Trends in the automotive industry 2022

Estimated reading time: 4 minutes

The automotive industry currently has to master the balancing act of the dual burden of pandemic consequences and a major technological upheaval. Read more in the article! 

Frau misst am Prüfstand die Akustik eines Fahrzeugs mittels digitaler Messgeräte
| 5 Min. Read time

Möchten Sie mehr wissen? Vereinbaren Sie ein Beratungsgespräch!

| 5 Min. Read time

Short and sweet

On the road to the future: How to master the balancing act of the Dual burden of pandemic consequences and a major technology upheaval. Because for you, there are no problems - only challenges. And these need to be mastered now. 

The Corona crisis has not left the automotive industry unscathed. In addition, passenger car sales in Europe slumped by a full 24 percent in 2020. While around 3.5 million passenger cars were produced in 2020, this is still 24.8 percent less than in the previous year when viewed retrospectively. This is not a big surprise. The ever-popular Corona scapegoat is once again evident here. The automotive business lacks momentum - consumer:insecurity continues to hold back sales, well below pre-crisis levels. Time to draw new motivation and not to lose courage despite the crisis! 

#1 Use of smart technology

More than some other industries, the automotive sector is relying on the use of intelligent technologies such as Machine Learning, Predictive Analytics and Image Recognition. Especially in the areas of automation of manual work, data analysis and detection of anomalies in day-to-day business, you can and should switch to technologies such as AI. A fundamental increase in your quality standards will also be the result. Because the Personalization of about Services or recommendation systems makes not only your customers happy in the long run. 

What is often lacking at this point is an appropriate Change management strategy. Such a switch does not work overnight. So if you are not yet considering the use of such technologies, you need to do so as soon as possible. Management must support employees in all areas with appropriate measures at the same time. This is the only way to achieve a successful transformation with AI & Co. 

#2 Connected Services

Networking everywhere: Many drivers rarely use networked services in their cars, according to a Study by NTT DATA and technology I PAC with more than 3,000 drivers surveyed in Europe. Nevertheless, the image of connected vehicles and their connected services is good. Nearly one in two drivers in (47%) would be willing to switch brands to take advantage of new car-related services. Connected car features are particularly popular among younger drivers. 

The Cost factor, however, plays a major role. 39% of respondents are not prepared to pay an additional fee. Manufacturers in particular therefore need to develop new concepts for monetizing these services. And additionally gained Fully exploit data. But beware! A high level of Transparency is the be-all and end-all. Consumers are often concerned that their data will be passed on to third parties, or even that their only vehicle will be hacked. Educate, inform, conduct regular security tests for early detection of attacks. 

#3 Direct sales gain in importance

In 2022, executives must Information evaluation and use improve. The focus on end customers should and must be optimized in this context. Both are important points for the Direct Sales This allows manufacturer:inside, control all processes yourself. Access to customer data plays the decisive role here. Digital services can be adapted to customer requirements accordingly: With customer service par excellence and high customer satisfaction and loyalty as output. 

Digital showrooms and leasing and financing offers would significantly streamline the ordering process during direct sales. Add-on products and services, such as extended engine performance, would also be easier to implement. Moreover, the topic of direct sales did not just emerge with the pandemic. In times of contact restrictions, however, it gained renewed importance. Customers sometimes bypassed dealers and increasingly used digital offers to buy a car. They ensured that business continued. In Germany, many manufacturers are still in the early stages of direct sales. Take advantage of this and be a pioneer:in! You lay the foundation with a digital customer platform, a CRM system. 

#4 Sustainable driving: Electromobility

While a recovery of the German passenger car market is expected to be rather modest in 2022, the Growth in e-vehicles continues unabated despite the crisis - also against the backdrop of current sustainability debates. Demand for both hybrid cars and electric cars has increased recently. According to a Statista survey, the proportion of passenger cars with diesel and gasoline engines is falling accordingly. This is because regulatory requirements from politicians and ecological reasons have brought the internal combustion engine under criticism. 

Clear marketing strategies and transparency are essential in this process. Electromobility is a controversial topic not only among experts, but often also among customers. Communicate clearly and unambiguously. This helps to avoid possible frustrations after the purchase. 

Electronics is the innovation driver par excellence for the automotive industry. During this, it seems that the circle closed on electromobility last year. Far-reaching synergies have emerged from battery, charging technology, stationary storage and smart grid. Battery technology is getting better and cheaper - and the market share larger. For OEMs in particular, investments in the area of electric drives are unavoidable. The task for manufacturers and suppliers, on the other hand, is to make the transformation to new products and business areas as smart as possible. 

#5 Digitalization & autonomous driving

Mentioning how important it is to establish new business models through digitization, assistance systems and a data-based ecosystem for services seems superfluous at first. But it is not! Even if it is not yet 100% ready to speak, the autonomous driving here in the first place. And there can be talk of a Mobility revolution be. But this future technology will also change the relationship between consumers and car ownership. The latter is tending to become less and less important. In addition, the performance data, driving dynamics and comfort of automobiles are increasingly converging in electromobility. Differentiating one's own vehicle in the marketplace is becoming more difficult. 

Tomorrow's customers will focus more on the attractiveness of a brand's mobility platform. Car-Sharing & Co are becoming increasingly important. The global spread of services such as Drive Now (BMW) - or even Uber - can no longer be overlooked. Combine this with autonomous driving and a new, enormously interesting field will open up. So, it is absolutely correct to describe the car as a computer on four wheels, and in the very near future the semiconductor technology used in the car will almost catch up with the smartphone. The computerization of the automobile is coming.

Ready for the next project? Let's talk!

We will be happy to assist you in an initial consultation.

Was this article helpful?

Thank you for your feedback!

Haben Sie noch Fragen zu Salesforce oder sind Sie bereit, die Digitalisierung zu starten?

Contact form

An expert will then contact you to discuss your request. We look forward to hearing from you.

Your contact for all inquiries relating to digitization

Florian Gehring

Managing Director & Co-Founder