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DRIVING SUCCESS

Redefining the role of vehicles

The automotive industry is undergoing the most significant change since Henry Ford industrialized automotive manufacturing. Digital is driving the revolution. Non-traditional automotive companies are entering the industry, bringing technologies and new services that are disrupting current business models.

While the past 100 years were largely focused on incrementally enhancing manufacturing to become more efficient for mass scale, the future is about redefining the role of the vehicle for passengers.

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FIVE TRENDS IMPACTING THE AUTO INDUSTRY

The Technology Vision 2017 for Automotive explores five trends that underscore the importance of technology for people-drivers and passengers. By adapting technology to the people, leaders will redefine the future of the automotive industry.

AI  IS THE
NEW
 UI

AI is the New UI
AI IS THE NEW UI
Experience above all

Technology innovations are rapidly transforming the driving experience—and even the concept of a “car”—itself. In the future, brand identity will center much less on performance than on comfort, entertainment, capacity and high-tech experiences. The ability to glean insights from vast amounts of data will be critical to promote product enhancements and to develop new revenue streams.

The race is on. Those automakers who embrace AI as a critical component for creating the highly convenient and hyper-personalized experiences consumers demand will get pole position.

73% OF EXECUTIVES AGREE THAT AI WILL REVOLUTIONIZE THE WAY WE GAIN INFORMATION FROM, AND INTERACT WITH, CUSTOMERS.

Next Trend

ECOSYSTEM
POWER PLAYS

Ecosystem Power Plays
ECOSYSTEM POWER PLAYS
Beyond platforms

To compete, automotive companies must compress timeframes to bring products to market faster. Rather than creating a collection of sophisticated capabilities in-house and risking longer development cycles, automotive businesses must engage the ecosystem—startups, universities and digital transformation companies—to deliver leading-edge capabilities.

For the first time, major rivals are collaborating to design future value chains that transform businesses, products and even the market itself. When speed is everything, these types of partnerships are what can accelerate the development of new services and features for automakers.

76% OF AUTO EXECUTIVES AGREE THAT COMPETITIVE ADVANTAGE WILL NOT BE DETERMINED BY AN  ORGANIZATION ALONE, BUT BY THE STRENGTH OF THE PARTNERS AND ECOSYSTEMS CHOSEN.

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WORKFORCE
MARKETPLACE

Workforce Marketplace
WORKFORCE MARKETPLACE
More choices to source the right talent

On-demand labor platforms and online work management solutions are dissolving traditional hierarchies and creating a more fluid workforce. Such flexibility is necessary for automotive companies to speed digital development and get compelling offerings to market faster than ever before.

As cars become more connected and sophisticated, auto makers will need new skill sets to keep pace with fast-evolving market requirements. Crowdsourcing, talent marketplaces and other ways to access required skills on demand will help automakers to get the talent they need.

76% OF EXECUTIVES AGREE THE DIGITAL REVOLUTION IS DRIVING A NEW ERA OF CORPORATE ECONOMIC STRUCTURE.

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DESIGN
FOR HUMANS

Design For Humans
DESIGN FOR HUMANS
Inspire New Behaviors

Autonomous driving is dramatically influencing the design of vehicles and the experiences they deliver. The product will no longer be just a car; it will be a mobile office, an entertainment center, a place to connect with people.

Today’s technology is adapting to people and individual human behavior. Amid the growing move toward autonomous cars, companies must design for humans, and that means automakers will need to evolve what their cars are designed for and what their brands are known for.

70% OF EXECUTIVES AGREE A NEW COMPETITIVE DIFFERENTIATOR FOR ORGANIZATIONS IS UNDERSTANDING THE CUSTOMER EXPERIENCE AND CREATING TECHNOLOGIES THAT ALIGN TO HUMAN BEHAVIOR.

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THE
UNCHARTED

The Uncharted
THE UNCHARTED
Invent New Standards, Set New Standards

Connected and autonomous vehicles are new industry segments, with vehicle development and enhancements and moving full speed ahead—but legislation has yet to catch up. Currently, automakers are all playing by their own set of rules while major unknowns remain.

The industry is evolving at hyper-speed, and ecosystem participants must be proactive in helping to establish standards. Those automotive players who take the lead in setting new standards will find a place at or near the center of their new ecosystem.

67% OF EXECUTIVES BELIEVE THEIR ORGANIZATIONS ARE ENTERING ENTIRELY NEW DIGITAL INDUSTRIES. 73% OF EXECUTIVES AGREE THEY HAVE A DUTY TO BE PROACTIVE IN WRITING RULES FOR EMERGING INDUSTRIES.

Next Trend
AI is the New UI
AI IS THE NEW UI
Experience above all

Technology innovations are rapidly transforming the driving experience—and even the concept of a “car”—itself. In the future, brand identity will center much less on performance than on comfort, entertainment, capacity and high-tech experiences. The ability to glean insights from vast amounts of data will be critical to promote product enhancements and to develop new revenue streams.

The race is on. Those automakers who embrace AI as a critical component for creating the highly convenient and hyper-personalized experiences consumers demand will get pole position.

73% OF EXECUTIVES AGREE THAT AI WILL REVOLUTIONIZE THE WAY WE GAIN INFORMATION FROM, AND INTERACT WITH, CUSTOMERS.

Next Trend

AUTHORS

Axel Schmidt

Axel Schmidt

Managing Director and Global
Lead, Automotive Industry

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Jens Woehlbier

Jens Woehlbier

Managing Director,
Technology Consulting

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Vinicius V. Silva

Vinicius V. Silva

Managing Director,
Technology Consulting

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Gabriel Seiberth

Gabriel Seiberth

Managing Director,
Mobility - Automotive

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Matthias Wahrendorff

Matthias Wahrendorff

Global IIoT and Industrial Research
Lead, Accenture Research

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Marcello Tamietti

Marcello Tamietti

Global Lead, Accenture Digital IoT
Connected Transport

Mail to Marcello Tamietti. This opens a new window. LinkedIn

Sunny M. Webb

Sunny M. Webb

Senior R&D Principal,
Accenture Labs

Mail to Sunny M. Webb. This opens a new window. LinkedIn

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