Automotive Manager 2014

The rapid speed of globalization has made it more challenging than ever for automakers and suppliers to grow profitably and to gain new customers.

One way to get ahead of the competition is to master the use of data. Many examples exist where data can help, such as determining answers to questions like: When is the right time to offer a customer a renewed leasing contract? How effective will a sales campaign with different discount elements be in a specific region? How can production performance be optimized based on new data insights?

The 2014 issue of the AUTOMOTIVE MANAGER focuses on the opportunities the smart use of data creates for the automotive industry and furthermore delivers industry relevant insights for both OEMs and automotive suppliers.

The Power of Customer Data

Automakers need an agile IT process to integrate customer data in a smart way and thrive in the future.

To drastically shorten the integration of customer data across functional areas and sales levels, Oliver Wyman starts a customer value management approach by setting up an agile commercial datamart. This is a dedicated layer across all relevant data sources with a fully agile architecture. It can be set up and loaded with all relevant data within four to five weeks, depending on data complexity. Since it integrates and cleans the data from disparate sources, it also represents “one version of the truth.” In contrast to existing systems and data warehouses, the datamart is designed to answer commercial questions and to allow for rapid response within days.

1WHAT HAS CHANGED THAT DATA BECAME A KEY IN THE AUTOMOTIVE WORLD?

On the one hand, the availability of customer data has changed massively. This is especially driven by the growing reach of connected services and mobility offers. On the other hand, the technology side has changed. Datamarts are now able to provide very flexible commercial data layers. Due to these developments, there is now a chance to push for a more customer- and insights-driven data organization.
2HOW WILL VEHICLE INNOVATION CHANGE IN THE UPCOMING YEARS?

Change in vehicle innovation will be characterized by four global trends. These trends will put a stronger focus on the customer requirements during the research and development phase of a new car. The goal is to give the customer an overall experience that goes beyond the mere ride and handling of a vehicle.
3WHAT HAVE OEMS TO DO TO POSITION THEMSELVES FOR THE FUTURE?

Key to a successful future, amongst others, is a strong brand. In order to create desire, OEMs have to think about how they can best position their brand. To achieve this goal, carmakers need to increasingly be distinctive and authentic. On top of that, they need to establish relevance for the next generation and deliver an experience beyond the mere usage of their car.
4WHY IS FOOTPRINT OPTIMIZATION A GLOBAL SUCCESS FACTOR?

Especially in the supplier field, globalization and establishing a global presence remains very important. Thus, an optimized footprint is still essential to enable many automotive suppliers to either become or remain competitive.