Manufacturers often view marketing as the “announcement team” — brought in to promote a new product launch but too often absent from the rest of the customer relationship. This creates a fragmented customer experience where OEMs generate initial interest (a lead) but then hand off relationships entirely to dealers, missing critical opportunities to drive long-term value and organic preference for their brand.
I’ve watched this play out countless times: An OEM spends six figures on a product launch campaign, generates an enormous amount of leads, hands them to dealers, and then… radio silence. Meanwhile, customers can be left wondering if the brand they got excited about actually cares about their ownership experience now that you have their money.
The manufacturers winning today understand that customer experience isn’t just a dealership responsibility; it’s a shared opportunity. They’re implementing dynamic lifecycle communication strategies that create a variety of relationship-building experiences from consideration through ownership.
The Problem: The Traditional “Handoff” Model Is Broken
The traditional approach breaks the customer experience into disconnected fragments. Today’s best OEMs orchestrate integrated experiences where responsibility for who “owns” the lead may shift but the customer relationships remain connected.
Here’s the messy reality: customers interact with both OEMs and dealers throughout their journey, with a slew of digital touch-points blurring the old-school lead handoff boundaries. A prospect might:
- Research on your website
- Search for review videos or articles
- Browse inventory on digital marketplaces
- Visit multiple dealers
- Join an online owner’s group or forum
- Contact your customer service team
This is all before making a purchase decision, and sometimes to validate or cancel their own product preference instincts. Each touch-point either strengthens or weakens their overall experience with your brand ecosystem, even if you don’t own all of the research experiences that they encountered.
The ownership journey has distinct phases where strategic OEM communications create superior customer experiences:
- Awareness and product research
- Consideration and evaluation
- Purchase and delivery
- Onboarding and initial use
- Ongoing ownership and maintenance
- Upgrade or trade-in cycle
For each stage, smart OEMs define who owns the primary relationship, what value-creation opportunities are specific to your brand, what dealer enablement is required, and what customers actually expect.
Pre-Purchase: Creating Brand Preference That Drives Constructive Dealer Interactions
Traditional marketing approaches are failing because consumers now research so extensively online before visiting dealers that many opportunities to predispose a prospect to your product are missed. Your job as an OEM isn’t just lead-generation — it’s building brand equity that makes customers walk onto dealer lots with clear preferences for your product. Ultimately this will save your bottom line from rebate and commission/SPIFF expenses that are often required to imitate product preference at the dealership.
What Winners Do Differently:
- Create strong product preference before dealer engagement through digital research experiences
- Develop meaningful lead handoffs with customer context and clear expectations
- Match communication frequency to pipeline velocity by product category
- Measure what matters through qualified lead conversion and communication engagement rates
The Quality Handoff: When a prospect fills out a detailed configurator, downloads a buyer’s guide, or requests dealer contact, they arrive at the lot informed and ready for productive conversations. When someone just clicks “get info” with no context, they’re unprepared for the dealer experience and susceptible to being flipped to a competitor product at your expense.
Purchase & Onboarding: The Critical Transition Period
The handoff from prospect to owner represents both the greatest risk and opportunity in the customer journey, yet it’s where most manufacturers completely disappear.
The Purchase Moment Gap: Right when customers are most excited about their new purchase and most receptive to guidance, OEMs typically vanish. Customers are left with whatever experience the dealer provides, which varies wildly in quality and brand consistency.
Smart OEM Onboarding Strategies:
- Transform warranty registration into a welcome program that establishes direct relationships
- Focus on the first 90 days when new owners are forming lasting opinions about your brand
- Create clear communication guidelines to avoid overwhelming customers or sending conflicting messages
- Coordinate with dealers through intentional data sharing and joint messaging
Long-term Ownership: Creating Value Between Purchases
This is where true brand loyalty is built or lost, and where most OEMs are practically invisible to their customers.
McKinsey research reveals that 60% of consumers continue researching after purchase — meaning they’re still forming opinions about your brand and actively engaging with information that shapes their advocacy for your brand. The period between purchases is when you either build passionate brand advocates who influence others’ purchase decisions or watch customers drift toward competitors.
Ownership Value Creation Strategies:
- Segment your content strategically based on product category, ownership tenure, usage patterns, and lifecycle stage
- Send proactive maintenance communications that drive dealer service interest while improving customer satisfaction and expectations
- Build owner communities that foster brand loyalty through authentic peer support (don’t be afraid of the keyboard warriors)
- Position your brand as a trusted advisor to their experience rather than just transaction facilitators
Remember, a first-time RV owner in their second month needs completely different support than a seasoned boater in year four of ownership.
The Repurchase Cycle: Creating Brand and Dealer Loyalty
The ultimate test of lifecycle communications is whether they create customer experiences that drive repeat purchases and referrals.
What to Track:
- Purchase signals that indicate customers are entering the repurchase consideration phase
- Trade program coordination between OEM and dealer to make upgrading feel effortless
- Success metrics beyond basic lead and purchase events, e.g. repurchase rates, brand retention, service and/or aftermarket attachment, owner advocacy, and lifetime value
The best OEMs have systems to recognize and respond to purchase signals before customers start shopping competitors, creating proactive rather than reactive experiences.
Building Your Communication Ecosystem
Start small and scale strategically. Begin with high-impact touch-points that immediately improve customer experience and lay a foundation for long-term brand equity.
Technology Requirements:
- Basic CRM integration
- Email marketing automation
- Lead scoring and assignment protocol
The “Spike and Sustain” Approach: Successful lifecycle communications require what marketing expert Avinash Kaushik calls a “spike and sustain” approach. You need periods of increased engagement around launches, service needs, or lifecycle transitions (spike) as well as consistent brand presence (sustain). This dual approach ensures you’re building ongoing relationships while capitalizing on high-impact moments throughout the ownership journey.
Getting Started:
- Audit your current customer journey to identify critical gaps
- Map current touch-points and identify improvement opportunities
- Set up one high-value automated sequence to start
- Establish baseline metrics to measure impact
- Create a schedule for adding new sequences over time
The manufacturers who nail lifecycle communications don’t just create customers — they create communities of passionate advocates who wouldn’t consider buying anywhere else. In a world where dealers have multiple brand options and customers have infinite choice (and fingertip access to research), superior customer experience throughout the entire lifecycle is your most valuable competitive advantage.
