Purpose of the master thesis is the description and analysis of the role of the dealer margin and bonus system as one of the central steering instruments of the manufacturer - dealer relationship, with reference to the actual legislative framework regarding automotive distribution and on the basis of a comprehensive study of the automotive aftermarket and description of automotive distribution channels. On the basis of the researched data and findings, conclusions are drawn how to design and improve a bonus and margin system regarding a more efficient and result-oriented and loyalty building bonus model in the automotive spare parts business. The practical implementation is shown on the basis of a management process. The master thesis is based on a comprehensive literature study in combination with an analysis of practical approaches to gather valid and actual data. Internet sources and research studies were used as well.