Dana's aftermarket business boosts digital strategy

To drive and support the growth of its aftermarket business, Dana Holding Corporation has further developed its digital strategy to help customers – both dealers and consumers – more easily specify, locate, and purchase genuine Dana products.

Specifically, its aftermarket team has launched a redesigned Spicer parts website that connects to new specialty sites, as well as four social media channels. 

The new www.spicerparts.com website provides improved navigation for access to market-specific information for light-duty/automotive, commercial, and off-highway vehicles, as well as additional key markets, including performance/specialty, military/defense, energy/gas/oil, and industrial.

The site also features a direct-contact page that enables customers to speak directly with regional service representatives.

In addition to traditional online platforms, Dana customers now can connect with the Spicer brand and stay apprised of product announcements through Facebook, Twitter, YouTube, and Google+.

"Dana is continuing to embrace digital communication technologies to make doing business with us easier for our customers," said Bill Gryzenia, Dana vice president and general manager for the Aftermarket. "These improved websites and social media channels will help us answer the need for exceptional customer service, while serving as a more comprehensive, intuitive, and accessible portal to Dana's market-leading, reliable Spicer parts."

Additionally, Dana's new specialty aftermarket sites provide customers with access to a wide range of products and services, including:

  • Spicerratioflex.com – Designed to help dealers meet customer ratio requirements to close sales on stock vehicles that otherwise might be in jeopardy.
  • Splujoints.com – Created to help customers find the genuine Spicer Life Series Premium Performance U-joint that fits their application.
  • Crateaxle.com – Developed as a guide to genuine, out-of-the-crate Dana axles with housings, gears, bearings, and axle shafts.

"As customer demands change, so does Dana," said Gryzenia. "We are investing in our physical infrastructure with new regional distribution centers and complementing those with more robust I.T. and digital platforms."