麦肯锡-商用车面临新的上市挑战（英）-12页_609kb

报告摘要

Summary of Go-To-Market Transformations in the Commercial Vehicle Industry (December 2023)

Key Trends Driving Change

Evolution of Sales Models: Direct-sales and omnichannel strategies are emerging as commercial vehicle (CV) Original Equipment Manufacturers (OEMs) overcome traditional dealer reliance. Five core trends drive these changes: growth of omnichannel sales, new value pools, increasing cost pressures, stricter regulations (especially toward ZEVs), and new market entrants.
Shift to Service-Oriented Models: XaaS (Anything-as-a-Service) models, including offerings like Fleet-as-a-Service and Charging-as-a-Service, are becoming increasingly prevalent. Analysis indicates that nearly 66% of global OEM MDT and HDT profits could derive from recurring lifecycle services by 2030.

Imperatives for Change

Regulatory Compliance: OEMs face stricter CO₂ regulations requiring a transition to alternative powertrains, especially ZEVs. Regulations, like the EU Fit for 55 package, target the LCV segment for 50% ZEV penetration by 2030.
New Entrants and Competition: Companies like Arrival, BrightDrop, and Rivian are entering the market, leveraging new sales models and value pools, forcing established players to adapt.

Key Go-To-Market Models

Wholesale Only: Relies on third-party dealers for sales and service.
Hybrid: Combines dealer sales with direct sales channels (key accounts, online, retail).
Agency: OEM partners collaborate with agents for direct sales but maintain control of customer relationships.
Direct Sales: OEMs sell directly to customers via agents or their own channels.

Common Elements Across Models

Most models integrate adjacent products and services (telematics, charging infrastructure, services) to transition from capital expenditures to recurring revenue.

Guiding Principles for Implementation

Omnichannel & Personalization: Offer seamless experiences and customization to drive market share.
New Value Pools: Expand offerings and pursue recurring revenue models.
Cost Efficiency: Optimize distribution networks and reduce reliance on dealers.
Professional Revenue Management: Leverage platforms for better pricing control, cross-selling, and upselling.

Critical Recommendations

Action Now: OEMs must accelerate transformation to stay relevant. The pressure from new entrants and ZEV regulations is intensifying.
Master IT Strategy: Avoid costly IT overhauls by creating interfaces to legacy systems rather than replacing them entirely.
Partner Alignment: Secure dealer and agent buy-in during transition.
Forward-Looking Capabilities: Develop new skills in risk assessment, governance, and IT.

Also, the LCV segment faces the highest pressure due to its similarity to the passenger car market.

In essence, the commercial vehicle industry is undergoing significant transformation driven by heightened competition, regulatory pressure, and evolving customer preferences. New business models and sales approaches are critical to remain competitive, innovate, and meet sustainability targets.

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