Dana’s aftermarket business boosts digital strategy

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Dana Holding Corp. announced that to drive and support the growth of its aftermarket business, the company has further developed its digital strategy to help customers – both dealers and consumers –specify, locate, and purchase genuine Dana products more easily. 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 is designed to provide 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 offers a direct-contact feature 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,” says 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 market-leading reliable Spicer parts.”

Additionally, Dana’s new specialty aftermarket sites are designed to 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 offer genuine Spicer Life Series premium performance U-joint packs for numerous applications; and
• Crateaxle.com – Developed to offer out-of-the-box Spicer quality axle replacements with housings, gears, bearings and axle shafts.

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