To win sales away from the aftermarket, Hyundai has started an incentive program for U.S. dealers who sell certain Hyundai replacement parts to body shops.
Hyundai Motor America's new Go Genuine Collision Conquest program follows an industry trend of using dealer spiffs to increase sales of genuine replacement parts.
Chrysler, Honda and Nissan all said they have set up similar programs during the last decade, hoping to increase factory parts sales without suffering the profit-eroding effects of lowering their suggested retail prices across the board.
Chrysler Group's Mopar parts division, for instance, has a 10-year-old program called Match the Estimate to reimburse dealers who sell factory-genuine parts at aftermarket or salvage prices, a spokeswoman said.
Hyundai's program, which launches Aug. 11, will begin with hoods, fenders, bumper covers, headlights and taillights, the company said.
Dealers who negotiate with a body shop and persuade it to buy Hyundai's parts instead of aftermarket parts will be reimbursed under a formula devised by Hyundai -- often 10 to 20 percent of the net price of the part to a dealer -- for delivering a conquest to the factory.