The European automotive aftermarket is undergoing significant transformation, driven by digital disruption, shifting consumer expectations, and new regulatory requirements. Within this environment, the aluminium wheel aftermarket in the DACH region is highly competitive and structurally fragmented, with brand visibility and design differentiation playing a decisive role in market outcomes. To address this context, this thesis investigates the competitive positioning and growth opportunities of a leading Swiss-based automotive wheel manufacturer in the DACH aftermarket.

In the process of executing the thesis; a qualitative research design was applied: combining semi-structured interviews with industry stakeholders and enthusiasts, together with the analysis of secondary sources and internal documents.

The findings resulted from this thesis revealed a recurring gap in perception: while the company's engineering standards and regulatory compliance were widely acknowledged, its brand presence and emotional resonance among consumers appeared comparatively limited. This contrast underscored the importance of factors beyond product quality in shaping market performance. This thesis contributes to a deeper understanding of how brand perception, design innovation, digital interactions, and broader industry trends intersect with established technical strengths. Ultimately, the findings underline that achieving sustained competitiveness in the DACH aluminium wheel market requires more than meeting technical benchmarks; it also depends on aligning with consumer expectations, cultivating brand image, and responding to structural changes across the aftermarket landscape.