Most OEMs make strategic decisions based on what they can see: shipping reports, internal sales data, and warranty claims. But the reality is that this visibility only scratches the surface.
Retail-level dealership data—sourced directly from the dealer’s DMS (Dealer Management System), including invoices, work orders, parts counter activity, and all service and sales transactions—is where the real story lives. For manufacturers who have begun leveraging this level of insight, the difference is dramatic: better forecasts, smarter programs, lower costs, and faster responses to market changes.
Here are five of the most critical blind spots OEMs face when they rely only on internal data—and how those who’ve embraced retail visibility are pulling ahead.
- Sell-Through vs. Sell-In: When Shipped ≠ Sold
One of the most common pitfalls is assuming that if a product was shipped, it was sold. In reality, many units linger on dealer lots well past the original promotion cycle—or move only because of expiring floorplans and incentives, not end-user demand.
“Before retail visibility, we were essentially planning around our own internal calendar. Just because inventory left our warehouse didn’t mean it was moving off dealer lots.” – OEM Executive
This blind spot leads to a cascade of poor decisions: overproduction, misaligned marketing, and inflated confidence in product performance.
What changes with retail data:
- Accurate product velocity by region and SKU
- Sell-through validation of promotional effectiveness
- Real-time insights to pivot production during peak seasons
How to use it: Review sales performance insights that combine year-over-year retail sales volume by region and product category. These tools allow OEMs to benchmark actual product movement, validate go-to-market campaigns, and adjust production plans based on verified end-user demand.
- Dealer Inventory: The Invisible Bottleneck
Without retail-level inventory data, OEMs are left guessing what’s actually on dealer shelves—and where products are sitting unused.
“We had no idea how much inventory was sitting untouched due to back-to-back light snow seasons. That’s capital tied up across the network—and it was completely invisible to us.” – Anonymous OEM
Even worse, while one dealer is overstocked, another may be facing backorders. Misallocation, not underproduction, is often the true problem.
What changes with retail data:
- Dealer-level visibility into real-time stock
- Smarter, regionalized distribution
- Reduced overproduction and freight waste
- Better dealer support during high-demand cycles
How to use it: Use inventory monitoring dashboards that show stock levels, turnover rates, and product aging across regions. These insights help manufacturers forecast more accurately, prevent bottlenecks, and align production with true demand by location.
- Service & Warranty: The 10x Visibility Gap
Many OEMs rely on warranty claims to understand what’s happening in the field—but those claims are just the tip of the iceberg. The vast majority of service work is paid by customers and never submitted as a claim, making it invisible to manufacturers.
“We discovered service issues months before they showed up in warranty data—issues that were affecting customer satisfaction and dealer workload long before anyone filed a claim.” – Senior Field Ops Leader
What changes with retail data:
- Early detection of product failures or recurring issues
- Regional trends that support faster countermeasures
- Technician performance benchmarking
- Warranty cost savings through refined labor estimates and training
How to use it: Review aggregated service transaction data to spot common repairs, long repair times, and technician trends. These tools allow manufacturers to identify problems early and roll out training or product updates faster.
- Parts Sales: The Overlooked Revenue Driver
Unlike serialized equipment, parts sales often fall into a data black hole. Yet for many OEMs, the parts business is among the most profitable.
“We thought our parts programs were working. Then we saw how often dealers were choosing aftermarket alternatives because we had no incentives in place. The gap was eye-opening.” – OEM Parts & Accessories Manager
What changes with retail data:
- Identification of high-velocity and stagnant parts
- Opportunity to adjust rebates and loyalty programs
- Better bundling of accessories and add-ons
- Detection of third-party leakage
How to use it: Access detailed retail parts transaction summaries to analyze which SKUs are frequently sold together, identify pricing issues, and optimize promotional efforts. This helps boost margin while protecting against competitive erosion.
- Market Coverage & Dealer Health: The Hidden Performance Gaps
OEMs often rely on historical sales and rep feedback to assess territory performance. But retail data paints a much clearer picture.
“Retail data became our roadmap. We could finally see which regions were underpenetrated, which dealers were thriving, and where we needed to deploy support or expand.” – OEM Territory Manager
What changes with retail data:
- Identification of underserved markets and territories
- Strategic sales deployment based on real consumer activity
- Dealer health benchmarking to inform retention or replacement decisions
How to use it: Use territory and market intelligence tools to compare dealer performance across key benchmarks like service invoice volume, parts sales, and unit turnover. These signals can guide investment, restructure underperforming regions, and inform future channel strategies.
Final Thought: From Insight to Action
The true value of retail data isn’t just in knowing more—it’s in doing better.
“The goal isn’t to drown in dashboards. It’s to reduce uncertainty, make smarter bets, and course-correct faster when the market shifts.” – OEM Strategy Director
With structured, easy-to-use reporting on sales, service, inventory, and parts, OEMs can transition from reactive to proactive planning. The tools are designed to surface actionable insights—not just data.
The result? A more connected, agile, and competitive manufacturing organization.
