Once a global leader, Germany’s automotive industry faces a daunting challenge as it lags behind American and Chinese rivals in digital innovation and software integration.Despite having produced some of the most recognisable automotive brands in the world, there is a perception that Germany is losing its competitive advantage in the car industry. Case in point — the country’s flagship marque Volkswagen lost its sales leadership in China to BYD last year.
“All leaders are … digitally native, and adopting a software-first approach throughout their organisations,” the report stated. “This is predominantly rooted in the clean slate that these OEMs possess, enabling them to move faster and adapt more quickly to market dynamics and customer preferences. In fact, their accelerated pace allows them to shape trends and customer expectations.