Competing for Connected Consumers
The market demands more than just e-mobility and engineering—customer expectations are geared towards connected and mobile products and services that offer a holistic customer experience (CX).
According to McKinsey, digital connectivity is a key aspect driving the German automotive industry toward digital transformation. This includes an operating and design system that combines connectivity and software. But there is a lack of tech pioneers and software revolutionaries creating the foundation for this experience.
Mercedes is leading the way and has already developed the Mercedes me Store app, a mobile marketplace that enables selection, purchase and activation of digital services. Key factors in gaining momentum for further development are customer response and human resources on the part of the automakers.
The guest article by CEO Kai Müller in “HANSER automotive” provides answers on how German manufacturers can take on this new challenge and avoid ending up merely as hardware suppliers for Apple CarPlay.