Abstract

The automotive industry represents an interesting context for analyzing the great opportunities for value creation that digital technologies offer to companies and their eco-systems. Companies in this sector have consistently responded with significant technological innovations to the challenges posed by an increasingly sophisticated demand. These growing needs – in terms of performance, richness of the purchasing and usage experience, safety, and reduced environmental impact – now require continuous exploration of the potential impact of digitalization on the value offered to the market. In this perspective, the research presented in the following pages analyzes the preferences expressed by a sample of potential buyers regarding the level of digitalization and connectivity of the car that will «drive» the future. On the other hand, based on these preferences, it identifies four customer segments on which companies can focus their marketing policies.