Why the automotive category needs to rethink its approach

Interbrand NY CEO, Daniel Binns, explores the consumer trends and tech disruption shaping the automotive category in 2019.

Out of all the sectors to have been disrupted by the rise of emerging technologies in the last 15 years, the automotive sector has been slow to keep up – which may surprise some. While true that advances in electric and hybrid vehicles have been substantial; that fuel efficiency has undoubtedly improved, as has the augmentation of on-board computer systems, the greatest disruption to the sector has come from outside of the traditional industry.

The proliferation of ride-hailing apps such as Uber or Lyft, hand-in-hand with house-sharing on AirBnB and the rise of the subscription economy, have each contributed to...

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