An Industry in Transformation:
From selling Cars to Software & Service Subscriptions
The transformation of the automotive industry is challenging its fundamental business models. On one hand, the manufacturers have to disrupt their own businesses with new mobility services, on they other hand. they have to continue driving performance and defending their current core business. This generates a number of challenges but also opportunities at all levels of the business.
From Car Manufacturers to Retail-driven Lifestyle brands
It seems like an interesting contradiction: on one hand, automotive manufacturers won numerous marketing awards for their creative campaigns, on the other hand, they know that excellence in advertising is not the same as becoming a real lifestyle brand. Also, as many of the automotive brands (still) heavily rely on dealer networks, they do not have the same depth of understanding of the retail world. Transferring best-practices from the highly-competitive retail world, and leveraging the experience with effective (social-media) lifestyle marketing & communications will be crucial in order to (re-)position automotive brands for the future.
Understanding customer journeys, CRM-Activation & Retention Management
With the changing role of dealer networks and the increasing direct-to-consumer business, automotive brands will have to make the next step in understanding customer journeys and finding out what drives customer decisions. While finding more ways to build up their own global CRM-database, brands will have to develop ways to systematically unleash the potential of their established customer base. A lot can be learned from advanced consumer-product and retail-brands.
Let’s get inspired and explore your future together.