The Automotive aftermarket is a secondary market that is part of the Automotive industry, attending the manufacturing, distribution, retailing and installation of vehicle parts, chemicals, equipment and accessories by the original equipment manufacturer (OEM). The strategy is focused in the understanding of the customer to build a brand loyalty, because is more expensive acquiring a customer than maintain it. Therefore, the satisfaction of the clients has a high value because it can result in a repeated purchase of the product. In This context the loyalty is important as much as the simple sale of the vehicle. The study was developed following the processes established for the role as an Intern, first, it is explain the context of the automotive market, trends and concepts to understand the automotive industry, it have been specified the worldwide state of the market, the European context and the Italy market.