Dana Updates Aftermarket E-Commerce Platform

January 23, 2018

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Dana has updated its e-catalog and e-commerce platform. Image: Dana
Dana has updated its e-catalog and e-commerce platform. Image: Dana

LAS VEGAS - Dana updated its e-catalog and e-commerce platform and announced a new seal installation tool kit during Heavy Duty Aftermarket Week.

Since launching the platform at last year’s HDAW, the company has updated it to improve the customer experience by enabling real-time, direct connection between Dana’s customers and its product brands.  

“Dana continually looks for opportunities to improve our customers’ interaction with our aftermarket products,” said Peter Cirulis, vice president of customer experience, strategy, and product planning for the Dana Aftermarket. “We made these latest enhancements to maximize the functionality and convenience of, allowing our customers to easily search our extensive online product catalog, check availability, and purchase through the best real-time, web-based experience possible.”

A new mobile-ready design is aimed at improving the buying process from a mobile device. provides access to parts, including product images, descriptions, and informational videos. Customers can quickly search for parts, check availability, and review their order status. They are also able to receive instant notifications of order status via confirmation emails and text message notifications. Further, with direct connectivity to FedEx, UPS, and other freight companies, they can track their delivery all the way to their front door or dock.

For added convenience, the consumer-price-quote request feature allows Dana distributors to instantly bid on orders submitted by the general public, while its live customer-service enhancement facilitates a direct connection between customers and Dana representatives for immediate response to questions and feedback.

Dana also announced a new seal installation tool kit. The kit features a collection of color-coded tools, a tool selection chart, and installation instructions and tips that can be used on the most common Spicer axle models.

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