Automotive&AssemblyPracticeRoadworkahead!Commercialvehiclesfacenewgo-to-marketchallengesAsshiftingcustomerpreferences,innovativebusinessmodels,andnewentrantstransformcommercialvehiclesales,OEMsmustchangewiththetimes.ThisarticleisacollaborativeeffortbyNielsDau,ThomasFurcher,AnnaHerlt,PhilippMaximilianLühr,andMatthiasSchyma,representingviewsfromMcKinsey’sAutomotive&AssemblyPractice.December2023Innovativego-to-marketstrategiesarebeginningWhychange?totransformthecommercialvehicle(CV)industry.OneearlyexampleinvolveslightcommercialvehicleOfallthefactorspromotingchangewithin(LCV)playersmovingtowarddirect-salesmodels,commercialvehiclego-to-market,threestandout.ratherthanrelyingondealersfortheirgo-to-marketapproach,astheyhavetraditionallydone.OmnichannelsalesarebecomingstandardManymorechangesareonthehorizonacrossCVAsintheB2Csphere,B2Bcustomersincreasinglysegments,drivenbyfivecoretrends(Exhibit1):demandanomnichannelexperiencethatseamlesslyintegratesofflineandonlinechannels.—thegrowthofomnichannelsalesMcKinsey’sGlobalB2BPulseSurveyshowsthatB2Bcustomersuseanevenlydividedmix—newvaluepoolsandbusinessmodelsoftraditional,digitalself-service,andremotehumaninteractionchannels,1with35percentof—increasingcostpressuresrespondentsratinge-commerceasmosteffective.B2Bcustomersalsoareincreasinglywillingto—stringentregulationsan...
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