Competition between premium OEM’s will become fierce and put market shares at risk in the run up to 2020, according to management consultancy Arthur D. Little’s new viewpoint, Battle for Sales in the Premium segment. With all three German vehicle manufacturers aiming to become the market leader, it identifies six main levers of strategic and operational excellence to help premium brand OEMs adjust their marketing and sales models to meet tomorrow’s customer requirements.
“Based on the tremendous growth ambitions of all premium carmakers, the main challenge will be to conquer new customer segments while transmitting authentic brand values to existing customers,” states Dr. Andreas Gissler, Director of ADL’s Automotive and Manufacturing Group. “Besides the offered products, the main differentiator and prerequisite to success is an advanced sales model.”
The global premium automotive market is expected to grow until 2020, primarily fuelled by strong demand for premium vehicles in China. Based on its experience working with OEMs, Arthur D. Little has identified six key levers of automotive marketing and sales excellence which must be optimized to eliminate weak spots and achieve excellence:
The full report is available at www.adl.com/Battle_for_Sales
About Arthur D. Little
Founded in 1886 as the world’s first consulting firm, Arthur D. Little has continually transformed business thinking and practice by applying its expertise in the areas of strategy, technology and innovation. Today, Arthur D. Little helps companies to create growth, overcome strategic challenges, improve innovation capabilities, and increase efficiency and competitiveness in a globalised marketplace. Arthur D. Little has a global footprint in 20 countries with a network of over 1,000 people.
Rob Hickling/Cate Bonthuys