Automotive has entered a new operating reality, and the divide between leaders and laggards is becoming impossible to ignore.
Software now defines competitive advantage. In a market shaped by software-defined vehicles and AI, the brands that align data, architecture and experience will control long-term value. The rest will compete on diminishing terms.
The 2026 edition of The Voice of Experience Innovators: Mobility shows how dramatically the landscape has shifted in just 12 months. AI, software and customer expectations are accelerating faster than organizational readiness.
What you will learn
- How customer loyalty is being won and lost across the buying and ownership journey
- Why digital confidence is declining even as investment increases
- Where AI and software-defined vehicles are creating real value today, not just pilots
- What leading brands are doing differently to retain control over data, experience and revenue
- The four strategic moves required to compete in 2026 and beyond
Based on insights from 123 global automotive leaders, the report shows how OEMs are responding as the industry shifts to a software-defined future. We asked many of the same questions in last year’s report, and the shift in responses makes clear just how the pace and pressure of change have intensified.
