The Hidden Champions
The Automotive Aftermarket suffers from an outdated reputation, despite actively working with diversity, sustainability, and advanced technology.
By: Professor Maria Elo, Department of Business Management, University of Southern Denmark and CSO Christina Jørgensen, Aftermarket, Dinex Group
Western economies are weighed down by aging populations, and there are many good reasons why our companies are focused on attracting young talent. But some sectors struggle to appear attractive due to an outdated image. This applies to the industrial sector in general, and the automotive industry in particular — despite the fact that the Automotive Aftermarket, the independent sector for spare parts and services, actually works with many of the issues that young people care about. They just don’t know it — and so, stereotypes continue to thrive. The former CEO of Automotive Aftermarket, Schaeffer Group, even dubbed the sector “the hidden champions” to highlight this contradiction.
A blind spot on the career map
The University of Southern Denmark, together with other universities in Denmark, Germany, and France, has studied the image of the automotive sector among university students. The survey revealed a striking lack of knowledge and outdated perceptions. More than 80% of participants had never considered the Automotive Aftermarket as a possible career path. They seek employers engaged in topics like innovation, diversity, sustainability, climate, gender balance, inclusion, etc. — yet they are unaware that many companies in the Automotive Aftermarket are already actively working with exactly these themes.
A meeting point for the Automotive Aftermarket and young talent
In short, there is an urgent need for communication. Not through flashy image campaigns, but through real encounters — where Aftermarket companies and young people can talk, connect, and understand each other. That is why the University of Southern Denmark and SDU Career Hub created a physical meeting space — the Automotive Aftermarket Symposium — in collaboration with Talents4AA and industry pioneers, including BOSCH, Dinex, Temot International, FEBI, FIGIEFA, FAAS, AUTIG, and Nissens.
The Automotive Aftermarket Symposium was recently held at SDU for the first time. Here, companies showcased how they work with diversity, advanced technology, and sustainable solutions across many fronts. But they also demonstrated that they are not just looking for tech-savvy graduates. Topics such as branding, organizational development, international business, team building, and mentoring are just as important to these companies — just like in any other modern international industry. Such face-to-face events with open dialogue allow students to experience the reality of the sector firsthand.
The education sector also has a responsibility
The Aftermarket industry wants to engage with the education sector and future talent to secure a qualified workforce in the long term. In this process, universities are a key part of the value chain — enabling co-creation of talent development and forming partnerships between industry and education to develop tailored programs. Companies in overlooked sectors like the Automotive Aftermarket must modernize their image among young people. But the education system must also pay closer attention to these industries’ technological evolution and their need for intercultural, global competencies. Contemporary understanding of the production and service sectors should be fostered already from primary school and continue through universities and vocational education — to raise awareness and spark interest in industries that are already delivering on many of the goals young people want to work toward, such as the UN Sustainable Development Goals and climate action. Developing these agents of change is a necessary prerequisite for making the green transition happen.