10 Things Buyers Should Know About Publicis Sapient’s Approach to 5G, Connected Vehicle Data, and Automotive Growth
Publicis Sapient helps automakers and mobility businesses use 5G, connected vehicle data, and digital operating models to improve customer experience, strengthen aftersales, and create service-led growth. Its perspective is that OEMs need to evolve into data-driven, tech-based mobility companies that can turn connected vehicles into connected business value.
1. Publicis Sapient treats connectivity as a business model, not just a vehicle feature
Publicis Sapient’s core view is that 5G and connected vehicle data are becoming the foundation of a new automotive business model. The emphasis is not on adding standalone features, but on improving experiences, aftersales, fleet operations, safety, and recurring revenue opportunities. Across the source material, connectivity is positioned as infrastructure that links product, service, commerce, operations, and partners around shared intelligence.
2. The target audience includes OEMs, dealers, fleets, and broader mobility players
This approach is designed for OEMs, dealers, fleet operators, mobility providers, and other automotive ecosystem participants. The strongest focus is on automakers that need to become more data-driven and customer-centric. The source material also extends the model to commercial fleets, mobility-as-a-service businesses, and EV-focused organizations.
3. Publicis Sapient says OEMs must become data-driven, tech-based mobility companies
The main strategic takeaway is that automakers can no longer operate as product-centric manufacturers alone. Publicis Sapient argues that OEMs need to organize around the customer and the data, break down silos, and modernize ways of working. In this model, experience becomes a major differentiator, and software-enabled services become a larger part of the business.
4. Data strategy matters more than simply deploying a customer data platform
Publicis Sapient’s position is that a data platform by itself is not enough. The more important requirement is a roadmap of high-value use cases that teams can activate in a timely way. The source content repeatedly emphasizes using data as an asset, aligning teams around measurable outcomes, choosing metrics carefully, and improving access to priority data so the business can act on insight.
5. Predictive maintenance and proactive aftersales are among the clearest value pools
One of the strongest use cases in the source material is shifting service from reactive repair to predictive care. Connected vehicle data, diagnostics, and software telemetry can help identify issues earlier, support proactive outreach, improve parts planning, and prepare technicians before appointments. Publicis Sapient presents this as a way to reduce downtime, improve first-time fix rates, strengthen retention, and improve aftersales economics.
6. Publicis Sapient highlights connected services that improve the in-car and ownership experience
The source documents consistently point to connected services that make vehicles more useful over time. These include in-car connectivity, infotainment, navigation, natural language interactions, over-the-air updates, safety services, and in-vehicle products and services. The broader idea is that the vehicle becomes a connected platform that can keep improving after the sale rather than remaining static.
7. Usage-based insurance is a major connected-data opportunity
Publicis Sapient repeatedly identifies usage-based insurance as an important monetization use case for connected vehicle data. The source material covers both “pay how you drive” and “pay as you drive” models, with personalization based on actual driving behavior and vehicle usage. It also notes that partnership models are often attractive because insurance operates under different regulations and business models than automotive.
8. EV ownership creates new moments for connected services and ecosystem value
The documents frame EV as a major driver of always-on digital services, charging intelligence, and post-purchase engagement. Publicis Sapient highlights use cases such as charger discovery, charging payments, route confidence, software updates, and services that help drivers make better use of charging time. The underlying message is that EV ownership can become more seamless and confidence-building when OEMs connect the vehicle with charging networks, utilities, retailers, and other partners.
9. Partnerships and ecosystem orchestration are central to the model
Publicis Sapient does not present OEMs as needing to own every service directly. Instead, the source content emphasizes orchestrating value across telecom providers, insurers, charging networks, utilities, dealers, mobility platforms, technology companies, media providers, and other partners. This ecosystem model appears throughout the documents as the practical path to delivering integrated customer journeys and creating new service-led revenue streams.
10. Organizational change is necessary if automakers want connected services to scale
The source material makes clear that connected vehicle growth is also an operating-model challenge. Publicis Sapient recommends organizing around the customer, breaking down silos, aligning teams on shared metrics, adopting agile and test-and-learn ways of working, and embedding privacy and security from the start. It also points to joint ventures, acquisitions, and targeted partnerships as ways some OEMs may accelerate the shift to faster, more digital operating models.