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1、Executive PerspectivesOctober 2025AutomotiveUnlocking the Value of GenAI in Automotive2Copyright 2025 by Boston Consulting Group.All rights reserved.IntroductionGenAI is introducing rapid change across industries.After working with over 2,000 clients in the past 2+years,we are sharing our most criti

2、cal learning in a new series designed to help leaders navigate the opportunities and challenges associated with GenAI.In this edition,we zoom in on how GenAI is transforming the automotive industry,particularly the sales journey from discovery to purchase.We explore key questions currently shaping e

3、xecutive agendas in the industry:What are the biggest value drivers of AI along the automotive value chain?What will the GenAI-powered car-buying experience look like?Where and how can OEMs capture a potential 23pp EBIT uplift from GenAI-driven marketing and sales?What steps must key automotive stak

4、eholders take to compete and win in a GenAI-first world?This document is a guide for automotive executives to cut through the hype,understand the true impact of GenAI on the sales model,and define what action is required.2In this BCG Executive Perspective,we discuss the impact and value of GenAI in

5、the automotive industry3Copyright 2025 by Boston Consulting Group.All rights reserved.Structural disruption of global automotive industry drives urgency to innovateurgency to innovate,with GenAI as the biggest hopeGenAI as the biggest hopeMost OEMs fail to make money with GenAI unlocking full EBIT p

6、otential requires an E2E transformation along unlocking full EBIT potential requires an E2E transformation along the full value chainthe full value chainMarketing and sales offer high potential for GenAI transformationMarketing and sales offer high potential for GenAI transformation based on mature