Why OE Brake Companies Shouldn’t Overlook Marketing

Original Equipment (OE) brake companies are specialized manufacturers that supply brake components directly to car manufacturers (OEMs) for use in new vehicles. These companies typically serve a smaller customer base than aftermarket brake companies, but they are learning as the marketplace has changed, as component pricing becomes more important than personal relationships as a first differentiator, brake companies need a way to separate themselves from the competition.

The answer – marketing. 

Even if OE brake companies know all their potential customers – or think they know them – the reality is probably something very different.

Brand Awareness and Recognition

One of the primary reasons why OE brake companies should focus on marketing is to build brand awareness and recognition. By promoting its brand and products to the industry, it can establish itself as a reliable and trustworthy supplier of brake components. It seems simple, but this can help build loyalty among their existing customers and attract new customers.

It can also go a long way to selling a brake choice within the OE – if the chosen name is recognized by others in the OEM purchasing chain, then a final decision is easier to secure.

OE brake companies must develop marketing campaigns highlighting their strengths and unique selling propositions to achieve this. For instance, a company may emphasize its long-standing reputation for producing high-quality brake components or its commitment to using the best and most innovative materials in its manufacturing processes. 

It could also describe its innovation and technological advances; how it stays on the leading edge of all things involved in the industry.

Such marketing efforts can help to build brand equity and make it more likely that the company will be chosen as a supplier over their competitors.

And just because an OE brake company might have a long-standing relationship with the purchasing/selector group at an OEM, if that group’s membership changes, brand awareness will help smooth the way to retain the commitment.


Even though OE brake companies serve a smaller customer base than aftermarket brake companies, those customers still have options, plenty of them. Effective marketing campaigns can help them differentiate themselves from their competitors. 

For example, the company might highlight its unique technology or superior production capabilities. Maybe it’s how the company operates and treats its employees. It could be how it meets outside challenges like motorsports teams.

OE brake companies must proactively research to identify why auto manufacturers select brake systems and components for certain programs. Being intentional and gathering this information can help tailor the brake company’s marketing campaigns to speak directly to the OEM’s needs and wants.

Innovation and Product Development

Marketing can also help to drive innovation and product development. By gathering customer feedback and monitoring industry trends, OE brake companies can identify areas for improvement and develop new products that meet the evolving needs of car manufacturers. Effective marketing can help to communicate these new products to customers and generate interest in them.

To achieve this, these organizations need to develop a strong relationship with their customers, which can be done through effective marketing campaigns. For example, they could provide newsletters, webinars, or white papers that showcase new product innovations and advancements. Such efforts can demonstrate the company’s commitment to staying current with the latest trends and delivering products that meet OEM requirements.

Employer Branding and Attracting Top Talent

Marketing can also play an essential role in an OE brake company’s efforts to build a strong employer brand and attract top talent. By promoting their company culture, values, and mission, OE brake companies can showcase themselves as an attractive place to work for prospective employees. This can help them attract the best talent in the industry, which is crucial for driving innovation and staying ahead of the competition.

OE brake companies must develop marketing campaigns that speak directly to potential employees. For instance, they could use social media platforms or blogs to highlight employee benefits, career development opportunities, or work-life balance policies. The company can demonstrate its commitment to creating a positive and supportive work environment by showcasing its company culture and values.

Marketing can also help OE brake companies reach a much deeper and wider audience of potential candidates. 

For example, they can leverage social media platforms like LinkedIn to promote job openings and engage with candidates. LinkedIn can also be used to showcase current employees and the different career paths available to them. By building a solid online presence, OE brake companies can attract more applicants and increase their chances of finding the right candidates for their organization.

As an executive recruiter, I can tell you that potential candidates respond much more favorably when familiar with the client I am working with.

Me: “Hello, yes, this is Brian Hagman, and I am working on a super duper awesome job for NoNameCompany Inc. Would you be interested in learning more?”…

Candidate: “Who?”

Bottom Line

OE brake companies may have a limited customer base but should not overlook marketing efforts. And it’s not just about building brand awareness and attracting customers. It can also help OE brake companies build a strong employer brand and attract top talent. 

They can demonstrate their commitment to creating a positive and supportive work environment by showcasing their company culture, values, and mission. This can help them attract the best talent in the industry and position themselves for long-term success.

Brian Hagman
Brian Hagman

Brian Hagman is founder of Hagman Media, with platforms including The BRAKE Report, The EV Report, and Self Drive News. Brian is also President of Hagman Search, a specialized recruiting firm supporting organizations in the Braking, eMobility, and Automated Driving segments.