Digital Transformation for Traditional Automakers: Comparative of General Motors and Volkswagen

Research Article
Open access

Digital Transformation for Traditional Automakers: Comparative of General Motors and Volkswagen

Mengyue Xi 1 , Chenzhi Zhao 2*
  • 1 Liaoning University    
  • 2 University of Buffalo    
  • *corresponding author chenzhiz@buffalo.edu
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/33/20231652
AEMPS Vol.33
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-087-5
ISBN (Online): 978-1-83558-088-2

Abstract

This paper analyses the impact of various political, resource, economic, social, technological, competitive, organizational, and market aspects on the digital transformation of traditional automotive manufacturing companies. It also examines the marketing strategies General Motors (GM) and Volkswagen used in their digital transformation. GM has increased its online presence and customer satisfaction through social media, mobile applications, email marketing, search engine marketing, and after-sales service while enhancing brand awareness and loyalty. Volkswagen has increased brand awareness and customer loyalty by building an electric vehicle charging infrastructure, marketing on social media platforms, and mobile app services. These digital marketing strategies have positively influenced traditional automotive manufacturers' digital transformation.

Keywords:

digital transformation practice, automakers, GM, Volkswagen

Xi,M.;Zhao,C. (2023). Digital Transformation for Traditional Automakers: Comparative of General Motors and Volkswagen. Advances in Economics, Management and Political Sciences,33,171-181.
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References

[1]. Deloitte Homepage, https://www2.deloitte.com/us/en/pages/consumer-business/articles/global-automotive-consumer-study.html.last accessed 2023/01.

[2]. Stone, M., Foss, B., Henderson, I., Irwin, D., O'Donnell, J., Woodcock, N.: The quality of customer information management in customer life cycle management. Journal of Database Marketing & Customer Strategy Management, 10, 240-254 (2003).

[3]. Llopis-Albert, C., Rubio, F., Valero, F.: Impact of digital transformation on the automotive industry. Technological forecasting and social change, 162, 120343 (2021).

[4]. Farooqi, M., Raza, K.: A Comprehensive Study of CRM through data mining Techniques. arXiv preprint arXiv:1205.1126 (2012).

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[10]. Emarketer Homepage, https://www.emarketer.com/content/us-digital-ad-spending-by-industry-2021, last accessed 2021/06/19.

[11]. Xueqiu Homepage, https://xueqiu.com/9508834377/136821476, last accessed 2019/12/04.

[12]. Volkswagenag Homepage, https://www.volkswagenag.com/en/news/2021/11/strategy-2-0--ionity-accelerates-expansion-of-its-fast-charging-.html, last accessed 2021/11/24.

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[14]. Databox Homepage, https://databox.com/lead-nurturing-strategy, last accessed 2023/03/17.

[15]. Mckinsey Homepage, https://www.mckinsey.com, last accessed 2021/07.

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[17]. Kumar, V., Reinartz, W.: Customer relationship management. Springer-Verlag GmbH Germany, part of Springer Nature 2006, (2018).

Cite this article

Xi,M.;Zhao,C. (2023). Digital Transformation for Traditional Automakers: Comparative of General Motors and Volkswagen. Advances in Economics, Management and Political Sciences,33,171-181.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-087-5(Print) / 978-1-83558-088-2(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.33
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Deloitte Homepage, https://www2.deloitte.com/us/en/pages/consumer-business/articles/global-automotive-consumer-study.html.last accessed 2023/01.

[2]. Stone, M., Foss, B., Henderson, I., Irwin, D., O'Donnell, J., Woodcock, N.: The quality of customer information management in customer life cycle management. Journal of Database Marketing & Customer Strategy Management, 10, 240-254 (2003).

[3]. Llopis-Albert, C., Rubio, F., Valero, F.: Impact of digital transformation on the automotive industry. Technological forecasting and social change, 162, 120343 (2021).

[4]. Farooqi, M., Raza, K.: A Comprehensive Study of CRM through data mining Techniques. arXiv preprint arXiv:1205.1126 (2012).

[5]. Intelligent Automation Network Homepage, https://www.intelligentautomation.network/transformation/articles/digital-transformation-runs-deep-at-general-motors, last accessed 2021/08/12.

[6]. Industry Dive Homepage, https://www.mobilemarketer.com/ex/mobilemarketer/cms/news/advertising/20038.html, last accessed 2015.

[7]. Autonews Homepage, https://www.autonews.com/article/20180104/OEM06/180109903/gm-adds-in-vehicle-mobile-payments-for-gas-parking, last accessed 2018.

[8]. Intelligent Automation Network Homepage, https://www.mobilemarketer.com/news/how-gm-uses-location-based-marketing-to-drive-store-visits/552903/, last accessed 2019/04/17.

[9]. Investopedia Homepage, https://www.investopedia.com/terms/s/search-engine-marketing-sem.asp, last accessed 2021/05/18.

[10]. Emarketer Homepage, https://www.emarketer.com/content/us-digital-ad-spending-by-industry-2021, last accessed 2021/06/19.

[11]. Xueqiu Homepage, https://xueqiu.com/9508834377/136821476, last accessed 2019/12/04.

[12]. Volkswagenag Homepage, https://www.volkswagenag.com/en/news/2021/11/strategy-2-0--ionity-accelerates-expansion-of-its-fast-charging-.html, last accessed 2021/11/24.

[13]. Pocketgamer Homepage, https://www.pocketgamer.biz/news/36330/fishlabs-sports-car-challenge-generates-15-million-minutes-of-brand-engagement-for-vw/, last accessed 2011/12/20.

[14]. Databox Homepage, https://databox.com/lead-nurturing-strategy, last accessed 2023/03/17.

[15]. Mckinsey Homepage, https://www.mckinsey.com, last accessed 2021/07.

[16]. Mckinsey Homepage, https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/measuring-marketing-success-using-metrics-that-matter, last accessed 2021/11/29.

[17]. Kumar, V., Reinartz, W.: Customer relationship management. Springer-Verlag GmbH Germany, part of Springer Nature 2006, (2018).

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