What's up Next?
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wedriveThe magazine for automotive and mobility | Issue 01 #01 we drive #01 we What’s up next? Market: What does the future hold for the German car industry? Technology: What's the deal with 5G anyway? Interview: How will we get from A to B in the future? We're improving the entire supply chain – Chicago Rachael Rinchiuso, Photo by from start to finish. Now especially, it is vital that the links in your supply chain work together seamlessly. We will work side-by-side with you to analyse, digitalise and improve every single step, from procurement to delivery of your end product. When we say end-to-end supply chain, we mean from start to finish. Find out more: kearney.com Contents Editorial 06 News from Kearney It's 2021. We should have flying cars by now. Or at the very least New commitment, new newsletter, new cars that glide along autonomously and quietly on digitalised, mobility options. fully networked motorways. The air in cities should be clean and healthy and cars should be reliable and environmentally friend- 08 Headlight ly transport partners for specific moments. At least if you believe The 'we drive' column. This issue science fiction films like 'The Fifth Element'. by Christian Malorny and Stephan Krubasik. For some aspects we are already well on our way; other things still need a little bit more time. That's why we've titled this first is- sue of our new magazine we drive 'Where to next?'. We want to 10 Gadget on four wheels take this opportunity to show you what is happening in the world A driving smartphone? How the car is of cars and mobility. We might not be showing off flying cars just becoming a mobile device. yet, but in interviews, reports and studies we will let you know what we're working on and what drives us as specialists, espe- 15 Coronavirus and car sharing cially in our close exchange with our clients. And we'll make it Car sharing in strange times. plain that mobility is currently one of the most exciting topics of all. An area in which automotive companies and their suppliers not only have the potential to change the world of the future, but 16 Cars. A fairy tale? are already actively working to win the future. How will the land of the car position itself in the future? We would love to hear your feedback about our new magazine and what you like and where you think we could do better. We 24 The peculiar glove compartment will continue to experiment so that the magazine is always up to A glimpse into a Kearney colleague's car. date for you. We hope you enjoy the issue. Yours, Christian Malorny, Partner & Global Head of Automotive, on behalf of Kearney’s global automotive partners 10 26 In a standstill Why 5G is a prerequisite for autonomous driving – or not. 30 War of talents Why finding skilled workers is so difficult. 32 Next-gen talk Sabine Spittler talks with Door2Door CEO Tom Kirschbaum about the mobility 16 of the future. 32 37 Publisher's details and contact Younger consumers are more willing to change The connected consumer their purchasing patterns With the pandemic making fast and reliable connectivity more important than ever, consumers are demanding even more quality from their digital services. Our Connected Consumer Index (CCI) pinpoints consumers’ digital usage and allows for comparisons across markets. Kear- ney created the index to establish consumers’ level of digital News usage and allow for comparisons across markets. Together with local price levels, consumer income, and competitive be- havior, the CCI is a key determinant of how much people spend on digital services. Every consumer is assigned points (on a scale of one to 100) depending on the number of services or Podcast Joy@Work devices they have adopted in each of the following categories: telco services, media and entertainment, connected devices. 2020 has brought tectonic shifts to every part of our lives, including our work lives. This sea- 27 son on Joy@Work, we’ll think about how joy kearney.com/connectedconsumer is part of a bigger picture. We’ll have conver- Age 48 Age sations about creating solidarity, connection, and community in our teams as part of a larg- 18-44 45+ er societal move toward higher goals and pur- 52 pose, equality, and justice in our No Normal world. After all, can there be joy without jus- tice? Can we truly operate at full potential at home, with colleagues, and with our loved ones without these fundamentals? Connected consumer index 73 kearney.com/joyatwork Singapore 48 Spain 46 Try less than 4 new food trends per year South Korea 45 Try 4 or more food trends per year Norway 39 United Kingdom Sweden 38 Denmark 37 Malaysia Portugal 36 United States Romania 35 Switzerland 34 What matters now Netherlands Germany 33 2020 food trends survey: a tale of two shoppers Covid-19 has increased the pressure to act Poland and the wealth of information that needs to Will organic scorpion pepper kimchi be the next acai berry? It’s unlikely, but along the way somebody has probably be dealt with in everyday life. With its new Austria made a case for it, noting how it combines the consumer’s preference for authentic, new, experientially challenging #impact service, Kearney separates the rel- Russia 32 tastes, organics sourced from exotic locales, and ethnic fusion cuisines. evant from the unimportant for CXOs and Kazakhstan If you are like most food retailers or consumer goods companies, you’re probably desperate to discover which new sheds light on questions and trends in a regu- Czech Republic 31 food trends are most likely to excite consumers’ imaginations and capture their dollars. lar online magazine. Get your free version at Slovakia kearney.com/covid-19/european-impact-mag- The problem is, so is everyone you compete with. France azine Southeast Europe 29 Our 2020 Food Trends Survey looked at how a number of diverse elements influence consumers to support one new Australia food trend and not another. Indonesia 26 Ukraine 25 kearney.com/foodtrends2020 Japan 23 6 7 Headlight BY CHRISTIAN MALORNY AND STEPHAN KRUBASIK Germany presented a draft law governing automated and autonomous driving up Kearney regularly comments here on to Level 4. In effect, this means that self-driving vehicles are allowed to change current issues in the automotive indus- lanes and overtake other road users at speeds up to 130 km/h without intervention try in this 'Headlight' column. Automotive by the driver. This requires comprehensive regulations on vehicles' technical equip- ment and the environmental situation of a self-driving vehicle. The draft German law is currently being negotiated between countries within the UNECE in Geneva. If it passes, the Federal Republic of Germany would be the first country after ratifica- tion to have such far-reaching regulation. From a technical viewpoint, high-priced industry on trial premium vehicles in particular already have the technology. Traditionally, the Ger- man car industry has always played a leading role with regard to necessary regula- tions in Geneva. This strength also benefits other countries and must be maintained with digital technologies and foreseeable necessary data protection rules. 4 The mobility ecosystem and the role of the car: There is still a great deal of uncertainty as to how the automotive industry should deal with the mobility ecosystem. This includes, as an example, the processing of data that a car gener- Christian Malorny ates during operation. New business models will be created on the basis of this When it comes to technical, regulatory data. There is great concern that tech companies, start-ups and other firms – with and political issues of the future, sus- their agile, data-savvy organisational structures and capabilities – are superior to tainable business models and global and The automotive industry is facing ma- 1 Climate policy targets and the impacts on the value chain, their distribution car manufacturers and could make a lot of money along the life cycle of the car. To- regional growth strategies in the auto- jor challenges on the road to the future. and employment: Most recently, the presentation of the 'Green Deal' to the day the market for automotive services is worth around 730 billion US dollars. It will motive industry, Christian Malorny is the It is going through a transformation European Parliament on 16 September 2020 by EU Commission President Ursula grow to around 2,700 billion dollars by 2030 through new, data-driven business person to speak to. As a partner at Kear- on all levels: technology, markets, val- von der Leyen made it unmistakably clear that the automotive industry's alignment models – a threefold increase within a decade. But time is pressing. The automotive ney and global head of the automotive ue chains, user behaviour – everything with climate neutrality by 2050 will be the dominant political topic in the coming industry must find an answer to how it wants to set up the data network with its consulting division, he drives strategic is changing. Those who thought that years. By 2030, CO2 emissions for new cars are expected to reach 60 g/km, which clouds, algorithms and data transfer technologies and which data will be made and operational change for automotive the change could be carefully man- means an average consumption of 2.5 litres of petrol per 100 kilometres. A stricter available, to whom and under which conditions. manufacturers and suppliers. aged over several years are mistaken. target of below 50 grams is currently being discussed.