Dana

To design efficient propulsion solutions by powering a sustainable, electrified future for mobility.

Dana SWOT Analysis

Updated: October 3, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Dana was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Dana SWOT analysis reveals a company at a critical pivot point. Its established strengths—OEM relationships and global scale—provide a powerful foundation for the electric transition. However, this potential is constrained by significant financial weaknesses, namely high leverage and pressured margins. The core challenge is funding the immense capital needs of the EV shift without further degrading the balance sheet. The key priorities correctly identify the strategic imperative: successfully convert the impressive EV backlog into profitable, cash-generative revenue. Dana must simultaneously electrify its portfolio and fortify its financial core to win the future. The commercial vehicle segment represents its most immediate and powerful opportunity for market leadership.

BorgWarner Meritor (Cummins) American Axle & Manufacturing GKN Automotive (Dowlais Group) Schaeffler Group

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To design efficient propulsion solutions by powering a sustainable, electrified future for mobility.

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Strengths

BACKLOG: Secured ~$700M in new EV business in 2023, shows trust
DIVERSIFICATION: Balanced sales across LV, CV, Off-Highway markets
RELATIONSHIPS: Long-term contracts with Ford, Stellantis, PACCAR
FOOTPRINT: 140+ facilities provide global scale and proximity
PRODUCTS: Broad portfolio of both conventional and EV solutions

Weaknesses

LEVERAGE: High net debt (~$2.5B) constrains financial flexibility
MARGINS: Adj. EBITDA margins (~8%) lag key competitors like Cummins
CASHFLOW: Negative free cash flow in 2023 due to high CapEx
COMPLEXITY: Managing dual ICE/EV portfolios strains resources
DEPENDENCE: Highly cyclical end markets create revenue volatility

Opportunities

COMMERCIAL: Lead in electrification of medium/heavy-duty trucks
THERMAL: EV thermal management market growing at over 15% CAGR
AFTERMARKET: Aging vehicle parc increases demand for replacement parts
IRA: US government incentives can lower cost of domestic EV mfg
PARTNERSHIPS: Joint ventures to de-risk investment in new tech

Threats

COMPETITION: Intense pressure from BorgWarner, Meritor on EV wins
COSTS: Volatile raw material prices (steel, copper) hurt margins
LABOR: UAW agreements increase labor costs and risk of disruption
ADOPTION: Slowing consumer EV demand could delay OEM volume ramp-ups
IN-SOURCING: Major OEMs developing their own e-axles and motors

Key Priorities

ELECTRIFY: Accelerate EV backlog conversion to profitable revenue
MARGINS: Execute cost controls to drive EBITDA margin expansion
CASH: Improve free cash flow generation through capital discipline
COMMERCIAL: Solidify leadership in the commercial vehicle EV space

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Dana OKR

Updated: October 3, 2025 • 2025-Q4 Analysis

This Dana OKR plan is a masterclass in strategic focus. It directly translates the SWOT's core tension—the need to fund an expensive EV transition while financially constrained—into clear, actionable priorities. The objectives 'ELECTRIFY & WIN' and 'GENERATE CASH' are not just goals; they are the two essential pillars of Dana's survival and future success. The Key Results are specific, outcome-driven, and smartly integrate findings from the AI strategy and earnings retrospective, such as deploying AI for OEE and maintaining intense capital discipline. This plan provides the clarity and alignment needed to navigate the industry's most significant transformation in a century, ensuring every action taken drives toward a more profitable, electrified future.

BorgWarner Meritor (Cummins) American Axle & Manufacturing GKN Automotive (Dowlais Group) Schaeffler Group

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To design efficient propulsion solutions by powering a sustainable, electrified future for mobility.

ELECTRIFY & WIN

Convert our EV backlog into profitable market leadership.

LAUNCH: Successfully execute 5 major EV platform launches on time and under budget to realize $500M in revenue.
DESIGN: Secure $800M in new, profitable electrification business with a focus on full e-Propulsion systems.
PROFIT: Increase EV product line gross margin from 3% to a sustainable 8% through design and process optimization.
INNOVATE: Deliver next-gen 800V SiC inverter technology, securing two lead customers for 2027 platforms.

FORTIFY MARGINS

Drive enterprise-wide efficiency to fuel our growth.

OPERATIONS: Increase Overall Equipment Effectiveness (OEE) by 5% across our top 20 global manufacturing plants.
COSTS: Achieve $100M in structural cost savings through targeted procurement and SG&A optimization initiatives.
AI: Deploy AI-powered predictive maintenance in 10 plants, reducing critical equipment downtime by 15%.
SUPPLY CHAIN: Reduce premium freight and inventory carrying costs by 10% through improved S&OP processes.

GENERATE CASH

Master capital discipline to strengthen our foundation.

CASH FLOW: Achieve a full-year positive free cash flow of over $50M by optimizing working capital and CapEx.
CAPEX: Reduce capital intensity to <5% of sales by prioritizing investments with >20% expected IRR.
INVENTORY: Decrease inventory days on hand by 5 days through targeted supply chain and production scheduling.
RECEIVABLES: Reduce DSO (Days Sales Outstanding) by 3 days through improved collections processes.

DOMINATE COMMERCIAL

Become the undisputed leader in Commercial Vehicle EV.

MARKET SHARE: Increase our North American heavy-duty e-Axle market share from an estimated 25% to 40%.
PARTNERSHIPS: Establish a strategic partnership or JV for commercial vehicle battery or fuel cell integration.
PRODUCT: Launch the next-generation e-Powertrain for medium-duty trucks, securing two anchor OEM contracts.
AFTERMARKET: Grow CV aftermarket revenue by 12% through expanded product offerings and channel partners.

METRICS

New Business Backlog
Adjusted EBITDA ($M and %)
Free Cash Flow ($M)

VALUES

Safety First
Innovation
Responsibility
Integrity
Inclusion

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Dana Retrospective

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Claude

Gemini

GPT

Dana Inc. Q4 2023 Earnings Report and Presentation
Dana Inc. 2023 10-K Annual Report
Dana Inc. Official Corporate Website (About Us, Leadership)
Public financial data sources (Market Cap, Stock Symbol)
Industry analysis reports on the automotive supplier market

BorgWarner Meritor (Cummins) American Axle & Manufacturing GKN Automotive (Dowlais Group) Schaeffler Group

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To design efficient propulsion solutions by powering a sustainable, electrified future for mobility.

Toggle Theme

What Went Well

SALES: Achieved record full-year sales of $10.6B, up 6% from prior year
BACKLOG: Secured an additional ~$700M of new EV business in 2023
COMMERCIAL: Strong performance in the Commercial Vehicle segment
COSTS: Proactive cost-recovery measures partially offset inflation
OPERATIONS: Maintained supply to customers despite volatile schedules

Not So Well

CASH FLOW: Free cash flow was a use of $(151)M for the full year
MARGINS: Adj. EBITDA margin of 8.0% remains below target and peers
LIGHT VEHICLE: LV segment profitability was challenged by launch costs
DEBT: Net debt remains elevated, limiting financial flexibility
PROFITABILITY: Q4 net loss of $(23)M reflects ongoing cost pressures

Learnings

TRANSITION: EV program launches are capital intensive and complex
DISCIPLINE: Capital and cost discipline are critical to cash flow
PRICING: Must be aggressive on cost recovery with OEM customers
EFFICIENCY: Operational efficiency is the best defense against margin pressure
MARKET: End-market demand, especially for EVs, can be unpredictable

Action Items

CASH: Prioritize positive free cash flow generation in the next year
CAPEX: Tightly manage capital expenditures, focus on high-return projects
COSTS: Implement further structural cost reduction initiatives
OPERATIONS: Drive OEE improvements in plants with high launch volume
PRICING: Continue disciplined commercial negotiations with customers

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Dana Market

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Claude

Gemini

GPT

Dana Inc. Q4 2023 Earnings Report and Presentation
Dana Inc. 2023 10-K Annual Report
Dana Inc. Official Corporate Website (About Us, Leadership)
Public financial data sources (Market Cap, Stock Symbol)
Industry analysis reports on the automotive supplier market

Founded: 1904
Market Share: Varies by product; top 3 in many core drivetrain segments
Customer Base: Global OEMs: Ford, Stellantis, PACCAR, GM, Daimler Truck
Category:
Automotive Supplier
SIC Code: 3714 Motor Vehicle Parts and Accessories
NAICS Code: 336350 Motor Vehicle Transmission and Power Train Parts Manufacturing
Location: Maumee, Ohio
Zip Code: 43537
Congressional District: OH-9 TOLEDO
Employees: 42000

Competitors

BorgWarner View Analysis

Meritor (Cummins) Request Analysis

American Axle & Manufacturing Request Analysis

GKN Automotive (Dowlais Group) Request Analysis

Schaeffler Group Request Analysis

Products & Services

No products or services data available

Distribution Channels

Dana Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Dana Inc. Q4 2023 Earnings Report and Presentation
Dana Inc. 2023 10-K Annual Report
Dana Inc. Official Corporate Website (About Us, Leadership)
Public financial data sources (Market Cap, Stock Symbol)
Industry analysis reports on the automotive supplier market

Problem

OEMs need efficient, reliable propulsion
OEMs need a partner for the EV transition
Need to reduce vehicle emissions globally

Solution

Complete, integrated propulsion systems
Scalable e-Axles, motors, and inverters
Advanced thermal management solutions

Key Metrics

New business backlog conversion rate
Adjusted EBITDA margin percentage
Free cash flow generation

Unique

Ability to supply full ICE and EV systems
100+ years of drivetrain engineering DNA
Deeply integrated global OEM partnerships

Advantage

Global manufacturing and engineering scale
Long-term customer contracts and trust
Proprietary process and manufacturing tech

Channels

Direct B2B sales force for OEMs
Global network of aftermarket distributors

Customer Segments

Light vehicle OEMs (Ford, Stellantis)
Commercial vehicle OEMs (PACCAR, Daimler)
Off-Highway OEMs (Deere, CNH)

Costs

Raw materials (steel, aluminum, copper)
Labor and manufacturing overhead
R&D and engineering expenses

Dana Product Market Fit Analysis

Updated: October 3, 2025

Dana provides fully integrated propulsion and energy-management systems for global vehicle makers. By combining a century of drivetrain expertise with cutting-edge electrification technology, it enables customers to accelerate their transition to a sustainable, zero-emission future with optimized performance and lower total cost of ownership, all delivered at a global scale. It powers the future of mobility.

SYSTEM INTEGRATION: We deliver complete, optimized propulsion systems, not just parts.

GLOBAL SCALE: We support your platforms anywhere in the world with consistent quality.

ELECTRIFICATION EXPERTISE: We are your trusted partner in the transition to e-mobility.

Before State

Inefficient, complex mechanical drivetrains
High emissions and fuel consumption
Siloed, non-integrated powertrain parts

After State

Fully integrated, optimized e-Propulsion
Zero-emission, sustainable mobility
Intelligent thermal & energy management

Negative Impacts

Higher total cost of ownership for fleets
Failure to meet emission regulations
Sub-optimal vehicle performance and range

Positive Outcomes

Lower operating costs and improved uptime
Regulatory compliance and ESG leadership
Superior vehicle efficiency and range

Key Metrics

Customer Retention Rates

High (long-term OEM contracts)

Net Promoter Score (NPS)

Estimated 40-50 (B2B industry average)

User Growth Rate

Tied to OEM production volumes

Customer Feedback/Reviews

Primarily through direct OEM channels

Repeat Purchase Rates

Very high due to platform-based contracts

Requirements

Deep systems integration expertise
Global manufacturing and validation
Robust software and controls capability

Why Dana

Co-development partnerships with OEMs
Leveraging global engineering centers
Strategic acquisitions for new tech

Dana Competitive Advantage

100+ years of drivetrain application expertise
Ability to scale production globally
Trusted partner status with major OEMs

Proof Points

Billions in EV new business backlog
Content on award-winning vehicle platforms
Key supplier to top truck and auto makers

Dana Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Dana Inc. Q4 2023 Earnings Report and Presentation
Dana Inc. 2023 10-K Annual Report
Dana Inc. Official Corporate Website (About Us, Leadership)
Public financial data sources (Market Cap, Stock Symbol)
Industry analysis reports on the automotive supplier market

Strategic pillars derived from our vision-focused SWOT analysis

Lead in EV systems, not just components

Drive operational excellence and margin expansion

Focus investment on high-return growth platforms

Capture growth from aging vehicle parc globally

What You Do

Engineer and manufacture vehicle propulsion and energy systems.

Target Market

Global vehicle and equipment manufacturers across all markets.

Differentiation

Full system integration capability (conventional and EV)
Global manufacturing and engineering footprint
Long-standing OEM relationships and trust

Revenue Streams

OEM component and system sales
Aftermarket parts sales

Dana Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Dana Inc. Q4 2023 Earnings Report and Presentation
Dana Inc. 2023 10-K Annual Report
Dana Inc. Official Corporate Website (About Us, Leadership)
Public financial data sources (Market Cap, Stock Symbol)
Industry analysis reports on the automotive supplier market

Company Operations

Organizational Structure: Global matrix structure by region and product group
Supply Chain: Global network of suppliers for raw materials and components
Tech Patents: Holds thousands of active patents in propulsion technologies
Website: https://www.dana.com

Top Clients

Board Members

Dana Competitive Forces

Threat of New Entry

Low: High barriers to entry due to immense capital requirements, deep technical expertise, and long-standing OEM relationships.

Supplier Power

Moderate to High: Raw material suppliers (steel, copper) have pricing power. Specialized component suppliers can also exert influence.

Buyer Power

High: A small number of large, powerful OEM customers (e.g., Ford, Stellantis) can exert significant pricing pressure.

Threat of Substitution

Low to Moderate: Few substitutes for core drivetrain systems, but OEMs can in-source or switch suppliers between platforms.

Competitive Rivalry

High: Intense rivalry among a few large, global suppliers (BorgWarner, Meritor) competing on price, tech, and quality.

Analysis of AI Strategy

Updated: October 3, 2025 • 2025-Q4 Analysis

The Dana AI SWOT analysis highlights a significant, untapped opportunity to transform its operational core. The company's primary strength is the immense, proprietary dataset generated by its global manufacturing footprint—a rich resource for training AI models. However, legacy systems and a potential talent gap are formidable weaknesses that must be addressed. The most promising path forward, as identified by the key priorities, is to focus AI initiatives on tangible, high-ROI areas: improving factory efficiency, accelerating product design, and optimizing the supply chain. By treating AI not as a speculative technology but as a powerful tool for operational excellence, Dana can create a durable competitive advantage and fund its broader strategic transformation towards electrification. The focus should be on practical application over pure research.

BorgWarner Meritor (Cummins) American Axle & Manufacturing GKN Automotive (Dowlais Group) Schaeffler Group

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To design efficient propulsion solutions by powering a sustainable, electrified future for mobility.

Strengths

DATA: Vast operational data from 140+ global manufacturing plants
ENGINEERING: Strong foundation in simulation and CAE for design
PROCESS: Established quality control systems to feed AI models
SCALE: Global operations allow for widespread deployment of AI wins
PARTNERS: Tech partners can accelerate AI tool implementation

Weaknesses

SYSTEMS: Legacy IT and OT infrastructure may hinder data integration
TALENT: Internal skills gap in data science and machine learning
CULTURE: Traditional manufacturing culture may resist AI adoption
BUDGET: Limited discretionary budget for large-scale AI projects
STANDARDS: Lack of standardized data formats across global plants

Opportunities

OPERATIONS: AI for predictive maintenance to boost OEE and cut costs
DESIGN: Generative AI to design lighter, stronger, cheaper parts
SUPPLY: AI-powered demand forecasting and supply chain optimization
QUALITY: Machine vision for automated, real-time defect detection
PRICING: Dynamic pricing models for aftermarket parts using AI

Threats

COMPETITORS: Agile rivals using AI to gain a cost or speed advantage
SECURITY: Increased cybersecurity risks from interconnected AI systems
COST: High cost of AI talent and computing infrastructure
INTEGRATION: Inability to effectively integrate AI into workflows
RELIANCE: Over-reliance on flawed AI models leading to bad decisions

Key Priorities

EFFICIENCY: Deploy AI in manufacturing for predictive maintenance
INNOVATION: Use generative AI to accelerate product development
SUPPLY CHAIN: Leverage AI to optimize logistics and inventory
QUALITY: Implement AI-based quality control to reduce scrap rates

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Dana Financial Performance

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Claude

Gemini

GPT

Dana Inc. Q4 2023 Earnings Report and Presentation
Dana Inc. 2023 10-K Annual Report
Dana Inc. Official Corporate Website (About Us, Leadership)
Public financial data sources (Market Cap, Stock Symbol)
Industry analysis reports on the automotive supplier market

Profit: $39 Million USD (Net Income, FY 2023)

Market Cap: $1.8 Billion USD (April 2024)

Stock Performance

Annual Report: View Report

Debt: Net Debt of ~$2.5 Billion (Q4 2023)

ROI Impact: High CapEx for EV transition pressures near-term ROI

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Legacy Transformer

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Dana's ambitious vision to power the EV future is credible but constrained by financial realities (high leverage), reflected in a modest Achievability score. The SWOT is balanced, with significant opportunities in electrification offset by severe margin and debt weaknesses. The OKRs and Core Strategy are high-quality and tightly focused on the correct priorities, but the path is difficult. The resulting index places Dana as a 'Legacy Transformer'—a critical incumbent with the potential to thrive if it executes flawlessly.

SWOT Factors

Upside: 68.0 Risk: 76.0

OKR Impact

AI Leverage

Top 3 Strategic Levers

Execute flawlessly on EV launches to convert backlog to cash

Drive operational efficiencies to expand enterprise margins

Maintain strict capital discipline to deleverage the balance sheet

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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