Dana Enhances E-Commerce Platform

Posted on October 31, 2017

Dana Inc. is demonstrating a new e-commerce platform with an improved e-catalog at the 2017 Automotive Aftermarket Products Expo (AAPEX).

The new platform, at, streamlines the buying process, from identifying the part needed and finding local distributors. It also has capabilities for direct customers to place and track orders for the company’s automotive and commercial-vehicle parts portfolio. The platform includes Victor Reinz, Spicer and SVL brands.

“Dana’s corporate motto, People Finding A Better Way, is the very core of Dana’s culture," said Peter Cirulis, vice president of customer experience, strategy, and product planning for the Dana Aftermarket Group. "The new e-commerce platform is a significant advancement in our commitment to digital transformation and finding the best way to address the aftermarket community’s needs, Whether you are a professional service technician, automotive enthusiast, seasoned parts distributor, or a new-generation user, the search functionality of our new platform provides a convenient tool to identify quality replacement parts from Dana and our family of brands."

Here are some highlights:

  • a user-friendly search function that identifies the desired component by part number, product type, product line, keyword, and competitive interchange, as well as year, make, and model of vehicle;
  • high resolution photographs with zoom function to help visually identify the correct part;
  • comprehensive technical details and specifications; and
  • a secure portal for customers that delivers expanded functionality.

The 2017 AAPEX show marks the one year since Dana, the original supplier of Victor Reinz gaskets, once again became the exclusive distributor of the Victor Reinz product portfolio in North America. The company said the North American product line coverage now exceeds 95% of sales, heading toward 99% of sales by the end of 2018.

“Having the Victor Reinz brand back home with Dana is significant, and the North American aftermarket is responding very positively,” said Dan Griffin, senior director of global aftermarket."

Visit Dana Inc. at either the AAPEX (booth No. 2838) or at the 2017 Specialty Equipment Market Association (SEMA) Show (booth No. 36193),

Related Topics: 2017 AAPEX, 2017 SEMA Show, Dana Inc., e-commerce, Peter Cirulis

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