All across the globe, the automotive industry is undergoing strong and rapid change. New markets, new customer groups, and new technologies are presenting manufacturers with numerous opportunities and challenges. Above all, it is important for them to address changed customer expectations in traditional and new markets, and to grow.
At the same time, OEMs must differentiate themselves more strongly from competitors by placing a greater focus on their market positioning in the future. Lippincott, a company of the Oliver Wyman Group, has formulated action recommendations based on the four key brand aspects of uniqueness, authenticity, relevance, and holism under the title "Driving the Future – Positioning your brand to create desire in the new automotive reality". In concrete terms, they are:
- To reinterpret and define one's own profile and brand,
- To stay true to an unchanging and strong brand essence, and supplement it with flexible attributes depending on the market,
- To address the various requirements of different customer groups,
- To not only link the brand experience to the vehicle, but also extend it to all touch-points between the customer and the brand.
