By Faye Baker, Senior Manager, Content & Communications, Syncron --
For decades, the aftermarket has played second fiddle to equipment sales. But that dynamic is shifting, fast.
New research from Syncron shows the aftermarket is finally getting the strategic attention it deserves. With asset lifecycles increasing and equipment sales stalling in mature markets and uncertainty growing elsewhere, OEMs are turning to the aftermarket as a dependable and increasingly essential engine for growth.
Based on responses from more than 550 OEM leaders across North America and Europe, the research sheds new light on how manufacturers are navigating a high-stakes landscape of margin pressure, tariff volatility, supply chain fragility, and rising customer expectations and reveals where the industry is headed and what’s holding it back.
“You can’t afford to run aftermarket as an isolated function anymore. If it’s disconnected from the rest of your business, it’s disconnected from your growth.”
— Josh Weiss, CEO, Syncron
Investment Is Rising. So Are the Stakes.
Eighty percent of OEMs plan to increase aftermarket investment over the next five years. Nearly half now cite it as a top strategic priority.
But while intent is strong, execution remains a challenge. The research reveals persistent barriers that limit ROI, from siloed systems and inconsistent data to ongoing ripple effects from tariffs.
As one respondent put it:
“You want to know how many parts we sold to our dealers yesterday? I can give that to you. You want me to tell you how many they sold? I have no clue.”
— Automotive OEM, USA
Tariffs Are Reshaping the Landscape
OEMs are taking a variety of actions to mitigate the impact of rising tariffs, some reactive, others more strategic.
The most common responses include optimizing inventory and demand planning, diversifying the supply chain, and exploring new business models.
The diversity of approaches signals the growing urgency and complexity of managing external shocks in a global aftermarket ecosystem.
A Region-by-Region View
The report also explores the regional dynamics shaping aftermarket performance and priorities:
- U.S. OEMs are most concerned about economic disruption and trade uncertainty
- DACH and France are more focused on supply chain fragility
- Nordics emphasize competitive differentiation and service innovation
These differences inform where and how OEMs are investing next, from smarter inventory planning to stronger dealer engagement and integrated digital infrastructure.
What This Means for OEMs
OEMs that can break down silos, connect data, and plan parts more intelligently will be best positioned to thrive in the years ahead.
But getting there isn’t just about spending more; it’s about investing smarter, aligning cross-functional teams, and reimagining aftermarket not as a cost center, but as a strategic advantage.
