2016年-数据局_毕马威：2016全球汽车业高管人员调查报告_52页_3mb

KPMG Global Automotive Executive Survey 2016 Summary

Core Content

The KPMG Global Automotive Executive Survey 2016 highlights the transformative shift in the automotive industry driven by connectivity and digitalization, which has now become the top strategic trend for the next decade, surpassing traditional growth drivers like emerging market expansion and alternative powertrain technologies. The survey involved 800 senior executives from 38 countries, representing all segments of the automotive value chain, including ICT companies for the first time. Additionally, over 2,100 consumers were surveyed to provide a customer perspective.

The survey reveals that the customer relationship is shifting from being product-centric to service and data-driven, with data becoming a key asset. Executives are increasingly aware that traditional OEMs may struggle to retain control over the customer interface in a connected car, as tech giants from Silicon Valley and ICT companies are expected to take a leading role in the future.

Main Points

1. Key Trends Until 2025

• Connectivity and digitalization is now the number one key trend, with 50.1% of executives rating it as extremely important.
• Market growth in emerging markets remains a significant trend but has dropped from #1 in 2015 to #4.
• Battery electric mobility has risen from #9 to #3, while hybrid electric vehicles are at #2.
• Fuel cell electric vehicles remain at #5, and autonomous driving is also rising in importance.
• Customer data and big data are now seen as a key trend, with 41.8% of executives rating it as extremely important.

2. Disruption is Expected

• 82% of executives believe a major business model disruption is extremely likely or somewhat likely within the next five years.
• Connectivity is the main driver of this disruption, with 22% of executives expecting the customer relationship to be taken over by ICT companies.
• China is the most progressive region in anticipating disruption, with 22% of executives seeing ICT companies as the future owners of the customer relationship, compared to 4% in 2015.

3. Business Model Shift

• The automotive industry is moving from a product-centric model to a service-driven and data-centric one.
• Data is seen as the fuel for informational engineering, which will be critical to compete with new entrants.
• OEMs are still the main players in the customer relationship, but only 33% of executives believe this will continue, down from 66% in 2015.

4. Clockspeed Dilemma

• The era of one product development cycle is over. Auto companies now need to manage different clockspeeds for innovation, development processes, and corporate culture.
• Three distinct product development cycles are identified:
  • Long-term (3-5 years): Metalsmith-based (traditional manufacturing).
  • Mid-term (1-2 years): Software and exchangeable components-based.
  • Short-term (1 month to 1 year): Release on demand-based.
• The cultural and operational differences between the automotive industry and faster-moving industries like ICT and start-ups are becoming more pronounced.

5. Regional Insights

• China is seen as the most important market and the leading region for testing new innovations and launching new products.
• Emerging markets (China, India & ASEAN, South America) expect a higher likelihood of disruption than the Triad (Japan, Western Europe, North America).
• ICT companies are gaining traction, especially in China, where they are perceived as more adaptable and innovative than traditional OEMs.

6. OEMs and Innovation

• BMW and Toyota are seen as the most innovative OEMs, leading in e-mobility and autonomous driving.
• Tesla is also expected to be a major player, but not ahead of the traditional OEMs.
• Daimler has lost ground in autonomous driving, but is still viewed as an innovator in other areas, especially in mature Asian markets.

Key Information

• 800 executives were surveyed, with 50% being C-level or senior leaders.
• 2,100 consumers were also surveyed to provide a customer-centric view.
• Connectivity and digitalization is now the top strategic priority, with half of executives rating it as extremely important.
• Customer data is becoming a crucial asset, and trust in data management will be key to success.
• Regulation continues to play a major role, with 80% of respondents seeing it as having high or very high impact.
• Digital transformation is not just a trend, but a fundamental shift in the industry, affecting all segments and all regions.

Conclusion

The automotive industry is at a critical juncture, where digitalization and connectivity are redefining the landscape. Traditional OEMs must adapt to new service and data-driven models to remain competitive. The clockspeed dilemma is a major challenge, requiring different approaches to innovation, development, and culture. China is leading the way in embracing these changes, while Western Europe and North America remain more cautious. The future belongs to those who can harness data, offer innovative services, and adapt to new clockspeeds.