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Adapt or Die: The Key to Relevance in the Automotive Market

By Ricardo Rodriguez Vasquez - INFINITI Mexico, Latin America and Israel
Managing Director


By Rodrigo Vasquéz | Director General - Wed, 10/11/2023 - 12:00

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The world is changing, and we are noticing it more frequently and rapidly. This change impacts all aspects of our lives, from technological to cultural, generational, environmental, and now, the increasingly relevant areas of gender perception and diversity.

It is these changes that lead us to the need for constant adaptation because if we don't, we risk losing relevance and significance in any field in which we operate.

Speaking specifically about the automotive industry, we are in a transitional stage that involves several significant factors:

We have the evolution toward "green" technologies, with the development of hybrid, electric, and hydrogen vehicles, for now, but we should not rule out new technologies in the near future.

A second major change is the preference of new generations not to buy a car but to have access to one through various options.

A third factor is the entry of companies from different industries into the automotive world, which will change the rules of the game across the entire industry.

The fourth relevant change we are already facing is the evolution toward "autonomous driving," where the differentiation factors of a vehicle can change radically.

The fifth factor that is altering the status quo is the incorporation of Chinese brands into international markets, with improving quality, technology, rapid product development, and economies of scale capable of delivering highly competitive products at accessible prices.

Undoubtedly, these five factors will modify our understanding of the automotive industry, and traditional brands, in particular, will need to adapt quickly to this new scenario or risk being overtaken rapidly in consumer preferences.

Analyzing the points mentioned above, we can ask ourselves, "What will be the changes in consumer preferences over the next five to 10 years?" 

The answer may be obvious to some extent: Our consumers will be looking to satisfy their mobility needs in a simple way, where they can access the service without having to invest significant amounts of money, where they can set aside maintenance worries and expenses, pay only for the usage of the product, make their travel time productive, and feel like they are contributing to environmental care.

With this in mind, it is not difficult to conclude that successful automotive companies will be those that best adapt their business models to these new conditions, those that develop reliable autonomous driving technologies, that create "green technologies," that can transition from being just car manufacturers to mobility service providers, and, probably most importantly, at a sufficiently competitive cost so that customers truly feel they are getting a valuable offer.

There is a popular saying that states, "Adapt or die." That has never been more true and applicable than in these times.

Photo by:   Ricardo Rodriguez Vasquez

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