Marina’s expertise makes her a key figure in TecAlliance's strategic vision. As part of the transition into her new role, she spoke with the German trade magazine FREIE WERKSTATT (issue 1/2025) about the challenges and opportunities in data management, AI, and the evolving aftermarket landscape.

Key Takeaways from the Interview

In the interview with FREIE WERKSTATT, Marina shared her insights on how the aftermarket can embrace innovation, and adapt to the fast-changing global landscape. Here are the key highlights:

• Understanding Industry Needs: Marina’s first priority as CDTO is to closely engage with workshops and stakeholders to identify their biggest challenges and tailor TecAlliance’s solutions accordingly. While digitalisation and data management offer great potential, it’s crucial to align innovations with real-world industry needs.
• Navigating Market Disruption: The automotive aftermarket is evolving rapidly, with markets like China driving change through speed, creativity, and disruptive approaches. Marina sees a balance between optimisation and innovation as essential—maintaining strong legacy systems while creating an environment for disruptive technologies to thrive.
• The Power of Collaboration: No company can drive innovation alone. Marina emphasises the importance of collaboration across the entire aftermarket ecosystem—from workshops to parts manufacturers and service providers. By establishing trusted partnerships and clear data standards, TecAlliance aims to bridge the gap and unlock new opportunities for all stakeholders.
• AI as a Game Changer: AI has the potential to revolutionise the automotive aftermarket, from automated diagnostics to predictive maintenance. However, AI is only as good as the data that powers it. Marina advocates for a human-centric approach to data management, ensuring that technology serves the needs of workshops and end customers.
• Building an Open Ecosystem: Marina’s vision is to foster an inclusive dialogue across the industry. She invites all players in the aftermarket to actively participate in shaping the future, leveraging data-driven insights, AI, and sustainable mobility solutions to stay ahead.

Read the Full Conversation

Curious to read more from Marina? Don’t miss her full exclusive interview with FREIE WERKSTATT (in German), where she dives deeper into the future of data and AI in the aftermarket.