Insights

Moving from innovation to customer experience

Automotive manufacturers around the globe are as innovative as ever, as evidenced by, for example, their annual investments in research and development.

On average, R&D accounts for four percent to five percent of an automaker's total costs, a share that is expected to grow. This effort alone, however, will not be enough to establish a clear competitive edge.

In the coming years, vehicle innovation will be characterized by four global trends. These trends put the focus on customer requirements during the R&D phase to give the user an overall experience that goes beyond the mere ride and handling of the vehicle.

Oliver Wyman

Vahicle Innovation Survey

Moving from innovation to customer experience


DOWNLOAD PDF