5
B) Digitalization is an important driver in changing
customer requirements
FROM PRODUCT-CENTRICITY…
…TO CUSTOMER-CENTRICITY
OUTLOOK
Engine
Sustainability
Navigation
CUSTOMERS
COMPONENTS
CAR
Infotainment
system
AC
Design
• Focus on product, product features, and add-ons
• Products and solutions oriented to car
Auton.
driving
Sensor
technol.
Model
variety
?
OEMS
REQUIREMENTS
?
?
CUSTOMER
Customization
Style
Connected Car
Connectivity
• Focus on customers and their user experience
• Products and solutions oriented to customer
demand
The concept of autonomous driving
will develop further and become a
part of the user experience. It is
estimated that by 2030, one fifth of
all new cars sold will be self-driving.
Sensor technology will allow users
to constantly assess and connect to
the environment (e.g. V-2-V [1] and
V-2-I [2] communication).
Car models will vary based on
the purpose of travel (10-minute
commute to work, long distance,
leisure).
The car is perceived as a second
living room and requires
customization of observable
features (e.g. design, seats)
as an expression of customers’
personal styles and ways of living.
Customers seek sustainable
products and materials to satisfy
their “green” consciousness.
Connectivity as a must-have:
customers connect the car
with their digital lifestyles and
the digitalized world.
[1] Vehicle-to-vehicle [2] Vehicle-to-infrastructure
Source: goetzpartners analysis