Premcar turns 30 in 2026. To celebrate, we’re sharing some of our carmaking knowledge. This time, it’s about the power of existing markets.
The Australian Automotive Aftermarket Expo (AAAE) opens in Melbourne this week.
This event occurs every two years and showcases the best and latest from the country’s automotive aftermarket sector.
It’s a big event, and rightly so.
The Australian automotive aftermarket is a AUD $25 billion industry.
The Australian Automotive Aftermarket Association says locals spend more than AUD $10 billion a year just on servicing and repairs.
Many automakers and their official importers regard the aftermarket as a natural competitor for the sale of replacement parts and accessories.
But the aftermarket offers this:
A massive positive signal of enormous commercial opportunities for automakers and new-car importers.
Silicon Valley tech entrepreneur Marc Andreesen reminds us why.
In a blog post from 2007, he put it simply: Market matters most.
In it, he referenced Andy Rachleff’s Law of Startup Success:
When a great team meets a lousy market, the market wins.
When a lousy team meets a great market, the market wins.
When a great team meets a great market, something special happens.
And when you add Peter Drucker’s principle that the best customer is always the one you already have, then it’s easy to connect the dots.
It’s why our OEM-level new-car enhancement programs are so popular.
Popular cars with popular enhancements that have been correctly integrated to automaker levels of quality and performance, and backed by the same new-car warranty period as the car itself, hits every right note for so many new-car buyers.
For them, it mixes the best of the OEM automaker world with the personalisation elements they want, but offered as a done-for-you, driveaway package.
Carmaking is a 140 year old industry. It’s not a startup.
Carmakers don’t need to chase new markets to create new customers.
The market is already here, and it’s enormous.
Just offer more product-based value to existing buyers.
They’re already waiting for you.
Just ask the local aftermarket sector.
Bernie Quinn, CEO of Premcar
About Premcar:
Premcar Pty Ltd is a leading Australian vehicle engineering business that specialises in the automotive, defence and aerospace industries. For 30 years, global car-makers have made Premcar their go-to partner for the complete design, engineering and manufacture of niche-model new cars, full-scale new-vehicle development programs, and electric vehicle (EV) conversions and manufacturing. Premcar’s body of work is extensive. It is the name behind more than 213,000 new cars and 55,000 new-vehicle engines. The company has delivered technical advancements and sales success for major car brands from Europe, the USA, Japan, China and Australia. Visit premcar.au.


