worldautomotiveconference.co.uk Automotive sector all over the world is transiting through an enormous change. This urges companies, which are already highly energetic in terms of adapting new age technologies, to keep up with the speed of global innovation. Extensive data creation via digitization and connectivity are producing new business opportunities while use of electric vehicle (EV) batteries as well as latest technologies that are poised to accelerate the development of autonomous cars have several reverberations not just over automotive industry but also computer science, oil and gas and construction industries. Urban transformation have speeded up and redesigned with the new possibilities that are to dramatically alter life in cities. User experiences have created new demands and suppliers’ ability and skills to meet those, urged companies to make incredible amounts of research and development. "As people discover information, products and experiences across mobile, auto businesses need to understand the new ways people are showing interest in a product. Having access to a spectrum of intent signals to generate demand and sales of their products and services no matter where their customers are in the purchase journey is essential for these businesses. Ads on Facebook, Instagram, Messenger and the Audience Network leverage the power of data and machine-learning to drive discovery and sales of the products offered by these businesses. By leveraging many methods used in this business model, like using dynamic ads for auto or conversion optimization to optimize conversions and deliver ads to people likely to take the desired action on their website, businesses in the automative industry can reach audiences that are most likely to buy their products. For example, Shelor Motor Mile used dynamic ads to automatically show images from its inventory to customers interested in those vehicles, resulting in more views to vehicle details pages and 92 total car sales from the 30-day campaign."

2. WE WELCOME YOU TO WAC
Automotive sector all over the world is transiting through an
enormous change. This urges companies, which are already
highly energetic in terms of adapting new age technologies, to
keep up with the speed of global innovation. Extensive data
creation via digitization and connectivity are producing new
business opportunities while use of electric vehicle (EV)
batteries as well as latest technologies that are poised to
accelerate the development of autonomous cars have several
reverberations not just over automotive industry but also
computer science, oil and gas and construction industries.
Urban transformation have speeded up and redesigned with
the new possibilities that are to dramatically alter life in cities.
User experiences have created new demands and suppliers’
ability and skills to meet those, urged companies to make
incredible amounts of research and development.
The 5th World Automotive Conference 2018 proudly hosts global leaders of industry from all over the
world as well as leading suppliers that are operating at the heart of the value creation in the sector.
To understand how top managers see and manage this breathtaking transformation, how they adapt
to the changing world, and face challenges during the transition, we conducted interviews with both
WAC 2018 participants and non-participants. Their perspective showed us that enormous change
has only began and it has way to go within a fiercely competitive environment.
Hope you enjoy those valuable sharing and insights,
Best regards,
Özlem Derici Şengül
WAC 2018 Research Consultant
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4. CHRISTOPH STADELER
Facebook, Head of Automotive Strategy
How do you employ multidisciplinary approach to
seamlessly connect social media with a heavy industry like
automotive?
Chrıstoph Stadeler: We offer a wide range of approaches
to help businesses that operate in the automative industry
connect with social media and use it to their advantage like
increasing their brand preference, the number of visits to
their distributor or selling more cars and raising awareness
about their brand. While Facebook’s wide range of access
and targeting options help businesses in the industry
promote new models and advantages, Facebook’s data
matching tools can help them target the right people the
right way and eventually start a shopping cycle. Providing a
different solution for every objective a business can adopt
is our main approach: we help businesses define their
strategy and measure the effectiveness of our apps and
services. Businesses can also use our analytics tools to
understand the auto customer journey and leverage those
insights to optimize their campaigns. Of course, ads aren’t
the only way Facebook offers to help business in the
automative industry drive awareness of their brand. In an
era where online presence is everything, a Facebook Page
that represents a brand anywhere it appears across our
family of apps and services can help a business get the
most out of their free mobile presence. Deciding the best
solution among the wide range of multidisciplinary
approaches Facebook offers is how businesses in this
industry will thrive both online and offline.
Deciding the best solution among the wide
range of multidisciplinary approaches
Facebook offers is how businesses in this
industry will thrive
Ads on Facebook, Instagram, Messenger
and the Audience Network leverage the
power of data
What are the data monetization-driven business models
that will gain prominence in automotive industry?
Christoph Stadeler: As people discover information, products
and experiences across mobile, auto businesses need to
understand the new ways people are showing interest in a
product. Having access to a spectrum of intent signals to
generate demand and sales of their products and services no
matter where their customers are in the purchase journey is
essential for these businesses. Ads on Facebook, Instagram,
Messenger and the Audience Network leverage the power of
data and machine-learning to drive discovery and sales of the
products offered by these businesses. By leveraging many
methods used in this business model, like using dynamic ads
for auto or conversion optimization to optimize conversions
and deliver ads to people likely to take the desired action on
their website, businesses in the automative industry can reach
audiences that are most likely to buy their products. For
example, Shelor Motor Mile used dynamic ads to
automatically show images from its inventory to customers
interested in those vehicles, resulting in more views to vehicle
details pages and 92 total car sales from the 30-day
campaign.
What is expecting us in automotive industry in the next
decade in terms of transforming the way customers
determine their needs and expectations?
Christoph Stadeler: We are living at a time when attention
is a scarce commodity and people make majority of their
buying decisions online, so as businesses in other
industries, businesses in the automative industry have to

5. not only find potential customers, but also make it as easy
as possible for them to get more information. Establishing a
customer connection and starting building a relationship
with customers is how these businesses will drive their
goals. Targeting audiences and showing them the right ad
isn’t enough to determine the needs and expectations of
customers anymore. Businesses need to find new ways to
grow and expand their customer base. Knowing this, more
and more businesses are going for end-to end solutions.
Acquiring customers using lead forms is one way of doing
this. For example, using lead ads for auto, businesses can
allow people to find a dealer nearby, and indicate their date
and time preference for booking a test drive. Fiat Turkey is
one of the companies in the automative industry that used
Facebook lead ads to automatically send the best leads to
the right local dealers. Between April–August 2017, the
We are living at a time when attention is a
scarce commodity
campaign achieved a 96X return on ad spend, 2.2X
increase in total leads compared to previous 6 months and
26% of all its online sales came from lead ads. In an era
where messaging is the fastest growing form of
communication and the preferred method for customers to
connect with businesses, another way of convincing the
right customer is via messaging. Auto businesses can use
messaging to tailor their interactions to meet their
customer’s specific needs. An example to this is Shwieters
Chevrolet’s use of Messenger ads. The local dealer stated
that 75% of conversations generated from their click-to-
Messenger ads led to a sale.
Businesses need to find new ways to grow
and expand their customer base.
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6. MOHSEN JAVADINIA
Khodro Diesel Co. Iran, Industrial Engineer
What are the main advantages of integrating new age
technologies like artificial intelligence, IoT and/or smart
security in automotive industry?
Mohsen Javadinia: It is natural that the use of new
technologies in various sectors of the automotive industry,
such as logistics-product R & D, material handling, packaging,
marketing and sales, service after sale, accounting, etc., has a
huge impact on customer satisfaction, and contributes greatly
to maintain and optimize the use of resources. It also helps to
maintain the environment.
How did the extensive use of smart solutions affected your
product and service range?
Mohsen Javadinia: The use of new technologies such as
online and artificial intelligence in the R & D sector
- ergonomics - has been helpful in tracking company
products. In addition, the use of statistical data derived
from Data Mining and IT-based tools and Smart Security in
increasing productivity has been effective in improving the
quality of products of Iranian automotive companies.
Is it realistic to think that mega cities will turn their public
transformation to autonomous vehicles in the next decade?
Mohsen Javadinia: In my opinion, in the not too distant
future, it is conceivable that drones or cars with bobber
drivers would take control of public transportation in big
cities and help humans reduce transportation costs -
energy sustainability - protecting the environment - saving
capital and ultimately increasing social welfare indicators in
the field of transportation. In the meantime, the nature of
virtual reality can also be used as part of the transportation
system.
in the not too distant future, it is conceivable
that drones or cars with bobber drivers would
take control of public transportation in big
cities
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