This Thoughtworks guide helps automotive OEMs design and execute direct-to-consumer (D2C) sales strategies amid rising digital disruption. It outlines four strategic responses—follower, conservative, balanced, radical—and presents a framework combining brand, digital, investment, and sales strategies. Case studies from Mercedes-Benz, Zeekr, and Porsche illustrate paths to innovation. The guide stresses flexible architectures, customer data usage, and agile culture to ensure relevance in future automotive ecosystems.

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