1、Competing in a software-defined eraMobility 2026 The Voice of Experience InnovatorsExecutive summaryThe customer expectations that drive experience initiativesWhy do OEMs struggle with experience innovation?What are executives focused on?The frontiers of growth:AI and SDVsThe new operating system in

2、 mobilityConclusionAbout the survey36 1218284046490001 0203040506072The Voice of Experience Innovators:Mobility 2026Executive summary003The Voice of Experience Innovators:Mobility 2026Competitive advantage is no longer defined only by engineering,scale and retail reach.Vehicles are becoming platform

3、s.Value is created after the sale,and loyalty is earned or lost through every digital interaction a brand delivers.Two forces have made this shift unavoidable.Customers now live fully in the experience economy,comparing car-buying and ownership to the best digital experiences in retail and hospitali

4、ty.At the same time,software-native competitors are resetting expectations by treating software,data and AI as core to the business model,not a feature layer.Meanwhile,many established OEMs are still organized around projects,suppliers and release cycles built for a pre-digital era.The new playbook

5、in automotive treats software as the operating system of the business,and it governs experience with the same rigor as safety and quality.It also defines what must never be outsourced:the customer relationship,the brand layer and intelligence.These work together and compound over time.This years Voi

6、ce of Experience Innovators:Mobility report finds executive confidence falling even as investment rises,a signal that change is moving faster than organizational readiness.It also shows how leaders are simplifying architectures;clarifying ownership;and aligning software,data and experience around a