Take the mystery out of aftermarket planning

Jan. 1, 2020
I recently read a novel where an investigation was at a standstill because witnesses were not able to provide a decent description of the suspect.
I recently read a novel where an investigation was at a standstill because witnesses were not able to provide a decent description of the suspect. What did he look like? What was he wearing? Did he have any distinguishing features? Obviously, without knowing any precise details, it was difficult for the authorities to solve the mystery.

After reading this, I began to think about how important it is for aftermarket companies to know as many details as possible about the vehicles in their market. While a complete understanding of the vehicle parts in your area might never solve a Sherlock Holmes–type mystery, it certainly provides the clues needed to get the right parts at the right time and to better manage inventory.

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Automotive parts can vary greatly from region to region, and knowing these differences can make aftermarket planning significantly more efficient and profitable. Take tires, for example. The following is market share for rim sizes in the United States:

  • 16 inches: 33 percent
  • 15 inches: 28.2 percent
  • 17 inches: 19.3 percent
  • 14 inches: 10 percent
  • 18 inches: 1.3 percent
  • 19 inches: 1.3 percent
  • 20 inches: 1.3 percent

Ordering parts based on national averages would be similar to a detective always looking for someone who is 5 feet 10 inches tall and weighs 180 pounds. Sure, that’s an average height and weight, but these characteristics may not apply to the person the detective’s looking for.

When you have more detail, you can plan better. When the market for rims is broken down by state, there are some patterns that emerge that differ significantly from the national average. In Maine, for example, there is a significantly higher concentration of 16-inch rims (37.8 percent), while in Hawaii 16-inch rims lag far behind the national average, at just 28.6 percent market share. In Oregon, 14-inch rims have 16.6 percent market share, while in Michigan and Oklahoma, 14-inch rims lag behind, at 7.3 percent and 7.1 percent, respectively.

Digging even deeper, it’s important for aftermarket planners to break out specific parts versus specific makes and models.

  • For the 14-inch rim, the top two tires (185/65R14 and 195/70R14) have the same make/model mix across the top five states (Honda Civic and Toyota Camry)
  • For the 17-inch rim, the top two tires (215/55R17 and 245/70R17) primarily cover the Toyota Camry and Ford-F150, except in Oklahoma, where the Chevrolet Impala reigns
  • For the 15-inch rim, the top two tires (195/65R15 and 205/65R15) primarily cover the Chevrolet Cavalier and Toyota Camry, but there are a few other popular models (Ford Taurus, Honda Accord and Volkswagen Jetta)
  • For the 16-inch rim, the top two tires (225/60R16 and 245/75R16) primarily cover the Chevrolet Impala and Silverado, but the GMC Sierra 1500 is popular in Maine and the Ford F-150 is popular in Michigan

The combinations of parts, vehicles and geographic regions seem almost endless. However, with a complete understanding of the vehicle parts market, aftermarket planners can get the details they need for an in-depth understanding of the unique vehicle and parts attributes in their local markets. One might say it takes the “mystery” out of the planning process.

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