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The Near Future of Automotive Industry

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The automotive industry is changing rapidly, leading some in the field to a conclusion that soon cars may become the most technologically advanced products that consumers will ever buy.
The transition from a primarily mechanical-based to a software-based industry leads some to claim that car manufacturing is focusing less on transportation but rather on technology.
Since those changes will sooner or later affect most of the world’s population, it is fascinating to take a closer look as to what is currently happening in the automotive industry.
The report presents the car industry based on the Customer Value Canvas and will highlight innovation within the core product, added-value services, customer/shopping experience and brand communication, and as they are all important in customer’s overall impression.

Veröffentlicht in: Marketing
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The Near Future of Automotive Industry

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. The Near Future of Automotive Industry May 2016 GAME CHANGERS ON 4 WHEELS 1 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY
  2. 2. ABOUT. At LHBS, we are curious about the brand opportunities that lie at the crossroads of emerging consumer needs, enabling technology and market dynamics. What we learn, we like to share. That’s why we’ve created the Near Futures Series of inspiration and insights reports designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is about The Near Future of Automotive Industry. We hope you enjoy this deck and are able to be inspired by it in your innovation process. This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story. INTRODUCTION UNDERSTAND TODAY. SHAPE TOMORROW. 2 Discover Define Develop Deliver UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY
  3. 3. UNDERSTAND TODAY. SHAPE TOMORROW. INTRO.
 The transition from a primarily mechanical-based to a software- based industry lead some to claim that car manufacturing is focusing less on transportation but rather on technology. Since those changes will sooner or later affect most of the world’s population, it is fascinating to take a closer look as to what is currently happening in the automotive industry. The report will present the car industry based on the Customer Value Canvas and will highlight innovation within the core product, added-value services, customer/shopping experience and brand communication, and as they are all important in customer’s overall impression. LHBS // INTRODUCTION The automotive industry is changing rapidly, leading some in the field to a conclusion that soon cars may become the most technologically advanced products that consumers will ever buy. Magdalena Ludwicka Marketing Strategist at LHBS lhbs.com | ml@lhbs.com INTRODUCTION 3
  4. 4. LHBS // INTRODUCTION INTRODUCTION UNDERSTAND TODAY. SHAPE TOMORROW. 4 Products Experiences Services Communication Customer Value What are the additional services , also non car- related, that the customers can enjoy when they buy a car? What are the trends and innovation within both hardware and software of the car? Is interacting with a brand and shopping for a car a unique and pleasant experience? Is the content relevant for people to consume and share? LHBS Customer Value Canvas
  5. 5. CHAPTER TITLE CHAPTER TITLE UNDERSTAND TODAY. SHAPE TOMORROW. LHBS // INTRODUCTION. 5 POINT OF VIEW. However, this report will intentionally summarise the innovation cases from industry’s major players. The gestation period that the industry imposes on new technologies is very long due to testing and certification, yet the market and consumer expectations change so rapidly that the business needs to quickly adapt. It is particularly interesting to observe how established companies react to those core-shaking changes and re-invent their business models accordingly. Hence, the following pages will give examples of innovations by key industry players that already have an established position on the automotive market, like Volvo, Audi, Ford or Toyota. The automotive market has recently became a playground for startups and smaller innovation hubs. Those companies realised a huge growth potential for themselves in the car industry and were lured by a promise of high revenues. They are already reshaping the industry with their unconventional business models and product ideas. INTRODUCTION
  6. 6. UNDERSTAND TODAY. SHAPE TOMORROW. 6 3rd Most innovation active industry across the top 12 technology sectors Between 2012 and 2013, automotive had the highest percentage change in patent volume of all areas. Source: The state of innovation in the Automotive Industry 2015 - Thomson Reuters Automotive industry LHBS // INTRODUCTION INTRODUCTION
  7. 7. UNDERSTAND TODAY. SHAPE TOMORROW. 7Source: Deloitte 2014 Global Automotive Consumer Study Generation Y Market Potential plan to buy a new car within 5 years plan to buy a new car within 3 years plan to buy a new car within 1 years 64mln 48,8mln 18,4mln INTRODUCTIONLHBS // INTRODUCTION
  8. 8. CONTENT. UNDERSTAND TODAY. SHAPE TOMORROW. ADDED VALUE SERVICE TOUCHPOINTS & COMMUNICATION CORE PRODUCT LHBS // CONTENT. CONTENT 8 SHOPPING EXPERIENCE ƞ ƞ ƞƞ
  9. 9. CORE PRODUCT INNOVATION WITHIN A CAR ITSELF CORE PRODUCT UNDERSTAND TODAY. SHAPE TOMORROW. 9 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY
  10. 10. UNDERSTAND TODAY. SHAPE TOMORROW. 10Source: The state of innovation in the Automotive Industry 2015 - Thomson Reuters Top categories of patent applications ƞ ƞ ƞ ƞ ƞPROPULSION NAVIGATION HANDLING SAFETY & SECURITY ENTERTAINMENT LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  11. 11. UNDERSTAND TODAY. SHAPE TOMORROW. 11Source: The state of innovation in the Automotive Industry 2015 - Thomson Reuters 12500 25000 37500 50000 2009 2010 2011 2012 2013 Overall patent filings in the automotive industry Growth rate >10% CORE PRODUCTLHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY
  12. 12. UNDERSTAND TODAY. SHAPE TOMORROW. 12 The increased use of car data will unlock new customer benefits in 4 main areas Source: McKinsey Car Data; Paving the way to value-creating mobility, 2016 SECURITY - Real-time emergency calls - Early and on-scene accident information to support rescue services - Real-time road hazard warning CONVENIENCE - Reduced breakdown risk and vehicle downtime - Increased customer convenience by concierge services - Improved experience from connected lifestyle TIME - Reduced customer delivery time - Reduced time to find parking COST - Reduced insurance cost - Reduced toll/road tax rate through automated payment infrastructure - Reduced customer mobility cost LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  13. 13. UNDERSTAND TODAY. SHAPE TOMORROW. 13 Car manufacturers are redefining their view of the car itself. It’s about pushing the boundaries a little bit further in every crucial aspect. Aesthetics, speed, components, impact on the environment - as consumers are becoming more informed, all those aspects are getting more crucial for them when making a purchasing decision. PRODUCT HARDWARE The product cycle in the automotive industry is quite long - on average a new car model takes three to five years to develop and launch. Then it usually stays up to 6 years on the market. If a consumer wants new features, he has to buy a new model. Car manufacturers are tackling this problem by starting to offer ‘hardware’ for which consumers would update the OS. Innovations within the hardware will encompass lighter and faster products, made out of less components. Revolutionary use of materials will add value to customer’s lives while at the same time, due to increased scientific research into alternative sources of energy, cars will become more environmentally friendly. LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  14. 14. UNDERSTAND TODAY. SHAPE TOMORROW. 14Source: Deloitte 2014 Global Automotive Consumer Study Consumers from Generation Y see themselves driving an alternative engine in 5 years59% LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  15. 15. LHBS Put the Title of the Report hereUNDERSTAND TODAY. SHAPE TOMORROW. New Eco-Fuel Technology Audi is investing in the development of renewable forms of energy that would use CO2 as a raw material for fuels. The car manufacturer is currently looking into four types of fuels: e-gas, e-gasoline, e-diesel and e-ethanol. The fuels need only four ingredients to produce and have many potential benefits. Explore the Sign Learning Invest in green technologies - eco-friendly and environmentally-conscious consumers will follow. 3D-Printing Revolution of Car Parts Learning Observe innovation in related industries and then use it to your product’s advantage Innovative Car Materials Nissan has created the world’s first self-cleaning car prototype. Nissan's coating creates a texture of geometric shapes whose peaks repel water and some oils. Nissan states that splashing around in mud will still dirty the underbelly, tires and windshield of the vehicle. Explore the Sign Learning Innovation in the hardware can be a game changer for the consumers as well 15 GE opened a new manufacturing facility in India that will solely focus on 3D printing. Parts that are being printed are already by 25% lighter in weight as well and up to five times more durable than when using the traditional methods of manufacturing. They will be applicable in car manufacturing. Explore the Sign LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  16. 16. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Redesigned Car Interior Explore the Sign Regus and Rinspeed introduced XchangE, an autonomous concept car where the two fronts seats swivel backwards to create a meeting space for four people. The car's infotainment system will let workers connect to their office and create presentations. This self-driving car is in the making with a prime focus on turning daily commute into productive times. The XchangE will be driven by ‘steer by wire’ technology. This technology relies more on electric actuators and sensors which will govern the steering. This means the steering mechanism will have less mechanical linkages. 16 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  17. 17. UNDERSTAND TODAY. SHAPE TOMORROW. Owing to the fact that most of carmakers are already offering embedded Wi-Fi in their cars, over-the-air upgrades of the systems will become more common and finally replace visits to the auto shops for a yearly check-up altogether. Vehicle-to-vehicle communication, as well as vehicle-to- infrastructure communication are beginning their ascend in most cities in the world. Soon the driver’s engagement will be reduced to a minimum by equipping cars in software that would make autos ‘talk’ to each other as well as to the street’s infrastructure. 17 The future of automotive industry will largely be built on software developers. Similar to mobile phones, cars will soon become physical products full of adjustable functionalities that could be delivered instantly to users, systematically adapting cars to customer’s needs. PRODUCT SOFTWARE LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  18. 18. UNDERSTAND TODAY. SHAPE TOMORROW. 18 Share of cars connected to the Internet worldwide from 2012 to 2020 Source: www.statista.com Shareofcars 0 % 5 % 10 % 15 % 20 % 25 % 2012 2013 2014 2015 2016 2017 2018 2019 2020 22 % 19 % 17 % 14 % 12 % 10 % 8 % 5 % 3 % LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  19. 19. UNDERSTAND TODAY. SHAPE TOMORROW. 19Source: McKinsey consumer survey on connectivity 2014 and 2015 % of respondents answering ‘yes’ I would switch to another manufacturer if it was the only one offering a car with full access to apps, data and media I would be willing to pay for connected services in my car in a subscription- based model 20 37 21 32 2014 2015 +85% +52% LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  20. 20. UNDERSTAND TODAY. SHAPE TOMORROW. 20Source: Deloitte 2014 Global Automotive Consumer Study Consumers believe there are significant benefits from new vehicle technologies 80% They don’t crash 60% Are highly fuel efficient 29% Drive themselves 35% Are fully connected LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  21. 21. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Software Upgrades Will Come Wirelessly to Your Car Explore the Sign Tesla Motors is revolutionising automotive industry by introducing over-the-air software upgrades to its cars. The innovation starts with P85D Model S sedans by Tesla, but all others will follow. Most of the carmakers are already offering embedded Wi-Fi in their cars, which will enable over-the-air (OTA) software updates. Soon the functions such as self-parking or general performance upgrades will be available through wireless downloads. "The experience is similar to downloading the latest software upgrade for a smartphone," the Tesla spokesperson said. 21 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  22. 22. UNDERSTAND TODAY. SHAPE TOMORROW.Source: V2V Communication Explore the Sign Vehicle-to-vehicle communication systems are on the rise. Governments are taking steps to enable V2V communication technology for light vehicles. This would enable vehicles to 'talk' to each other and, in effect, avoid crashes by exchanging basic safety data, like speed and position, ten times per second, to improve safety. The system uses 'ad hoc network' where every car is free to communicate with any other car available in the network and share equal status. Many automobile manufacturers including are BMW, Audi, Honda, General Motors, Volvo and Daimler working and developing this technology to improve safety, overcome blind spots and avoid accidents. 22 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  23. 23. UNDERSTAND TODAY. SHAPE TOMORROW.Source: IntelliSafe by Volvo Explore the Sign Volvo introduces an innovative co-pilot system in its cars. Volvo's cockpit technology will do most of the work for the driver. It includes bird's-eye-view when parking the car, blind spot information system facilitating switching lanes or adaptive cruise control that would maintain distance to other vehicles ultimately preventing collisions. 23 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  24. 24. IMPLICATIONONE Think about the impact your product has on the environment The impact of a car on the environment plays an important role in consumer’s perception as it reduces their ownership costs. The research into renewable sources of energy and their usage in automotive industry is a race that every car manufacturer should participate it. Green fuels and 3D printing are steps in the right direction. UNDERSTAND TODAY. SHAPE TOMORROW. 24 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  25. 25. IMPLICATIONTWO Use connectivity and automation to your advantage. Vehicle-to-Vehicle and Vehicle-to-Infrastructure communication technologies are the future of automotive industry. Many car manufacturers are already investing in research of those new field and the customers see a huge potential there as well, as it increases safety on the roads. And safety is the best selling point. UNDERSTAND TODAY. SHAPE TOMORROW. 25 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  26. 26. IMPLICATIONTHREE Use the smartphone analogy when designing a car. Use the idea behind a smartphone - aesthetically pleasing hardware that, by connecting to the Wi-Fi, reveals all the new functionalities for the consumer. Offer your clients great hardware that can adapt over time to changes on the market with upgrades of the software or additional features offered via Internet connection. Those features could be delivered by external developers, which opens up new business opportunities for car manufacturers. UNDERSTAND TODAY. SHAPE TOMORROW. 26 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY CORE PRODUCT
  27. 27. ADDED-VALUE SERVICE ENHANCING CAR FUNCTIONALITIES ADDED-VALUE SERVICE UNDERSTAND TODAY. SHAPE TOMORROW. 27 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY
  28. 28. UNDERSTAND TODAY. SHAPE TOMORROW. 28Source: IAB Prosper Insights, 2014 Auto buyer vs. typical adult Own a smartphone Own a tablet 75% 42% 54% 33% …….. …….. …….. …….. …….. …….. LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY ADDED-VALUE SERVICE
  29. 29. UNDERSTAND TODAY. SHAPE TOMORROW. Since most of the car users own mobile phones, those will become irreplaceable in a car-related routine. Apps will enable the consumers to remotely control most features of their cars, but will also play a vital role for a more comfortable driving experience. The drivers will be equipped with digital help during most complex manoeuvres like parking or switching lanes on a highway. Multifunctional dashboard interfaces will ensure that the ride is more pleasant with music control, temperature adjustments or even breathing exercises recommended by the in-car system. 29 Providing a smooth driving experience is not the only top priority for car manufacturers. There is so much more a consumer can do with a car than just drive it. ADDED- VALUE SERVICE LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY ADDED-VALUE SERVICE
  30. 30. UNDERSTAND TODAY. SHAPE TOMORROW. 30 Generation Y expectations of car technology: Easier customisation of a vehicle’s technology after purchase or lease To connect their smartphones to use all its applications from the vehicle's dashboard interface Technologies that help manage daily activities Technologies that help keep them connected to family and friends 57% 49% 46% 52% Source: Deloitte 2014 Global Automotive Consumer Study LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY ADDED-VALUE SERVICE
  31. 31. UNDERSTAND TODAY. SHAPE TOMORROW. 31 The expected growth of the value pool from car data and shared mobility by 2030 1,5 trillion Source: McKinsey Car Data; Paving the way to value-creating mobility, 2016 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY ADDED-VALUE SERVICE
  32. 32. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Volvo Lets You Control Your Car with an App Explore the Sign Not only is there an app that replaces car keys , but the car manufacturer designed an application that enables owners to remotely manage their vehicles’ technology. Volvo cars are now equipped with a built-in feature that enables the driver to access the car’s dashboard, get the door lock status, fuel level, maintenance warnings etc using a downloadable application. The driver can also keep a driving journal, send the car’s location, get directions and plan a trip using the feature. Additional features include roadside assistance, emergency support, automatic collision alert and theft alert. 32 ADDED-VALUE SERVICELHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY
  33. 33. LHBS Put the Title of the Report hereUNDERSTAND TODAY. SHAPE TOMORROW. Volvo Manuals on Your Mobile The car manufacturer offers its customers an app with user guides and videos. The app is a smart substitute for paper manuals. It is easy to navigate and features everything a Volvo-user would need to know (articles and information about the car model, instructional videos, keywords etc). Explore the Sign Learnings Visual aid is more appealing to consumers ‘AirBnB for Cars’ Service by BMW BMW is preparing to become the first carmaker to launch an “Airbnb for cars” service, shifting from vehicle manufacturer to mobility provider. BMW owners will soon be able to earn extra money by renting out their cars. ReachNow is an expansion of BMW’s existing pay- per-minute car rental service, DriveNow. Explore the Sign Learnings Be prepared to adjust the business model and offer consumer additional platforms Audi easy-delivery service Audi launches an easy-delivery service to its customers. In cooperation with Amazon Prime and DHL Parcel Audi wants to start offering a special logistic service. The packages ordered on Amazon would be delivered by DHL directly to a car’s trunk. Explore the Sign Learnings Services not solely related to the car itself are a game changer for consumers 33 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY ADDED-VALUE SERVICE
  34. 34. LHBS Put the Title of the Report hereUNDERSTAND TODAY. SHAPE TOMORROW. Ford Cars Now Talk to Amazon Echo Ford is working on connecting devices like Amazon Echo to be able to control smart home systems including lighting, thermostats or even security systems straight from the car. The same principle could be applied the other way round: you could stop, start, lock and unlock your car from inside the house. Explore the Sign Learning Car-home connection will soon be a standard feature Audi FitDriver Audi plans to connect your smart devices to its in-car system and help you cope better with stressful driving. Audi says it will combine vital stats from your smart watch with information that it monitors and then change the car’s environment to help you stay calm. Explore the Sign Learning Driving comfort will still be a focus of car manufacturers Tesla & Spotify Tesla cars in Europe, Australia and Hong Kong now come equipped in their own Spotify Premium account. Each car will have their own account with access to a full Spotify library for free. Apart from giving a gratis access to music, Tesla cuts the mobile data costs as well. Explore the Sign Learning Cooperations with companies outside automotive industry can benefit both parties 34 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY ADDED-VALUE SERVICE
  35. 35. IMPLICATIONONE Implement agility to your business model Exploiting new monetisation opportunities that arise from innovative car functionalities requires constant adjustment of a business model. It’s not just about selling cars, but more about adding value to customers’ lives in a broader sense. Monitor what’s important for your consumers, then alter your business model and react to emerging trends. UNDERSTAND TODAY. SHAPE TOMORROW. 35 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY ADDED-VALUE SERVICE
  36. 36. IMPLICATIONTWO Cooperate with companies that meet consumer’s complementary needs Implementing extra services in cooperation with non-automotive companies helps consumers save resources like money or time and increases brand loyalty UNDERSTAND TODAY. SHAPE TOMORROW. 36 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY ADDED-VALUE SERVICE
  37. 37. IMPLICATIONTHREE Investigate into new paths that will be possible with car data In-car advertising and hence also decision making and online purchases will be available while driving a car. Vehicles could carry the consumer to the point of purchase after the decision-making process. It would be applicable for non- automotive-related purchases as well. UNDERSTAND TODAY. SHAPE TOMORROW. 37 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY ADDED-VALUE SERVICE
  38. 38. SHOPPING EXPERIENCE NEW WAYS OF EXPERIENCING BRANDS SHOPPING EXPERIENCE UNDERSTAND TODAY. SHAPE TOMORROW. 38 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY
  39. 39. UNDERSTAND TODAY. SHAPE TOMORROW. 39 Digital is key to driving premium perception. McKinsey analysed 24 customer touch points for more than 9,000 new car buyers to better understand which touch points drive customers’ premium perception and, hence, willingness to pay. A factor analysis identified seven core touch point dimensions of customers’ willingness to pay. Of these, digital experience ranked second most valued, just behind live experience. LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY SHOPPING EXPERIENCE
  40. 40. UNDERSTAND TODAY. SHAPE TOMORROW. Customer experience starts even before the product purchase. The concept expands from retail to online and encompasses all the media and platforms that enable consumers to get to know the brand and what it stands for. As said before, cars may become the most technologically enhanced products that most consumers will ever buy. Yet the shopping experience should be kept as easy, stress-free and fun for the consumer as possible. Automotive industry is giving its customers an opportunity to not only play with the product’s features, customise it and test it before the purchasing decision, but also to learn about the brand in a more informal environment. 40 Customers experience brands in many different ways. In order to create a pleasant brand image, companies need to align their effort on every platform that consumers come in contact with. SHOPPING EXPERIENCE LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY SHOPPING EXPERIENCE
  41. 41. UNDERSTAND TODAY. SHAPE TOMORROW. 41Source: McKinsey 2013 Retail Innovation Consumer Survey Find city stores appealing to very appealing Brand experience most appealing to consumers 61% Small stores in prime city centre locations exhibiting only limited products physically, often supported with digital technologies; focus on customer and brand experience LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY SHOPPING EXPERIENCE
  42. 42. UNDERSTAND TODAY. SHAPE TOMORROW. 42Source: Retail’s Main Event: Brick & Mortar vs. Online, RetailNext 84% of consumers believe that retailers should be doing more to integrate their online and offline channels. LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY SHOPPING EXPERIENCE
  43. 43. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Intersect by Lexus- Luxury Brand Experience Space Explore the Sign Lexus, in cooperation with a Japanese design firm Wonderwall, opened in Tokyo a luxury brand experience space. Surprisingly, the store is neither a dealership, nor a traditional retail spot and there are no cars in sight. The purpose of the venue is to give visitors a true Lexus- experience through art, design, fashion, culture, film, music and technology without them actually being under a steering wheel of the car. Potential customers visiting the space can enjoy a beverage at the cafe, admire designer pieces of furniture, use the on-site collection of books while listening to carefully selected pieces of music. 43 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY SHOPPING EXPERIENCE
  44. 44. UNDERSTAND TODAY. SHAPE TOMORROW. Ferrari AR Showroom Ferrari's Australasia dealerships are now offering an augmented reality application that allows potential customers to immediately customise the sports cars. Customers will be able to see the car in different colours, with certain extras and other options. They will also be able to see more detailed information about the components of each car. Explore the Sign Learnings Make use of new technologies to increase brand loyalty Tesla’s Way of Selling Cars Tesla Motors created rich, interactive shopping spaces engaging people in Tesla-experience. The strategy was to open stores in high traffic retail locations and educate customers in a less formal environment. The store’s space was created to address the 4 customer needs. Explore the Sign Hyundai’s ‘Digital First’ Showroom Hyundai has opened the UK’s first ‘digital-first’ car showroom where car shoppers browse and buy primarily via screens. Customers input their current car, budget, financing options and the system returns a list of potential cars that they can then customize with color, fuel type, transmission, etc. Explore the Sign Learnings Rethink the design of your shopping space Learnings Let the customers play with the product’s features prior to purchase 44 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY SHOPPING EXPERIENCE
  45. 45. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Audi Virtual Cockpit Explore the Sign The new Audi TT brochure uses conductive print to turn the brochure into a smart surface which connects to a mobile app to deliver an augmented reality experience. Audi's Virtual Cockpit uses smart surfaces to turn a brochure into a storytelling platform. By hacking into the conventional sales brochure by using conductive technology, Audi has opened up the possibilities for this important touchpoint in the customer journey. The design of the brochure allows prospective buyers to launch the Audi Virtual Cockpit app, which connects to the brochure via Bluetooth and responds to the touching of hotspots printed on the brochure. The brochure's smart functionality even includes customising the car's features and requesting test drives. 45 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY SHOPPING EXPERIENCE
  46. 46. IMPLICATIONONE Use a broad spectrum of stimuli to increase brand loyalty Increase brand recognition not by focusing on one product but by enabling your customers to immerse in a full brand universe. UNDERSTAND TODAY. SHAPE TOMORROW. 46 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY SHOPPING EXPERIENCE
  47. 47. IMPLICATIONTWO Enable your customers to play and experience the product Design spaces that welcome consumers to learn more about the product and its features in a fun and interactive way. UNDERSTAND TODAY. SHAPE TOMORROW. 47 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY SHOPPING EXPERIENCE
  48. 48. TOUCHPOINTS & COMMUNICATION STAND OUT FROM THE CROWD TOUCH POINTS & COMMUNICATION UNDERSTAND TODAY. SHAPE TOMORROW. 48 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY
  49. 49. UNDERSTAND TODAY. SHAPE TOMORROW. 49 The majority of consumers spend more than 10 hours researching and considers 3 or more brands before they purchase a vehicle Source: Deloitte 2014 Global Automotive Consumer Study LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY TOUCH POINTS & COMMUNICATION
  50. 50. UNDERSTAND TODAY. SHAPE TOMORROW. Marketing efforts are becoming increasingly consumer-driven. Due to the rise of social media, nearly 80% of the online brand content is user-generated. In order to engage customers into an active conversation about a brand or a product, companies need to be authentic, provide interesting content and most importantly, promote the brand on different platforms in a way that consumers feel is fun and enjoyable. Within the automotive industry, it is crucial to focus the brand communication not only on a product itself, but more on the lifestyle associated with a particular brand. 50 A major challenge in today’s commercially-driven society is to create content that people seek, not avoid. Consumers are bombarded with advertising on every platform, but once you stand out from the crowd you’ll be rewarded with brand loyalty beyond compare. COMMUNI- CATION LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY TOUCH POINTS & COMMUNICATION
  51. 51. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Toyota Creates a Climbable Billboard at New York’s Times Square Explore the Sign The car manufacturer together with Saatchi & Saatchi agency created a 10-story billboard that is climbable by professionals and amateurs. The project introduces a new Toyota RAV4 Hybrid model and the idea behind it was to create something extraordinary, illogical that would generate instant buzz on social media. The giant rock catches the eyes of passers-by who immediately post on social media. 51 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY TOUCH POINTS & COMMUNICATION
  52. 52. LHBS Put the Title of the Report hereUNDERSTAND TODAY. SHAPE TOMORROW. Chevrolet ‘Real People, Not Actors’ The car manufacturer launches a campaign that challenges consumer’s perception of the brand. The campaign features real people, potential clients of Chevrolet, being introduced to different models of sedan. The focus is on new, technical features of the car. It has already proved very successful. Since its debut retail sales have increased every month. Explore the Sign Learning Testimonies from real people are more believable to consumers Audi’s #WOMENDRIVERS In a new Twitter campaign, Audi Ireland has tackled the stereotype that women are bad drivers. The automaker has posted a series of images that appear to make fun of women drivers; however, the tweets contained links that reveal that women are not only not stereotypical bad drivers, but rather real drivers in fields like technology, science, and sports. Explore the Sign Learning Create content that questions stereotypes and disrupts equilibrium Ford ‘Unlearn’- Campaign The car manufacturer asks people to ‘unlearn’ what they know about the world and let go of preconceptions about the brand itself in their new campaign for a UK market. The campaign is part of the re-branding strategy of Ford, that wants to transition to an auto and mobility company that sells services and not just cars. Explore the Sign Learning Serious subjects presented in a fun way are more remembered by consumers 52 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY TOUCH POINTS & COMMUNICATION
  53. 53. UNDERSTAND TODAY. SHAPE TOMORROW. BMW’s 360 Film Featuring GiGi BMW tapped model Gigi Hadid to star in their interactive film promoting the new BMW M2. The ad is a high speed shell game where the viewers are invited to test their capacities to stay laser-focused on the ride with the beautiful woman in it. The ad was shot in both normal and 360 versions. Explore the Sign Learnings Engaging carefully selected celebrities as testimonies to the product speaks volumes to younger generation Aston Martin’s Soundcloud Account Aston Martin's Soundcloud account lets you experience what it would be behind the wheel of the car of your dreams. The account takes you on a journey through an entire range of sounds– from starting up the car, speeding up and zooming right by. Explore the Sign Audi’s Wi-Fi Network Names The luxury German automaker Audi trolled its competition at the New York Auto Show by creating open Wi-Fi networks that listed why its new A4 sedan was better than other cars. The move seemed slightly out-of-character for the normally gentlemanly Audi. Explore the Sign Learnings Seek for unconventional platforms to market your product Learnings Fun and witty marketing methods are most admired by customers 53 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY TOUCH POINTS & COMMUNICATION
  54. 54. UNDERSTAND TODAY. SHAPE TOMORROW. Audi’s Social Stunt Audi brought in an Italian endurance racing driver, to create a video where he drives the Audi R8 to skid the number 500,000 into the ground. In fact, the video got so much love that Audi decided to broadcast it on TV to engage new audiences, particularly in Germany. All these efforts worked together to grow their fans by 17%. Explore the Sign Learnings Celebrate milestones by engaging your customers Lexus Overboard Lexus unveiled a levitating hoverboard and are renovating a skatepark to include the metallic surfaces their board needs in order to operate. The move is an attempt to show the viability of a realistic consumer product by overcoming several hurdles, in this case, incorporating an infrastructure of metal lanes into skate parks to accommodate for the boards design. Explore the Sign Buick - Pinboard to Dashboard In their campaign, Buick has called on nine of the most influential Pinfluencers to create a brand image around its Encore model. The Pinterest influencers have been asked to create their own inspirational boards regarding the new model and with a fresh perspective. Explore the Sign Learnings Let your company’s credo be visible through your marketing actions Learnings Engage influencers only on platforms they feel comfortable with 54 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY TOUCH POINTS & COMMUNICATION
  55. 55. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Mercedes-Benz Whatsapp-Newsletter Explore the Sign The car manufacturer has launched a new initiative to connect with its customers and fans. Whatsapp-Newsletter has been introduced as a means to communicate with the fans about most recent events from the Mercedes-Benz universe. Customers can choose between two channels - Formula One (racing results) or Deutsch Tourenwagen Master (racing results, training etc). Activation as well as de-activation of the service is intuitive- all you need to do is send a Whatsapp text to Mercede-Benz. 55 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY TOUCH POINTS & COMMUNICATION
  56. 56. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Toyota collaborates with latin musicians on Snapchat Explore the Sign Toyota is using Snapchat and popular Latin musicians to create an innovative storytelling experience. Toyota has partnered with Latin artists for a unique Snapchat piece that requires users to follow each account and place three smartphones side by side. Users follow the personal accounts of the three artists on Snapchat and then line up their smartphones to view the piece in its entirety. The campaign is to promote its RAV4 Hybrid vehicle. 56 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY TOUCH POINTS & COMMUNICATION
  57. 57. IMPLICATIONONE Show your brands personality Take creative risks when it comes to advertising and, in return, make lasting impression by your consumers. Play with new platforms and media, go beyond a pure driving experience and most of all, remember to appreciate your customer’s engagement and loyalty. UNDERSTAND TODAY. SHAPE TOMORROW. 57 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY TOUCH POINTS & COMMUNICATION
  58. 58. IMPLICATIONTWO Provide consumers with relevant content The marketing efforts are only effective, as long as they resonate with your target audience. Research into who your customers really are and what they enjoy. UNDERSTAND TODAY. SHAPE TOMORROW. 58 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY TOUCH POINTS & COMMUNICATION
  59. 59. IMPLICATIONTHREE Have a conversation with individual customers Engage in an interaction with individuals. It builds trust, promotes positive brand image and sets you apart from your competition. UNDERSTAND TODAY. SHAPE TOMORROW. 59 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY TOUCH POINTS & COMMUNICATION
  60. 60. LHBS Put the Title of the Report here HUB. UNDERSTAND TODAY. SHAPE TOMORROW. INSPIRATION-HUB The Inspiration-Hub is a service that gives marketing teams constant access to the latest insights and inspiration, so that they can develop more relevant marketing ideas. http://www.inspiration-hub.com INSPIRATION-HUB 60 REQUEST A DEMO. LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY
  61. 61. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT LHBS. Define Develop Deliver We are an unconventional strategy firm that helps clients to better understand today and successfully shape tomorrow. LHBS has extensive experience & expertise in business development, brand building and customer experience. The firm works across all major industries for clients from the FT Global 500, German Mittelstand and fast growing startups. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 61 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY We work with our clients to build more purposeful and therefore more profitable relationships with the customers. In a rapidly changing business world, we are committed to watch, listening and translating sign of change into strategic opportunities and powerful ideas for products, services, experiences and communication. http://www.lhbs.com
  62. 62. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   UNDERSTAND TODAY. SHAPE TOMORROW. IMPRINT www.lhbs.com THANK YOU 62 LHBS // THE NEAR FUTURE OF AUTOMOTIVE INDUSTRY

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