Mattias Ulbrich, CIO of Audi, recently sat down with McKinsey & Co. to discuss the digitization of the auto manufacturing industry.
Ulbrich was named the 2016 European CIO of the Year, and his impressive background includes experience in engineering and sales, as well as technology. Ulbrich is a widely recognized leader in the auto industry, and his perspectives matter. This discussion of how he and his team are adapting to change is a valuable read for anyone in the industry.
In the interview, Ulbrich discusses how emerging technologies, such as sensors, robotics, and augmented reality, are changing automotive production. He also highlights the impact of the increased availability of information, explaining, “…we can use data-driven insights to inform autonomous-driving initiatives or to optimize warehouse logistics.”
The interview touches on the potential modern technology holds for the automotive industry, and the importance of remaining open to new developments and trends. It’s a perspective we share, along with our dealer partners, who are seeing big success as they update their strategies to increase their digital involvement and integrate technological advancements. Morgan Auto Group provides a great example. The Florida dealer group is now allocating 60% of its marketing budget to digital channels, and continually utilizes new tools like the VIN View Optimizer™ to improve the efficiency and effectiveness of their strategy.
Additionally, Ulbrich discusses the changes to the role IT departments play since the advent of digital manufacturing, remarking that they now take a proactive approach to supporting the “innovative transformation” of the company as a whole.
The substantial advantages of involving technological expertise in all aspects of planning and growth hold true for automotive marketers, as well. We’ve seen dealers derive great benefits from digital experts. Whether it’s an in-house resource, or a LotLinx digital strategist, an experienced professional who understands your business thoroughly can have an invaluable impact on your results.