Download Ascent Look Out 2016+


  • 1.2 billion cars on the road
  • A car has, on average, 30,000 parts
  • Up to 95% of retired automobiles are recycled
  • Electronics & software are 35% of auto cost
  • Cars becoming autonomous computers on wheels
  • Non-automotive providing automotive services
  • Urbanization driving shared mobility
  • 95% of a car’s lifetime is spent parked

Digital Journey

Social- and mobile-empowered individuals expect vehicles and services to be sophisticated and tailored to their individual needs, yet robust and easy-to-use. They also expect their automotive experience to be stimulating and personalized whether online or in the dealership, service center or their vehicle.
While new players drive innovation in the industry, disruptions are primarily coming from companies outside the traditional automotive ecosystem. For traditional players, alliances outside of the traditional ecosystem of partners are critical for driving novel innovations.
Shorter product lifecycles, higher integration of electronics and increased customization has increased complexity in the product, its manufacture and the supply chain. Automotive makers are increasingly leveraging manufacturing intelligence to optimize production.
As vehicles become smarter and more connected, manufacturers must also shield customer data and essential resources from the threat of cyber-crime. Meanwhile, some new innovations are opening up some grey areas when it comes to regulation and liability while others allow a safer driving experience.

Thilo Stieber

Vice President Portfolio & Innovation, Manufacturing, Retail & Transport

Vehicle and equipment makers are looking to unlock the full potential of the unique intelligence gleaned from customers, dealerships and connected vehicles by sharing relevant data with third-party partners.

Technologies in the Digital Journey
Technology x y x (phone) y (phone) Impact Range Section Keys Description
Gesture recognition 92 30 88 50 Early Adoption 2017 Low experience,excellence Inside the vehicle gesture recognition plays an important role in ensuring safety in the connected vehicle. For example, a driver can use gestures to signal to the satnav to locate the nearest gas station or charging point. Hand-gesture based user interfaces (UIs) in vehicles can lower visual and cognitive distraction, and can improve safety and comfort.
Advanced data visualization 65 45 65 52 Adolescent 2018 Medium experience,excellence Using high-end 3D visualization technologies early in the design and engineering phases streamlines product development and launch processes by leveraging lifelike digital models. Digital content generated during the design and development stages could be reused for marketing needs. Vehicle buyers use this technology to help them customize their own vehicle design. Immersive 3D visualization technology provides them with a 360° view of their personalized vehicle. But vehicle buyers want to experience how the vehicle they’re buying feels too.
5G networks 37 40 40 50 Emerging 2019+ High experience,excellence Leap forward a couple of years and electric connected vehicles with their 4G/ LTE networking and on-board diagnostics would be a familiar sight on our roads. As both consumers and producers of information, these smart vehicles will soon benefit from the improved network speed and availability o ered by 5G networks. With 5G (or even 4G) technology available in the vehicle, vehicles can connect to the internet independently of the driver or passenger mobile phone to utilize in-vehicle apps.
3D printing 65 6 62 10 Early Adoption 2017 Transformational business,experience,excellence After tailoring their vehicle interior to maximize personal comfort or exterior to give it a unique look and feel 3D printing technologies build a vehicle that meets their exact requirements. As early adopters of rapid prototyping, the automotive industry undoubtedly has more 3D printing or additive manufacturing applications than most other sectors. Initially used for creating light weight body panels, 3D printing is also extremely useful for parts departments. 3D printers quickly print the parts they need so they can get on with fixing a fault without any delay.
Augmented reality 87 17 70 60 Early Adoption 2016 Medium experience,excellence Augmented reality has been enhancing safety and comfort for some time. A ‘heads-up’ augmented windscreen display highlights pedestrians and other potential hazards, forward collision and lane departure warnings, speed limit and navigation information, and correct following distance and speed information, for example. Augmented reality glasses provide directions to the parked vehicle, nearby points-of-interests or empty parking spaces and receive projections from rear cameras to assist in parking.
Autonomous vehicle 22 10 40 15 Adolescent 2019+ Transformational business,experience,excellence The autonomous vehicle is another classic example of a cyber-physical system where computing and communication systems interact with large physical systems. Advanced computing capabilities used information provided by embedded sensors to guide the vehicle safely along the highway.
Cloud Service Integration 55 45 59 54 Emerging 2018 Medium trust,excellence The extended services offered by vehicle makers are also provided through the cloud. A service combines historical data collected from a vehicle with a weather service and a GIS service using Cloud Service Integration to optimize a vehicle’s performance and minimize fuel consumption on a specific road surface in specific weather conditions, for example.
Cyber-physical systems 64 20 36 40 Early Adoption 2017 High excellence Around the manufacturing plant, sophisticated cyber-physical systems (CPS) monitor and control the physical environment to improve performance and safety. Localized sensing helps identify issues with machinery performance and reliability, while communication technologies send machines instructions for the next bespoke assembly.
Embedded sensors 83 12 50 48 Early Adoption 2016 High trust,business,experience,excellence Embedded sensors within the inner workings of the vehicle constantly stream billions of pieces of information back to its maker and data subscribers. This vast amount of data needs to be managed and processed to provide invaluable insight.
Gamification 79 28 70 58 Early Adoption 2017 Medium experience,excellence Learner drivers are leveraging gamification to experience real life driving scenarios. It provides the real life simulations that enable them to learn to manage diverse situations on real roads.
Haptic technologies 90 56 90 65 Adolescent 2018 Low experience,excellence Wearable haptic technologies allow them to open the door, feel how the controls function and even experience a trip in their new purchase before it even starts its journey on the manufacturing line. Haptics – along with gamification technologies – can also be found in dealerships where it allows potential buyers to experience vehicle models not on show. Sensors integrated with haptics gives drivers the warnings they need to avoid mistakes and accidents. Haptics also help in opening up new human machine interface (HMI) options for the driver, increasing driver comfort, as well as an enhanced console and dashboard feedback.
High performance computing 71 15 52 35 Adolescent 2017 High trust,business,experience,excellence Big Data and advanced analytics powered by high performance computing (HPC) allow them to combine this data with data from external cloud-based environments, for example to combine their internal vehicle information with data on government emission limits.
Internet of Things 81 5 50 15 Early Adoption 2016 Transformational trust,business,experience,excellence Part of the Internet of Things (IoT), vehicles are contributing to a picture of traffic flow and weather maps. Information coming from them is combined with intelligence gleaned from social media, meteorologists and a wealth of other sources to create an intelligent traffic system that warns all drivers of adverse traffic or weather conditions. The IoT also combines the connected vehicle with, for example, the connected home from where in-vehicle heating or air conditioning and more can be controlled.
Machine learning 52 24 52 32 Adolescent 2018 High business,experience,excellence Machine learning ensures the vehicle takes advantage of new situations to enhance safety and performance. These technologies are also being used in the specific engine components to improve performance and reduce emissions.
Machine-to-machine 89 7 83 23 Mainstream 2016 High trust,business,experience,excellence Vehicle-to-vehicle and vehicle-to- infrastructure communication based on machine-to-machine (M2M) technology allow vehicles – and their passengers – to interact with each other and the surrounding environment. A vehicle might automatically alert the vehicle behind that it’s about to park up or receive a warning from traffic lights that they’re about to turn red, for instance. Equally passengers travelling together but in separate vehicles can keep in contact, so they know exactly where each other is and when they’re about to make a turning.
Near field communication 94 10 88 35 Mainstream 2016 Low experience,excellence Connectivity within the vehicle includes the wireless integration of the growing number of consumer devices. Drivers and passengers can connect their own personal laptops, tablets, smartphones and other mobile devices with the vehicle using Bluetooth and near field communication (NFC) technologies to receive consumer- oriented services such as infotainment, navigation and telematics.

NFC also facilitates driver identification for personalization, allowing drivers and passengers to unlock their doors, adjust their seating position and even pay for tolls and parking. Engine control unit (ECU) parameters are optimized to the individual driver’s profile to increase the energy e iciency of the vehicle.

Distributed Analytics 74 28 72 28 Early Adoption 2017 Medium trust,excellence Behind the scenes streaming analytics and HPC analyze millions of events in real time, with distributed analytics in combination with HPC supporting vital forensic analysis after an incident is detected.
Prescriptive analytics 69 39 80 30 Adolescent 2018 Medium business,experience,excellence Potential issues are identified early and the right suggestions are executed thanks to the predictive analytics that analyze vehicle diagnostics in real time and the prescriptive analytics that suggest maintenance options and their likely outcomes. Vehicle makers use these suggestions within the extended services they offer vehicle owners, who can select which options they want to take. These services ensure any potential problems are identified and fixed before they escalate.
Self-adaptive security 81 45 86 40 Adolescent 2018 Low trust,excellence As the threat of cybercrime increases, self-adaptive security looks for evidence of specific suspicious behaviors to help vehicle makers anticipate threats. Vehicle makers manage their data and services securely in their private clouds. Dynamic access control ensures owners and employees have access to the information and systems they need to access, but only when they need it.
91 18 82 67 Early Adoption 2016 Low experience,excellence Vehicle makers have been employing social media and social network analytics to understand general customer needs for some time. This allows them to sharpen their insight on trends in color or feature preferences, for example, and gather intelligence on how customers view their brand. An advanced view of negative sentiment provided by sentiment analytics ensures that they’re prepared before any potentially reputation-damaging waves hit.
Streaming analytics 59 5 40 15 Early Adoption 2017 Transformational business,experience,excellence Vehicle makers are using streaming analytics to analyze geo-location information on the fly in real time. This allows them to offer fleet owners a service that provides a comprehensive, up-to-the- minute view on the location of all their assets and enables insurance premium and ‘Pay as you Drive’ calculations.
Virtual assistants 61 40 70 40 Adolescent 2018 Medium experience,excellence There are so many options available and so many choices to make when customizing a vehicle. Buyers want to know which type of steering wheel would best suit their driving style, the difference between the diverse pedal types and more. Virtual assistants that can make themselves available anywhere and at any time help to provide the answers. They’re even popping up in dealerships, helping to excite potential buyers around new features and models.
Wearable computing 76 14 67 25 Early Adoption 2017 High business,experience,excellence This technology is also enhancing design and manufacturing processes. Engineers sporting wearables view a new design before even building a prototype. Workers and maintenance engineers in the production plant use digital glasses to gain access to specific requirements for the vehicle they’re currently assembling or machine they’re currently fixing hands-free. In addition, wearable wristbands worn by drivers and passengers can communicate with the vehicle they’re in.

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