2017 2018 global automobile digitalization radar report

Digital Radar Report of Global Car
Brands (2017-2018)
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By: Strategic Research Department of CIG | March 2018
2017-2018
Global Automobile
Digitalization
Radar Report
[Full edition]
Customers become the key for digital
transformation of car enterprises

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transformationof car enterprises
2017-2018 ｜ Key Subjects
▪ Digital radar report of global car brands on key subjects
To follow the development trend of car industry and precisely predict major changes, CIG has planned and launched the
“Digital Radar Project of Global Car Brands” since 2016. A unique survey tool - digital radar frame of global car brands - is
adopted for an overall survey of digital transformation of global car enterprises from five dimensions.
CIG will issue a “radar frame report” every 2-3 years with most comprehensive and up-to-date outputs surrounding five
dimensions; during these periods, we will output “key subject reports” at intervals focusing on most important and
hottest subjects of digital transformation of car enterprises to help industry insiders deal with challenges brought by digital
transformation.

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Contents
1. Antecedents & trends
2. Key for digital transformation of car
enterprises - insights & enlightenments
3. Appendix
Brands (2017-2018)

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Antecedents & trends

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Car enterprises are faced with unprecedented challenges in the
dramatically changing commercial environment, which is
characterized by growth and profit bottlenecks, increasing customer
expectations, new breakthrough technologies and emerging cross-
border competitions. Among car enterprise leaders, it is increasingly
believed that the key to maintain competitiveness is to speed up
digital transformation, and the biggest threat is also from
digitalization. Therefore, a constant “digital transformation” is the
only way for traditional car enterprises.
CIG has developed a unique survey tool - Digital Radar Frame of
Global Car Brands since 2016 for persistent observation of digital
transformation trend among global car enterprises. This framework
is divided into five dimensions, including enterprise organization
and layout, product R&D and production, digital marketing, user
service and experience, and innovative commercial mode. The
survey scope mainly covers Chinese and American car markets,
followed by Japanese, German and British markets. It is hoped that
this long-term, constant and systematic survey will provide effective
help and guidance for more car brand partners.
Digital Radar Report of Global Car Brands (2017-2018)

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Description of heat map preparation
After directional scanning around five
dimensions, preset brand samples are divided
into three categories based on calculated
numbers concerning digital transformation
strategies, reports on transformation and
related cases: At the outermost ring are
“benchmark brands” with highest numbers;
followed by “excellent brands” in the middle
ring; and at the innermost are “active brands”
with less information but prominent
performance. Finally, a “Digital Radar- Heat
Map of Global Car Brands” is formed.
A “radar heat map” will be prepared each
year for an intuitive presentation of digital
transformation and heat degree among global
car enterprises. Through comparison of annual
heat maps, one can directly understand trends,
key points and highlights of digital
transformation among car enterprises.
Digital Radar Framework of Global Car Brands
Active
Excellent
Benchma
rk

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2016-2017 | Digital Radar - Heat Map of Global
Car Brands
Active
Excellent
Benchma
rk
Features & highlights
• From brands: Large car brands stand out in
leading digital transformation of car industry,
including Audi, BMW, TOYOTA, Mercedes-
Benz and Volkswagen:
• From five dimensions: “Digital marketing”
and “Enterprise organization layout” are
major entry points of digital transformation
by car enterprises.
* Number of car brand samples: 20 global
brands, and 5 self-owned brands in China

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2017-2018 | Digital Radar - Heat Map of Global
Car Brands
Active
Excellent
Benchma
rk
Features & highlights
• By brands: Big players such as BMW, Audi,
Mercedes-Benz, Volkswagen and Ford remain
leading positions, and other brands like
Cadillac, Jaguar Land Rover, HYUNDAI and
Nissan never stop their paces too. It is worth
mentioning that local car enterprises in China
also start to keep up with digital
transformation from strategic level.
• From five dimensions: “Enterprise
organization and layout”, “digital
marketing” and “user service and
experience” are among top concerns by car
enterprises; and “product R&D and
production” and “innovative commercial
mode” are also worth of expectation in the
future since great efforts have been made by
car enterprises in both exploration and
practices.
* Number of car brand samples: The digital
transformation is becoming a trend with more
car enterprises involved in. This year, number of
brand samples has increased to 37, including 29
global brands and 8 Chinese brands.

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9Digital Radar Report of Global Car
Brands (2017-2018)
Given this inevitable trend, compared with 2016, increasing number of car
enterprises have stepped into digital transformation and taken frequent moves
in greater breadth and depth in 2017.
2 0 1 6 - 2 0 1 7
The changed
a n d t h e
u n c h a n g e d
A growing number of digital
production ways are
realized in factories from lab
concepts, and many
conceptual products are put
into mass production;
intelligent vehicle systems
become standard
configurations for vehicles;
and the public have higher
requirements and new
understandings on car
productions.
More car enterprises have
prepared general strategies in
organization and layout levels,
and put “customer-
centered” strategic plans in
place in a wider and deeper
manner focusing more on
effective and long-term
business cooperation with
industrial partners.
According to 2016 scanning,
most car enterprises adopt
user-oriented digital
marketing and create useful
values for users through
digital marketing. In 2017,
with deeper and more
comprehensive insights on
psychological and cultural
characteristics of
consumers, car enterprises
have built an ecologic
interaction relationship with
users through innovative
and effective ways of
communication.
In 2016, some leaders have
laid out new commercial
modes by transforming to
mobile travel service
providers. At that time,
mobile travel service was
mainly centered on car
sharing. In 2017, new
commercial forms have
sprung up with more mature
development of sharing
travel service. New
commercial forms have
emerged in the fields of
transport network, living
office, mobile context and
smart cities.
In 2016, users’ purchase decision-making and
car usage safety have been two main concerns
of digital service by car enterprises. In 2017, car
enterprises have achieved full coverage of
digital service in car-based life and committed
to providing users with more convenient and
practical services to build a closer tie between
cars and life. In this regards, new car-makers
represented by NIO have done a creditable job.

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Key for digital transformation of
car enterprises –
Insights & enlightenments

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Undoubtedly, the route towards digital transformation is never
smooth and requires bold practice and consistent trials and
improvements. Less mature enterprises tend to focus on
technical and operation strategy alone during digital
transformation and mistakenly believe that digital technology
is the key for digital transformation. On the contrary, what is
commonly agreed by mature enterprises and global
mainstream consultancy experts and institutions on digital
transformation is that: “customer-oriented effort” is critical for
digital transformation.
According to 2016-2017 Digital Radar Report on Global Car
Brands, the key principle for digital transformation is
customer-oriented value creation (mutual creation) and
effective value delivery to customers. To provide precise and
clear guidance for car enterprises, we refine and improve this
“principle” and put forward the “super key” for digital
transformation of car enterprise in this report: “customer
potential energy”.
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“Super key” for digital transformation
Customer
potential energy
Several key concepts on “customer potential energy”:
• Power is gradually decentralized from enterprises and transferred to customers, namely,
independent individuals and communities.
• Customers are more participative and initiative with greater eager to share. This can
build a brand, and can also destroy a brand.
• Only by building a “unique value connection” with customers can an enterprise win
super users and build strong brand potential energy and communities.
• Customers become the heart for digital transformation and the engine for enterprise
growth

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How to adopt customer potential energy - the
“Super key” for digital transformation by global
car enterprises? What can be used for reference?
Next, five well-defined questions will be illustrated below to get
more inspirations, with a combination of related actions and cases
of car enterprises in digital transformation in the past years.
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1. Digital strategy deployment
Is there overall digital strategic idea for brand? Are there any brand
and business plans highly centered on customers?
2. Digital customer assets
How to identify product/industry related customers by virtue of
digital technology? How to establish customer digital assets?
3. Digital contacts & channels
How to identify and analyze the layout characteristics (seamless
integration), core purpose, operation & promotion strategies of
key contacts/channels of digital connection and interaction with
customers?
4. Digital contents and communication
What are “digital” brand contents, stories and interests of brands
delivered to the customers? Are there any humanistic
characteristics and personality charms? Is it single-direction
communication or ecological interaction or continual dialog? What
kinds of innovative technologies and communication and
promotion means are preferred?
5. Digital products, service and commercial mode
Are there any unique charms for products/services/commercial
modes based on customer requirements and overall brand
missions and visions? For example, reconstruction of digital
products, further segmentation of additional digital services, or
expansion of digital business modes or revenue flows?
Five core problems
Customer
potential
energy

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Digital strategy deployment
Is there any overall digital strategic
idea for the brand? Are there any
brand and business plans highly
centered on customers?
1.
Customer
potential
energy

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Why is it necessary?
• Strategic ideal is the key to measure an enterprise’s core competitiveness. Only with an overall strategy can
an enterprise initiate the “God Mode” to grasp main market trend and actively respond to “a different
future”.
• With increasing ownership in Chinese car market, slow growth will become a “new normal”. Therefore, it is
important for conventional car manufacturers to shift from “stock management of customers” to
“development of users”. Enterprises are eager to improve “customer-based” strategies and expand
business layout to deal with such challenges.
Reaction to innovation
 Keep an eye on new changes of market, industry and consumers and respond quickly by timely adjustment
of strategic direction for better enterprise development.
 Integrate digital technology into every enterprise strategy and business and guarantees its deep and
continuous implementation to reconstruct enterprise’ value chain;
 Take “customer-based” as the starting point of strategic layout, and lay out full-business chain to provide
more convenient service;
 Keep mobility and innovation of the organization; based on customer requirements, connect all interested
parties for cross-boundary cooperation and value innovation.

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Where are we?

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With the advent of Industry 4.0, enterprises have developed digital strategy ideas to
step into digital transformation.
Brands (2017-2018)
First strategy
Benign development, shaping
the future, profitability,
increase of customer and
technology resources
Best customer service
Expand to lifestyle brand
experience based on car service
Intelligent mobile plan
Reform future travel mode with
innovative technology and
create best user experience
Innovation 2020
strategy
Devote great energy to product R&D,
innovative mobility travel technology
and improving user experience
Vorsprung Strategy 2025
Center on digital, sustainable and
urbanized development
Strategy 2025
Focus on transformation &
upgrade; explore future
travel mode; and improve
products & services
China 2025 Plan
Refine business structure; enhance
local manufacturing; and provide
uniform brand service experience
Foster Vorsprung
2025 Strategy
Expand digital, sustainable
and urbanized development
to 2025 and afterwards
Digital customer travel 2.0
Create customer experience
ecosphere
Official launching of Innovation 2020
Strategy in China, and promotion of
intelligent mobile plan
Enhance local R&D ability in China. Determine Ford’s
core ideas of future customer service: “intelligence,
interconnection, customer experience and mobile travel”.
Put forward new
brand propositions
based on user
requirements
Issue future layout of Audi
2025 Strategy in Chinese
market
Center on digital, sustainable and
urbanized development for layout
and planning
Innovative travel service
strategy in China
Provide car products for sustainable
travel and deliver efficient, convenient
and comfortable services and products
Re-state the strategic
keys of “digitalization
and new energy”
Overall layout of New “First
Strategy” in China
Take ongoing moves on brands,
products, digitalization and localization
New “First Strategy”
Lead the future travel trend and
transform towards a high-tech
company
C.A.S.E Strategy
Define future car development direction
and provide all-round travel solutions
Digital customer travel 1.0
Comprehensive digitalization and
seamless connection from on-line
to off-line
Strategy
2025 speed-
up in China
Expand travel
service, unmanned
drive and big data
TRANSFORM
2025+ Strategy
Achieve clearer brand
positioning and enhance EV
and interconnection
technology
China
20152014 20162007 20182017
globe
Strategy 2025 of
FAW Volkswagen
Promote third brands, and
focus on new brands; step
into mobile travel field

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Issue the first-
generation brand
Mercedes me
Transform towards Internet
travel service provider in the
future
Launch P2P car network
sharing service CROOVE
Integrate AI, AR and chatting robot
technology; issue virtual manual Ask
Mercedes and “Automated Valet
parking” plan
Open Tmall flagship store Promote “Door-to-door”
service;
Create innovative Mercedes
me offline experience store
Build a new department of customer
experience alliance; supported by
WeChat public account “Mercedes
me”
Set pilot program of “BMW
i ChargeForward” into
motion
Transform into a digital
service provide for overall
layout of IOT cars
Promote digital drive service and
differentiated positioning service in
cooperation with Here
Unveil the release plan of
car and ride sharing
Introduce Charge Now TM in
China
Promote BMW cloud
Interface App, and deliver
diversified travel service
Introduce sharing travel service
“ReachNow” in China
Cooperate with Alibaba
to promote “digital
service in home and car
scenes”
Launch the thirteenth brand
Moia to compete mobile
travel service
Work together with IBM to develop
Connected Car service products; MOIA
releases sharing EVs
Build strategic cooperation
with Didi, Shouqi Limousine
& Chauffeur and Uxin
Launch the intelligent travel service
brand - ezia; cooperate with
Chumenwenwen
Open Future Center Asia
Build intelligent urban traffic
system for US
Promote digital customized
service platform My Audi
Transform to a top digitalized
automobile company; issue AI
technology; and redefine urban travel
Launch new pilot
program of intelligent
energy network
Promote “Audi at home”
and explore high-tech car
sharing service; work
together with BAT for digital
layout
Launch mobile travel service product
“Audi on demand + mobile travel
Improve user experience
with joint efforts on
Brand + product
Implement 25 mobile
experimental projects
around the globe
Promote “Commuter
Shuttle” and “GoBike”
bike-sharing service; and
FordPass APP
Open FordHub Experience Center; and invest in
Autonomic to build an open-source
mobile service platform
Boost intelligent travel
business through
business acquisition and
reorganization
Cooperate with Didapingche,
and spur car sharing
Promote Panda Bus,
Dingdingtingche and other
services
Provide intelligent mobile travel solution
in collaboration with Alibaba; and bring
FordPass to China
China
globe
Enterprises are actively deploying “customer-oriented” brand and business plans and
hold firmly the super key of “customer potential energy”
Brands (2017-2018)
2014 2015 2016 2017 2018
China
globe

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Now!2016 and before
globe
China
Now!
Mobile travel
service
More comprehensive
service provider of
mobile travel
After observation of enterprise strategy and business layout, it is
concluded that:
With vertical comparison of domestic and foreign markets,
during initial period of digital transformation, car enterprises
tend to build global strategies and then implement and
promote such strategies in developed countries and regions; in
recent years, as Chinese car industry gets mature and digital
infrastructure conditions get better, car enterprises in domestic
markets have taken frequent moves in digital transformation.
With horizontal time comparison, car enterprises have gradually
deepened business deployment from mobile travel service to a
more comprehensive mobile travel service provider, thus
delivering more convenient “car & life” services.
Car enterprises tend to move towards the strategic direction of a “more
comprehensive service provider of mobile travel”

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In 2016, Volkswagen Group has announced the future
development strategy of “TOGETHER - Strategy 2025”.
Based on this Strategy, Volkswagen has adjusted its core car
businesses and stepped into the new business of mobile
travel solution. In November 2016, Volkswagen has
upgraded the “Strategy 2025” and issue “TRANSFORM
2025+” strategy to enhance layouts in brand, motorization,
interconnection and mobile travel. This will push forward
development of Volkswagen and realization of brand-new
vision of “Volkswagen: Moving People Forward”.
globe
Volkswagen
Strategy 2025
Meet future mobile
travel requirements
Core points:
• Optimize product portfolio
• Create future mobile travel
solution, and focus on innovative
services of consumers and
businesses
• Enhance innovative impetus and
promote digital transformation
Digital layout:
• Establish a strategic partnership with
the on-demand travel service provider
Gett
• Build a joint venture company with
Chumenwenwen, and explore
intelligent mobile travel
• Work together with IBM to develop
personalized networking car service
products
• Create the thirteenth brand Moia to
compete mobile travel service
• Launch the intelligent travel service
brand - ezia in China
• Open “VW Future Center Asia” in
China
Create values for
users:
Case introduction

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On December 5, 2017, Ford Automobile Corporation
announced its development strategy of next stage in China -
“China 2025 Plan”. Details of this plan: By the end of 2025,
Ford will offer 50 new cars in China, mainly of SUV and EV;
make products more network connected; by the end of
2019, through on-board wireless router or access devices, all
Ford and Lincoln cars will be mobile interconnected; further
optimize a series of service management measures in Ford
brand car marketing, including the discussion of building
uniform distribution service institutions.
China
Ford
China 2025
Plan
Get closer to Chinese
consumers
Core points:
• SUV and EV are future keys
• Make products more intelligent
network-connected
• Refine business structures and
optimize process
Digital layout:
• All Ford and Lincoln cars in China
will be mobile interconnected
• Officially launch FordPass App in
China
• Test “go ride” dynamic traffic &
shuttle service
• Cooperate with Baidu for
development of autonomous
vehicles in China
• Work together with Alibaba to
promote cooperation in Internet of
Beings cars, AI, intelligent mobile
service and digital marketing
Create values for
users:
Case introduction

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In 2016, Mercedes-Benz issued the new customer
service strategy “Mercedes-Benz: Best Customer
Experience” In 2017, Mercedes-Benz presented the
upgrade version - digital customer travel 2.0 Benz
makes unremitting efforts to expanding life-style
brand experience based on car service by upgrading
customer service strategies.
Benz
Digital customer
travels 1.0 and
2.0 in China
Simple, efficient and
consistent customer
service
Core points:
• Create brand experience up to
market changes
• Build brand-centric lifestyle
• Grow into a partner that helps
customer personalization
• Make consumption experience more
seamless and smoother
Digital layout:
• Set up a new department
“customer experience alliance”
• Create Mercedes me Owners Club
• Launch Mercedes me E-commerce
platform
• Promote on-line service reservation/
“Door-to-door” service
• Develop App “Benz Zhangyitong”
• Create offline digital experience
store
Create values for
users:
Case introduction
China

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Digital customer assets
How to identify product/industry
related customers by virtue of digital
technology? How to establish
customer digital assets?
2.
Customer
potential
energy

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• With the development of car industry and advent of new technologies, brand value cores have been shifted
from products to customers. By establishing customer-centric digital assets, car enterprises will have a better
understanding of customers and provide better services to create new brand value.
• As technology and equipment (e.g., cloud computing and AI) develop, people’s behavior traces during
daily life, purchase and driving are increasingly recorded in digital form, providing necessary ground for
establishing digital assets.
 Customer orientation must be considered for the establishment of data assets. A data model with uniform
channels must be built for smooth connection and interaction of online and offline data in all fields.
 Enrich data collection of self-owned database, and seek for data cooperation and sharing with other
platforms based on customer requirements to explore maximized value of data;
 Make full use of emerging technologies and strive for finer and more intelligent data collection, analysis and
integration for scientific and efficient usage of data;
 Sufficiently guarantee security and controllability of user data, and build trust relationship with users
through reasonable and transparent utilization of data.

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Where are we?

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Originally, brands either paid less attention on establishment of user data assets or
establish user data assets separately. Today, enterprises have established customer-
centric and all-round user digital assets that cover various fields from online to offline.
Change in creating digital assets of customers
Data
island
Customer orientation
Fusion of data from various
fields

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Production
& sales data
Marketing
data
Customer
data
Financial
data
Maintenan-
ce data
Network
platform
data
Driving
data
Traffic
data
Business
competitor
data
Market
data
…
Optimization of product
and production process
Scientific market forecast and
decision-making analysis
Precision marketing and
user sightseeing
Personalized services
closer to users
External
data
Internal
data
Deepen exploration and collection of internal data surrounding customers. Explore
and connect external data. Achieve efficient integration and utilization of data through
innovative technology to create values for enterprises and users.

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The objective of DOVU is to “become the global marketplace
for transport data”. The DOVU system works by creating a
distributed marketplace for transport data. Vehicle hire,
insurance companies, ride-sharing and others across the
mobility sector can connect to DOVU to create a giant network
of transport-related data resources. In addition, DOVU creates a
kind of unprecedented value exchange between common
consumers and organizations that benefit from consumer data
to realize circular economy of traffic mobility field.
Jaguar
Land Rover
Invest in
blockchain
company DOVU
Core points:
• Data sharing among
organizations, enterprises and
individuals to increase data
value and trust
• Data owners can control access
to sharing data and charge DOV
tokens as returns from data
callers.
• These tokens can be used for
paying travel fees like car usage.
Digital technology:
• Blockchain technology
Controllable data
access and return
Create values for
users:
Britain
Case introduction

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Verimi is a cross-industry data platform partnered by
German companies. The platform integrates registration, e-
identification and data service to build an Europe data
center. By creating general digital identification and data,
users can autonomously control their data, and enterprises
can use data opened by the users. Car enterprises play key
roles in the establishment of Verimi. Platform partners
include BMW, Audi and Intel.
Daimler
Join in Verimi
cross-industry
data platform
Core points:
• Large cross-industry data
platform
• Make data utilization
convenient and secure
• Safeguard interests of
European users
Digital technology:
• Data platform
• Digital master key of
network
Convenient, safe
and controllable
Create values for
users:
Germany
Case introduction

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Geely Automobile has developed a new generation of
“Internet marketing service platform” with innovative
technology. This platform covers three business segments
including automotive OEM sales, after-sales and customer
relation management. It enables real-time interaction between
enterprises and market & customers to timely offer products
and services to consumers and transmits their requirements,
ideas and preference to each business division in the
enterprises in order to accurately and effectively guide product
development, manufacture and sale.
Geely
Internet
marketing
service
platform
Core points:
• Put full customer life cycle
business on line
• Interconnect global data in
business and production
systems in real-time manner
• Guide and accelerate business
innovation based on users’
requirements, ideas and
preferences
• Keep close real-time
interactions with users
Digital technology:
• Cloud computing
• Data platform
Integrate users into
company businesses
Create values for
users:
China
Case introduction

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Digital contacts & channels
How to identify and analyze the layout
characteristics (seamless integration), core
purpose, operation & promotion strategies of
key contacts/channels of digital connection
and interaction with customers?
3.
Customer
potential
energy

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• Nowadays, users are in a more dominant and independent position during interactions between enterprises
and users. They are the basis and purpose of actions taken by the enterprises who try to effectively reduce
loss of user value by comprehensive layout of contacts and channels.
• As digital media access has become the habit of the consumers, more and more diversified digital
connection and interaction methods form a close bond between brands and target users.
 Establish multi-contact and channel layout based on full user life cycle, serve customers in comprehensive
manner and cultivate loyal users;
 Connect online and offline segments, different platforms and channels in ecological and seamless manner
to bring customers with convenient experience;
 Blend cleverly brand services and personalized interactions based on features of different contacts in order
to create unique brand image.

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Where are we?

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35
Focus & isolation
Gradually transform from a layout focused on contacts and channels such as car
viewing, selection and purchase to a global, ecological and closed-loop layout based
on full customer life cycle.
More and more automobile brands
come to realize that a layout of contacts
and channels based on full life cycle of
automobiles may better serve users and
facilitate deep communication and
interaction and effectively lead in
potential customers and enhance brand
loyalty.
Car use
User-
centered
ecological
layout
Mobile
APP
Overall situation & ecology
Social contact
Platform
Other digital
interaction
platforms
Offline
experience
center
E-
commerce
platform
Vehicle-
mounted
terminal
Official
website

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36
Car viewing Car useCar selection LoyaltyCar purchase
China
Audi
Contact & channel layout
Brand & product
display, car purchase,
purchase & sale of
second-hand cars,
maintenance & service,
driver assistance.
Established at crowded
areas and featuring
display, interactive
experience and leisure
functions.
My Audi
APP
Mobile space
service station
Audi has a comprehensive layout of
contacts and channels. With My Audi
as the core platform, it has built an
online and offline multi-contact layout
based on users and integrated several
brand services for comprehensive
communication and interactions with
users in order get closer to users and
thus introduce potential users, increase
sales volume and enhance user loyalty.
Audi mobile space service station
Audi mobile space service
station
Audi Digital Exhibition Hall
My Audi APP
Social platform Audi on demand
My Audi Owners Club
E-commerce platform
Official website My Audi website
Case introduction

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globe
MINI
MINI A/D/O Creative Space is
dedicated to professional
designers as well as all those
seeking creative inspirations. It
aims to provide a base for the
design community to explore
the frontier of design. It
reflects a fundamental
philosophy of MINI, i.e. focus
on exchange and community.
MINI has changed the
tradition by creating
display area in crowded
streets and scenic spots
rather than viewing cars
at exhibition halls. This is
brand-new mobile
experience center of MINI
(MEC).
Creative Space A/D/O Mobile experience center
We can see that when laying out
contacts and channels, MINI combines
online and offline segments and
integrates extremely unique brand DNA
based on its core concepts of exchange
and sharing to establish bolder and
more innovative layout pattern in order
to enable deeper emotional exchange
and interactions with users and thus
forge a unique brand image.
MINI Drive Guide APP
Official website
Social platform
MINI urban shared space MINI urban shared space
MINI mobile experience center
Tmall flagship store
MINI mobile experience center
Creative Space A/D/O
Case introduction

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NIO APP
Official website
Social platform Social platform
NIO House NIO House
On-board artificial intelligence system “NOMI”
China
NIO
It is a one-stop platform that
integrates personalized car
purchase, information,
service, social intercourse,
interaction and other services
to create a complete closed
loop of the vehicle life cycle
for consumers.
The platform positioned itself
as a lifestyle community that
includes leisure life, library,
parenting, shared office and
other services. No enterprise or
production promotion will be
disseminated. It focuses on the
comfortable experience of
users to build up the identity
and value recognition of users.
It is the first on-board artificial
intelligence system in the world
that integrates Interactive voice
response and intelligent
emotion engine. The innovation
of human-vehicle interaction
changes the vehicle from a
machine to a partner with life
and emotion.
NIO APP NIO House On-board artificial
intelligence robot “NOMI”
In respect to digital touch point, NIO
makes online and offline diversified
arrangements with user
management thinking to build up a
full-cycle one-stand ecological
channel centering on NIO APP and
blend in its own brand concept and
philosophy of life for communication
and interaction with users. At the
same time, in terms of marketing
channel, the traditional model has
been broken down by focusing more
on online sales platform.
Case introduction

Brands (2017-2018)
39
Digital contents and communication
What are “digital” brand contents, stories
and interests of brands delivered to the
customers? Are there any humanistic
characteristics and personality charms? Is it
single-direction communication or ecological
interaction or continual dialog? What kinds of
innovative technologies and communication
and promotion means are preferred?
4.
Customer
potential
energy

Brands (2017-2018)
40
• The corporate needs to develop a kind of culture, i.e.: Sustained customer focus.
• The enterprises today (at least successful enterprises) have employed customer-oriented concept, created
effective digital marketing strategy, and conducted active digital revolution - ( Digital Intelligence Briefing:
2017 Digital Trends- Adobe).
 Through contents, data, technology and other methods, we build ecological communication relationships
with users and start sustainable dialogues;
 We have a deep insight into users’ demand and consumer motivation to promote digital brand content
with more humanistic attribute;
 We provide more valuable contents to serve the users and take the super users seriously.

Brands (2017-2018)
41
Where are we?

Brands (2017-2018)
42
This is a time with developed internet and digital technology, which dive the digital
marketing to revolute in a fast pace. The relationship between brand and user is no
longer one-way communication. The aid of content, data and technology facilitate the
production of an ecological interactive state of communication between users and
brand.
Contents × data × technology
User Brand
Traditional interaction
Ecological interaction

Brands (2017-2018)
43
Release desire
Seek for sense
of social
belonging
Suppress demand
Consumer
motivation
Entertainment
/ liberation
Comfort
/ safety
Personality
/
uniqueness
Vitality /
discovery
Integration /
Communication
Obedience /
belonging
Capacity
/ status
Rationality
/ control
Highlight of
personal value
Main
Communication
Approaches
Description
Short Video
Micro Film
Social contact /
fans
O2O
Crossing-border
Offline digital
experience
Co-creation
Emotion
banner
…
Main innovation
technology
applied
VR
AR
3D
360°
AI
LBS
H5
Big data
...
Main Transmission Theme of Car Brand
Carmaker shall have a deep insight into users’ demand and consumer motivation to
promote digital brand content with more humanistic attribute and personalization.
Through statistical analysis of 50 automotive brand marketing cases at home and abroad, it is found that
companies are deeply scrutinizing consumers' psychological appeals and humanistic evolution. Through
“personalized” communication strategies, they help consumers to release themselves and “be themselves”.
The carmakers integrate into the context of consumers and interact with consumers in an ecological way to
create sustainable digital relationships with content, data, technology and other methods.
* Chart generated by the case statistic analysis

Brands (2017-2018)
44
At Christmas, everyone gets together for the holiday and
unwraps the gifts, while the sick children could only stay in the
hospital. This time, American Honda Motor used augmented
reality technology to bring a special gift to a Children's Hospital
in California. Honda came up with the idea to send the ultimate
‘get well soon’ card in the form of an AR experience, one
that would transform the room around kids into a dynamic
winter wonderland and would also bring the kids messages of
hope and inspiration from around the world, brought together
through Honda’s activity on social media.
America
Emotion connection
immerse into
customers’ lives to
make them story-like
Transmission theme:
• A present for sick children
at Christmas
Transmission highlights:
• Creation of immersive
experience with AR
technology
• Endow the brand with
emotion tone, build up
emotion connection with
customers
Honda
A special
present for
sick children
with AR
technology
Create values for
users:
Fusion
Case introduction

Brands (2017-2018)
45
Everyone will come across energy in daily life, but people seldom
recognize its actual value. Nissan Motor opened the World’s
First Pay with Energy Café in order to help people think more
about energy. The Café does not accept payment in cash or credit
card. The only currency acceptable is energy. The customers use
the pedals installed on the bar or auxiliary energy-capturing
devices to generate energy, then they can make the coffee with
the energy generated. During the campaign, millions of Joules of
energy has been generated, but they have made a greater
difference to the society.
France
Fun interaction with
immediate satisfaction
Nissan
Pay with
Energy Café
Create values for
users:
Transmission theme:
• Get coffee in exchange of
energy
• Transfer the innovative
technology of brand to fun
interactions that customers
can engage in directly
• Connect experience of
interaction with users’
benefits, transmit the
technology to make life
better, draw public attention
on social problems
Vitality
Case introduction

Brands (2017-2018)
46
To help children with hearing difficulties liberate their nature
and enjoy happiness of communication like normal people,
Hyundai Motor has created a special school bus. Glasses of
the school bus have become steamed up doodle boards
through technology, kids can draw randomly on the
windows, the windows can also interact with kid; moreover,
with technology support, the vehicle can connect to smart
phones in real-time, information written and pictures drawn
by kids can be sent to their parents.
South Korea
Create fun life with
technology
Hyundai
Responding
intelligent
automotive
glass
Create values for
users:
Transmission theme:
• Intelligent window capable of
interacting with children
• Create real-time interaction
with technology to help
children kill the boring hours
on the bus
• Liberate the children’s nature
and let the kids with hearing
difficulties enjoy the pleasure
of communication
• Intelligent connection
between vehicle and mobile
phone to gain the acceptance
and trust of parents
Enjoyment
Case introduction

Brands (2017-2018)
47
MINI cooperated with fashion blogger Becky to first launch
a limited-edition car on the Wechat public account
“Becky’s Fantasy”. Becky has tailored two Wechat
advertorial push and made an advertising film for the car.
On the day of sales, 100 cars had been sold in 4 minutes at
a price of RMB 285,000 each. This crossover with fashion
blogger has brought a different buying experience to the
audience for MINI brand.
China
Satisfy the users’
spiritual demand of
“unique label
consumption”
MINI
Cooperate
with fashion
blogger to sell
cars on public
account
Create values for
users:
Transmission theme:
• Cooperate with fashion blogger to
sell cars with social platform
• Win-win co-operation of classic IP
and buyer IP
• In early stage, put out burning
values with real content to activate
consumers’ psychology of panic-
buying
• Purchase channel tied with
information channel to shorten the
sales path
• Initiate a new car sales method
conforming with the users’
psychology of pursuing
uniqueness
Personality
Case introduction

Brands (2017-2018)
48
To promote brand and strengthen the brand awareness, FAW
Mazda accurately depicted the user's portrait with the analysis
of multi-party user data on the big data platform, and made
multiple sets of creative materials based on the portrait
features. In the process of advertising, FAW Mazda pushed the
free combination of materials to target population through the
data identification of users’ characteristics and their
motivation to leave information, in turn creating a marketing
effect of “a different appearance for everyone”.
China
Realize intelligent marketing
and personalized
communication with big
data precise push
FAW
Mazda
Innovative
intelligent
marketing
Create values for
users:
Transmission theme:
• Push different innovative
contents according to the
characteristics of different
users
• Build up user portrait with
big data, make sets of
creative materials for free
combination
• Create a marketing effect of
“a different appearance for
everyone”
Uniqueness
Case introduction

Brands (2017-2018)
49
In order to reactivate fans and promote brand reputation,
FAW-Volkswagen Golf has designed a campaign of fans
endorsement. In the early stage, Golf has gathered quick
attention by publishing true story of car owners through
KOL and recruiting fans to shoot endorsement
advertisement online. Then Golf customized
advertisement for the fans / car owners recruited and
release the advertisements through Wechat Moments to
every advertising spokesperson for the sustained
expansion of brand’s reputation.
China
Giving the users the status
of the “protagonist” and
realize the self-value
Faw
Volkswagen
Fans
endorsement
Create values for
users:
Transmission theme:
• Fans / car owners
endorsement
• Create the first
advertisement customized
for fans to make the users
create contents together
with the brand
• Advertising targeting
Wechat Moments for
booming attention of
contents and sustained
spreading
Status
Case introduction

Brands (2017-2018)
50
Digital products, service and commercial
mode
Are there any unique charms for
products/services/commercial modes
based on customer requirements and
overall brand missions and visions? For
example, reconstruction of digital
products, further segmentation of
additional digital services, or expansion of
digital business modes or revenue flows?
5.
Customer
potential
energy

Brands (2017-2018)
51
• As the automotive industry has entered 4.0 era, digitalization, auto-piloting and electrification have come to
the fore. Automotive companies need to transform their production, services, and business models in an all-
round way in order to adapt to the changes in the times and continue to grow.
• The automotive industry is facing technological upgrades, consuming upgrades, and the growing of young
consumers. The concepts and needs of car users are also constantly changing. They are more concerned
about intelligent in-car experiences, flexible and convenient service experiences, and new types of car
ownership; they think of the car as a partner in their lives.
 In product level, the automotive products are endowed with new contents and values by digitalized thinking
and technologies;
 In service level, the users’ demand shall be well understood for the full-view car life services centering on
them;
 In business model level, opportunities shall be identified in intelligent urban ecology field for the expansion
of travel service and development of new business format;
 In product, service and all business levels, to make operation easier, more flexible, safer and more efficient
shall be the priority;
 With an open mind, automotive enterprises shall establish long-term friendly cooperative relations with
industry/technology partners, make best use of the advantages to promote innovation and development
together;
 Forward-looking creative thinking, the courage to break down the traditional pattern, practice and act,
collection of feedback and continuous renewal are necessary.

Brands (2017-2018)
52
Where are we?

Brands (2017-2018)
53
Vehicles have developed from simple means of
transportation to partners in life
Industry
3.0
Industry
2.0
Water
and
steam
drive
Industry
1.0 Digitalization
drive
Industry 4.0
Intelligent
vehicle
to connect
People and life
Life
 Automotive product
 Automotive service
 New business
Electric and
internal-
combustion
engine
drive
Information
automatic
drive
people

Brands (2017-2018)
54
Automotive products driven by digitalization
Based on the digitalization strategy of
brand and customer needs, car
manufacturers are also undergoing
changes in the understanding and
definition at product level, and have given
the automotive products new charm and
value through digital technology.

Brands (2017-2018)
55
Digital display
Dashboard
Intelligent
steering wheel
(Digital display,
monitoring of driver)
Digital lighting
system
Intelligent
human-vehicle
interaction
system
Real-time high-
precision 3D
map
Intelligent seat
(Memory adjustment)
Intelligent car
window
(Information display)
AR head-up
display
Autopilot mode
Intelligent
rearview mirror
(Artificial intelligence
camera system)
Mobile phone remote control
Intelligent key control
Other intelligent terminal control
Intelligent
remote Control
Interactive voice
response
Gesture control
Eye tracking
Driver identification
Health monitoring
Emotion capture
...
The concerns of automotive products has transferred to software level

Brands (2017-2018)
56
Sajjad Khan, Vice President - Digital Vehicle & Mobility at
Mercedes Benz Cars: “With MBUX, we have come another step
closer to turning the vehicle into a mobile assistant. ”
Prof. Rupert Stadler, Chairman of the Board of Management of Audi AG
said that: “In a self-driving car, luxury is reflected in the high-quality
and highly-efficient utilization of time. Whether you want to relax or
drive, or enjoy a more valuable time with family and friends, our
products will create new degree of freedom for you and a
completely different high-end experience
Robert Irlinger, head of BMWi believes that BMWi vehicles in
the future will spare more time for drivers,, and we can
deal with mails or listen to music with the time spared.
Prof. Dr. Jochem Heizmann, President and CEO of Volkswagen Group
China: We focus on developing futuristic products and services,
providing easy and comfortable mobile experience for customers to
make them feel at home even in the process of driving.
The automotive brands have injected brand new contents for the products

Brands (2017-2018)
57
Digital
technology
Intelligent
equipment/terminal
Improving users’
in-car experience
AI Autopilot
Data
collection
and
analysis
Clod
technology
Biometrics
Natural
voice control
Real-
time
positio
ning
Wireless
charging
3D printing Internet
of things
● Easy and convenient control
● Intellectualized interactive
mode
● Real-time accurate
information acquisition
● Safe driving environment
● Diversified service
requirement
According to the results of the J.D.
Power 2018 Cognitive Survey of
Intelligent interconnecting
Vehicles by Chinese Consumers,
91% of the Chinese consumers
interviewed said that they will
prioritize the purchase of
intelligent interconnecting vehicles
in the future.
Digital technology has given products brand new charm and value

Brands (2017-2018)
58
On July 11, 2017, Audi has officially released a new generation
of A8 in Barcelona, Spain. The autopilot technology on board is
a highlight of the new car this time; the technology has been
named as Audi AI automatic driving system in traffic jams that
can take over the control of vehicles, and drivers no longer
need to drive continuously. Moreover, the new Audi A8
supports intelligent conversation function, with which the driver
can activate multiple functions in car by voice; the navigation
system can even learn autonomously to provide more
intelligent search advice for the driver.
globe
Audi
New
generation
of A8
Easy, convenient and
safe driving experience
Core points:
• More intelligent and
technological driving
experience
• High-level driving mode
and safe driving support
Digital technology:
• Audi AI automatic driving
system in traffic jams
• Laser headlight and high-
definition matrix LED high
beam
• Virtual cabin
• Intelligent conversation
navigation system
Create values for
users:
Case introduction

Brands (2017-2018)
59
NIO ES8 is a medium and large electric SUV model with AI
NOMI system onboard which is based on powerful onboard
computing power and cloud computing platform integrating
voice interaction system and intelligent emotion engine to
create a interactive combination of full-LCD dashboard +
10.4-inch vertical center control panel + HUD. The car is also
equipped with an intelligent robot with vivid expression,
multiple operations and interactions. At the same time, NIO
ES8 can provide automatic driving function of L2-L3 level.
China
NIO
NIO ES8
Core points:
• User-friendly interior space
• Intelligent interactive mode
and emotion sensing
• High-level autopilot mode
• New car purchase mode and
charging / battery replacing
mode
• Club operation mode
Digital technology:
• On-board AI NOMI system
(interactive voice response and
intelligent emotion engine)
• NIO Pilot, the automatic driver
assistance system of level L2-L3
Vehicle user
experience with
brand new definition
Create values for
users:
Case introduction

Brands (2017-2018)
60
Concept cars of Concept-i series are divided into three types. AI is
the core technology of cars, the emotion and alertness of driver
can be monitored through on-board AI; the driving mode can be
switched automatically; the attitude and emotion of user can be
monitored and analyzed through biometric hardware and GPS data
in real-time to enable direct communication and interaction
between car and driver for the selection of route, etc. In the series,
Concept-i is a family car for everybody; Toyota Concept-i Ride is
designed for the disabled and applicable to special scenarios;
Concept-i Walk is a personal tool of transportation for “the last
kilometer”.
Japan
Toyota
Concept-i
series
concept
cars
Core points:
• User-friendly idea of
concern for the elderly and
disabled
• Intelligent, convenient
control experience and
emotion identification
Digital technology:
• Toyota “Yui” AI system,
which is able to monitor and
analyze the driver’s emotion
to provide help for users
• Equipped with autopilot
technology and driving mode
can be switched intelligently
Enable communication
between cars and drivers
Interaction
Create values for
users:
Case introduction

Brands (2017-2018)
61
Digitally upgraded automotive service
Based on the strategy development and
increasing customer demand, car makers
extend the digital service to various
scenarios of the user's automotive life,
and the improvement of user's in-car
experience is emphasized; new
connotations and values are given to the
service through various digital
technologies and data.

Brands (2017-2018)
62
Safe, comfortable, big-
space, power,
appearance, after-sales
service, economic...
Intelligent experience, convenient and
flexible control, safe driver assistance,
shared car use, entertainment functions,
personalization, environment-friendly,
life value-added service... People’s
requirements for cars
are no longer staying
at the level of car
itself, but upgrade
gradually to in-car
experience and the
convenient and
practical services that
cars can provide to
life.
Users’ requirements to cars have clearly improved
Experience and
service
The car itself

Brands (2017-2018)
63
Digital service centered on users’ demand throughout every scenario in
vehicle life
Electronic user manual
Vehicle owner’s
personalization
Intelligent chat robot
customer service
Repair and maintenance
reminder
Searching for parking lot
...
Intelligent car interaction (voice,
gesture, etc.)
Driving information digital display
Route planning and process
management
Driver status monitoring
Real-time driving information
sharing
Safe driving monitoring and alert
...
Intelligent household
connection control
In-car traffic
In-car payment
Service booking
Delivery to car
...
Virtual vehicle inspection
experience
Online virtual showroom
Virtual test drive experience
Chatbot shopping guide
Offline experience center digital
interaction
...
When selecting and
purchasing the car
When driving
the car
When using and
maintaining the car
When living
vehicle life
Brands (2017-2018)

Brands (2017-2018)
64
Simplified car
purchase process
Core points:
• Pay attention to the
consumption habit of
young people
• New sense of car purchase
experience
• Exclusive service anytime,
anywhere
Digital technology:
• Live broadcast, VR and
other new technology
interaction modes added
• Inspection of car in 360°
• Capable of connecting to
real person shopping guide
On March 2017, Acura e-PERFORMANCE SHOP was online, where
consumers can connect and communicate with sales consultant at
anytime, anywhere through mobile or desktop to consult or view
detailed information of products, and experience performance of
products through virtual test drive. In the SHOP, consumers can
also order an inspection and enjoy one-to-one exclusive service
mode to hear the 360° comprehensive explanation of experts and
adviser. At the same time, you can view the live contents or browse
the brand history, advanced technology and other blocks by
yourself. It is designed to satisfy the Chinese consumers’
diversified requirements of car inspection and purchase.
Acura
e-
PERFORMA
NCE SHOP
When selecting and
purchasing the car
Create values for
users:
China
Case introduction

Brands (2017-2018)
65
Core points:
• Know and analyze
driver’s habit
• Provide route planning
and other relevant
services for drivers in
advance
Digital technology:
• Data intelligent
interconnection, analysis
and processing
Audi is going to launch its own automobile digital assistance
software – Personal Intelligent Assistant (PIA), which can
collect the relevant information of guests in the car, analyze
with real-time road conditions and internet information to
help the driver make better decisions on the driving route
and arrangement, etc. At the same time, it can provide users
with services such as car navigation, background music
choosing, internal temperature adjustment, parking-lot
searching, etc.
Audi
Personal
Intelligent
Assistant
(PIA)
When driving the
car
Create values for
users:
Become an
assistant in life for
the car owner
Germany
Case introduction

Brands (2017-2018)
66
Germany
Core points:
• When the car is changed,
the personalized
requirements of the owner
can be synchronized
• Shared authorization setting
and management
• Improving customer loyalty
Digital technology:
• Cloud computing
• Electronic ecological system
Volkswagen has launched a Volkswagen CES APP on
CES. The users can create their own account through
the APP – as VW-ID. In the account, the users can
adjust the settings according to their own preference,
such as color of ambiance, pattern of dashboard and
contents of display, favorable music, suitable angle of
seat, etc. When the user changes his car from one
Volkswagen to another, all these personal settings can
be brought to the new car.
Volkswagen
User ID system
When using and
maintaining the car
Create values for
users:
Personalized settings
that follow the owner
Case introduction

Brands (2017-2018)
67
Germany
Get to know the brand
and product simply
and quickly
Core points:
• Mobilized convenient access
• Brand new interaction
experience to help users get
to know the functions of
products quickly
Digital technology:
• AI technology
• Intelligent chatbot
• Augmented reality
technology
Mercedes-Benz have developed a virtual user manual
realized by the smart phone APP “Ask Mercedes”, with
which the users can inquire about problems related to car
operation and get to know the functions of cabin dashboard
and user interface. Also, it has been equipped with AI, chat
robot, augmented reality and other advanced technologies,
in which AR enables users of E-class and S-class vehicles
identify the interior of car with their smart devices for
displaying relevant information of functions.
Benz
Ask
Mercedes
Virtual User
Manuel
Create values for
users:
When using and
maintaining the car
Case introduction

Brands (2017-2018)
68
Seamless
interconnection between
car and family
Core points:
• Remote control between
car and household
furniture
Digital technology:
• Intelligent voice
technology
• Mobile interconnecting
APP
On April 2017, Benz announced that it will insert the main
stream voice assistants (Amazon Alexa and Google Home)
on the market into all classes of 2016 and 2017 model Benz
cars to be produced later; the Benz car owners can remote
control intelligent furniture with voice in the car, and set up
temperature at home with dashboard in the car; moreover,
the car owners can ask Alexa or Google Home to import
navigation information into the on-board system in advance.
Benz
Voice
remote
control
intelligent
furniture
When living vehicle
life
Create values for
users:
America
Case introduction

Brands (2017-2018)
69
Build vehicles into
mobile living spaces
Core points:
• Focus on car owners’
demand of delivery
service
• Make the cars the new
service terminal
• Cooperate with
enterprises trusted by
users
Digital technology:
• Internet of vehicles
technology
• In-car monitoring system
NIO Cars has cooperated with JD and SF to provide
“delivery to car” service for NIO car owners, this service
will be enabled at the delivery of NIO ES8. Contents of the
service: when users are not convenient to collect the
package, the courier can open the trunk of your NIO car
without a key and put the package into the trunk within
limited time through car positioning upon authorization.
After the trunk has been opened, NIO will start monitoring
for safe operation.
NIO
Delivery to
car service
When living vehicle
life
Create values for
users:
China
Case introduction

Brands (2017-2018)
70
New business facilitated by digitalization
More and more car makers are
transforming to mobility service
providers. Based on customers’
requirement and digital technology,
apart from the original product and
value of service, the car makers
continuously dig and facilitate the
generation of new business form to
remodel value of car and expand
channel of income for car enterprises.

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71
Sharing travel
Living space
Intelligent
transportation network
Mobile scenario New industry
format
Car enterprises’
layout of smart city
Main breakthrough
point
Car enterprises transfer to mobile travel service provider
Expand innovating business modes, lay out ecology of smart city

Brands (2017-2018)
72
Shared travel service has become an important approach for car
enterprises to expand
Sharing travel
Cooperate
with shared
car service
providers
Invest or
purchase
shared car
service
providers
Independent
development
of services
Provide
service in
association
with dealers
Main
layout
method
Diversity
Service
mode
Varied service modes are derived
continuously
● Create a network for integrated mobile travel
● Combination of multiple sharing modes
● Cross-border automobile sharing services (+Leisure,
catering, tourism)
● Autopilot travel service
Reshape Automobile Value
According to the research of IBM, 73% of the OEM management thinks that mobile service is an
important filed for the realization of co-creation with consumers
In early stage, time-shared
rental, car rental, online car-
hailing, P2P, commuting
buses are the main services
Connect with consumers without
intention of car purchasing

Brands (2017-2018)
73
globe
City integrated mobile
travel Service mode
Core points:
• Differentiated shared
travel service modes
shall be provided for
requirements of users of
different regions and
types
Mobile travel mode:
• Time-shared rental
• Car rental by year
• Enterprise car use
service
• High-end customized
travel service
Audi
Smart City
integrated
mobile travel
service
Audi has been researching and developing the integrated mobile travel
concept of internet smart city. Multiple differentiated shared travel services
has been issued for users of different types and from different regions with
the aim to: Start Audi’s mobile travel service in 15 markets around the
world by 2020.
• Audi on demand: High-end car sharing service in the form of time-shared
rental
• Audi select: Enable users to enjoy the choice of three different models of
cars at most in a year with “package price”
• Audi at home: The traffic solution to meet the high-end living
requirements in a big city
• Audi shared fleet: It is a set of intelligent enterprise car use management
system
• Audi on demand + mobile travel: A mobile travel service product tailored
for the demand of high-end car use market in China.
Create values for
users:
Case introduction

Brands (2017-2018)
74
America
More flexible car use
mode
Core points:
• Alternate shared travel
service
Mobile travel mode:
• The combination of
online car hailing + time-
shared rental
BMW
ReachNow
BMW has established mobility company ReachNow to form a
fleet of 700 coupes and SUVs. The company has tried a
business mode that combines shared travel with car sharing. A
professional driver can rent a car of the fleet to serve
customers like Uber or Lyft. After finished using the car, the
professional driver can park the car on the street for other
private users to reserve and drive, this is more like Car2go and
Maven of GM. Steve Banfield, CEO of ReachNow has said that
the flexibility of this mode can provide better services to
consumers.
Create values for
users:
Case introduction

Brands (2017-2018)
75
Travel convenience
during trips
Core points:
• Pay attention to traveling
requirements of users
during trips
• Cooperate with B&Bs in
scenic areas
• Launch scene marketing in
combination with tourism
Mobile travel mode:
• Time sharing lease
DongFeng
FengGuang
Cars in scenic
area Sharing
project
In April 2017, DongFeng FengGuang “Car Sharing”
campaign was launched in Lijiang, Yunnan where first 100
DongFeng FengGuang 580 were parked at several hot
destinations. Tourists can take and return DongFeng
FengGuang 580 at B&Bs, airports, scenic areas and railway
stations conveniently. This project is implemented together
with local B&Bs. Tourists stayed in designated B&Bs can
enjoy free FengGuang 580 experience service, including
airport transfer and self-driving tour services.
Create values for
users:
China
Case introduction

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76
Free traveling mode
Core points:
• Serve the entire process
with mobile application
• Recommend scenic spots
and tour routes based on
requirements
• Guarantee safety via
remote monitoring
Mobile travel mode:
• Unmanned taxi
In December 2017, Nissan launched a new brand --- Easy Ride
together with DeNA, a Japanese Internet company and both parties
decided to jointly develop unmanned robot traveling service. They
planned to conduct a field test at Minatomirai Yokohama, Kanagawa
Prefecture, Japan in March 5~18, 2018. With the design concept of
“freer travel” in mind, Easy Ride helps consumers to travel with
unmanned driving service at anytime and anywhere and provide a
one-stop solution integrating destination setting, taxi calling and
fare paying via dedicated mobile application. Moreover, users may
also select from scenic spots and tour routes recommended by the
system based on their own requirements.
Nissan
Easy Ride
unmanned
travel
service
Create values for
users:
Japan
Case introduction

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77
Intelligent transportation network
Intelligent transportation system construction renders automobile
manufacturers a promising prospect.
Intelligent transportation development has been included in the National Thirteenth Five-Year Plan and deep integration of
technologies such as mobile Internet and intelligent control with transportation will be promoted in the future. While as a major
player of intelligent transportation system construction, automobile manufacturers with its technological and data advantages will
bring more possibilities to the future intelligent transportation network and make everyday travel more convenient.
Coach
Intelligent
transportation
network
Intellectualization Real-
t i m e D a t a m a t i o n
Operator
Technical
support
Private
car
Bus
Mobile
APP
Vehicle
travel
data
Shared
vehicle
Pedestrian
Real-time
traffic
information Cloud
platform
Intelligent road
infrastructure
Government
Automobile
manufacturer

Brands (2017-2018)
78
America
Intelligent urban life
Core points:
• Create system
framework
• Attract more
transportation
companies to scale up
Digital technology:
• V2X technology
• Unmanned driving
technology
• Clod technology
Ford
Transportati
-on Mobility
Cloud
System
Ford launched Transportation Mobility Cloud at CES in 2018. This
travel service cloud platform will help create for an intelligent city
an intelligent transportation system consisting of all elements in
urban transportation from buses to unmanned cars, road
infrastructure and smart phones in the pocket of pedestrians.
V2X technology is the core for connecting all such transportation
elements. Ford will continue to release several businesses based
on such system, such as vehicle sharing, non-emergency medical
supplies transportation and vehicle management service. Other
companies may also use this system to create their own systems.
Create values for
users:
Case introduction

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79
Living space becomes a new strategic direction of automobile
companies.
Living space
In addition to manufacturing business, automobile manufacturers pay increasing attention to people’s
requirements for dwelling and living space. They combine their service ability with digitization technology for
relevant strategic business layout and actions.
Automobile
company
User
Exploit new commercial market●
Demonstrate brand concept and
technological strength●
Get closer to users’ life●
● Address urban living
problem and utilize space with
great efficiency
● Bring brand-new life
concepts and living experience
Intelligent
space/facilities
Digital access
service

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80
China
Maximize living quality
within minimum space
Core points:
• Promote reform of
lifestyle
• Combine travel and
dwelling
• Focus on “sharing”
• Powerful social function
Digital technology:
• Digital access service
MINI
MINI
LIVING
shared
urban space
MIMI brand of BMW Group has launched MINI LIVING
concept and plans to create in Shanghai the first MINI LIVING
building in the world. In this shared space, MINI will provide
reserved working and living space as well as car sharing
service. Such space is also equipped with digital access service
where users may reserve services via their smart phones. Its
goal is to obtain most convenient travel experience and
highest space utilization efficiency.
Case introduction
Create values for
users:

Brands (2017-2018)
81
Japan
Innovative dwelling
experience
Core points:
• Promote autopilot
technology and sales of
relevant products
• Reduce workload of
service personnel
• Bring customers novel
experience and fun
Digital technology:
• ProPILOT autopilot
technology
Nissan
Autopilot
theme hotel
Nissan Motor uses ProPILOT technology to renovate a
hotel where all slippers, low tables and cushions are
equipped with a special version of Nissan ProPILOT Park
technology. When guests check in, slippers will
automatically move to the door for guest use; low tables
and cushions will align themselves in order; after
completion of use, such items will automatically return to
designated positions.
Create values for
users:
Case introduction

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82
Automobile companies use unlimited imagination in mobile
application
Mobile scenario
At the age of mobile Internet, automobile companies continuously explore and develop more new business models
and service scenarios in mobile setting in combination of own technological advantages and advanced concepts to
expand travel-related businesses and accelerate enterprise transformation.
Mobile
Scenario
Business
logistics
Mobile
working
Entertainment
Food
Services
Merchandise
sales
Autopilot
technology
Technology-
dependent
Big data
Cloud service
platform
Artificial
intelligence
Real-time
positioning
Internet
of things
Medical
treatment
…

Brands (2017-2018)
83
Japan
Mobile services
Core points:
• Autopilot + sharing
• Various mobile service
scenarios
• Brand commercialization
cooperation
Digital technology:
• Autopilot technology
• Toyota mobile service
platform (OTA, API,
DCM)
Toyota
Multi-
functional
mobile travel
platform - e-
Palette
E-Palette, short for Electronic Palette, is a complete set of
travel ecosystem and business model based on unmanned
driving. First of all, it is an unmanned vehicle which can be
customized into various versions, such as Starbucks version or
Mcdonald’s version. These brands cooperate with Toyota to
have their own mobile shops or offices or hotels. Toyota also
allows partners to install the unmanned driving system and
vehicle management system it developed on such vehicles
and Toyota will ensure safety of the entire system.
Create values for
users:
Case introduction

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84
Improve customer
experience of delivery
service
Core points:
• Expand business
application of autopilot
• Improve convenience
and customer experience
of freight service
Digital technology:
• Autopilot technology
Ford
Test of delivery
service
together with
Domino
Ford has announced officially to partner with Domino's Pizza,
a chain brand to use unmanned vehicles for takeout delivery
test. Takeout service will be tested in Ann Arbor and the
vehicle used will be Hybrid Ford Mondeo. The test will last for
6 weeks during which data of takeout delivery service of
unmanned vehicle under different residential facilities,
environment and weather conditions will be collected for
takeout service improvement and digital mapping purposes.
Such delivering vehicle is equipped with an external camera to
check when customers take delivery and leave.
Create values for
users:
America
Case introduction

Brands (2017-2018)
85
Switzerland
Innovative logistic
service
Core points:
• Test the feasibility of
logistic distribution with
drones
• Increase efficiency of
logistics distribution
• Expand application fields
Digital technology:
• Drone
Benz
Drone-based
logistic
distribution
system
Mercedes-Benz has launched a drone-based logistic
distribution system in Zurich, Switzerland. In a small test
project, Benz delivered 50 parcels to Siroop, an online
shopping e-commerce company in Zurich, Switzerland
within 10 days. Drones took such parcels from the
warehouse to the landing platform on the roof of Vito
vehicle for truck drivers to take delivery and complete
the last-mile transportation.
Create values for
users:
Case introduction

Brands (2017-2018)
86
Get deep insight into requirements of car owners and find innovative
business opportunities
New industry format
Evolved digital technology and upgraded consumption concept lead to overturn of traditional car purchase channels
and patterns and changes in car owning concept of consumers. All these have given rise to brand-new car purchase
concept and way. Moreover, automobile manufacturers are working hard to find out car using requirements of
consumers and exploit new business opportunities.
Flexible
car purchase pattern
Ancillary commercial
facilities and servicesAutomobile
manufacturer
New car owning way
● Contract car
New entrants
New car purchase
concept
New retail ●
Flexible and
convenient
Personalized
Services
New experience
Transparent
transaction
Standard
Lower cost
Artificial intelligence
Mobile Internet
E-commerce
Modern logisticsCloud
computing
Leisure facility ●
Restaurant ●
Entertainment facility ●
Combined with
vehicle
In-car payment service
● Payment software
● Payment traffic

Brands (2017-2018)
87
Europe & U.S.
New car owning way
Core points:
• Contract car owning
• Vehicle model options
• Convenient and high-
quality all-inclusive
service
Digital technology:
• Online reservation
service
Volvo
Care By
Volvo
Volvo announced Los Angeles Auto Show 2017 to release a
new car purchase program - Care By Volvo where consumers
only need to pay a minimum amount of USD 600 every month
to buy a new Volvo car. This monthly payment covers taxes,
transportation fee, insurance and maintenance cost and the
installment period is two years. Currently this program is only
available in U.S. where consumers can configure and reserve
new cars via Volvo official website.
Create values for
users:
Case introduction

Brands (2017-2018)
88
China
New car purchase
experience
Core points:
• New retail concept
• Automatic car purchase
process
• Viewing of cars of
various brands
Digital technology:
• Big data
• Artificial intelligence
• Facial image
identification
Alibaba
Automatic
car vending
machine
In December 2017, Tmall Cars announced launch of “automatic car
vending machines” in Shanghai and Nanjing and such machines are
available to the users in the form of “Super Test Drive”. Consumers can
search “Super Test Drive” on Taobao to reserve a test drive. After
successful reservation, they can go to relevant store to fetch car key by face
scanning. In this way, consumers can help themselves with cars without any
shop assistant for a test drive up to 3 days. The greatest advantage of this
project is that consumers are allowed to experience models from several
brands and 3-day test drive helps to get a full knowledge of the car model
they intend to buy. Now Ford and Volvo are among the list of first
cooperative brands of this project.
Create values for
users:
Case introduction

Brands (2017-2018)
89
America
More cost-effective
option program
Core points:
• Optional configuration with
annual fee
• Promote automobile
software development
Digital technology:
• Intelligent interconnection
system
BMW
CarPlay
annual
payment
system
BMW will adopt annual payment mode for its CarPlay model
in North America since 2019. In this system, the first year is
free of charge and every following year will be charged with
an annual fee of USD 80. It means that if users only use the
cars for two to three years, their total cost will be lower than
one-off payment to buy such service. This shows that software
payment mode will probably become a new consumption
pattern in the future.
Create values for
users:
Case introduction

Brands (2017-2018)
90
In-car network service
Core points:
• Only available for
monthly unlimited traffic
service of car owners
• Cooperation with
communication
companies
Digital technology:
• On-board entertainment
information system
• 4G hotspot technical
support
Jaguar
Land Rover
Prepaid
unlimited data
traffic service
Jaguar Land Rover has cooperated with AT&T to provide
prepaid unlimited data traffic service at a monthly rate of USD
20 for car owners. Such service offers unlimited-traffic 4G
network service for several online devices at the same time
inside the car for a monthly price of only USD 20. Currently
the service is only available for several models. It supports
Wi-Fi via InControl on-board entertainment information
system and the fixed antenna built in the car provides AT&T
4G LTE hotspot support.
Create values for
users:
America
Case introduction

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91
Improve user
charging experience
Core points:
• Pay attention to user
waiting time during
charging to optimize
experience
• Expand commercial
services at charging
stations
• Order meals in advance
without getting out of
the car
Digital technology:
• In-car digital menu
Tesla
Create
restaurant
inside super
charging
station
Elon Musk, CEO of Tesla has announced on Twitter that a
newly-built super charging station at L.A. will be equipped
with a restaurant and a skating rink. Musk also suggested
that the restaurant will be a vintage in-car restaurant where
users only need to trigger in-car digital menu when
reaching the destination without getting out of their cars.
Tesla wishes to meet consumers’ requirements during
charging and improve their experience by offering some
services and amenities.
Create values for
users:
America
Case introduction

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92
Customer
potential energy
1.
• Keep trace of market changes and give quick
response
• Deeply and continuously promote digitalization
strategy
• Develop overall deployment scheme covering
the entire business chain
• Maintain innovation and cross-sector cooperation
ability of the organization
Volkswagen: Create future mobile travel
solution
Ford: More localized intelligent mobile plan
Benz: Focus on digitalization-driven customer
experience
Digital strategy deployment
Digital customer assets
• Interflow and interconnection between data
platforms
• Cooperation and sharing of data from multiple
parties
• More intelligent analysis and application
• Guarantee user data safety and controllability
Jaguar Land Rover: Deploy block chain technology-
based data resource network
Daimler: Join in cross-sector data platform and ensure
data application convenience, safety and controllability
Geely: Research and develop Internet marketing
service platform and enable interflow of data from
R&D, production and sales
2.
3. Digital contacts & channels
• Deployment based on full user
life cycle
• Seamless connection between
various contact channels
• Integrate brand personalized
interaction and image
Audi: Integrate online and offline
multiple contacts and services with
My Audi APP as the core
MINI: Strengthen contact
deployment of online and offline
communication & sharing concept
NIO: NIO APP and NIO House for
enhance one-stop service and
experience in advance
5.
• Product: New definition of digitalization-driven
automobile products
• Service: Full-scenario car life service based on
user requirements
• Business: Develop new formats from intelligent
urban ecology
Toyota: AI to enable communication and interaction
between cars and drivers
NIO: Build vehicles into mobile living spaces
Ford: Comprehensive mobile travel service for
intelligent cities
MINI/Nissan: Innovative space and experience based
on culture & technology
Toyota: Travel ecosystem and business model based
on unmanned driving
Volvo/Alibaba: New car owning/selling way
Digital products, service and
commercial mode
4.• Ecological interaction
relation
• Continuous dialogue with
users
• Humanity
• Transmit valuable contents
Honda: Endow the brand with emotional connotation and
establish innovative connection with users via AR technology
Hyundai: Responsive intelligent automotive glass to increase fun
of parent-child life
FAW Volkswagen: Fan/car owner-endorsed advertisement to
make users “masters” of the market
Digital contents and
communication
Key to digital transformation of automobile companies - insights and inspirations |Summary

Brands (2017-2018)
93
Appendix to the report

Brands (2017-2018)
94
Research markets:
• Main markets: China and U.S.;
• Secondary markets: Japan, Germany and
Britain
Main market:
U.S.
Main market:
China
Secondary
market:
Britain
Secondary
market:
Germany
Secondary
market:
Japan
Appendix: Description of analysis and research methods - automobile market dimensions

Brands (2017-2018)
95
References for brand sample design:
• BrandZ’s 100 Most Valuable Brands
• Forbes’ 100 Most Valuable Brands
• 2017 Global RepTrak® 100
• Interbrand: Interbrand Best Global Brands report
• D100: THE WORLD’S MOST DYNAMIC BRANDS
• Cohn & Wolfe: The Authentic 100
• Lithium: 2015 Global Brand Social Power Top 50
• L2 Digital IQ Index - Auto 2016 (U.S., Germany and
Britain)
• Auto100 2017
Global automobile
brand samples
(15)
BMW
Benz
Audi
Toyota
Kia
Jaguar Land Rover
Porsche
Honda
Hyundai
Ford
Tesla
Volkswagen
MINI
Nissan
Ferrari
Chinese automobile
brand samples
(8)
Geely
LYNK & CO
SGMW
Dongfeng
Automobile
Chang’an
BYD
Great Wall
NIO
Global dynamic
automobile brand
samples
(14)
Mazda
Renault
Chevrolet
Volvo
Subaru
Lexus
Suzuki
JEEP
Aston Matin
Fiat
Cadillac
Infiniti
Mitsubishi
Maserati
Appendix: Description of analysis and research methods ---- automobile brand
sample design

Brands (2017-2018)
96
• Public data from mainstream media in the industry and other public Internet data
• Official websites of automobile brands (China and foreign)
• Internal statistics and cases
Information and case materials in this report mainly come from the following channels (in
random order):
Appendix: Description of source of reference materials

Brands (2017-2018)
97
Research on digital
marketing
innovations
Deep insight
into
consumers
Prospective understanding of
automobile industryThought
Insight Enable
CIG
Automobile whole industry chain digital marketing
service provider
Founded in December 2002, CIG is headquartered in Beijing and
branches and offices in Shanghai, Guangzhou, Wuhan, Nanjing,
Chongqing, Hangzhou, Changchun, Hefei and Zhengzhou.
Dedicated to vertical fields in the automobile industry, CIG
becomes a reliable partner to Chinese automobile brands with its
rick digital marketing full-case agency experience for over 15
years.
CIG Strategy Research Department is devoted into three research
projects including “prospective understanding of automobile
industry”, “deep insight into consumers” and “research on
digital marketing innovations” to help automobile digital
marketing practitioners to improve knowledge, ability, insight and
decision making.
Digital Radar Report of Global Car Brands
Creator team
Professional
Advisor
Main authors T ang Hong
Y a n g J i n g
Yang Qiuyue
Xing Zhiwei
Chen Xiaofeng
L i u Y a n
Appendix: About Us

Brands (2017-2018)
98
Welcome to contact us for full version of electronic report or for professional
exchange!
Contact information: cig-clzx@cig.com.cn
2017-2018
Global Automobile
Digitalization
Radar Report
[Full edition]
transformation of car enterprises
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2017 2018 global automobile digitalization radar report

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