Article at a glance:

The automotive industry: A 30,000-mile checkup

Automakers face two broad imperatives: to expand their focus beyond new vehicles to downstream services, parts, and other products, and to build and sustain exciting brands that appeal to customers on an emotional level. These strategies will prove beneficial to carmakers in the long run, but they should tread carefully in downstream activities, since new businesses may be difficult to align under the company brand.

The take-away

By learning more about their customers, automakers can extend the reach of their offerings beyond the first few years of ownership and throughout the life cycle of the vehicle. As they do so, they must ensure that their mix of products and services reinforce a straightforward brand message.