Customer-Centric Innovation

In the evolving automotive landscape, customer experience is paramount. Philip Beil emphasizes this, stating, "Experience, experience, experience. It's the most important thing in the automotive industry: getting closer to customers." To achieve this, OEMs must restructure their organizations around the customer, fostering a software-driven mindset within their product development processes. This requires a shift in operating models to align with the speed and adaptability of software development. Data-driven decision-making is crucial for understanding customer needs and preferences. Alyssa Altman highlights this, stating, "Data-driven decision-making would help orient OEMs more effectively around the customer and help them be more efficient and effective in how they organize across the value chain." Generative AI can further enhance this process by helping OEMs reduce costs, increase conversions, and improve profitability. This customer-centric approach can also provide a competitive advantage in a market where vehicles are increasingly similar in features and price. By prioritizing customer needs and eliminating friction points, OEMs can build customer loyalty and differentiate themselves from competitors. Altman emphasizes this, stating, "It's about eliminating those friction points and rethinking the journey and the scenarios that exist in that journey so that you're thinking about how to be loyal to that customer. It's not about just pushing your product; it's about wanting them to have a consistent, easy experience with you."