A car manufactured today is a different beast to one made only ten years ago. Changes in the automotive sector have come thick and fast, with technological advancements driving innovation. A new car in 2020 is more likely than not to have fuel-efficient technology, in-car entertainment and advanced digital safety features—innovations initially born outside of the traditional automotive industry. If this trend continues, the imminent risk for automotive brands is that they will lose the connection to customers and their expectations….