4 personality types old-school carmakers can use to stay relevant

4 personality types old-school carmakers can use to stay relevant


How often do you get a second chance in life? Automotive OEMs have always been strong in professionalizing their traditional business model, focusing on volumes and pure product selling. However, looking at the numbers, their sales have been struggling in recent years, even before COVID-19.

Digital trends and the impact of COVID-19 on the mobility market

Why so? The mobility market has been disrupted by many new mobility players, which have leveraged recent digital trends to take over customer interface and passengers. For example, there’s Uber, Didi, and Gett getting away from car ownership…Lilium, Bird, and EHang exploring new urban transportation modes… or Moovit and Waze leveraging the power of mobility data.

Press clippings - New mobility players adapting their business model

However, a silver lining of COVID-19 for OEMs may be that it is providing them with a second chance:  decreasing ridership and limited cash reserves bring new mobility players to a survival struggle while trying to adapt their business models which are not sustainable anymore. This is a historic occasion for OEMs to reinsert themselves back in the market.

The 4 OEM archetypes

How can then automotive OEMs do that? Evolving from the traditional pure volume-selling business model, OEMs can adjust their business model and follow 4 future-oriented archetypes to redefine their positioning in the industry: