Interviewbuch 2012 englisch Seite 2

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Dear Readers We are pleased to release the fourth issue of the year s most important interviews with ex ecutives from the automotive industry 2012 marks a year where market development and prospects are a question of perspective and can only be understood in terms of your own international positioning These regio nal variations make the automotive business even more exacting and bring challenges to the world of IT asking how to bring stable IT business support solutions to growth markets such as China Brazil Turkey and Russia in a cost efficient way However regional variations are not the only challenge for the automotive industry A further challenge lies in quickly and securely integra ting new partnerships into existing company structures partnerships that are formed as part of mobility concepts and cost efficiency in vehicle development The significance of the relationship between in car and off board systems became even clearer this year Manufacturers in the pre mium segment are not only working on con cepts for networked vehicles that can interact with the real and virtual world they are also actively engaged in developing connectivi ty which is gradually becoming a must for all manufacturers for a number of reasons connectivity enables the convergence of te lecommunications electronics and vehicles it improves vehicle safety and comfort and it satisfies customer expectations Connecting the vehicle with its environment is no longer just a nice to have feature it is an essential part of the vehicle a communication tool bet ween vehicles that connects the vehicle to traffic management systems and to service stations and that handles all other connecti vities A main driver of this development is the cus tomer who increasingly demands the con venience of a smartphone in the car What customers expect from their make of car is a link between online configuration and the availability of this information from the dealer They want to share their car of choice with friends and family via social media channels These customers have much greater access to information than even ten years ago and they have much greater influence given the possibilities afforded by Web 2 0 The interviews reveal that automotive in dustry executives see an opportunity in tai loring products and services specifically to each customer Competitive differentiation is achieved by making intelligent use of IT and customer specific product and service chains Providing information to customers through the iPad is possibly the feature with greatest market penetration in the automotive indus try Very few brands and manufacturers failed to incorporate this device in the 2012 automo tive shows Other possible applications such as simplified service orders for customers and mobile sales are the next steps for an industry that is continually evolving I would like to extend my sincere thanks to all interviewees They made this book possible but more than that they play a pivotal role in making this industry as captivating as it is Rainer Mehl     3