Global Automotive Executive Survey 2017
global-automotive-executive-survey-2017
global-automotive-executive-survey-2017
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Geopolitical turmoil & regional shift 49<br />
Where to pilot a launch of an innovation?<br />
<strong>Executive</strong>s strongly favor China, the USA and Germany<br />
over all other markets for the launch of a new pilot.<br />
Due to increasing urbanization and environmental<br />
pollution, most executives believe that especially cars<br />
or new products as well as mobility services are most<br />
likely to be piloted in China. The USA and Germany,<br />
two countries with a long successful history in the<br />
automotive sector, are ranked second and third.<br />
Unexpectedly, executives take a more critical view on<br />
China regarding the launch of disruptive data-driven<br />
business models, voting China third for such services<br />
and customer-oriented innovations. A country like<br />
China would however be very suited because consumer<br />
adaption for new and disruptive concepts are<br />
comparably fast. <strong>Executive</strong>s prefer the USA and Germany<br />
over China for such a launch. One of the reasons<br />
is definetely linked to the limited and controlled access<br />
to data for companies outside of China.<br />
There are three key markets to pilot a launch of a new car or service:<br />
China, Germany and the USA – interestingly, for data-driven business<br />
models, the USA and Germany are favored over China.<br />
In which country would executives pilot a launch of …<br />
Product &<br />
technology oriented<br />
innovation<br />
… a new product/<br />
a new car<br />
Germany<br />
China<br />
USA<br />
2 nd 1 st 3 rd<br />
14% 16% 10%<br />
USA<br />
China<br />
Germany<br />
2 nd 1 st 3 rd<br />
Recommended view<br />
… a mobility<br />
service innovation<br />
13%<br />
15% 12%<br />
When just looking at executives outside of China, the<br />
USA and Germany, the results for the top three are<br />
robust, which shows that the opinion is not influenced<br />
by executives favoring their home market.<br />
Service &<br />
customer oriented<br />
innovation<br />
011001<br />
$<br />
USA<br />
Germany<br />
China<br />
2 nd 1 st 3 rd<br />
… a new data-driven<br />
business model<br />
14% 14% 13%<br />
Source: KPMG’s <strong>Global</strong> <strong>Automotive</strong> <strong>Executive</strong> <strong>Survey</strong> <strong>2017</strong><br />
kpmg.com/GAES<strong>2017</strong><br />
© <strong>2017</strong> KPMG International Cooperative (“KPMG International”). KPMG International provides no client services and is a Swiss entity with which the independent member firms of the KPMG network are affiliated.
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