The automotive industry is rethinking the rules of engagement. As car manufacturers take a more active role in insurance, motor insurance partnerships are evolving from traditional affinity models to deeper, more strategic collaborations.

At this year’s Insurtech Insights Europe in London, industry experts joined the panel ‘Redefining the future of motor insurance: reshaping distribution and trust’ to discuss what happens when car manufacturers start taking insurance into their own hands – and what that means for the rest of the value chain.

Joining the conversation were Phil Norris, Chief Product Innovation Officer at AND-E, Pierre Stalla-Bourdillon, Head of Mobility at Generali, and our very own Guillaume Roux, Head of Automotive & Mobility Partnerships at Qover.

They unpacked the shifting dynamics between OEMs and insurers, offering insight into how both sides can rethink their roles, not as competitors but as complementary players in a fast-evolving ecosystem.

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A changing partnership landscape: from affinity to ownership

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The idea of OEMs selling insurance isn’t new; affinity programs have been around for decades. But what’s changed is the level of ambition.

‘Traditional affinity programs have been up and running for the last 50-100 years. And there have always been challenges when OEMs rely on insurers to provide the product, pricing and technology to distribute it. Now, you have OEMs trying to take over more of the value chain.’ – Guillaume Roux, Head of Automotive & Mobility Partnerships at Qover

Some compani are focused on the risk carrying part of the value chain. They either set up their own entity (Tesla US) or build a joint venture (Volkswagen in Germany). Others, like Stellantis, are trying to develop everything in-house, from distribution to tech. Meanwhile, brands like BMW and Volvo are leaning into partnerships with tech enablers and insurers.

What unites them all? A desire to control the customer experience, reduce total cost of ownership and steer repairs back to their networks.

‘Every carmaker is looking at deeper insurance integration. More car makers selling cars digitally and EVs will force the market to go in this direction because they have the potential to scale an insurance solution in all markets from day one. But the evolution will be brand by brand, and traditional car makers will take more time.’ – Pierre Stalla-Bourdillon, Head of Mobility at Generali

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Explore how motor insurance orchestration is reshaping the auto ecosystem →

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So what happens to insurers? Why motor insurance partnerships still matter

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The instinct might be to see this shift as a threat. But that would be missing the opportunity. As Phil states, the role of the insurer will not change, but the relationship will. 

‘The word affinity means the natural liking for each other. And insurers and OEMs wouldn’t naturally like each other because our definition of “good” is different. Insurers like people that don’t crash and don’t get their car stolen. Car companies quite like that because it drives their business. So it can never be a short-term commercial agreement; it needs to be a long-term strategic approach.’ – Phil Norris, Chief Product Innovation Officer at AND-E.

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Insurers bring critical assets to the table: pricing expertise, claims infrastructure, risk capital and often, more customer data than the OEMs themselves. But what they often lack is the technology OEMs need to deliver a seamless, digital-first customer journey, especially across geographies.

That’s where insurtech enablers can play a key role, bridging gaps in infrastructure and helping tailor insurance experiences to each OEM’s unique brand and market.

‘Each OEM is unique,’ Guillaume emphasised. ‘You need to consider their brand, the way they sell cars and their customer segment to create the right digital customer journey. But it’s still important to localise the experience. Motor insurance is very much a multi-local business with different regulations and customer behaviours from one country to another – what works in the UK where customers are used to buying online won’t work in France where drivers still expect service in-person or over the phone. On top of that, it needs to be omnichannel, seamless and leverage data sharing between OEMs and insurance providers.’

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See how omnichannel experiences strengthen motor insurance partnerships → 

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Trust, tech and the battle for the customer

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Ultimately, the future of motor insurance may boil down to one question: who owns the customer relationship?

Car brands have the advantage of brand trust, regular engagement and physical presence. Insurers, on the other hand, know how to manage risk, data and claims. But the customer doesn’t care about these distinctions. They want a smooth user experience they trust – and they’ll go with the brand that delivers it.

This is especially true as vehicles become more connected. With telematics and ADAS capabilities, OEMs now have access to rich driving data – data that can power more accurate underwriting, usage-based pricing, and proactive services. But monetising that data must be done in a way that fits both the OEM’s brand and the insurer’s model.

‘We need to put these products in front of the customer in a different way and that means digital. Whilst the role of the dealer has been there for a long period of time, we have an opportunity to embrace that digital channel and have a direct relationship with the customer. In parallel, the move from ownership to usership means you have to have that relationship anyway, and people will be using a service which is a funded insured asset, as opposed to buying, financing and insuring a car – and that requires that partnership.’ – Phil Norris, Chief Product Innovation Officer at AND-E.

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The road ahead: more complexity, but also more opportunity in motor insurance partnerships

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As the lines between car manufacturer, insurer and tech provider blur, one thing becomes clear: no single player can go it alone.

OEMs looking to build insurance offerings need expertise, licensing, tech and flexibility. Insurers seeking relevance must adapt to more collaborative, service-oriented roles. And insurtechs are in a prime position to enable both sides, orchestrating a program that fits the modern insurance ecosystem.

So yes, OEMs are taking the wheel. But that doesn’t mean insurers have to get out of the car. They just need to rethink where they sit and how they bring value.

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Want to explore how we help car manufacturers design omnichannel insurance experiences that work for them? Get in touch with our motor team.

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