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Technology: Digital Car – Sitting ducks
The automakers are firmly in the crosshairs of the digital ecosystems The Geneva auto show is in full swing and most of the automakers are all singing from the same hymn sheet. Top of the billing is VW which has said that it is convinced that it will become a leading provider of mobility by 2025. Many of the other automakers have said similar things, giving similar timelines, but crucially none of them have said exactly what they mean or how they intend to get there. If VW means that it will make products that can move then there is no problem, but we suspect that it wants to become a company that sells products that are instrumental in the user’s Digital Life. For all of the automakers, this is crucial because Digital Life is increasingly becoming a factor in the purchase decision of an automobile. Delivering Digital Life to a user in the auto in a way that is easy and fun to use but also unique to the automaker will improve preference and therefor pricing. It also gives the automaker an opportunity to have a much better relationship with the consumer which will also improve stickiness when it comes to buying another automobile.
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