2016智能网联汽车调查_EN_64页_1mb

2016 Connected Car Report Summary

Core Content

This report, authored by PwC Strategy& and published in 2016, examines the opportunities and risks associated with the development of connected cars and the path toward fully autonomous vehicles. It explores how technological changes are reshaping the automotive industry and outlines key strategies for automakers, suppliers, and technology firms to adapt and thrive in this evolving landscape.

Main Points

1. The Connected Car Revolution

• The automotive industry is undergoing a significant transformation due to the integration of digital technologies.
• Connected cars are now equipped with Internet access, sensors, and the ability to interact with other vehicles and entities.
• Autonomous vehicles, while still in early development, are expected to revolutionize the driving experience in the coming decades.

2. Market Trends and Profit Shifts

• The connected car market is expected to grow rapidly, with a shift in value from hardware to software.
• By 2022, connected service sales will account for 50% of global sales, down from 70% in 2016, due to falling margins.
• The automotive industry's total revenue is projected to increase from $5 trillion to $7.8 trillion by 2030, but profits will be redistributed.
• Traditional automakers and suppliers may see their share of profits drop from 70% to less than 50% by 2030, with new entrants capturing a significant portion.

3. Key Trends Driving the Industry

• Radically new technology at low prices: Innovations in connectivity, computing, sensors, and software are making advanced features more accessible and affordable.
• New high-tech entrants: Companies like Google, Apple, and Nvidia are disrupting the traditional automotive value chain by offering advanced solutions.
• New mobility concepts: Urban customers are increasingly adopting car-sharing and ride-sharing services, driven by cost reductions and changing consumer preferences.
• Evolving regulatory constraints: Governments are beginning to implement policies that favor electric and shared mobility, which will impact the future of the industry.
• Demographic shifts: Millennials and urban populations are redefining the need for personal car ownership, favoring shared and digital experiences.

4. Value Creation and Monetization

• The report identifies five key ways to monetize connected services:
  • Sales of connected car packages: These are often bundled with new cars and include features like safety, entertainment, and navigation.
  • Use of connected car data for internal efficiency: Leveraging data to improve operations, quality, and product differentiation.
  • Defending list price levels through differentiation: Using connected services to reinforce brand loyalty and customer retention.
  • Establishing a comprehensive ecosystem of consumer services: Revenue sharing models and digital platforms can create new profit centers.
  • Monetizing customer data: Creating databases that can be used in future business models, especially in mobility and multi-modal transportation.

5. Challenges for Traditional Players

• Traditional OEMs and suppliers are struggling to keep up with the pace of innovation and the shift toward digital services.
• Many lack the agility, digital skills, and cultural adaptability to transform quickly.
• There is a need for internal transformation, including rethinking business models, improving operational capabilities, and fostering a more digital-friendly corporate culture.

6. Strategies for Success

• Change mental models: Connected cars are not just products but platforms that require a shift in how companies think about their business.
• Cannibalize cash cows: Offer premium digital experiences rather than just selling technology.
• Set reasonable expectations: Innovation must align with current capabilities and market readiness.
• Focus on customer experience: Use data and analytics to create personalized, sticky services.
• Build ecosystems: Collaborate with other players to create a comprehensive digital ecosystem.
• Invest in future technologies: Prepare for the integration of AI, IoT, and other emerging technologies.

Key Information

• Connected car packages are becoming a major revenue stream, with the potential to evolve into standard features.
• Autonomous vehicles are expected to significantly change the driving experience, but full autonomy is unlikely to be achieved on public roads for 10–20 years.
• China is poised to become a major player in the connected car market, driven by a growing middle class and digital-savvy consumers.
• Cybersecurity is a growing concern, with the need for robust protection against cyber threats.
• OEMs are investing heavily in R&D, but returns are uncertain, and internal challenges remain.

Conclusion

The automotive industry is at a critical juncture as it moves toward a more connected and autonomous future. While there are significant opportunities, there are also substantial risks. Companies must rethink their strategies, invest in digital capabilities, and adapt their cultures to stay competitive in this new landscape. The winners of this transformation will be those that can innovate quickly, understand customer needs, and build sustainable digital ecosystems.