1、THE FUTURE OF AUTOMOTIVEAccelerated by the pandemic,cultural changes are impacting how consumers see themselves and their lifestyles,how success is measured and the role brands are expected to have in the social transformation we are experiencing.In the Future of Automotive report,we explore the 3 k

2、ey drivers of disruption for the industry:ACES(autonomous,connected,electric,shared),data and collaboration.Consumers concerns,expectations and demands will change,and the sector must adapt to survive in a time when mobility is reimagined.ABOUT THIS PIECEABOUT THIS PIECE/The Future of AutomotiveTHE

3、AUTOMOTIVE INDUSTRY IS SERVICING A WORLD UNDERGOING A PROFOUND TRANSFORMATIONAs pointed out in IBISWorld“Automotive Industry in Australia”report,local manufacturing downsized at the beginning of the past five years,which caused industry contractions and encouraged restructure within the industry.Flu

4、ctuations in consumer sentiment and supply chain disruptions caused by the COVID-19 pandemic,supplemented by the rise of oil and gas prices due to the 2022 Russia-Ukraine war,placed further pressure on the markets performance.In contrast,the wider economys recovery from the pandemic,along with a gen

5、eral increase in real household disposable income,is leading to a projected return to growth over the next five years,currently sitting at an estimated annualised market size growth of 2.4%from 2022-2027.1Yet,while vehicle sales may be rising,consumer sentiment is shifting.It already was before the

6、pandemic,and it will only be intensified moving forward.As explained in dentsus Age of Inclusive Intelligence series2,the decade ahead will see the concept of identity evolving even further,beyond traditional standards,to incorporate a range of values including attitudes to sustainability,granular m

7、inority rights and urban dwelling,for example.These will impose a completely new sense of belonging and identity.We are entering a time in which individuals will define themselves by their values and beliefs,putting a stronger emphasis on the wellbeing of their community and the planet.In this new r

8、eality,brands will no longer be seen as products or service providers,they will become key enablers of wellbeing individual,communal,relational and environmental wellbeing.These changes promise to turn the automotive sector upside down.As IBM highlighted in their vision for 2030,“the auto industry h

9、as operated for 100 years on one business model design,produce,sell and service vehicles.But radical change is coming”.3To understand where the market is headed,dentsus Future of Automotive report explores 3 megatrends:The capability to manage and share data will be the differentiators in the future

10、 of mobility,and managing the data from the first kilometre to the last will provide incredible insight and power.DATATo succeed in the industry of tomorrow,car manufactures will have to organize themselves around new,customer-centric business models and be open to partnering with businesses outside

11、 of the automotive industry in particular with digital giants and innovative start-ups.COLLABORATIONEmerging as the megatrend potent combination,converging together the four biggest disruptions altering mobility and transportation(autonomous,connected,electric,shared),and signpost of a transformativ

12、e wave impacting all of society.A.C.E.S.THE FUTURE OF AUTOMOTIVE ISAUTONOMOUSComputers are taking over the task of driving from humans,first through advanced driver assistance systems(ADAS)and then at some point with complete self-driving.Following the levels of automation from zero to five,as defin

13、ed by SAE International,the current market frontier is SAE Level 2,which means the vehicle can under certain situations(e.g.highway)drive itself but has to be monitored by the driver at all times.Many industry experts assume that artificial intelligence and computing power hold the key to higher lev

14、els of automation.CONNECTEDVehicles are increasingly exchanging data with a central hub and with one another through cellular,WiFi,satellite,etc.At present,there are mostly entertainment and convenience offerings on the market,but maintenance and safety functionalities are emerging.One key different

15、iation between solutions is whether connectivity is“built-in”with embedded OEM solutions,“brought-in”(e.g.independent smartphone apps or dashboard navigation systems),or“tethered”(e.g.smartphone used as communication gateway).Data will be at the centre of connectivity and the future of in-car techno

16、logy will accelerate the car as a lifestyle hub.Connected cars are poised to become potent information platforms that not only provide better experiences for drivers but also open new value opportunities for businesses.202020304 54 5%of new vehicles shipped globally have L2 autonomy or higher7 97 9%

17、of new vehicles shipped globally will have L2 autonomy or higher202020304 84 8%of new vehicles shipped globally have built-in connectivity9 69 6%of new vehicles shipped globally will have built-in connectivityTHE FUTURE OF AUTOMOTIVE ISELECTRICTraditional mechanical and fossil-fuel-powered vehicle d

18、riveline components are increasingly being replaced by electrical components.The spectrum includes hybrid electric vehicles(HEV),plug-in HEV(PHEV),battery-based electric vehicles(EV),and hydrogen fuel-cell vehicles(FCV).The transition from traditional to electrified driveline technology requires mor

19、e and more diverse electronics,such as more control systems,sensors and high-voltage systems.Ultimately though,the transition requires fewer systems,i.e.ignition,injection and multiple other systems being replaced by high-voltage power electronics and battery monitoring.Although the longer-term tren

20、d towards electric vehicles(EVs)appears to be solidifying,consumers may be looking for more familiarity and affordability in the face of near-term uncertainty.SHAREDA growing number of consumers are seeking convenient access to mobility to get“from A to B”while viewing vehicle ownership as a burden

21、rather than a benefit.In fact,in 2021,over 1 in 4 global consumers use shared mobility services to commute.The key drivers for shared mobility are urbanisation,congestion and sustainability.Typical forms of this trend include car-sharing,ride-sharing,ride-hailing,micro-mobility,and micro-transit.Mob

22、ile computing enables much of the convenience that shared mobility offers,such as instant access,competitive and convenient payments,and flexible work opportunities(i.e.“gig economy”).Therefore,electronics,connectivity,and computing all play an important role in this trend.202020303 3%of new vehicle

23、 registrations are electric2 42 4%+%+of all new vehicle registrations will be electric202020301 1%of mobility profits derived from new sources(e.g.on-demand mobility)2 62 6%of mobility profits will derive from new sources(e.g.on-demand mobility)Whilst cars are losing their relevance as status symbol

24、s,they are gaining more relevance as solutions based on consumer experience.Vehicles have always been and will continue to be enablers of belonging.SOCIAL AND ECONOMIC CLASSPERSONALITY AND LIFESTYLEVALUES AND COMMUNITYPersonal achievements+family requirementsSelf-perception+lifestyle requirementsPer

25、sonal values+communal identityTHANK YOUFor more information about our Future of Automotive research,or other research and insights from dentsuIntelligence,please contact Carolina Ferreira at About About dentsudentsu.Dentsu is the network designed for whats next,helping clients predict and plan for d

26、isruptive future opportunities and create new paths to growth in the sustainable economy.Taking a people-centered approach to business transformation,we use insights to connect brand,content,commerce and experience,underpinned by modern creativity.As part of Dentsu Group Inc.(Tokyo:4324;ISIN:JP35515

27、20004),we are headquartered in in Tokyo,Japan and our 65,000-strong employee-base of dedicated professionals work across four regions(Japan,Americas,EMEA and APAC).Dentsu combines Japanese innovation with a diverse,global perspective to drive client growth and to shape society.As a global leader in

28、media and digital communications,we understand the power we have to influence the way that people think,feel and act.We are not simply spectators.We have an opportunity,a responsibility and the privilege,to guide our people,clients and society through this disruption.We can fuse data,technology and

29、creativity in a way that helps create lasting good and a brighter,more sustainable future for everyone.This purpose sits at the heart of our business strategy and culture.REFERENCES1“Automotive Industry in Australia”,IBISWorld,February 2022“Automotive Industry in Australia”,IBISWorld,February 20222“The Age of Inclusive Intelligence series”,Dentsu,2021“The Age of Inclusive Intelligence series”,Dentsu,20213“Automotive 2030:Racing toward a digital future”,IBM,2019“Automotive 2030:Racing toward a digital future”,IBM,20194“Experience per Mile”,S80 Automotive,2020