The KPMG 24th Annual Global Automotive Executive Survey comes at a pivotal moment for automakers. The business opportunities have never seemed greater, driven by advances in electric power trains, self-driving technology, and the promise of a more magical customer experience in the vehicle. In the factory, the showroom, and on e-commerce sites, AI and other technologies are changing how cars are made, sold, and serviced.

Our latest edition of the survey examines in detail how executive sentiment is changing and the concerns and challenges that make global automotive leaders more cautious. The upshot: to help ensure companies end up as winners, not losers, executives should rethink their strategies and ask themselves some important questions including:

  • Is the current slowdown in the growth rate of EV sales merely a pause or a sign of a more prolonged reassessment by consumers? Will their enthusiasm be rekindled by the new models about to hit the market?
  • How long will it take to turn a profit on battery electric vehicles (BEVs) and will manufacturers have enough cash to see them through?
  • Will governments continue to be able to afford to subsidize the purchase of BEVs?
  • What role will other powertrain choices such as hybrids and hydrogen fuel cells play in the market?
  • What are the strategic choices for suppliers that are being squeezed by market changes, new competition, and rising demands of original equipment manufacturers (OEMs)? How can they thrive, not merely survive, in this new market?
  • How much should automotive firms vertically integrate—in car operating systems, battery supply chains, and computer chips?

We believe that a brilliant future for the automotive industry — with exceptional products, satisfied consumers, and a positive environmental impact — is within reach. Overcoming near-term challenges will be key. Explore the interactive data and download the report to learn more.

About the report

In the latest survey, more than 1,000 executives in 30 countries and territories again said they see enormous opportunities. But they are becoming more sober in their assessment of market prospects compared to previous years. Having committed more than half a trillion dollars to the EV transition, the industry is asking when companies will see a return on the investment. Most automakers currently face losses on battery-electric vehicles, signaling potential shifts in the industry.

Discover our interactive experience for more insights and data on our respondents.

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