麦肯锡-商用车面临新的上市挑战（英）.pdfVIP

AutomotiveAssemblyPractice

Roadworkahead!Commercial

vehiclesfacenewgo-to-market

challenges

Asshiftingcustomerpreferences,innovativebusinessmodels,andnewentrants

transformcommercialvehiclesales,OEMsmustchangewiththetimes.

ThisarticleisacollaborativeeffortbyNielsDau,ThomasFurcher,AnnaHerlt,PhilippMaximilianLühr,andMatthiasSchyma,

representingviewsfromMcKinsey’sAutomotiveAssemblyPractice.

December2023

Innovativego-to-marketstrategiesarebeginningWhychange?

totransformthecommercialvehicle(CV)industry.Ofallthefactorspromotingchangewithin

Oneearlyexampleinvolveslightcommercialvehiclecommercialvehiclego-to-market,threestandout.

(LCV)playersmovingtowarddirect-salesmodels,

ratherthanrelyingondealersfortheirgo-to-Omnichannelsalesarebecomingstandard

marketapproach,astheyhavetraditionallydone.AsintheB2Csphere,B2Bcustomersincreasingly

ManymorechangesareonthehorizonacrossCVdemandanomnichannelexperiencethat

segments,drivenbyfivecoretrends(Exhibit1):seamlesslyintegratesofflineandonlinechannels.

McKinsey’sGlobalB2BPulseSurveyshows

—thegrowthofomnichannelsalesthatB2Bcustomersuseanevenlydividedmix

oftraditional,digitalself-service,andremote

—newvaluepoolsandbusinessmodels1

humaninteractionchannels,with35percentof

respondentsratinge-commerceasmosteffective.

—