Technology roadmap: Competing for customers

What will be the major drivers of new technology over the medium- to long-term in the industry? And what are the obstacles for those charged with meeting the differing needs of emerging and mature markets?

The global automotive industry typically runs at around 75–80% capacity utilisation and this excess of supply over demand is one reason that the automotive industry is exceptionally keen to compete for customers (and, in some cases, not very profitable). Despite the global economic downturn, slashed production forecasts and unprecedented government intervention in the auto industry, this trend is set to continue with the next twenty years likely to see as many vehicles manufactured as during the past century, while growth in global capacity is forecast to increase to 110m vehicles from the current level of around 80m.