In the Fall of 2019, SBD Automotive and HARMAN formed the Experiences Per Mile Advisory Council – an independent collaboration of leading automotive and technology stakeholders aimed at solving the complex issues facing the industry both today and tomorrow, now numbering more than 21 leading automotive OEMs, Tier 1’s and service providers around the world.
Today, the EPM Advisory Council published a new report analyzing what the future of mobility transformation will look like in the decade ahead. As the shift from cars ‘being connected’ to cars being ‘consumer experiences’ continues to grow, consumer expectations are increasingly centered around experiences over features.
The report titled, “Experiences Per Mile 2030: Ensuring the Next Decade of Mobility Transformation Puts the Consumer First and Foremost,” focuses on collaborative consumer-centric innovation to deliver connected automotive experiences that are hyper-individualized and move the industry from RPM to EPM or Experiences per Mile. The report recommends the following actions for the overall mobility ecosystem:
- Take a 360-degree Customer View: Real change can only occur if automotive manufacturers and mobility providers start first and foremost with the experience needs of the end consumer—both owners and users of mobility solutions
- Seamless Integration Across Multiple Mobility Components: Expectations outside the industry are setting consumer expectations for what the ideal mobility experience should be: IDs built around their digital life, opt-in data flow across broader industries and services, simplified account management based on choice and liquid integration with a single click
- Open Innovation Sandboxes: Testing new mobility experiences is extremely difficult—it requires a real- world environment where experiments can be conducted in a way that ensures safety, while minimizing reputational, Intellectual Property (IP) and legal risk to companies involved
- Partnerships: Successful mobility experiences include seamless integration of components to ensure a holistic mobility journey can be delivered. Too often when individual corporations try to “own” the end-to-end journey, the outcomes for mobility users inevitably suffers
- Embrace the Challenges of Autonomy: Creating value at the speed of need and laying the foundation for 2030+ autonomous systems will have the potential to massively disrupt the mobility experience as we know it today. Autonomy offers new benefits for travelers and business professionals and increases access for the elderly those with specialized needs
- Business Model Disruption: The business model will need to change drastically to support the new focus on mobility experience. Vehicle manufacturers will need to embrace commercial opportunities that move beyond a one-time sale into one that includes lifetime value, subscriptions and in-vehicle commerce opportunities via third parties and new software- based enhancements
- Shift from IQ to EQ Leadership: The automotive industry has traditionally favored IQ leadership (“know how”) but will increasingly need to seek out leaders who also have strong EQ skills (“know you”)
- Embrace Transparent and Quantifiable Metrics: Automakers sell one of the most expensive products in the world yet are largely flying blind with little-to-no insights on how their products are actually being used, enjoyed, cursed, valued or any on-going accepted metric of satisfaction
“Consumers are at the heart of the mobility experience, and as technological advancements continue to disrupt the marketplace, no single company can possibly deliver on these experiences. And it won’t happen all at once,” said Jeffrey Hannah, Director, North America of automotive research firm SBD Automotive. “Through open collaboration and true partnerships, the automotive industry can prepare for the next decade of mobility transformation and ultimately, create a more connected world.”
“The purpose of the EPM Advisory Council is to uncover best practices and foster cross-industry collaboration, but it really starts with understanding and ensuring we all start with the consumer pain points, and really, the consumer insights,” said Tom Rivers, Vice President, Connected Car & Connected Services Marketing, HARMAN. “Then, we can solve for those consumer pain points during the in-vehicle experience. And that’s the greatest benefit of the council – the consumer will have a better experience while moving from one location to another.”
By fueling cross-industry collaboration and driving towards the same consumer experience objectives, we can advance the connected automotive industry and introduce meaningful technology and innovation.
For more information, download the EPM 2030 Whitepaper or visit www.experiencespermile.org.