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GM’s David Mestdagh: Strategies for Brand Positioning in the OES Channel

Date: July 9, 2019
David Mestdagh, general director of global product development, General Motors Customer Care and Aftersales, will address “OEM: Aftersales Product and Brand Strategies” at the upcoming 2019 AASA OES Special Summit. on Wednesday, Aug. 14, in Dearborn, Mich. In this “Supplier Essentials” feature, he discusses GM’s strategy for positioning its iconic brands in the OES channel.
How does GM position its brand and products for the OES channel as compared to the IAM?
“General Motors has the unique opportunity to leverage two, iconic, global parts brands (GM Genuine Parts and ACDelco) to significantly grow our parts market share. GM actively seeks opportunities through all channels to sell our product based purely on customer insight – our brands will be where the customer is actively shopping.”
What does GM see as big growth opportunities in its two channels?
“Growing our market share. General Motors has two strong, globally recognized parts brands – which not only provide the authentic General Motors original equipment replacement part, but also a wide range of aftermarket parts for other models. Our parts portfolio provides our technicians, installers and DIYers a comprehensive offering of maintenance, repair, powertrain and collision components, all backed by General Motors.”
How are advanced vehicle technologies impacting GM’s strategies in these channels?
“Advanced vehicle technologies impact our strategy by influencing service professionals in a positive way. One of GM’s main priorities at Customer Care and Aftersales is to transform the technician environment centered around customer experience. With the influx of vehicle technology and the technology being used to speed diagnostics and predict issues before they happen, service technical jobs become more and more sophisticated.”
The 2019 AASA OES Summit is slated for Wednesday, Aug. 14 at The Ford Conference and Events Center, Dearborn, Mich. AASA OES Special Summit attendees will include AASA members, non-member suppliers, OE dealers, OEMs and solution/data providers to this channel. Other confirmed speakers and presentations to date include:
  • “Supplier Insights” – moderated by David Williams, director of Automotive OES Group, DENSO, with panelists Jennifer Boyer, Ford Motor Co. and Christa Bryant, Valvoline
  • “OE Dealer Trends” -- Mario Clementoni, dealership management consultant with NADA
  • “Generate New Opportunities through BI” – Keith Thomson, director software and services, Ubiquity
  • “OE Dealer Perspectives” – Moderator David Kushma, editor, Fixed Ops Journal, and panelists Ruth Tomczyk, Esserman International Acura/Volkswagen; Dave Wright, Shaheen Chevrolet; and Terry Wayland, Power Ford
The AASA OES Special Summit will conclude with a roundtable discussion among attendees of the trends, challenges and objectives that will provide the basis for the launch of the new AASA group: OES Council.
More information, including registration and hotel accommodation links, is available here.
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