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Why the US Automotive Industry Still Needs a Value Wakeup Call!":
"Ford, GM and Chrysler are not getting it. Their focus on cost excellence is preventing the automotive supply chain from creating and capturing value for which end consumers are willing to pay. The old fashioned OEM purchasing tactics and negotiation processes favor commoditization, standardization and isomorphism. The end result is that most U.S. models are like plain vanilla ice cream – they lack innovation, jazziness and excitement. The OEMs clearly missed the opportunity during the latest economic storm to make a differentiation break; to modify their go-to-market approach, and to transform their business and pricing models. In other words, they missed the opportunity to learn and to make the strategic shift in their DNA from cost to value."
Depois, Stephan Liozu dá 5 sugestões do que devia mudar no modelo de negócio das Big Three nos Estados Unidos:
- "Increase innovation in their vehicle design and selling valuable functionalities to consumers at higher prices.
- Partner with best-in-class tier automotive suppliers that create innovative solutions and might be willing to share some of that value with the OEMs.
- Re-educate consumers on why a car is a long-term investment that requires some thinking outside of pure price and more on the quality/price relationship.
- Transform the dealership business models by stopping bulk ordering of cars that have to move fast at whatever cost. ...
- Lead the technological transformation of the car business and regain leadership from the Germans and Koreans. Stop bringing technologies to the lowest common denominator, thus killing any major technological gap. Stop price pressuring innovative suppliers who have brilliant technologies. Rather, leverage their capabilities to create excitement in the marketplace."
Talvez a Fiat possa aproveitar algumas destas dicas.
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