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In recent years, the automotive industry has undergone a significant digital transformation, presenting growth prospects throughout the entire value chain: the digital evolution, the urgent shift for sustainability, and the potential for big data generated by advanced connected car ecosystems have fostered a highly dynamic market landscape.
This environment provides brands with the opportunity to reposition themselves strategically and gain a competitive edge over their rivals. The leverage to drive and govern this huge shift is the unique combination of marketing initiatives and enabling technology, both aimed at activating a powerful and efficient engine from the organization’s side, as well as for the customer experience.
To manage this industry’s “moment of truth”, brands need to change their internal culture, shifting from product-centricity to customer-obsession and a data-driven approach that can exploit online touchpoints and apply Artificial Intelligence and Machine Learning models to forecast performances and optimize budget allocation.
The application of new technologies in the industry will bring benefits to all departments, not just in terms of product-level advancements but also in terms of overall organizational growth. Next (and thanks) to electrification, digitalization and autonomous driving, the new main character in the automotive sector will be data, and of course how to effectively harness its potential.
