Volkswagen Plans to Sell More OEM parts in the U.S.

In an effort to sell more OEM parts on the U.S. market, Volkswagen’s American division will collaborate with OEConnection, one of the leading online parts and service exchange in the car industry, using the provider’s CollisionLink Internet-based parts ordering and fulfillment solution.

This will be used for VW dealerships and for the collision repair facility customers nationwide. The agreement is focused on CollisionLink’s Parts Marketing Administration (PMA) technology, which automates and handles carmaker parts programs.

The PMA is aimed at enabling dealerships to take advantage of automaker incentives and discounted promotions to sell more Original Equipment Manufacturer (OEM) parts to body shops as an alternative to the lower-priced aftermarket and salvage collision parts.

“Joining American Honda, Ford Motor Company, General Motors, Chrysler, and Nissan, Volkswagen of America represents the sixth automaker – and the first European-based manufacturer – using OEConnection's PMA technology to manage its parts marketing programs through CollisionLink.  Volkswagen of America will manage its Genuine Advantage collision parts marketing program exclusively through CollisionLink," stated the press release.

The system increases the efficiency of the OEM collision parts ordering process, offering a good communication between body shops and supplying dealers by reducing phone and fax ordering. CollisionLink’s PMA technologies allows dealers to”see” a body shop’s intended non-OEM parts oreder, identify the parts that come with manufacturer discounts and seize an upsell opportunity.

“This new arrangement emphasizes Volkswagen's goal of helping these dealerships sell more OEM parts and building relationships with their repair facility customers.  Everyone who uses CollisionLink has something to gain.  As the manufacturer, we can easily manage our Genuine Advantage collision parts program; our dealerships will have the opportunity to efficiently process parts orders and sell more Volkswagen OEM parts; and repair facility customers will be able to easily purchase OEM parts at competitive prices. Ultimately, Volkswagen owners benefit because they receive better quality parts for collision repairs," said Dan Ducharme, Parts Strategist for Volkswagen of America said.

The new program will be introduced in certain Volkswagen dealerships in August.