By: Automotive Business 12/14/2018
The car connected will be one of the great sources of revenue of the automotive industry in the coming years. The expectation is a consensus among a number of experts. KPMG's survey of automotive executives shows that 75% of them believe that connecting vehicles have the potential to generate 10 times higher billing. Mckinsey's survey indicates that, alongside mobility services and new business models, connectivity will add $ 1.5 trillion in revenue to the automotive industry.
Globally automotive companies are already moving to adapt to this transformation. Volkswagen, for example, announced a $ 4 billion investment in digital business development by 2025. The company will create the Web-based cloud platform to connect vehicles, customers and offer services. Bosch is another organization that strives for the same path. The company has created a new division, Connected Mobility Solutions, focused on offering connected services and mobility.
Local advance
The business also begins to move in Brazil. This year Nissan began offering cars equipped with Multi-App, the most complete multimedia center, connected to the internet and not dependent on mirroring with the mobile phone. The solution brings a series of features to the customer and, still, an important opportunity for the automaker, who can monetize with the offer of services and strengthen the relationship with consumers.
Antonio Azevedo, CEO of Logigo Automotive, developer of multimedia hubs responsible for Multi-App production, explains the biggest difference between the solution adopted by Nissan and most of the other used in the market. "We use native software that assures the automaker the control of customer data and thus allows the monetization of this information. On systems equipped with Android Auto or Apple CarPlay, who owns this domain is Google and Apple, not the maker of the car, "he says.
According to the executive, the technology of the multimedia center allows the automaker to send messages directly to the customer through the system, such as a wish to congratulate him on his birthday with a discount card to perform services at a dealership, for example. As the digital platform is its own, the car manufacturer can also accept advertising in the multimedia center, sell applications or go further and design tailor-made insurance for each customer.
"The automaker now has the information on how a driver drives, if he agrees to share this information, he can partner with the insurer and make custom prices or design a pay per use policy where the customer only pays for the time he is with the car in the street, "Azevedo says. According to him, possibilities are not lacking, but all depend on the car is connected to work.
"Today much of the vehicles we have on the market rely on a multimedia center that represents an investment of the automaker that does not convert to increase profitability afterward. I believe that these platforms represent a key point for the automakers, a business opportunity ", defends Azevedo.
Innovation in Brazil
In times of search for new revenues for the automotive industry Régis Nieto, managing partner of BCG, recalls that the best recommendation is not to wait for the answers to come readily from the matrix of the organizations. "In the coming years, the money will come from new places. Companies that are not repositioning themselves will now be struggling, "said the consultant during a presentation at an event promoted by Automotive Business in August.
According to him, it is a mistake to believe that new solutions cannot be drawn locally. "One of the things I hear most from professionals in Brazil is that the answers will come from outside. Above all, the consumer is local and therefore we need to design the right products and services for him, "he says. He recalls that, with people so connected, the country is one of the biggest markets for companies like Uber and Waze. That is where the greatest opportunity for automotive companies is to design Brazilian solutions with the potential to gain scale.
That's precisely what LogiGo is betting on, says Azevedo. According to him, the company should soon open an office in Silicon Valley. The idea here is to harness the labor force of the world's largest innovation pole for new developments, as well as make an offensive in the United States market. It is Brazilian innovation winning the world.
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