The organizational structure of your product catalog is the backbone of your eCommerce store. After all, it’s pretty difficult to sell products if your customers can’t search for and/or find them. What that means for your store is that you need to categorize your product listings in every relevant way possible to ensure that your shoppers don’t come up empty-handed when they’re browsing for a component.

Every competent aftermarket automotive shop has that functionality built in with products categorized by vehicle year, make, and model. However, one very important (and potentially lucrative) spec is missing from most automotive product listings: the chassis codes of compatible vehicles. In this guide we’ll break down the need for Chassis Codes and how to incorporate them into your automotive aftermarket website.

What Are Chassis Codes?

Essentially, a chassis code is like a meta description of a vehicle. It designates what chassis a car is built upon, which is often shared across numerous models and makes. For example, the LX chassis platform owned by Chrysler was used by the Chrysler 300, Dodge Magnum, and Dodge Charger produced from 2005 to 2010 – two brands and three models built for five years, but only a single chassis code.

If you want a more in-depth crash course on chassis codes, Speedhunters has a great write-up including a lot of the most common models that car enthusiasts will be shopping for by chassis. And Active Auto shows a great example of Chassis Codes. 

Why Do Customers Shop By Chassis Code?

The main reason customers search for aftermarket parts by chassis code is simply that it’s easier. Instead of repeatedly typing in the year, make, model, and trim of their vehicles – keywords which often aren’t even featured on product listings – shoppers simply type a two- to four-digit chassis number.

Another reason shoppers turn to chassis codes is that product listings often don’t include every model of compatible vehicle. In many cases that would be impossible – some components would have to feature sprawling lists of dozens of models to include every compatible year and trim level.

On the other hand, a single chassis code keyword can give shoppers all of that same compatibility information without having to scroll through endless lists.

How to Incorporate Chassis Codes into Your Web Store

Here’s where things can get a bit tricky. Most likely, all of the meta data for the products featured on your store is scraped from supplier databases. That means you’ll have to wade into the back end of your website to automatically update your listings and include chassis codes Magento or BigCommerce product attributes are useful when mapping chassis codes and vehicle qualifiers to products because you can set specific attributes to display on the product pages, be searchable in the site search and filterable from category pages. However, that’s just the first step – you still need to create content to help rank for those searched chassis terms and show customers you’re relevant and reputable in the industry. 

Luckily, there’s an easy way to take advantage of this marketing solution with some hands-on content:

1.  Identify a number of vehicles and compatible chassis codes that you want to target with your marketing.

2. Create a separate page or blog post dedicated to each chassis code.

3. Make the pages SEO-friendly and include a relevant H1 title. For example, “A List of Upgrades Compatible with the Chrysler LX Platform”.

4. Write some brief, keyword-rich content that is relevant to the chassis code. Mention vehicle years, makes, models, and trim levels that fall under the chassis code to make your content even more searchable.

5. Include a list of compatible components that you sell arranged by category. You don’t have to include every part you offer, but be sure to highlight your best sellers and highest margin products.

A. Mapping chassis codes to products can make this a breeze, and automate lists as you update product data.

6. Share those pages via social media, email them to target segments of customers you know have those vehicles and try distributing those links to suppliers or enthusiasts to link back to your site now that you’ve created a valuable reference resource.

7.  Repeat the process for every chassis code you want to target.


When you’re finished, you’ll have a repository of relevant, SEO-friendly pages for shoppers to land on for years to come whenever they type their vehicle chassis codes into Google. That should help you scoop up a ton of new customers even without making back-end changes to your product categories and databases.

Of course, if you do want to go all-out and optimize your product listings to increase sales volume and user experience – or if you merely need help creating quality chassis code content and marketing it properly – Interact One has your back.