuring consistent communication across all departments to build trust, strengthen brand identity, and enhance loyalty in a competitive market.
✔ Bespoke Loyalty Strategies
Develops and implements tailored programs, predictive services, and engagement initiatives designed to foster long-term customer relationships.
✔ Seamless Omnichannel Experiences
Creates integrated customer journeys across digital, in-store, and aftersales channels, ensuring a frictionless experience from research to purchase and beyond.
✔ Unified Brand Messaging
Acts as the voice of the customer, ensuring consistent communication across all departments to build trust, strengthen brand identity, and enhance loyalty in a competitive market.
✔ Bespoke Loyalty Strategies
Develops and implements tailored programs, predictive services, and engagement initiatives designed to foster long-term customer relationships.
✔ Seamless Omnichannel Experiences
Creates integrated customer journeys across digital, in-store, and aftersales channels, ensuring a frictionless experience from research to purchase and beyond.
Why this Role Matters
✔ Strengthens Customer Loyalty
Delivers personalised, data-driven engagement strategies that build lasting relationships and encourage repeat business.
✔ Enhances Brand Reputation
Ensures every customer interaction reflects the OEM’s values and service standards, reinforcing trust and differentiation in the market.
✔ Drives Business Growth
Optimises customer experience strategies to improve retention, boost satisfaction scores, and increase lifetime customer value.
Delivers personalised, data-driven engagement strategies that build lasting relationships and encourage repeat business.
✔ Enhances Brand Reputation
Ensures every customer interaction reflects the OEM’s values and service standards, reinforcing trust and differentiation in the market.
✔ Drives Business Growth
Optimises customer experience strategies to improve retention, boost satisfaction scores, and increase lifetime customer value.
8. Data Pricing Specialist
As data becomes central to vehicle pricing, fleet management, and leasing strategies, the demand for skilled Data Pricing Specialists is rising. In Ireland’s evolving automotive landscape, these professionals play a crucial role in helping OEMs and distributors optimise profitability, enhance decision-making, and stay competitive in a data-driven market.
Key Focus Areas:
✔ Market-Driven Pricing Models
Develops precise pricing strategies based on real-time market data, demand forecasts, and regional consumer trends to ensure competitiveness and profitability in the used car sector.
✔ Fleet and Leasing Analytics
Uses data to efficiently manage fleet inventories, identify leasing opportunities, and provide insights that support network-wide decision-making.
✔ Integrated Data Systems
Collaborates with Dealer Management Systems (DMS) and other digital platforms to centralise data, ensuring seamless access to actionable insights across sales and operations teams.
✔ Market-Driven Pricing Models
Develops precise pricing strategies based on real-time market data, demand forecasts, and regional consumer trends to ensure competitiveness and profitability in the used car sector.
✔ Fleet and Leasing Analytics
Uses data to efficiently manage fleet inventories, identify leasing opportunities, and provide insights that support network-wide decision-making.
✔ Integrated Data Systems
Collaborates with Dealer Management Systems (DMS) and other digital platforms to centralise data, ensuring seamless access to actionable insights across sales and operations teams.
Why this Role Matters
✔ Optimises Used Vehicle Profitability
Ensures precise, data-driven pricing that aligns with Irish market trends and consumer behaviour.
✔ Supports Network Efficiency
Uses fleet and leasing analytics to enhance inventory management and respond to regional demand fluctuations.
✔ Drives Strategic Decision-Making
Provides actionable insights that enable OEMs and distributors to adapt quickly, refine pricing models, and maintain a competitive edge.
Ensures precise, data-driven pricing that aligns with Irish market trends and consumer behaviour.
✔ Supports Network Efficiency
Uses fleet and leasing analytics to enhance inventory management and respond to regional demand fluctuations.
✔ Drives Strategic Decision-Making
Provides actionable insights that enable OEMs and distributors to adapt quickly, refine pricing models, and maintain a competitive edge.
Beyond the Roles: Key Industry Shifts
While critical roles will shape success, OEMs and dealerships must also address broader challenges that are reshaping Ireland’s automotive landscape.
✔ New Market Entrants
The arrival of international brands—particularly EV manufacturers from markets like China—is intensifying competition. To stay ahead, OEMs must differentiate through a highly skilled workforce, cutting-edge innovation, and an unmatched customer experience.
✔ Evolving Consumer Expectations
Irish consumers now expect sustainability-driven business practices, seamless digital convenience, and highly personalised interactions. Adapting to these priorities will be key to long-term success.
✔ Sustainability Imperatives
Meeting Ireland’s 2030 EV targets requires more than just new vehicle launches. OEMs must innovate across operations, from battery recycling initiatives to carbon-neutral workshops and energy-efficient dealerships.
✔ Technological Disruption
Advancements in connected vehicles, autonomous driving, and over-the-air (OTA) updates are redefining dealership operations. Ensuring teams are equipped to manage these changes is crucial to maintaining competitiveness.
✔ Talent Scarcity & International Recruitment
As demand for skilled professionals grows—particularly in technical, EV, and leadership roles—more dealerships, including family-owned businesses, are embracing international recruitment. Many are hiring certified and trained technicians, sales managers, and dealership leaders from markets like South Africa, where large dealership networks, shared language, and cultural affinity with Ireland make for a seamless transition. OEMs, too, may increasingly look beyond domestic talent pools to secure the expertise needed to support their networks.
The arrival of international brands—particularly EV manufacturers from markets like China—is intensifying competition. To stay ahead, OEMs must differentiate through a highly skilled workforce, cutting-edge innovation, and an unmatched customer experience.
✔ Evolving Consumer Expectations
Irish consumers now expect sustainability-driven business practices, seamless digital convenience, and highly personalised interactions. Adapting to these priorities will be key to long-term success.
✔ Sustainability Imperatives
Meeting Ireland’s 2030 EV targets requires more than just new vehicle launches. OEMs must innovate across operations, from battery recycling initiatives to carbon-neutral workshops and energy-efficient dealerships.
✔ Technological Disruption
Advancements in connected vehicles, autonomous driving, and over-the-air (OTA) updates are redefining dealership operations. Ensuring teams are equipped to manage these changes is crucial to maintaining competitiveness.
✔ Talent Scarcity & International Recruitment
As demand for skilled professionals grows—particularly in technical, EV, and leadership roles—more dealerships, including family-owned businesses, are embracing international recruitment. Many are hiring certified and trained technicians, sales managers, and dealership leaders from markets like South Africa, where large dealership networks, shared language, and cultural affinity with Ireland make for a seamless transition. OEMs, too, may increasingly look beyond domestic talent pools to secure the expertise needed to support their networks.
Conclusion: Investing in Talent to Drive Success
Ireland’s automotive industry is at a pivotal moment, shaped by digitisation, electrification, and shifting consumer priorities. While OEMs face growing pressure to streamline costs, investing in the right talent remains critical to navigating these changes successfully.
Roles like Aftersales Directors, Digital Transformation Managers, and Used Car Specialists are no longer just operational necessities—they are strategic enablers of success. By addressing broader challenges and prioritising recruitment, training, and innovation, OEMs can build a future-ready workforce that ensures long-term growth and competitiveness in an evolving market.
Roles like Aftersales Directors, Digital Transformation Managers, and Used Car Specialists are no longer just operational necessities—they are strategic enablers of success. By addressing broader challenges and prioritising recruitment, training, and innovation, OEMs can build a future-ready workforce that ensures long-term growth and competitiveness in an evolving market.