Across industries like powersports, marine, RV, outdoor power equipment (OPE), farm equipment, and automotive, OEMs are rethinking how they engage with their independent dealer networks. Forward-thinking brands are no longer treating dealers as just sales outlets—they're recognizing them as the face of the brand and the direct connection to the customer.
This shift calls for a new mindset, new tools, and a deeper level of collaboration. In today’s competitive, multi-line retail environments, how a brand is positioned, recommended, and sold often comes down to the engagement and confidence of dealership revenue generating teams.
When a dealer’s team believes in a brand, understands its story, and feels genuinely supported by the OEM, they’re far more likely to recommend it, prioritize inventory, invest in merchandising, and champion it on the floor. This level of engagement—often referred to as engaged mindshare—is what separates brands that are merely stocked from those that are actively sold.
To shift from oversight to enablement, OEMs must focus on building stronger partnerships and equipping dealers with the right tools to succeed at the frontline.
Leading brands are adopting digital tools and strategic programs that strengthen dealer relationships and customer experience, including:
These tools aren’t just about increasing efficiency—they drive brand consistency, frontline confidence, and customer experience.
OEMs are also taking a more data-driven approach to understanding and supporting dealer performance. One emerging model is the Herohub 3A Index, which evaluates dealers across three dimensions:
This framework enables OEMs to identify their strongest partners, uncover performance gaps, and invest strategically in network development.
Even as digital touchpoints expand, the physical dealership remains a critical battleground for brand representation. Visual merchandising, showroom layout, seasonal changeouts, and staff enthusiasm all play a role in shaping customer perceptions.
Yet many brands fall into the trap of “space wars” or “hanging hope”—installing branded fixtures and displays without the staff training or OEM follow-through required to activate them. Without intentional showroom execution, even great branding can go unnoticed.
The solution? Empower dealership teams with the tools, training, and ongoing support to bring the brand to life in their space—every day.
Customers today are interacting with fewer dealerships, doing more research online, and expecting a seamless, click-to-purchase experience. In this environment, the affinity and advocacy of dealership staff are more important than ever. It’s not enough for a brand to be on display—it must be actively endorsed by the people doing the selling.
Brands that succeed in today’s marketplace are those who:
OEMs have a choice: continue managing dealers through outdated structures—or evolve into true partners in performance.
By investing in dealer relationships, enabling local execution, and building mindshare at the frontlines, brands can unlock the full power of their network—and turn their dealers into true brand heroes.
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