毕马威：2016全球汽车业高管人员调查报告（52页）.pdf

1、Global Automotive Executive Survey 2016 From a product-centric world to a service-driven digital universe KPMGs 17th consecutive Dear readers, “The road to success is always under construction.” This simple sentence, from actor Lily Tomlin, captures the current state of the automotive industry. Look

2、ing at this years survey results we recognize that executives now see definite disruption ahead. We have structured this survey into three chapters: what kind of disruption we are talking about, how to cope with the disruption and whos best prepared. Market growth in emerging markets, especially in

3、China, has long been the number one answer of executives asked about key trends for the next ten years. This year digitalization and connectivity has finally become number one on the executives strategic agenda until 2025, sky rocketing from #9 and #10 in the last two years. With disruption arising

4、from a new digitalized and connected world, it seems the center of gravity of the customer relationship in a connected car is rapidly moving towards tech giants from Silicon Valley. Auto executives are far less optimistic that they can stay in the center of the customer relationship than before. Why

5、? As customers increasingly aim to be always connected, relationships are shifting to a much more service-oriented and new data driven business model for which the traditional automotive industry is rather unprepared compared to other industries, like companies from the information and communication

6、 technology sector (ICT). To be successful, data generated by the car, the driver and other passengers in the car has to be informationally engineered: if this is not done by automotive companies, someone else will. Even more importantly, the results show that almost across all regions the customers