From connected technology to ride sharing and autonomous driving, Automotive is the latest sector undergoing a technology-led reinvention. Perhaps unsurprising then that brands are competing to be seen as technology leaders through focus on stand-out features and specs.
But the data suggests consumers want something else. Not just technology, but experiences. Not just innovative services but a brand with a distinctive narrative that adds significance to them. And as premium features and comfort become increasingly accessible, increasing numbers of consumers are searching for something else. A sense of purpose, a commitment to progress and the feeling that the brand is committed to realising their customers’ current and future mobility aspirations.