The automotive industry is going through a massive transformation and there are two parts to that. One is the technological side: the move to electrification and electrical propulsion systems. But that’s really the tip of the iceberg — and, in some ways, it’s the easier part.
Adjacent to that, at the same time, you have this massive commercial transformation: direct to customer engagement, how you find the next demographic, how you convert them into a customer and, post-conversion, how you then continue to interact with them.
So you’ve at least two massive transformations being played against the backdrop of the move to carbon-free [mobility]. And that sustainability, circular economy narrative is something I think is really exciting on one side and very important on the other.