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"Anything but that!" – This is what most of the established automobile manufacturers are thinking at the moment. The VW scandal, which may spread to other carmakers, is just the tip of the iceberg. There is also the self-confident appearance of Tesla and their visionary CEO Elon Musk, who is inviting German automobile manufacturers to drive the electric car revolution and, at the same time, demanding an extra tax or fee for diesel and gasoline engines. In addition the circulating rumors of Apple's "i-car" project and Google's strong efforts to enter the automotive sector are causing upset stomachs in the established automobile manufacturers' world. That's why we should recall the speech of Günther Oettinger, European Commissioner for Digital Economy and Society.
"We are in the middle of a true revolution—the fourth industrial revolution. This revolution is digital and it is high on the political agenda, not only in Germany with Industry 4.0 and in the Netherlands and elsewhere but also at the level of the European Union", said Oettinger.
The business of the automobile industry will be everted by the companies from Silicon Valley. Cars will be more and more dominated by software. Cars will be more connected directly with the internet. How important software in a car already is, is unpleasant demonstrated due to the VW scandal by the motor and emission "management/control" software.
"What is at stake is not just Europe's industrial position in smart phone production or web applications. It is about the competitiveness of Europe's industry right across all sectors: from automotive and energy to household appliances and the agro-food business.", Oettinger stated.
The diesel emissions scandal is a big threat for the German car industry, but it can also be a big chance! It offers the chance to be creative, to bring forward cleaner cars with innovative drive trains and alternative fuels. And this will likely happen fast. It can work out if European industries with their different innovative knowledge are more strongly linked and work together. Team play should be on the agenda. Otherwise the established automobile manufacturers could be in big trouble.
Mr. Oettinger further warned: "These are all at risk if they do not rapidly adopt digital technologies. We need to take part in this global competition on the basis of our strengths - with Europe's large single market, its innovative SMEs and its very creative society – not against the United States, South Korea, China or India, but with them, and in fair competition."