Industry 06 · Automotive & Mobility
Growth for automotive and mobility.
The automotive industry is changing faster than its supplier relationships. Suppliers and engineering service providers have to develop new customers, markets and business areas, often all at once.
In short
Suppliers and mobility providers face transformation: new drivetrains, software, new customers outside the classic OEM world. We help with repositioning, diversification into adjacent industries and building account-based marketing for a small number of very large target customers. For fleet and mobility solutions, building predictable demand in the Mittelstand is added.
- Automotive suppliers
- Engineering
- Mobility solutions
- Fleet solutions
- Automotive software
- E-mobility
01 · Starting point
Transformation calls for new markets and new messages.
For decades, many suppliers worked for a few large OEMs. Marketing played a minor role because orders came through key accounts and tenders.
With the shift to new drivetrains and software-defined vehicles, product lines disappear and new ones emerge. At the same time, many companies are looking for customers in mechanical engineering, medical technology or energy to become more independent.
This requires positioning that describes capabilities beyond the previous product and an acquisition process for markets in which the company is still unknown.
Typical situations
- Classic product lines are disappearing
- Diversification into new industries
- Dependence on a few OEMs
- New software or e-mobility offering
- Engineering capacity is looking for new clients
02 · Buying process
Who decides and what matters.
With OEMs and tier-1 customers, supplier approvals, qualification and key account relationships decide. In new markets, awareness is often missing.
Typical buying committee
- Development and engineering
- Assesses technical capability and development partnership.
- Procurement and supplier management
- Checks approvals, costs and delivery capability.
- Quality management
- Looks at certifications and processes.
- Fleet and mobility management
- Decides on costs and operation for fleet solutions.
- Management
- Assesses strategic partnership and risk.
03 · Focus areas
How we work in this market.
The Growth Architecture stays the same. The weighting and order of the disciplines depend on the market.
- Strategy & Positioning
Repositioning
Describing capabilities beyond the previous product and prioritising new target industries.
- Brand & Authority
Showing engineering expertise
Technical case studies, articles and appearances at industry events.
- Digital Experience
A capability-led website
Pages organised by capabilities and applications rather than part numbers.
- Demand Generation
ABM for large accounts
1:1 ABM for OEMs and tier-1 customers, 1:few for new target industries.
- Revenue Operations
Pipeline for new markets
CRM structure for new segments, opportunities and long development projects.
The full method is described on the approach page. Typical situations and the strategic response can be found in the playbook.
Frequently asked
Frequently asked questions from this market.
We have always sold through key accounts. Why marketing?
How does ABM work with OEMs?
Do you also support e-mobility and fleet providers?
Further reading
Relevant services and next steps.
Working together
Let's talk about where you stand.
In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.