The Future of the Automotive Industry

Software-defined vehicles, digital services, and new mobility models are transforming the automotive sector. At IBM iX, we create strategies, platforms, and AI-driven solutions that help OEMs and dealers unlock new business models, work more efficiently, and design future-ready customer experiences.

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8 key challenges and how to tackle them

In our projects at IBM iX, we repeatedly see the same key challenges shaping our clients’ path to the future. Let’s take a look at the eight that matter most and how companies can overcome them with modern IT and platform solutions.

Customer experiences lack consistency and connection

Fragmented customer data

Customer data from CRM systems, dealer networks and after‑sales processes often remains stuck in silos. A centralised Customer Data Platform (CDP) enables a single customer view, personalised experiences, and higher after-sales revenue.
One-size-fits-none

Customers expect a personal experience and generic approaches simply don’t work. AI empowers OEMs and dealers to use data for tailored recommendations to boost loyalty, increasing revenue, and create real competitive advantages.
Gaps in the customer journey

Customers expect seamless omnichannel experiences. Breaks between online and offline interactions lead to frustration and abandoned purchases. We help you design consistent, end‑to‑end customer journeys across all channels.
Weak after-sales engagement

The relationship often ends after purchase. Data-driven lifecycle management keeps you relevant throughout the entire ownership period.

Rigid systems block innovation

Outdated legacy systems

Inflexible IT infrastructures slow you down and cost money. We guide you through modernisation – from cloud migration to DevOps to scalable platform solutions.
Aging software architectures limit SDV innovation

Vehicles are becoming digital platforms, but outdated architectures hold back innovation. SDV-ready systems with centralised software and OTA updates enable faster rollouts, continuous improvements, and new digital value.
New mobility concepts

Car sharing, subscriptions, MaaS – changing mobility needs require new services. Together, we design flexible, digital, future-proof offerings.
AI skill gaps

AI holds enormous potential, but expertise and strategy are often missing. With targeted training and modular tools like chatbots, companies can get started easily. Strengthening teams increases efficiency and adaptability.

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„The Hateful 8“ – A closer
look at the automotive
industry’s key challenges

We explore the eight biggest pain points for OEMs and dealers and highlight where strategic solutions should start.

Read blog article

Together with Hyundai, we built a flexible mobile‑first web platform
that enables seamless digital customer experiences.

“With our flexible mobile-first web architecture, we have created the technical prerequisite for sustainable digital customer experiences for the Hyundai brand. From media and marketing automation to online sales, we have many variable modules at our disposal at different touchpoints in the respective markets.”

Andreas-Christoph Hofmann

Vice President Marketing & Product Hyundai Motor Europe

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Further projects with our automotive clients

Our digital solutions for real progress

Whether it's fragmented data, rigid systems, or a lack of personalisation, we tackle challenges head-on. Our services range from strategic alignment to the technical implementation of digital platforms, journeys, and AI solutions along the automotive value chain.

Development of integrated omnichannel strategies for OEMs and dealers, from online research to after-sales
Co‑creative methods such as vision workshops and design sprints to shape new mobility and service models
Market-driven experience strategies along the entire customer journey, from first contact to repurchase

Designing cross‑brand services for connected cars, subscription models, and digital sales channels
Creating personalised touchpoints across the entire vehicle lifecycle
Developing holistic experience journeys to strengthen customer relationships and encourage repeat purchases

Building integrated platforms for cross‑channel services (e.g. dealer networks, self‑service portals)
Implementing central Customer Data Platforms (CDPs) to unify fragmented customer information
Providing the basis for personalisation, analytics and marketing automation

Developing AI‑based microservices such as digital concierges, intelligent assistants and after‑sales optimisation
Supporting AI enablement and change management to ensure successful implementation across the organisation
Implementing AI responsibly and ethically within the automotive context

Replacing legacy systems with cloud‑native architectures and agile DevOps processes
Providing the technological foundation for SDV readiness, OTA updates and connected services
Accelerating the delivery of subscription models and new digital products

Advising on and implementing digital accessibility in line with legal requirements and OEM standards
Integrating environmental, social and economic sustainability criteria into platform and service design

Developing flexible design systems for international brand experiences and modular sales platforms
Building high‑performance front‑ends for vehicle configurators, portals and digital services