IBM：需求驅動汽車制造商的數字化革新研究報告-2024-09-數字化

IBMInstituteforBusinessValue|ExpertInsights

Digitalcarsneeddigitalautomakers

Anintegratedhybridcloudstrategyisthefirststep

aws

Experts

onthistopic

SujayNandi

AssociatePartnerandIndustryArchitect,IndustrialManufacturingIBMConsulting

/in/sujay-nandi/

sujnandi@

RussellGowers

AssociatePartner,AutomotiveRetailIBMConsulting

/in/russellgowers/?originalSubdomain=uk

gowersr1@

NorikoSuzuki

GlobalResearchLead,Automotive,Electronics,andEnergyIndustriesIBMInstituteforBusinessValue

/in/norikosuzuki/

suzukino@

SaschaDieh

HeadofAutomotiveandManufacturingMarketingAmazonWebServices

/in/saschadieh/

sascdieh@amazon.de

Thisiswhattruecloud-nativebusinessesdoinstinctively—theyconsiderhybridcloudasanenterprise-levelstrategy.

Key

takeaways

By2030,amajorityofautomakerspredictthatcarmakerswon’tbetheonesmakingcarsanymore.

62%ofautoexecutivessaytheywillhavesignificantlyoutsourcedvehicleproductionoperationstofocusondigitalcompetenciesby2030.

Theshifttodigitalis

all-encompassing—vehicles,

corporateoffices,manufacturing,andthecustomermodel.

Butamajorityofdigitaltransformationsfail.Across

industries,71%ofITprofessionalsagreethatwithoutahybridcloudstrategy,it’sdifficulttorealizethefullpotentialofadigitaltransformation.

Automakershavebeentryingto

buildacloudfoundation,butthey’restrugglinginthreeindustry

applications.

They’renotalone.Almostathirdofcloudadopters

reportbeingstalledinthemiddleoftheirjourneysand37%saytheyaredonewiththeircloudadoptionafteronlyminimalmigration.

1

2

Foreword

Theshifttodigitalvehiclesthatoperatewithincreasingautonomyisnolongerafuturisticendeavor.It’shappeningtoday,withourclients.Thistransition

presentsbothexcitingopportunitiesandsignificantoperationalandtechnologicalchallenges,fromdatamanagementandsecuritytocreatingworkflowsthatspanoperationalsiloes.

Ahybridcloudstrategyoffersthenecessarytechnicalblendofsecurity,scalability,andagilityautomakersandsuppliersneedastheymakethisshift.It’snotthat

automakersaren’tinthecloud.It’sthatmostofthemadoptedcloudassomanyothercompanieshave—usecasebyusecase.Aholistic,integratedhybridcloudstrategycouldmovethemlightyearsaheadinseveralareas—fromthevehiclesthemselvestoconnectedmanufacturingtohowtheyinteractwithcustomers.

AtIBMandAmazonWebServices(AWS),we’reexcitedaboutthefutureofthe

automotiveindustry.Wehopethisreporthelpsautomotivedecision-makersbuildasolid,cloud-basedfoundationunderneaththeirotherdigitalefforts.WithAI

alreadyaforceandquantumcomputingaroundthecorner,there’sneverbeena

bettertimetohelpensureautomotiveIThasthescale,agility,andsecurityitneedsforasuccessfulfuture.

RyanCoates

USAutomotive,Aerospace,

andIndustrialProductsLeaderIBMConsulting

GavinSermon

UKAutomotive,AerospaceandDefenseLeader

IBMConsulting

WendyBauer

VicePresidentandGeneralManager,AutomotiveandManufacturing

AWS

3

71%

ofITprofessionalsagreethat

withouthybridcloudstrategyit’sdifficulttorealizethefullpotentialofadigitaltransformation.

Thechangingroleoftheautomaker

Automakers,oncedefinedbyDetroitmuscleandGermanengineering,

areundergoingaseismicshiftastheytrytobecomedigital-first

companiesmakingdigitalcars.Forgethorsepower—cloudserversandlinesofcodearedefiningtheautomotivefuture.

Automotivecompaniesandtheirsuppliersarenavigatingashiftthatisn’tjustaboutin-dashfeatures,butinsteadisacompletetransformationofhowcarsaredesigned,built,sold,andserviced.Theeraoftheconnected,software-definedvehicle(SDV)

hasbegun.

Asoftware-basedfuture

Inanindustrythathasprideditselfonmanagingcomplexsupplychains,

integratingmechanicalcomponents,andbuildingsafe,reliablevehicles,thepushtoasoftware-basedfutureisstrong—sostrongthat62%ofautomotiveexecutivespredictthatby2030theywillhavesignificantlyoutsourcedvehicleproduction

operationstofocusondigitalcompetencies.1

UnderlyingnotonlySDVsbutalsoautomakers’ownenterprisedigitaltransformations

isonekeybasetechnologylayer—hybridcloud.Acrossindustries,71%ofIT

professionalsagreethatwithoutahybridcloudstrategy,it’sdifficulttorealizethefullpotentialofadigitaltransformation.2Hybridcloudprovidesthecapacity

andbusinessagilityfororiginalequipmentmanufacturers(OEMs)tonotonly

competebutalsotoremainviable.Whileautomakersareusingcloud,theyhavebeenstrugglingtoimplementitforsomemajorusecases.Andmosthaveyettocreatea

truehybridcloudstrategyaspartofacomprehensive,integratedenterprisestrategy.Inthisreport,we’llcoverthethreemainareaswhereautomakersarestrugglingandshowhowahybridcloudstrategycanhelpthembuildasolidfoundationfortheir

digitalfuture.

4

Perspective

Whatis

hybridcloud?3

Hybridclouddescribesamixofcloudenvironments,includingpublic,

private,andmulticloud,aswellason-premisesinfrastructure.Ourdata

showsthatduringthepandemic,manyorganizationsbecamehybridcloudusersasasimpleconsequenceoftacticaldecisionsbyuserdepartments,IT,andprocurement.

Beyondthismixofenvironments,however,weusethetermhybridcloudplatformtodescribesomelevelofintegrationthatspanspublic,private,multicloud,andon-premisesinfrastructure,andincreasinglyedge

computinganddistributedcloud.Doneright,ahybridcloudplatform

providesafabricfororchestration,management,andapplicationportabilityacrosstheseenvironments.Theresultcanbeasingle,

unified,open,andflexibledistributedcomputingenvironmentwhereanorganizationcanrunandscaleitstraditionalandcloud-nativeworkloadsonthemostappropriatecomputingmodel.

Hybridcloudoptimizationdescribesahighlyevolvedwayofoperating

hybridcloudplatformsthatcanfundamentallyimprove—andtransform—businessperformance.

“Dabbling-level”cloudadoptionstopsshortofROIthatbalances—andthenoutpaces—cloudimplementationcosts.

Hybridcloud:

Designingforsuccess

Manycompaniesacrossindustrieshaveadoptedhybridcloud,butit’s

doneinsiloes,ratherthanaccordingtoanoverarchingplan.Forinstance,aconnectedvehicle’sfunctionalandhealthdatatransmitstoandfrom

enterpriseclouds.Atthesametime,automakersandsuppliersarealsomigratingtheirbusinessapplicationsandworkloadstocloud.

Incloudconversationswithclientsacrosstheindustry,thesetwofocusareas

dominate,butrarelywithinthesameconversation.Connectedvehicleinitiativesareownedbytheproductdevelopmentorganization,andtheITdepartmentmanagesenterprisecloudandapplications.Thesiloedapproachmayhelpmovetheneedlein

thesespecificareas,butitislessthanidealwhenstrivingforbroaderdigitaltransformation,whichrequiresintegrationandaholisticcloudstrategy.

Dabblingandstalledjourneys

Thereareissueswiththisapproach.Toooften,cloudadoptionprogramslose

momentumbeforeinvestmentsstarttopayoff.“Dabbling-level”adoptionstopsshortofatippingpointwheretheROIfromimprovementsinbusinessperformance

balances—andthenoutpaces—cloudimplementationcosts.Consequently,cloud

programscanbeseenasnecessarybutunwelcomedrainsonresources,ratherthanopportunitiesforreinvention.

Almostathirdofcloudadoptersreportbeingstalledmid-journey.4Afurther37%reportbeing“done”afteronlyminimalworkloadmigration.5Why?Onereasonisthey’reseeingunexpectedincreasesinoperatingcostsastheyaddmorecloud

vendorsorcloudifymorebusinessfunctions.6

Hybridcloudasanenterprise-levelstrategy

There’smore.Runningaseriesofcloudprogramsforisolatedusecasesleadsto

inefficienciesandmissedopportunitiestotakedataoutofsilosandintegrateit,usingittobuildnewinsights,newproducts,andnewbusinessmodels.Thisiswhattruecloud-nativebusinessesdoinstinctively—theyconsiderhybridcloudasanenterprise-level

strategy,identifyingeverybusinessareathatitmighttransformoverthenextdecade.

AutomotiveCIOswhodeliberatelyandcarefullyreexamineautomotivehybridcloud

strategyacrossthreekeyareasofthebusiness—beyondtheobviousandtheeasy—puttheircompaniesinabettercompetitiveposition.Acrossindustries,whenleaders

combineacloudstrategywithotherbusinesstransformationlevers,theycangenerateupto13timesgreaterfinancialreturnsthanwithcloudalone.7

Movingtoanenterprise-levelmaximaliststrategyallowsthemtoreapthetrue

benefitsofhybridcloud,ratherthanincrementalgainsinsiloedareas.Here’show.

5

6

Hybridcloudcan

helpautomakerswiththreemainchallenges

Optimizinghybridcloudshouldmeanthedifferencebetween

aimingfortransformationalbusinessoutcomesandshort-termgains.Thesethreeareasarekeytogettingitrightinautomotivecompanies.

Thechallenge

Optimaluseofcloud

Hybriddataprocessingcapabilitiesbetween

in-vehicle,edgeandcloud

Currentuseofcloud

1

Howtohandlemillionsoflinesofcodeand

upto25gigabytesdata

ConnectedcarandSDV

2

Connected

manufacturing

3

$

Directtoconsumer

Handlingbasicvehiclehealthdata,inasilo,foralimitedpoolof

pervehicle,perday,

vehicles

inadistributedcomputing

whilemaintaining

environment,allowing

vehiclequalityand

seamlessaccesstorich

consistency

vehiclehealth,con?gurationandutilizationdatapoints

Howtosuccessfully

Liftingandshifting

Combiningthepowerof

integrateinformation

mainframefactory

acentralizedcloudand

technologyandoperations

applicationsto

localizededgecomputing

technologyandforma

cloudhosting

tounlockanalytics,AIand

consolidatedviewof

monitoringusecases,on

capabilitiestosuccessfully

thefactoryfloorand

actuponthehundredsof

gigabytesofdataproducedbyfactoriesdaily

acrossthesupplychain

Howtocreate

Creatingacloud

Creatingatruedigital-?rst

anomnichannel

salesplatformfor

customerplatform,through

customerexperience

dealersandagents

whichanext-generation

inarapidlyshifting

customerexperiencecan

salesenvironment

becreated,encouragingcustomerstoremainloyalforlonger

7

1

Connectedcarsand

softwaredefinedvehicles

Vehiclestodaycanhavehundredsofmillionsoflinesofsoftwarecode,whichmay

bedistributedamongmultipleelectroniccontrolunits(ECUs)supportedbysensors,cameras,radar,andlightdetectionandranging(LIDAR)devices,aswellasin-vehicleinfotainmentsystems.Astheindustrycontinuestomakecarsthatareincreasingly

digital,twodomainshaveemerged—theconnectedvehicleandtheSDV.

Connectedvehicle

Aconnectedvehiclecommunicatesbi-directionally,allowingittoshareinternetaccess,andhencedata,withotherdevicesbothinsideandoutsidethevehicle.Itusescloudforworkloadanddatamanagement.

Software-definedvehicle(SDV)

AnSDV’sfeaturesandfunctionsareprimarilyenabledthroughsoftware,instead

ofhardware.AutonomousdrivingisatypicalSDVusecasebecauseitrequireslow

latency,whichmeansitrunsbestonacomputernetworkthatisoptimizedtoprocessaveryhighvolumeofdatamessageswithminimaldelay.Imagineasituationthat

requiresanimmediateresponseforsafetyreasons—thecarneedstoprocessdata

relatedtoobstaclesintheroad,orotherpotentialhazards.SDVsusein-vehicle,edge

computingtotakeininformationandactonitquicklyratherthansendingittoacentrallocation,awaitingaresponse,andthenproceeding.

Becauseoftheneedforlowlatency,SDVsdistributetheirworkloadbetweenin-vehicleedgecomputing,andcloudcomputing.

SDVsinteractwiththeirenvironment,canactautonomously,learn,arealwaysconnected,andenableservice-basedbusinessmodels.

Mainchallengesforautomakers

Awiderangeofunintegratedsolutions.

ConnectedvehicleandSDVsolutionsexisttodayasawidevarietyofapplicationsandserviceshostedinvariousenvironments:on-board,privateand

publiccloud,on-premises,oracombinationofall.

Inaddition,on-boardcomputingtypicallyhavelimitedcapabilitiescomparedtocloud.This

makesmanagingandintegratingthesolutionsverychallenging.

Datainallforms,atvolume,comingfast.

Therangeandforecastedvolumeofdata,aswellasthevarietyandfrequencyofdata,havechanged

dramatically—leadingtoamajorscalabilityissue.

Securityandprivacyconcerns.

Attacksurfacesaresignificantlyexpandingduetotheelectrificationofvehicles.Automakersmustsecure

complexedgeconnectivitywithmultipletechnologylayers,fromin-cartothecloud.Also,regulatory

complianceaddssignificantworkload.8

8

Howahybridcloudstrategycanhelp

Cloudcanplayamajorroleintheshifttoconnectedandsoftware-definedvehicles.Herearejustafewofthewayscloudprovidesthefoundationtopower

digitalvehicles.

Robustinfrastructure.Whilein-vehiclecomputing

capabilityisessentialforSDVs,thesoftwareneedstobeenabled,built,andupdatedthrougharobustcloudinfrastructure.Thishelpsensurethequalityand

consistencyofthevehiclesoftware,aswellastheabilitytorapidlyupdateacrossfleets.

Hybriddataprocessingcanenabledeeperinsights.

Storingvehicledataandhistoryintheautomaker’scloudallowsfordeeperinsights.Distributed

computingandhybriddataprocessingbetween

in-car,edgeandcloudwillhelpsolveunintegrateddatachallenges.

Buildonceanddeploymultiple.Cloudtechnologycanorchestratein-carandout-carapplications

seamlessly.Thisshouldbethetarget“NorthStar”

solution.Standardizeddeploymentprocesses

betweenthevehicleandtheenterprisecanexpeditesimulation,virtualtesting,andallowfasterrolloutofnewfeatures.Itisalsoeasiertoleveragetheopen

sourcecommunitybenefits,technicalecosystems,andalliances.

Actionguide

01

Revisittechnologyarchitecturefromfutureusecaseperspectives.

TakeaninventoryofITinfrastructure,data,

middleware,andapplications.Considervehicleon-boardcomputingandnetworkconstraintsbutstrivetointegrateadvancedcloud-based

technologiesalso.

02

Shiftproductdevelopmentpracticesfromahardware-drivenmindsetto

prioritizesoftware.

Thechangemaynothappenovernight,butnurtureacultureshiftbyadoptinganOpenShiftapproachaswellascloudworktoolsandopenprocesses.

9

10

Almostathirdofcloudadoptersreportbeingstalledinthemiddleoftheirjourneys.

11

2

Connectedmanufacturing

Factoriesgenerate

hundredsof

gigabytesofdata,

butwithverylittle

capabilitytoactonit.

Connectedmanufacturingusesacombinationofedgeandcloudcomputingtoharness

operationalandbusinessdatatogainmorevaluefromimprovedprocessesand

insights.However,onlyaquarterofmanufacturing-relatedoperationshavemigratedtheirdataandworkloadstothecloud.9Also,executivesreporttheircloudarchitectureisinadequateforsomeoftheirmostimportanttechnologyinitiatives,suchassupplyorchestrationandmanufacturingqualityrootcauseanalysis.10

Mainchallengesforautomakers

LackofastandardITlandscape.ThereisoftensignificantdeviationamongIT

landscapesfromplanttoplant,withproprietaryandhomegrownITsystemsmanagedlocallyon-premises.Thispresentssignificantchallengesfororganizationstryingto

spreadbestpracticesglobally.Duetolegacyequipmentandthelackofcommonality,plusconcernsatcertainplantsaboutlatencyandbandwidthofdataprocessing,

theshifttotrulyconnectedmanufacturingonawidescaleisapipedreamformanymanufacturingorganizations.

Loadsofdata,butfewinsights.Conversely,thereisoftenasignificantlackof

dataprocessingcapabilityatthepointofmanufacturing.Thismeansthatfactoriesgeneratemanyhundredsofgigabytesofdata,butwithverylittlecapabilitytoactonthem.Thus,evenwheredatagatheringwithinstrumentationisavailable,theabilitytomanagethedatacollectedandcontextualizeitinthesamewayismissing.

Theinformationtechnology(IT)versusoperationaltechnology(OT)divide.

ITsystemshandledata-centriccomputing.OTsystemsmonitordevices,events,and

processes,makingadjustmentswithinindustrialoperationswhennecessary.ThereisafundamentaldifferencebetweenITsystems,designedtosolvebusinesschallengesandrefreshedregularly,andOTsystems,whicharedesignedforreliabilityandlongevity.

OTdevicescanfrustratemanagerswhoareaccustomedtodigitalomniscience.

Unintegrateddata.EvenautomotiveorganizationswhicharecapableofsomeIT/OTintegrationdonottendtoholdatrulyintegratedoverviewofmanufacturingand

operationalmetrics.Thismeansthat,inmanycases,datamaybeavailable,butit

remainsuntrustedbythebusiness—oritissooutdatedastoonlybeusefulfor

historicalreporting,ratherthandecision-making.Thismeansthatdecisionsregardingmanufacturingcontinuetobetakenongutfeelingversustrendsidentifiedbyanalytics.

Theimpactofthesefourchallengesisthattheadoptionofconnectedmanufacturingthroughouttheautomotiveindustryhasnotbeenasrapidasitshouldbe.

12

Howahybridcloudstrategycanhelp

Automotivecompaniesinvestbillionsonenterprisesystems,industrialautomation,

andadvancedproducttechnologies,buttheyareslowadopterscomparedtodataand

technologycompanies—whichisessentiallywhattheyaretryingtobecome.Ahybridcloudapproachthatenablescollection,storage,andanalysisofdataacrossthe

organizationandthevaluechaincanhelpmitigatethechallengesautocompaniesarefacing.

Agreaterleveloftransparency.Modernizinglegacyapplicationsinautomotive

plants—puttingtheminthecloud—canprovidetransparencyacrosstheorganization.Thattransparencyisessentialforconnectedmanufacturing.Theeffortshouldinvolvevirtualizationandcontainerizationaspartofalargerapplicationmodernization.

Integratingcloud-orchestratedautomatedworkflowsforbetterinsights.Manyorganizationsstillhavesiloes.Becauseofthat,manyhavedatathathasn’tbeenintegratedacrosstheirbusiness,particularlyinthedividebetweenITandOT.

That’snotanidealsituationinanenvironmentwheredataisthenewgold.

Cloud-orchestratedautomatedworkflowscanhelpbreakthesesiloes,allowingenterprisestounlocktheinsightsthatmayresideinthatdata.

Optimizedworkloadsviaedgecomputing.Edgecomputingisallaboutdecentralized

dataandapplicationprocessingacrosshundredstomillionsofedgeendpointsthatresideoutsideofatraditionaldatacenter.Itinvolvesalargenumberofcapable

devicesorserversprocessingdataincloseproximitytothepointofaction,centrally

managedwithcontainerizedsoftware.Majorhyperscalersalreadyhaveedgemanagementplatformsthathelpoptimizeworkloads.

Decisionsregardingmanufacturingcontinuetobetakenongutfeelingversustrendsidentifiedbyanalytics.

Perspective

Cloudhelpsautomakers

powerup

sustainabilityefforts

Sustainabilityisbecominganexistentialchallengeforeveryautomaker—andtheconversationhasmovedfarbeyondjusttailpipeemissions.Avarietyoffactors,fromregulatorychangeandsocietalpressure,tomaterialscarcityandexpense,toashiftinconsumerpreferences,arerapidlymakingsustainabilityabusinessdifferentiator.

AutomotiveCEOsconsidersustainabilitytobeakeyfocusarea.Amajorityof

automotiveCEOs(72%)experiencethemostdirectpressureforsustainabilityfromboardmembersandinvestors.11Inaddition,over80%ofautomotiveCEOsexpectsustainabilityinvestmentstoproduceimprovedbusinessresultsinthenextfiveyears.12

Checkingtheboxversustruetransformation

Despitethepressure,sustainabilityhasbecomeanaccountingandreporting

exerciseratherthanatransformationeffortformanyorganizations.Forexample,

43%moreisspentonsustainabilityreportingthansustainableinnovationefforts.13

Cloudcomputingcanhelponbothcounts,makingasignificantcontributiontoan

organization’scarbonfootprintaswellasitsbalancesheet.However,44%ofCEOssurveyedstatedthattheyhadeithermadenoinvestment,orhadonlyinvestedto

complywithmandatesandregulations.14Only13%ofgloballyassessedCEOshadmadeinvestmentsrelatedtosustainability,suchascloudtransformation,which

wouldreshapemajoraspectsoftheenterprise.15

Inaddition,55%ofautoexecutivessaytheyusehybridcloudcapabilities

extensivelyforsustainability.16But,just66%saysustainabilityobjectivesareincorporatedintocloudstrategy—leavingasignificantnumberofautomotivecompaniesdisconnectedinthisarea.17

Automotivecompaniesrecognizethathybridcloudcanbeakeyenablerfor

profitable,sustainabletransformation,butitappearstheyhavenoclearroadmapforgettingthere.Currently42%ofautomotiveOEMsand35%ofautomotive

suppliersareoperatingacrossmultiplecloudenvironments;themajorityofexecutivesbelievethereissignificantroomforgrowth.18

13

Actionguide

Actionguide

01

Triagedatainventorybasedoncriticalitytomanufacturingoperations.

TrackdatalineageacrossOTmanufacturingdata

layers,aswellasITplanningandreportinglayers.

AssesstheimpactofhavingtransparencyandtimelyKPIdata.Evaluatesuitablecloudplatformand

migrationoptions.

02

Analyzewhat’sholdingbacktheadoptionofAI,automation,andotheradvanced

technologiesinmanufacturingoperations.

Simulatethetechnicalandfinancialimpactof

hostingsuchapplicationsandmovingworkflowstohybridcloud.

03

Decidewhetheryourorganizationwantstoprioritizecapabilitiesindataand

technology,orproductionengineering.

Createthemodernizationroadmapaccordingly.

14

15

3

$

Directtoconsumer:Transformingthecustomerrelationship

Automotive

executivesexpectelectricvehicle

subscriptionswillgrowfrom3%todayto37%by2030.

AsOEMsreinventcarswithtechnology,theautomotivesalesprocessundergoesits

ownchanges.Automotivecompaniesarediversifyingfromthelegacyfranchisedsalesmodelbyaddingdirect-to-consumer,agency,andsubscriptionsalesmodels.Theyarealsolookingtodiversifytheirdigitalrevenuestreams,movingawayfromrelyingon

one-timevehiclepurchasesandpost-saleservices.

Inaworldwherecustomersarefrequentlyconsumingmultipledigitalandphysicalproductsdirectlyfromanautomotivebrand,ahybridcloudecosystemiscritical.

Mainchallengesforautomakers

Disjointedcustomerexperience.Inthelegacydealershipmodel,customerdataresidesinmultipleplaces:indealershipmanagementsystems(DMS)ofretail

franchisegroups,somewithinthecorporateCRMsystemoftheautomotivecompany,

andsomewithinthedatabasesofthecaptivefinancecompany.Thismeansthatcustomersarefrequentlychasedbymultiplepartiesregardingthesamesale,

frequentlyincontradictionwithoneanother,leadingtoadisjointedexperience.

Slow,unevenaccesstocustomerdata.Inalegacyautomotivescenario,customerinformationtendstobeguardedcloselybytheCRMteamandprocessedinmonthlybatchesforconsumptionbymanagement.Thislevelofopacityandslowpacedonotspellsuccessinafast-moving,B2Cenvironment.Ifautomakersaretobecome

responsivedigitalorganizations,theywillneedtorestructurethestorage,processing,androle-basedaccesstomanagement-criticalinsights,sothatdashboardsandkey

performanceindicators(KPIs)canbedynamicallyrefreshedandhighlyrelevant.

Shiftingrevenuemodelwiththeshifttovehiclesubscriptions.Automotive

executivesexpectelectricvehiclesubscriptionstogrowfrom3%todayto37%by2030,andtobecomeapopularownershipoptionforconsumers.19Theoverarchingobjectiveisshiftingtoincreasingthecustomer’slifetimerevenuestreams.It’snolongersimplyaboutbuildingandsellingmorevehicles.

16

Howahybridcloudstrategycanhelp

Betterinsightsandabettercustomerexperience.Hybridcloudletsorganizationshaveasingleviewofallcustomerdatastoredacrosspublicandprivatecloud.

TheycansharedatabasedonroleswithOEMs,dealers,andfinancecompanies.

Inaddition,aslightmajorityofautoorganizations(58%)expecttousegenerativeAI

toreducedigitalcommercetechnologyandinfrastructurecostsbytheendof202420—andtobesuccessfulwithgenerativeAI,companiesneedanagile

hybridcloudfoundation.

Morechoiceforcustomers.Sensitive,identifiablevehicledatacanremaininprivatecloudstobeusedfordiagnostics,monitoring,orengineering.Moretransient

connectedvehicledatacanbeshiftedtopubliccloudtoenablepersonalized

customerjourneys—forexample,theawardingof“greendrivingpoints”tooffsetacustomer’snextvehiclepurchaseorrecommendingaswitchtoadifferent

consumptionmodelbasedontheirdrivingstyle.Alldatacanbeunifiedbyasinglesetofcustomerpermissions,allowingthemthechoiceofhowmuchtoshareandtoenrichtheirprofile.

Faster,simpleraccesstocustomerdataforbothbusinessandoperationsteams.

Cloudenablesadatalakehouseapproach,allowingstructured,unstructured,and

semi-structureddatatobeunifiedunderasingledataarchitecture.Thisenables

instantaccesstoreal-timedatathatcanbeusedformachinelearningandpredictiveanalytics.Italsoallowsoperationsandbusinessleadershiptocreateself-serve

reports,accessingintegrateddata.AnditallowsgenerativeAIworkloadstorunatscaleonproprietarydata.

Inaworldwherecustomersare

frequentlyconsumingmultiple

digitalandphysicalproducts

directlyfromanautomotivebrand,ahybridcloudecosystemiscritical.

Actionguide

01

Createablueprintofyourretail

ecosystemplatformwithinternalandexternalstakeholders.

Focusonmaximizingcustomerbenefitsandvaluefirst,thenafairdistributionofbenefitstothe

stakeholders.Payattentiontoprivacy,security,andregulatoryrequirements.

02

Evaluateanopenplatformwherefutureenhancementsandexpansionsare

possible,aswellasonandoff-boardingofbusinesspartnersand/orinternal

departments.

03

Enhancethecustomerexperience,

utilizingadvancedAIanda