Dana, a century-old supplier of parts for cars, boats, off-road vehicles and heavy trucks, launched a B2B site and is now rolling it out to buyers worldwide.

Eight months after it rolled out an updated platform to sell parts online to dealers, repair shops and others, a multibillion-dollar manufacturer of truck axles and related products is taking its B2B e-commerce site international.

We made these latest enhancements to maximize the functionality and convenience of DanaAftermarket.com.
Peter Cirulis, vice president
Dana Inc.

Dana Inc., a 114-year-old manufacturer of drivetrain, sealing and thermal-management products for commercial, automotive, military and off-highway vehicles, in January launched an updated e-commerce site that features responsive design and faster ways to search and purchase products for U.S buyers, which include parts distributors, repair shop managers and commercial vehicle mechanics.

Now Dana is rolling out the B2B e-commerce platform—DanaAfterMarket.com—to business buyers in Africa, Europe and the Middle East. “We are focused on improving customers’ abilities to find the right part to meet their individual needs,” says Mark Wallace, corporate executive vice president and president of Dana’s commercial driveline technologies.

Based in Maumee, Ohio, with 2017 total annual sales of $7.2 billion, Dana carries more than 110,000 parts for commercial trucks, cars, off-road and marine vehicles in its online inventory.

The company overhauled its B2B site for new and replacements parts and is rolling out the updated site globally to satisfy demand from parts buyers who wanted faster and better ways to order online, Dana says.


Peter Cirulis, vice president, Dana Inc.

The redesigned e-commerce site offers diagrams, videos and other information presented in ways designed to let users more quickly find such things as product specifications, pricing and available inventory. Other enhanced e-commerce features let buyers track order status and receive notifications about it; search by product popularity, relevancy and part number; place emergency orders; and access invoices and packing slips.

“Dana continually looks for opportunities to improve our customers’ interaction with our aftermarket products,” says Peter Cirulis, vice president of customer experience, strategy, and product planning for the aftermarket. “We made these latest enhancements to maximize the functionality and convenience of DanaAftermarket.com, allowing our customers to easily search our extensive online product catalog, check availability, and purchase through the best real-time, web-based experience possible.”

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