The document discusses lessons that can be learned from innovation in the automotive industry. It notes that the automotive industry has had to both innovate and sacrifice traditional ways of doing things to keep pace with changing consumer demands and new entrants. Key lessons mentioned include the need to sacrifice what is sacrosanct, innovate or risk becoming obsolete, challenge yourself like a startup would, and innovate for non-traditional audiences. The document advocates forgetting traditions that no longer serve the current market in order to drive innovation.

1. Lessons From Automotive
What we can learn from the automotive industry

2. Agenda
1. A little about us
2. Innovation in automotive
3. Lessons to ponder

3. A little about us

4. We help brands keep pace with
consumers
(andaheadofthecompetition)

5. Our Services
Experience
Design
Effective products
and experiences that put
the consumer at the heart
of the process
Strategy
Keep your brand relevant and marketing
effective in an evolving landscape.
Data
Intelligence
Exploiting the power of data
to deliver highly personalised
and relevant experiences
Culture
Frameworks and training to build your
organisations competence and confidence
Technical
Delivery
Enterprise technology and
integration
Innovation
Helping develop new products and
services inline with today’s consumers
Optimisatio
n
& Support
Maximising the effectiveness
of your digital investment

6. Automotive Experience
IN A FORMER LIFE…

7. Scene setting

8. Unstoppable force meets immoveable
object

9. The innovation / disruption curve
1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020 2022 20241990 1992 1994
User
Adoption
Broadband
SocialMedia
Mobile
Data/MachineLearning
InternetofThings
Crowdfunding

10. 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020 2022 20241990 1992 1994
The innovation / disruption curve

11. millenials
THE HIERARCHY OF NEEDS

12. Symbiotic relationship…
…or death embrace

13. Guys, did we just
leave the door open
with the engine
running?

14. Innovation examples

15. New BMW 5 series offers a 3% increase in torsional stiffness
Automotive innovation in automotive

19. Lessons from
Automoive

20. Sacrifice
the sacrosanct

23. Designed to compete like a
startup company, Ford
Smart Mobility LLC will
design and build mobility
services on its own, and
collaborate with start-ups
and tech companies.
Ford Smart Mobility

24. Innovate
or die

25. Innovate
or die buy

26. The start-up challenge

28. Innovation for
non-innovative audiences

30. “UBER GAVE ME MY WHEELS BACK.”– JUNE, 86-
YEAR-OLD GRANDMOTHER, MIAMI RESIDENT,
AND UBER RIDER

31. In summary

32. Forget the shiny
Forget the very reason you exist
Forget the threat
Forget millennials

33. "If GM had kept up with technology like the computer
industry has, we would all be driving $25.00 cars that got
1,000 miles to the gallon.”
If GM had developed technology like Microsoft, we would all be driving cars with the following
characteristics:
1. For no reason whatsoever, your car would crash twice a day.
7. The airbag system would ask "Are you sure?" before deploying.
8. Occasionally, for no reason whatsoever, your car would lock you out and refuse to let you
in until you simultaneously lifted the door handle, turned the key and grabbed hold of the
radio antenna.
10. You'd have to press the "Start" button to turn the engine off."

34. Thank you