IBM：需求驱动汽车制造商的数字化革新研究报告-2024-09-数字化

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,configurationandutilizationdatapoints

Howtosuccessfully

Liftingandshifting

Combiningthepowerof

integrateinformation

mainframefactory

acentralizedcloudand

technologyandoperations

applicationsto

localizededgecomputing

technologyandforma

cloudhosting

tounlockanalytics,AIand

consolidatedviewof

monitoringusecases,on

capabilitiestosuccessfully

thefactoryfloorand

actuponthehundredsof

gigabytesofdataproducedbyfactoriesdaily

acrossthesupplychain

Howtocreate

Creatingacloud

Creatingatruedigital-first

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