Vehicle ownership is moving from a static experience to a much more dynamic one, with over-the-air updates, customisable features and an ongoing relationship between automaker and driver. The product versus service debate continues to play out not only in the form of ride-hailing and car-sharing but also with in-vehicle features and subscription offerings. What a driver wants or needs during the week could be very different from what they are looking for on the weekend—are automakers ready to respond to those changing preferences?
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Technology advances suggest they could be. Prashant Gupta, Senior Vice President, Automotive & Manufacturing at digital technology strategy company DMI, shares his vision for the evolution of the ownership experience and the digital developments behind it.
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