For several years, automobile manufacturers and equipment suppliers (OEM and OES) have been confronted with a "scissor effect" that systematically puts pressure on their margins, with:
- Structural over-capacity, particularly in mature economies
- Environmental constraints growing stricter each year
- Enhanced customer expectations, calling for more equipment and greater personalisation without any increase in price
The 2008/2009 crisis only exacerbated these constraints.
To meet these challenges, OEM's and OES' will have to:
- Continue the vertical de-integration strategy, focusing efforts on shared platforms and module assemblies for OEM's, as well as reaching critical mass in key technologies through acquisitions or mergers for OES'
- Develop innovative strategies: new offers (electric or hybrid cars), new business models (sales of mobility solutions, rentals or sales of chargers for electric cars, car-sharing services), and personalised services (personalisation program, etc.)
- Enhance their top line by offering innovative marketing solutions, for example through brand differentiation