FAQ
Publicis Sapient helps automakers and mobility businesses use 5G, connected vehicle data and digital operating models to create better customer experiences, stronger aftersales performance and new service-led growth. The focus is on helping OEMs evolve into data-driven, tech-based mobility companies that can turn connected vehicles into connected business value.
What is Publicis Sapient’s perspective on 5G and connected vehicles in automotive?
Publicis Sapient’s perspective is that 5G and connected vehicle data are becoming the foundation of a new automotive business model. Rather than treating connectivity as a standalone feature, automakers should use it to improve experiences, aftersales, fleet operations, safety and recurring revenue opportunities. The emphasis is on acting now instead of waiting for a fully mature 5G future.
Who is this approach designed for?
This approach is designed for OEMs, dealers, fleet operators, mobility providers and other automotive ecosystem players. The source material focuses especially on automakers that need to become more data-driven and customer-centric. It also applies to commercial fleets, mobility-as-a-service providers and EV-focused businesses.
What problem does this help solve for automakers?
It helps automakers move beyond a product-centric model and respond to rising customer expectations, software-led competition and fragmented operating models. Publicis Sapient argues that many OEMs still struggle with silos, disconnected data and traditional ways of working that slow execution. The goal is to turn connected vehicle signals into practical action across service, commerce, operations and partnerships.
Why do OEMs need to think like tech companies?
OEMs need to think like tech companies because connected, software-enabled experiences are becoming a bigger source of differentiation and value. The source content says automakers must become data-driven, tech-based mobility companies that organize around the customer. That means modernizing culture, breaking down silos and building the ability to launch and improve digital services continuously.
What does it mean to become a data-driven mobility company?
Becoming a data-driven mobility company means treating customer and vehicle data as strategic assets and organizing the business around that data. The source material emphasizes creating a roadmap of use cases, aligning teams around measurable outcomes and using data to inform service, personalization, maintenance and new offerings. It is not just about standing up a customer data platform; it is about activating useful use cases quickly.
What kinds of connected vehicle use cases does Publicis Sapient highlight?
Publicis Sapient highlights use cases such as predictive maintenance, over-the-air updates, in-car connectivity, infotainment, safety services, usage-based insurance, EV charging experiences and in-vehicle products and services. The documents also mention fleet routing, maintenance orchestration, commerce, personalized recommendations and multimodal mobility partnerships. The common thread is using connected data to deliver useful, timely experiences.
How can connected vehicle data improve aftersales?
Connected vehicle data can improve aftersales by shifting service from reactive repair to predictive care. The source content explains that sensor data, diagnostics and software telemetry can help identify issues earlier, support proactive outreach, improve parts planning and prepare technicians before an appointment. This can reduce downtime, improve first-time fix rates and strengthen customer retention across the ownership lifecycle.
How does predictive maintenance create business value?
Predictive maintenance creates business value by helping organizations intervene before a breakdown happens. According to the source material, this can keep revenue-generating vehicles on the road longer, improve safety, support better service scheduling and strengthen aftersales economics. For fleets, it is especially valuable because uptime has a direct effect on utilization, labor efficiency and service quality.
How can 5G and connected data improve the in-car and ownership experience?
5G and connected data can improve the in-car and ownership experience by enabling more responsive, contextual and personalized services. The documents describe opportunities such as richer entertainment, natural language interactions, navigation, OTA updates, EV charging support and useful offers based on real usage context. Publicis Sapient positions the vehicle as a connected platform that can keep improving after the sale.
What role do EVs play in this connected vehicle strategy?
EVs play a major role because electrification increases demand for always-on digital services, charging intelligence and post-purchase engagement. The source content highlights range confidence, charger discovery, charging payments, software updates and services during charging stops as important moments in the EV journey. Connected data can help OEMs make EV ownership feel more seamless, intelligent and confidence-building.
How does this apply to commercial fleets and mobility-as-a-service?
For commercial fleets and mobility-as-a-service, connected vehicles are treated as operating assets rather than just products. The documents explain that 5G, telemetry and AI can support predictive maintenance, routing, dispatch, safety monitoring and coordinated action across fleet managers, service teams and partners. In this context, connectivity is judged by business performance such as uptime, utilization and service delivery.
What new revenue opportunities are described in the source material?
The source material describes opportunities such as subscriptions, premium support services, predictive care plans, software-enabled upgrades, in-car commerce, usage-based insurance, partner-led offers and recurring service models. It also discusses ecosystem-based propositions tied to charging, insurance, media, maintenance and mobility services. However, the documents stress that monetization only works when the customer value is clear and tangible.
Does Publicis Sapient recommend partnerships or ecosystem models?
Yes, Publicis Sapient strongly emphasizes partnerships and ecosystem models. The source content repeatedly notes that OEMs will need to collaborate with telecom providers, insurers, charging networks, utilities, dealers, mobility platforms, technology companies and other partners. The idea is not that automakers must own every service, but that they should orchestrate value across the ecosystem.
What organizational changes are needed to support connected vehicle growth?
The source material says connected vehicle growth requires changes in culture, structure and ways of working. Recommended shifts include organizing around the customer, breaking down silos, aligning teams on shared metrics, enabling faster access to priority data and adopting agile, test-and-learn execution. Publicis Sapient also points to joint ventures, acquisitions and targeted partnerships as ways some OEMs may accelerate change.
What does the source say about dealers in a connected automotive model?
The source says dealers remain important, especially in North America, but their role needs to evolve. Rather than being treated as separate from the experience, dealers should become active participants in an integrated omnichannel journey across research, purchase, service and ownership. Connected insights can help dealers improve service appointments, parts planning, renewal conversations and software-enabled upgrade opportunities.
How important are privacy, security and governance in this model?
Privacy, security and governance are foundational in this model. The documents consistently state that greater connectivity and more data create greater concerns about misuse, bad actors and customer trust. Publicis Sapient’s position is that privacy and security should be designed in from the start, with clear governance, responsible data sharing and a visible value exchange for customers.
How should automakers get started?
Automakers should get started by assessing their current maturity, defining a clear vision and prioritizing high-value use cases. The source material recommends building a data strategy, choosing metrics carefully, creating simple proofs of concept, improving access to a few important measures first and aligning leadership around fact-based decision-making. The message throughout the documents is that the industry should start now, not wait for a perfect future state.
What makes this approach different from treating connectivity as a feature?
This approach is different because it treats connectivity as business infrastructure rather than an isolated vehicle feature. Publicis Sapient describes connected vehicles as part of a larger system that links product, service, commerce, operations and partners around shared intelligence. The outcome is not just a better connected car, but a more connected and adaptive automotive business.