Is Germany still capable of operating vehicles?

In the evolving landscape of the automotive industry, differentiation is key, and it's not about what's technologically possible, but what the individual customer wants. This customer-centric approach is being embraced by major players such as BMW, Audi, Mercedes, and Porsche, who are encouraging customers to choose their preferred powertrain. Opel, too, has named its approach to electric vehicles as "Multi-Energy Strategy".

The car of the future is about evolution, not revolution. Customers are deciding not only on new powertrains but also infotainment and autonomous driving features. Traditional car heritage is not something to be ashamed of but a competitive advantage when it comes to designing climate-friendly cars without restrictions. This evolution is evident in the new designs of Audi, BMW, Mercedes, and other German car brands, which will feature distinctive elements that should be consistent across all future models.

However, the road to electrification is not without its challenges. The failed, radical electrification of the Jaguar brand serves as a cautionary tale, showing what happens when traditional brands deny their past and align with the Zeitgeist without due consideration for their customer base. Established German car brands are not abandoning their ambitious Electric-Only strategies, but they should emphasize their brand DNA with the significant development of climate-friendly internal combustion engines and clearly demonstrate competence in electric and hybrid drive systems.

Customer-oriented consulting and sales processes with seamless integration between online and offline are also crucial. While there have been many failed attempts at online car sales, these can boost the confidence of the automotive trade. German car manufacturers can build stable competitive advantages by fostering successful partnerships with dealers.

In the midst of these changes, Dr. Konrad Weßner, founder of puls market research and co-founder of Mobility4.me, shares his expertise on trends and brand strategies in the automotive industry. Dr. Weßner regularly sheds light on current challenges and opportunities for the automotive trade for AUTOHAUS. A new strategic optimism is necessary in the German automotive industry, moving away from headlines like "The Germans have slept through electromobility."

The debate on powertrains should not become a "holy war" on LinkedIn, as satisfied private and commercial customers pay the wages of all employees in the automotive supply chain. The focus on interior design and themes like In-Car-Experience or User-Experience will become more significant. German car manufacturers allegedly struggle to build or maintain comprehensive sales and service networks due to challenges adapting to new competitive pressures from China and other countries, including differences in business models, digitalization strategies, and possibly less flexible or slower innovation in sales and after-sales infrastructure compared to new market entrants.

In conclusion, the future of the automotive industry lies in a customer-centric approach, balancing traditional values with new technologies, and fostering successful partnerships. A new strategic optimism, a focus on interior design, and a avoidance of divisive debates are key to navigating this exciting and challenging era.