WATCH: “Pricing to Win: Position with Precision, Compete with Confidence”

As outlined in their recently released Voice of Experience Innovators: Mobility 2026 report, the automotive industry is undergoing a fundamental shift, where “software now defines competitive advantage” and brands that align data, architecture, and experience will control long-term value.

Understanding how leaders are responding to that shift—across regions, business models, and organizational roles—was the core objective.