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

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.