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Digitalization – please wait
A current study by the international consulting institute Berylls Strategy Advisors shows that European car manufacturers are very hesitant to embark on the path to digitalization.
Digitalization – please wait
Although they are constantly confronted with new advances from digital players such as Tesla, Google, Uber and Apple in the field of mobility, only a few European OEMs are already consistently implementing digitalization strategies. This is shown by a study by Berylls Strategy Advisors in collaboration with the Institute for Information Systems and New Media (WIM) at the LMU Munich. Key result: “Even if the first changes in the attitude of top management and the corporate culture can already be observed, the manufacturers still have a long way to go to ensure that the cultural transformation is successful,” says Matthias Kempf from Berylls.
Digitalization also in retail
A survey of management representatives at a total of six European premium and volume manufacturers shows that the topic of customer centricity is becoming increasingly important. In addition to the digitalization of products and processes, this will also lead to increased digitalization of the customer interface in the medium term - for example through new interaction options between OEM and customer via the infotainment system in the connected vehicle or through the introduction of online stores for the direct sales of new cars. Although some interviewees point out that the majority of sales and profits are still generated via the classic business model, other interviewees admit that the first losses are already being felt in the automobile trade. Margins in retail are already declining today due to the activities of new digital players such as autohaus24.de or mobile.de in German-speaking countries, Autotrader.com in the USA or Tmall.com in China.
Conclusion of the study authors:There is still no “Kodak” moment in sight for the automotive industry, but the sometimes unexpected advances of new competitors from other industries in the areas of electrification, mobility services or autonomous driving already give an idea of the disruptive thrust that is still to come for the industry.