In the automotive aftermarket, visibility in online parts catalogues and shops based on TecDoc data is key. The TecDoc Catalogue for example is used daily by workshops and distributors as a trusted reference to identify and source replacement parts. However, if a product isn’t listed in the user’s search results or if it isn’t correctly linked to vehicle types, it may as well not exist.
For CEVAM, a French remanufacturer of alternators, starters, driveshafts, compressors, steering racks, and pumps, ensuring complete and accurate product coverage became increasingly challenging. With over 20,000 product references and operations across France, Spain, Poland, Tunisia, and Germany, the company serves independent workshops, distributors, and purchasing groups. As their range grew, so did the complexity of identifying and addressing cataloguing gaps.
Challenges in Catalogue Coverage
CEVAM already used DMM and the TecDoc Catalogue to manage and publish product data. While central to operations, these tools weren’t designed for proactive market gap analysis.
As Serge Reymond explained: “Before using PMA, I was trying to follow the markets by listening to customer requests. Sometimes it was too late… There was a risk of misinformation, and it was a time-consuming job.”
At the same time, visibility in the catalogue was a challenge. Even when products existed, missing OE linkages or incomplete references meant they didn’t appear.
To bridge these gaps, Serge relied on manual reports, competitor catalogues, and customer feedback: “I was using TecDoc Catalogue reports. I also used the competitors’ data packages that I bought from TecAlliance.”
However, this approach had clear limitations:
- Market gaps were often identified too late
- Missing OE cross references
- Hotline teams spent excessive time identifying parts for potential customers
As Serge summarized: “We missed sales because if the customers don’t see it in the catalogue, they can’t buy your parts…”
Implementing TecDoc Product Management Analytics
To address these challenges, CEVAM adopted TecDoc PMA (Product Management Analytics), a TecAlliance solution that turns TecDoc and VIO data into actionable insights. PMA helps manufacturers analyze market coverage, detect OE and IAM linkage gaps, and benchmark against competitors to improve catalogue visibility.
When evaluating options, Serge found other tools incomplete. A decisive factor was that PMA is built on the TecDoc standard, making it easy to align with existing data maintenance processes. This reduced complexity, streamlined daily work, and freed up resources. As he put it: “It saved a lot of time for me.”
Onboarding was quick and straightforward:
“Just a short training session and I was able to use PMA like I use TecDoc Catalogue. It’s really clear for me. There was never any problem.”
Serge focused on the reports with the greatest impact:
- Reports #2 and #3 (Gap and Proposal Reports):
“ They help me reduce the gaps compared to the market. When I first started using them, I immediately saw real big gaps and focused on those first”
- Report #4 (OE and IAM cross references):
““I also use number four which helps me confirm my references and complete my cross-files”
- Report #5 (Coverage Ranking):
“For Report #5, which is about coverage ranking, that gives some information to my Sales and Marketing department...”
“Now I can designate which product needs more attention, instead of switching from one to another.”
VIO (Vehicles in Operation) data was another major asset:
“It’s easy to sort data by the volume of VIO and work on the most popular cars… There was a Ktype I didn’t have any driveshaft for, but with VIO, I saw there were many of these cars running.” He added: “Sometimes I had the part but didn’t have the linkage to the vehicle type. So it helps to increase linkage.”
Results and Business Impact
While Serge remains the main PMA user, he shares reports with colleagues in product validation and development:
“One of my colleagues is now working with me to identify new products. I think PMA will help him take this place in the department.”
The Coverage Ranking report also supports Sales and Marketing with concrete insights like the positioning vs competitors with regards to vehicle coverage which serves as an indicator of market potential.
Since adopting PMA, CEVAM has achieved:
• Time efficiency –“I saved a lot of time… I can now focus on some families of products.”
• Reduced Hotline load –”Reducing OE and linkage gaps reduced the Hotline a lot.”
• Product range expansion –”I created many new references using PMA and the rules of PMA.”
• Increased sales –”For some important references that I worked on at the beginning of my PMA usage, you see that sales are improving.”
• More up to date product information-“Now I work side-by-side with the market.”
His advice to others is clear:
“Contact your TecAlliance account manager and ask for a demo. It doesn’t take much time, but it really can be helpful for you.”
Ready to improve your product coverage like CEVAM? Get in touch with us to explore TecDoc PMA and see how it can help your business.
