The automotive landscape in Europe is changing fast. Emerging manufacturers have entered the market with ambitious sales targets, competitive products, and aggressive pricing strategies. Their goal is simple: take market share from established brands.
This presents a challenge for incumbent OEMs. The overall size of the new car market is not expanding, and in some cases is contracting. That means every sale made by a new entrant is effectively a sale lost by an existing brand. Protecting market share requires a clear strategy.
Protect Your Market Share: Why Emerging OEMs Pose a Real Threat
These new brands are not testing the waters; they are scaling quickly. With attractive EV line-ups, strong warranty packages, and disruptive pricing, they are appealing to cost-conscious customers who are open to switching brands.
At the same time, customer behaviour has changed. Buyers are doing more research online, comparing multiple brands before they engage with a dealer, and expecting fast, professional follow-up when they make an enquiry.
In a market under pressure, failing to respond effectively to those enquiries is not just a missed opportunity - it is an invitation for competitors to step in.
The Three Options for Manufacturers
Faced with this shift, manufacturers essentially have three choices.
1) Do Nothing
Some brands may choose to stay the course, relying on the strength of their heritage and dealer networks. The risk here is obvious. Every new entrant has to grow by taking market share from existing players. Without adapting, established brands will inevitably lose registrations.
2) Spend More on Marketing
Another option is to increase marketing spend. This may generate more enquiries in the short term, but it comes with significant downsides:
- Higher spend does not always equate to higher-quality leads.
- Dealer capacity is stretched.
- Sales teams can become frustrated by poor-quality enquiries.
- Follow-up performance often declines.
The outcome is expensive lead generation that fails to deliver a proportionate return.
3) Make Every Lead Count with TrackBack
The third option is to focus on maximising the value of the leads you already have.
By monitoring how every lead is handled, TrackBack gives OEMs visibility across their networks. The system tracks whether leads are followed up by phone, email, or WhatsApp, and provides reporting on both speed and quality of response.
The benefits are measurable:
- Consistency – all leads are followed up, not just some.
- Accountability – brands can see which dealers are engaging effectively.
- Efficiency – marketing spend works harder when conversion rates improve.
- Customer experience – enquiries are handled quickly and professionally.
Why Follow-Up Is the Competitive Edge
Research shows that when lead follow-up happens within the first 15 minutes, the chances of securing a test drive or appointment rise dramatically. According to The Sherpa Group marketing solutions, there is a 400% response increase when contacting a lead within the first five minutes of their enquiry. Yet in mystery shopping exercises across the UK, many dealers still fail to make timely contact.
This is not just an operational issue; it is a strategic one. In a market where emerging entrants are competing aggressively, every unanswered lead is a lost opportunity.
Strong follow-up helps defend market share by:
- Converting more of the enquiries you already generate.
- Building trust with customers at the first touchpoint.
- Reducing wasted marketing spend.
- Ensuring dealers remain engaged in the sales process.
The Strategic Response for Established Brands
Emerging OEMs will continue to grow. They are ambitious, well funded, and focused on winning customers who are open to trying new brands. Established manufacturers cannot prevent their arrival, but they can decide how to respond.
Doing nothing will inevitably mean losing ground. Spending more on marketing may deliver more leads, but without effective follow-up, the return on that spend will be poor.
The most sustainable response is to ensure every lead is handled properly. That means fast, consistent follow-up that turns interest into appointments and, ultimately, into sales.
Protect Your Market Share: Final Thoughts
Emerging brands are here, and the competition will only intensify. Protecting market share is no longer about how many leads you generate - it is about how well you handle them.
TrackBack gives OEMs and dealer networks the visibility, consistency, and accountability they need to make sure every lead is given the best possible chance to convert.
Get in touch to find out how TrackBack can help your brand protect market share and make the most of every lead.