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Driving digital transformation: strategy for German automotive Oem to implement a direct-to-consumer model in the European market utilizing features on demand
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Orientador(es)
Resumo(s)
Automotive companies are increasingly selling software-based features direct-to-consumer and
“on-demand”, leading to distinct advantages over the purchasing process for hardware-based
features, typically performed indirectly via independent dealerships. This study therefore
develops a strategy for a traditional OEM to implement a direct-to-consumer model also for
hardware-based features. For that, secondary research on two common direct-to-consumer
strategies and a newly upcoming third one, features on demand, was conducted. Based on this,
primary research in the form of a consumer survey in the European market was gathered to
assess preferences in features on demand and develop a strategy combining all three direct-to consumer approach.
Descrição
Palavras-chave
Strategy Automotive industry Direct-to-consumer Features on demand Sales CES MIM