Cars are increasingly becoming software-driven products, with AI finding its way into development, production and customer interaction. At the same time, tariffs and geopolitical tensions are calling into question well-established supply chains and production sites, whilst new competitors are increasing the pressure on established manufacturers and suppliers.
Companies can therefore rely less and less on long-term strategies. They should therefore move towards making quicker decisions about which technologies, markets and business models will receive further investment and which they should divest.
Our 26th Global Automotive Executive Survey 2026 uses the assessments of 775 executives to show what successful companies are tackling and how they are dealing with the challenges ahead. A key finding: they do not identify many future opportunities any earlier than others, but they translate their insights into decisions more quickly.
For example, they shift capital and resources into new growth areas sooner, überf&move successful technology projects from the pilot phase to the implementation phase more quickly, and adapt structures and business models more consistently to changing conditions.
52 per cent of executives now view continuous transformation as a permanent state of the business rather than a time-limited programme.
Only 36 per cent of AI and software initiatives have so far made the transition from the pilot phase to a company-wide roll-out.
One in two decision-makers expects that customer trust in digital and connected functions will be a key factor in determining who will be among the industry’s winners over the next three years.
Only five per cent of respondents feel very well prepared for geopolitical and regulatory challenges.
The proportion of value creation enabled by partnerships and ecosystems is expected to rise to 44 per cent within the next three years.
Years of disruption and transformation have fundamentally changed the automotive industry. Last year, we introduced the vision of the “five Ts” – Transformation, Technology, Together, Trust and Tension – to describe the forces shaping the industry.
This year’sreport shows how companies can position themselves along these five key Ts to create value, strengthen their resilience and respond more quickly to new technologies, competitors and market shifts.
Find out how automotive companies can realign investments more quickly, bring technologies from the pilot phase into commercial operation and respond to changing market conditions.
Partner, Global and Germany Head of Automotive
Our experts will help you translate the strategic insights from the survey into concrete actions.
