Mega and Consumer Trends - Towards Car-independent Mobile Applications

The car industry is confronted with fundamental changes in society, technology and economy and forced to rethink its concept of mobility. Through constant strategic foresight, trend management and a holistic mobility vision, car manufacturers must develop innovative strategies that reflect current and future trends, in order to meet customer needs, technological standards and economic imperatives. Therefore, car manufacturers are shifting their value chain more and more towards the aftermarket and information technology (IT). Used as a tool for image branding and innovation monitoring, a closer look reveals that car manufacturers are constantly increasing their investment activities in technology start-ups. This indicates that the car industry is in the middle of a transformation process, transforming from a car producer to a mobility provider. Based on an analysis of future driving factors in the car industry and in-depth interviews, we identified six crucial megatrends: peak oil and global warming, connectedness, safety regulations, sharing economy, urban mobility and aging society. Furthermore, four shaping consumer trends were revealed: ownerless, simplicity, eco-lifestyle and personalization. In summary, the most successful providers in the mobile market might be those who understand thoroughly the consumers’ needs and behaviour, in order to offer the mobility services they desire.