As the automotive industry shifts away from mechanics and towards electronics and software, players both old and new are scrambling to build new capabilities. It’s easy to understand why: a report by Boston Consulting Group forecasts that software-defined vehicles (SDVs) could unlock up to US$650bn of new value by 2030. Little surprise, then, that legacy brands like Audi, BMW, Mercedes-Benz, and Volkswagen have all founded R&D hubs in the San Francisco Bay Area—California’s tech industry mecca.
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At this stage, however, many OEMs are struggling to attract the tech talent necessary for realising this potential. Part of the issue is cultural: automakers traditionally have highly structured employee development and progression, where fresh graduates enter and gradually rise through the ranks until retirement. In contrast, Big Tech firms emphasise a more fast-paced and experimental environment. Another significant factor is daily work patterns.
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