Using technologies like social media, e-commerce, big data and analytics, cloud computing, mobility and broadband connectivity or the Internet of Things, the world economy is transforming into a digital economy. With more than 28,1 Billion connected devices by 2020, our World has never been this connected. For the automotive industry this means that
it´s their task to adapt and stay relevant in this environment. The focus will be on new thinking, flexibility and speed.
Table of Contents
1. Introduction
1.1 Market Trends
2. Digital Enterprise
2.1. Marketing
2.1.1 Social Media Marketing
2.2. Sales
2.2.1. Online vehicle sales and vehicle configurators
2.2.2. Virtual reality at dealers or showrooms
2.3. Agile Project Methods
2.3.1. Design Thinking
2.3.2. Scrum
2.4. Human Resources
2.4.1. New jobs
2.4.2. Chief Digital Officer
2.5. Digital Manufacturing
2.5.1 Industry 4.0
2.5.2 Internet of Things
2.5.3 Connected Supply Chain
2.5.4 Robotics
2.5.5 IT-Security
3. Conclusion
3.1. View in the future of automotive industry
Objectives and Topics
This paper examines the transformative impact of digitalization on the automotive industry, exploring how major firms leverage new technologies and methodologies to maintain competitiveness in a rapidly changing global market. The research addresses the following key areas:
- Digital marketing strategies and the role of social media in customer engagement.
- Sales innovations including online configurators and virtual reality showrooms.
- The application of agile project management methods like Scrum and Design Thinking.
- Organizational restructuring and the rise of new roles such as the Chief Digital Officer.
- Implementation of Industry 4.0 technologies in manufacturing and supply chain management.
Excerpt from the Book
2.1.1. Social Media Marketing
All big firms of automotive industry are present on social media, for example Audi, BMW and Opel. It is becoming increasingly important to establish a more personal contact between manufacturer and customers, to win their trust and to inspire them with the products on communication channels. There are no better channels than Facebook, Instagram, YouTube, Twitter, LinkedIn/XING, Google+ and Pinterest [Biesel 2018]iii to do that. These channels have a high reach and many active users. The companies benefit from this new marketing strategy. They get a positive corporate image and have a fast communication with the customer as well as a quick feedback for the companies. The Premium car manufacturer AUDI from Ingolstadt reported in the press release of the global social media budget to We Are Social: "We have come to realize that we need to increasingly target our target groups via social media."
The companies use the social media for different parts of marketing. First, they want to have a close contact to the customer [Falát 2017]iv. They can see the behavior of each customer and can do a Social media monitoring [Winkelhake 2017]v to get to know the customers better about their behavior. What do they like, do they already have a car or do they want a new car? Through such analyzes the automotive industry can use it to monitor the activities of the community and can identify and monitor conversations about specific topics, keywords or people on the social web [Grabs 2016]vi. With such monitoring tools they can measure if their goals are achieved as well as for target group analysis when a new product is launched on the market.
Summary of Chapters
1. Introduction: This chapter highlights the three global macro trends—urbanization, shifting population dynamics, and connectivity—that are currently disrupting the automotive industry.
2. Digital Enterprise: This core section examines how digital transformation affects marketing, sales, project management, human resources, and manufacturing processes within automotive firms.
3. Conclusion: The concluding chapter summarizes the progress made in digitalization and outlines future perspectives, including the rise of autonomous driving and the need for comprehensive digital strategies.
Keywords
Digitalization, Automotive Industry, Industry 4.0, Social Media Marketing, Virtual Reality, Agile Methods, Design Thinking, Scrum, Human Resources, Chief Digital Officer, Internet of Things, Connected Supply Chain, Robotics, IT-Security, Digital Transformation
Frequently Asked Questions
What is the primary focus of this publication?
The publication focuses on how major automotive companies are navigating the challenges and opportunities presented by digitalization in the modern era.
What are the key thematic areas covered?
Key areas include digital marketing, modern sales channels, agile management practices, human resource shifts, and the integration of smart manufacturing technologies.
What is the central research objective?
The objective is to review how these digital advancements help automotive firms improve efficiency, maintain relevance, and better understand customer behavior.
Which scientific methods are discussed?
The paper discusses agile methodologies, specifically Design Thinking and Scrum, as tools to achieve rapid project success compared to traditional management approaches.
What is the main subject of the central chapters?
The central chapters analyze the application of "Digital Enterprise" strategies, ranging from virtual reality in showrooms to the implementation of Industry 4.0 in factories.
Which keywords best characterize this work?
Keywords such as Digitalization, Automotive Industry, Industry 4.0, Agile Methods, and Internet of Things define the thematic scope.
How is the Chief Digital Officer (CDO) role portrayed?
The CDO is portrayed as a crucial executive role responsible for implementing transformation strategies and promoting cross-functional collaboration across the company.
What is the significance of the "Audi City" example?
It serves as a case study for using virtual and augmented reality to provide customers with an immersive and personalized experience in urban showrooms.
- Quote paper
- Lukas Heisler (Author), Lisa Krapf (Author), 2018, Digitalization in big firms. Review of advances in the automotive industry, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/430736
