Based on responses from 123 senior automotive leaders worldwide, the report reveals that digital readiness scores across key transformation dimensions fell between 5 and 21 percentage points compared to last year, underscoring a growing confidence gap in an industry undergoing rapid structural change.
The findings signal an inflection point for the global automotive sector as OEMs grapple with the transition to software-defined vehicles (SDVs), increasingly advanced AI capabilities and evolving customer expectations. In an era where software defines competitive advantage and digital experiences shape loyalty, traditional efficiency-oriented transformation approaches are proving insufficient.
To succeed in this new landscape, brands must adopt a strategic blueprint that prioritizes data ownership, seamless experience delivery, continuous software velocity and new revenue models that deliver value across the entire customer lifecycle.
“Our latest research shows a clear paradox: Automotive executives are investing more in technology and digital experiences while feeling less prepared than they were a year ago,” says Denny Pezic, Global Vertical Lead, Mobility and Automotive, Valtech.
“This mismatch reflects how quickly the market has shifted, and how persistent legacy structures, fragmented data and organizational inertia continue to slow progress. At the same time, our data highlights a small but distinct group of leaders who are simplifying architectures, aligning teams and evolving their operating models to seize the opportunities ahead.”
Digital confidence falls as complexity and speed rise
The 2026 report finds that traditional indicators of digital maturity across automotive OEMs have eroded substantially year-over-year. Respondents reported drops in areas including organizational transformation readiness, AI adoption, customer-centric culture and digital experience delivery, indicating that many established players are struggling to keep pace with the demands of a rapidly evolving competitive landscape.
The decline in confidence comes at a moment when customer expectations around vehicle interactions, digital services and ownership experiences are intensifying. Consumers now compare automotive digital journeys not to competitor brands alone, but to leading consumer digital experiences in retail, finance and entertainment — raising the bar for experience quality at every touchpoint.
“This is not just about technology adoption,” Pezic adds. “It’s about rethinking how brands deliver value in every phase of ownership. Software has become a long-term competitive lever, and only those organizations that align people, process and platform around that reality will sustain advantage.”
AI and software-defined vehicles: From capability to control
A central theme of the report is the role of artificial intelligence as a control plane in the future of mobility. Rather than being treated as isolated tools, AI capabilities must be embedded into vehicle platforms, data flows and customer experiences to generate meaningful value.
The study shows that most brands remain skeptical of their readiness to scale AI beyond internal use cases, such as process automation and R&D acceleration, into customer-facing features that demand privacy, safety and trust. The largest obstacle continues to be fragmented data, which undermines personalization and innovation.
Customer expectations are evolving faster than ever
The report also reveals that customer loyalty in automotive is no longer assumed. It must be earned at every touchpoint. Across ownership journeys, buyers are placing greater emphasis on transparency, utility and experience quality. In-vehicle interactions, digital retail experiences and post-purchase services now play a central role in retention and lifetime value.
Survey respondents highlighted the importance of services such as subscription-based digital features, seamless online-to-offline purchase pathways and flexible ownership options. Yet many brands still struggle to operationalize these expectations due to legacy constraints and organizational silos.
“Customers don’t separate digital from physical experiences anymore,” Pezic says. “They expect vehicles and the brands behind them to behave like the digital ecosystems they use every day — intuitive, personalized and continuously improving. Organizations that treat customer experience as a strategic compass will win loyalty and revenue; those that don’t risk erosion.”
Valtech’s perspective: A strategic blueprint for the future
Valtech’s Voice of Experience Innovators: Mobility 2026 report comes at a pivotal moment for the automotive industry, one marked by intensifying competition from software-native entrants, persistent legacy barriers and a fundamental shift in how customers define value.
Key insights from the report include:
- Digital maturity scores fell significantly year-over-year, even as OEMs increase investment in digital capabilities.
- AI adoption remains strongest in internal operations, with limited scaling into customer-facing experiences.
- The shift to software-defined vehicles demands organizational strategies that balance internal ownership with purposeful partnerships.
- Brands that treat experience delivery and continuous software innovation as core competitive levers are already outperforming peers in adaptation and customer metrics.
These insights are grounded in survey data and interviews with senior decision-makers across global OEMs, providing a unique, real-world view of industry priorities and pain points over time.
About Valtech
Valtech, the global leader in experience innovation, exists to unlock a better way to experience the world. By delivering sustainable, human-centric digital solutions that prepare businesses for the future, we empower brands to leapfrog the competition and surpass best practices. Our 6,000-strong team in 24 countries crafts intelligent, personalized experiences that blend crafts, categories and cultures. At the intersection of data, AI, creativity and technology, we touch lives, grow businesses and unlock value in a digitally accelerated world. Our clients include the world’s leading brands, such as AXA, Dolby, L’Oréal, LVMH, Mars, Mercedes, P&G, Santander, Toyota and Volkswagen. See our work at Valtech.com.
About the report
The Voice of Experience Innovators: Mobility 2026 is based on a global survey of 123 senior executives and decision-makers from leading automotive brands. The report examines how companies are navigating digital transformation, AI adoption, SDV strategy and experience innovation in the context of rapidly changing market dynamics.
The full report is available for download at: https://www.valtech.com/whitepapers/voice-of-experience-innovators-mobility-2026/