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A bumpy ride Why is the road transportation industry being disrupted – yet again World Mobility Congress, 8th January 2019 Dragon Consulting Bayeta Mulato, Hugo Volz, Julio Tendeiro, Vasco Amoroso
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The problem, or the road transportation industry
Agenda A bumpy ride The problem, or the road transportation industry Key issues, or the factors disruption this industry – yet again Analysis, or how has the industry reacted to it? And why? Alternatives, or our critique of the industry’s reaction Recommendation, that is how should the industry have reacted? Summary
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The industry
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Personalised vehicles
1. The problem The road transportation industry has known continuous disruption Horses Cars Personalised vehicles Safety Focus
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Personalised vehicles
1. The problem The road transportation industry has known continuous disruption Shared Economy Shared Ride Uber, Didi Horses Cars Personalised vehicles Safety Focus Environmental Focus Electric Cars Tesla Autonomous Self-driving Tesla, Google
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Key issues
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2. Key issues The factors disruption this industry – yet again
Shared Economy Dominated by current customer needs: Millennials shift in focus from owning to sharing Freedom
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2. Key issues The factors disruption this industry – yet again
Shared Economy Environmental Focus Dominated by current customer needs: Millennials shift in focus from owning to sharing Freedom Dominated by current customer needs: Engaged Conscious about environmental issues There was a need to drastically change the way cars are powered
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2. Key issues The factors disruption this industry – yet again
Shared Economy Environmental Focus Autonomous Dominated by current customer needs: Millennials shift in focus from owning to sharing Freedom Dominated by current customer needs: Efficiency Asset free Dominated by current customer needs: Engaged Conscious about environmental issues
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2. Key issues The factors disruption this industry – yet again
Shared Economy Environmental Focus Autonomous Dominated by current customer needs: Millennials shift in focus from owning to sharing Freedom Dominated by current customer needs: Efficiency Asset free Dominated by current customer needs: Engaged Conscious about environmental issues There was a need to drastically change the way cars are powered
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Analysis
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3. Analysis From the whiteboard to action
Shared Economy Partnerships with shared economy companies Self-Transportation service
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3. Analysis From the whiteboard to action
Shared Economy Partnerships with shared economy companies Self-Transportation service Electric Cars go mainstream A mix of initiatives from BMW and Mercedes Solutions covering hybrid and full electrical vehicles
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3. Analysis From the whiteboard to action
Shared Economy Partnerships with shared economy companies Self-Transportation service Electric Cars go mainstream A mix of initiatives from BMW and Mercedes Solutions covering hybrid and full electrical vehicles Autonomous driving Autonomous driving is now beyond the embrionary status Keep in the road Auto Brake
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3. Analysis From the whiteboard to action
Shared Economy Partnerships with shared economy companies Self-Transportation service Electric Cars go mainstream A mix of initiatives from BMW and Mercedes Solutions covering hybrid and full electrical vehicles Autonomous driving Autonomous driving is now beyond the embrionary status Keep in the road Auto Brake All options are a go, however focus needs to be established in order to capitalize the big ticker
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3. Analysis Obviously, not everything is pretty
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Alternatives
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4. Alternatives Obviously, not everything is pretty
Shared Economy Availability in rural Areas Laggards Adoption Electric Cars go mainstream Autonomous driving
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4. Alternatives Obviously, not everything is pretty
Shared Economy Availability in rural Areas Laggards Adoption Electric Cars go mainstream Environmental issues in manufacturing Increase overall electric consumption Convenience (current charger network) Range/Autonomy Autonomous driving
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4. Alternatives Obviously, not everything is pretty
Shared Economy Availability in rural Areas Laggards Adoption Electric Cars go mainstream Environmental issues in manufacturing Increase overall electric consumption Convenience (current charger network) Range/Autonomy Autonomous driving Safety Data Collection Moral Issues
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4. Alternatives Obviously, not everything is pretty
Shared Economy Availability in rural Areas Laggards Adoption Electric Cars go mainstream Environmental issues in manufacturing Increase overall electric consumption Convenience (current charger network) Range/Autonomy Autonomous driving Safety Data Collection Moral Issues In order not to loose momentum, Industry needs to act NOW !!
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4. Alternatives How has the industry reacted to it? And why?
Strength Weakness Opportunity Threats Innovation has always been the main driver in the industry Laggard adoption Homogenization
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4. Alternatives How has the industry reacted to it? And why?
Strength Weakness Opportunity Threats Innovation has always been the main driver in the industry Laggard adoption Homogenization Tech Savvy users Environmental policies Compliance Regulatory requirements Power Grid
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Recommendation
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The music industry case
5. Recommendation How should the industry have reacted – the music industry example The music industry case Musician Musician Musician Musician Musician Musician Musician Musician Musician Musician Labels Labels Labels Customers
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The music industry case
5. Recommendation How should the industry have reacted – the music industry example The music industry case Musician Musician Musician Musician Musician Musician Musician Musician Musician Musician Piracy Labels Labels Labels Customers
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The music industry case
5. Recommendation How should the industry have reacted – the music industry example The music industry case Musician Musician Musician Musician Musician Musician Musician Musician Musician Musician Labels Labels Labels Spotify Customers
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The music industry case Together they stand, alone they fall
5. Recommendation How should the industry have reacted – the music industry example The music industry case Musician Musician Musician Musician Musician Musician Musician Musician Musician Musician Labels Labels Labels Spotify Customers Together they stand, alone they fall
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Two thirds of the world living in urban areas by 2050
5. Recommendation How should the industry have reacted – shared economy Cars as a Service Consortium network Two thirds of the world living in urban areas by 2050 Millennial value access over ownership Each brand can target their segment Uber and Didi Xuadi are capturing all value in this space Car brands can’t buy into these scaleups so they must unite New transportation networks to compete and add value to consumers
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Together they stand, alone they fall
5. Recommendation How should the industry have reacted – shared economy Cars as a Service Consortium network Two thirds of the world living in urban areas by 2050 Millennial value access over ownership Each brand can target their segment Uber and Didi Xuadi are capturing all value in this space Car brands can’t buy into these scaleups so they must unite New transportation networks to compete and add value to consumers Together they stand, alone they fall
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Worldwide research consortium R&D of alternative fuels
5. Recommendation How should the industry have reacted – electric vehicles Worldwide research consortium R&D of alternative fuels Tesla has been leading this space in an open way without patents Current industry must join and further advance this to protect humanity from climate change Still, a plan B must be addressed Funding of Universities around the world to continue research of alternative fuel Spill over effects to other transport industries, e.g. air, train, etc. Focus on Hydrogen fuel cells
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Tesla has been leading this space in an open way without patents
5. Recommendation How should the industry have reacted – electric vehicles Worldwide research consortium R&D of alternative fuels Tesla has been leading this space in an open way without patents Current industry must join and further advance this to protect humanity from climate change Still, a plan B must be addressed Funding of Universities around the world to continue research of alternative fuel Spill over effects to other transport industries, e.g. air, train, etc. Focus on Hydrogen fuel cells Together they stand, alone they fall
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Software-based restructuring
5. Recommendation How should the industry have reacted – autonomous vehicles Software-based restructuring Open data initiative Current industry has the world’s top talent in hardware but it lacks the software aspect Tesla, Apple, Google, Uber threat Each brand should see transportation as software on wheels and overinvest on tech Still, for autonomous vehicles to succeed the public must want them Currently, society is fearful Tesla, Apple, Google, Uber are seen as too aggressive Current industry can use its safe positioning to partner to collect data as a whole
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Software-based restructuring Together they stand, alone they fall
5. Recommendation How should the industry have reacted – autonomous vehicles Software-based restructuring Open data initiative Current industry has the world’s top talent in hardware but it lacks the software aspect Tesla, Apple, Google, Uber threat Each brand should see transportation as software on wheels Still, for autonomous vehicles to succeed the public must want them Currently, society is fearful Tesla, Apple, Google, Uber are seen as too aggressive Current industry can use its safe positioning to partner to collect data as a whole Together they stand, alone they fall
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Adapt to new players Overinvest in tech Partner to succeed
5. Recommendation How should the industry have reacted – in brief, what can be done now Shared Economy Electric vehicles Autonomous vehicles Adapt to new players Cars as a service Focused on urban areas Consortium network Fight Uber and Didi Xuadi Overinvest in tech Worldwide research consortium for electric mobility development R&D of alternative fuels, e.g. hydrogen Partner to succeed Acknowledge software is eating the world and reorganise industry Open network of driving data to optimise safe autonomous driving
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Together they stand, alone they fall
5. Recommendation How should the industry have reacted – in brief, what can be done now Shared Economy Electric vehicles Autonomous vehicles Adapt to new players Cars as a service Focused on urban areas Consortium network Fight Uber and Didi Xuadi Overinvest in tech Worldwide research consortium for electric mobility development R&D of alternative fuels, e.g. hydrogen Partner to succeed Acknowledge software is eating the world and reorganise industry Open network of driving data to optimise safe autonomous driving Together they stand, alone they fall
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Summary
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Summary Executive Summary
The problem, or the road transportation industry Key issues, or the factors disruption this industry – yet again Analysis, or how has the industry reacted to it? And why? Alternatives, or our critique of the industry’s reaction Recommendation, that is how should the industry have reacted? Summary
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Together they stand, alone they fall
Summary How should the industry have reacted – in brief, what can be done now Shared Economy Electric vehicles Autonomous vehicles Together they stand, alone they fall Adapt to new players Cars as a service Focused on urban areas Consortium network Fight Uber and Didi Xuadi Overinvest in tech Worldwide research consortium for electric mobility development R&D of alternative fuels, e.g. hydrogen Partner to succeed Acknowledge software is eating the world and reorganise industry Open network of driving data to optimise safe autonomous driving
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Questions and answers
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