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2019 | OriginalPaper | Buchkapitel

18. Innovation and Digital Transformation in the Automotive Industry

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Abstract

On the eve of the 2020s, the concept of “digital transformation” is discussed increasingly frequently in the car industry. It has brought about a profound change in the competition in all sectors of the economy, so this chapter examine how significant its effects are in various sectors. Analyzing the current situation regarding specific trends in the automotive industry, the aim is to offer a prediction as to the evolution of marketing strategies as we move towards the 2030s. Three forces, acting together, created the new digital world. The first, in order of time, was the exponential growth and ever lower costs of computer power. The second force is the value of networks, which has grown as they have grown in size, and the third is that more data have been transmitted at an ever lower cost using cloud computing technology. In car industry political, environmental, social, and economic trends are changing the competition. Faced with technological change occurring at an exponential rate, companies are much slower. Filling or reducing the gap is the main challenge faced by management. Furthermore, in the automotive industry four innovative trends merit particular attention thanks to their likely rapid evolution over coming years and their impact on the entire industry: mobility services instead of vehicle ownership; increasing demand for connected services; autonomous driving; and electromobility (EV). The chapter tries to answer to the following question: Why, even though it is difficult to predict the consistency of EV and driverless cars demand, are almost all manufacturers investing significant amounts?

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Fußnoten
1
Toyota is preparing for a potential future where people don’t buy cars. That’s behind the hefty investments that the company has made in ride-hailing providers, most prominently the $1 billion that it poured into Southeast Asian leader Grab. With Uber Technologies Inc.—into which Toyota poured half a billion dollars—the automaker is designing a specialized minivan for their robotaxi project. “Toyota, plowing millions into Uber, eyes the future of cars”, Automotive News, 28 September 2018.
 
2
Who is driving the connectivity agenda? To Agustin Martin, Toyota VP New Mobility and Connected Car; two questions were asked: (1) Who is driving the connectivity agenda? Is it mostly coming from consumers or manufacturers? The response was: Consumers. There is a clear desire on their part to have a seamless life. We must respond to this and technology is the enabler. (2) What is the biggest challenge for connectivity and how will you address it? Response: Adjusting a 100-year-old planning process to the “I want it now” mindset of today’s consumers. We will do this through wider collaborations than ever before, both inter and intra industry as we are both trying to satisfy the same consumer. This seamless life that consumers want requires many operators and industries to talk to each other and this makes it one of the most exciting moments in our history. From Global Monthly, September 2018.
 
3
Waymo leads traditional automakers. “In the race to start the world’s first driving business without human drivers, everyone is chasing Alphabet’s Waymo. The Google sibling is ahead of traditional automakers such as General Motors, Mercedes-Benz and Audi by at least a year to introduce driverless cars to the wider public. A deal reached in January to buy thousands of additional Chrysler Pacifica minivans, which get kitted out with sensors that can see hundreds of yards in any direction, puts Waymo’s lead into perspective.” Source: “In self-driving car race, Waymo leads traditional automakers”, Automotive News, 8 May 2018.
 
4
Waymo the first without a backup driver. “Alphabet Inc.’s Waymo unit on October 2018 became the first company to receive a permit from California to test driverless vehicles without a backup driver in the front seat. Although self-driving vehicles are designed to obviate the need for a driver, most testing thus far has been with a safety driver behind the wheel who can take over in case of emergency. New regulations adopted by the state allowing companies to test on public roads without a driver with a special permit took effect in April 2018. The new requirements call for remote control technology, which allows for a remote operator to take control of a vehicle if the underlying autonomous system inside the car encounters problems.” Source: “Waymo gets first California ok for driverless testing without backup driver”, Automotive News, 30 October 2018.
 
5
Honda Motor Co. spent roughly two years convincing Google’s Waymo to share the technology of autonomous vehicles. In October 2018, however, it surprised the industry by taking another route, investing $2.75 billion with General Motors Co.’s self-driving unit. GM’s Cruise unit and Waymo have been locked in close competition. Now, both are squaring off in a battle for leadership, having made splashes with two big-name partners. GM won backing from SoftBank Vision Fund a few months before securing Honda’s investment, while Waymo has teamed up with Tata Motors Ltd.’s Jaguar. Source: “GM cuts in front of Waymo to seal self-driving deal with Honda”. Autonews News, 4 October 2018.
 
6
“I’m not afraid of disruption” AutoNation CEO Mike Jackson said at a conference organised by Automotive News “Transitioning to autonomous vehicles that don’t need a driver’s supervision”—levels 4 and 5—“is exponentially complex and expensive,” Jackson said. “The step up to Level 4 is the difference between putting a man on Mars and a man on the moon. We’ve put a man on the moon, but we haven’t gotten anybody on Mars yet.” The cost of a level 4 system could be between $100,000 and $200,000 per unit, he said. “No consumer is ever going to pay that kind of money for personal use of a Level 4 or Level 5 system.” Source: “Keeping disruption in perspective”, Automotive News, 5 October 2018.
 
7
“The formula for boosting vehicle electrification is not complicated: combine hefty purchasing subsidies with a vast recharging network and sales will take off almost immediately. China did this, not only to clean the air in some of the most polluted cities in the world but also to accelerate the development of a domestic auto industry that was lagging behind Western competitors in terms of internal combustion engine technology. The result? Almost 40% of the 3.2 million full-electric vehicles worldwide are in China, where consumers can choose from 92 models. They also can use one of the more than 241,000 charging stations—more than half of the 424,000 available worldwide, based on data from turnaround specialist AlixPartners.” Source: “Why China is by far the world’s largest market for full-electric cars”, Automotive News, 5 August 2018.
 
8
“… make up a tiny fraction of U.S. light-vehicle sales, but plenty of competition is on the horizon, with more than 60 battery-electric and plug-in hybrid models slated to reach dealerships by the end of 2020”. Source: “Nearly 100 electrified models slated to arrive through 2020”, Automotive News, 5 October 2018.
 
9
“PSA exec outlines risks and rewards from leap into mobility services”, Tiny titans, Automotive News Europe, September 2017.
 
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Metadaten
Titel
Innovation and Digital Transformation in the Automotive Industry
verfasst von
Elena Candelo
Copyright-Jahr
2019
DOI
https://doi.org/10.1007/978-3-030-15999-3_18

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