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