During the last twenty-five years, the automotive customer journey has become more complex as incumbent automakers tried to establish direct…
Software-Defined Vehicles greatly facilitate the vehicle’s electrification, optimization and personalization, as well as the attainment of higher levels of driving automation. More broadly, these vehicles change how the industry designs, makes, sells, and services vehicles, and in the process enable a new customer experience.
During the automotive industry’s current boom phase OEMs are announcing big, multi-year investments in new vehicle platforms that combine electrification with increasing driving automation. Because under new mobility data and loyalty will become central forms of value, OEMs must also consider deploying the loyalty-enhancing data-driven services these platforms enable. The services they introduce and the business models they use to monetize them will determine whether they become like Apple, AT&T or Foxconn in the customer relationships they develop.
