The digitization of the automotive industry is one of the most challenging topics facing vehicle manufacturers. But the word digital can be misleading because, in reality, there is no digital any more.
The challenge is about creating completely integrated customer experiences. As the “mobility paradigm” edges closer, digital will be an essential part of any strategy for building enduring customer relationships across the automotive experience. Digital will increasingly act as a platform for connected services and on-demand content.
The test for automakers will be in determining how they can create brand differentiation based on a proprietary mobility experience.
The Brand Perception Journey
Strategy to action: translating strategy into brand perception