Incremental Innovation, Drives Market Adoption w/ Alan Berger

Potential and great things characterize the hype cycle for technologies in the industry, but the market assumes a 100% solution in the next few years. Predictable incremental innovation drives primary adoption. This is due to end users' ability to absorb the technology, especially in off-highway spaces. The market is moving towards incremental functions that make machines more efficient and enable new operators to work better for extended periods. Automation is more relevant in the industry, and while there has been hype about autonomous cars, significant technological advancement is still needed for on-road autonomy. The Ag space is the most conducive to full or close to full autonomy, as it offers a combination of uninhabited environments, stability, and well-controlled environments. 

The triple technology challenge refers to the complex environment of alternative fuels, automation, and connectivity. The industry grapples with different diesel emissions levels, regulations, environmental conditions, and infrastructure. The impact on OEMs and customers is significant, as it may lead to new ways of going to market and business models, but it may also force changes in business models. This is the core of the industry's ongoing struggle with changing technologies.

There is a productivity opportunity from looking at systems in the farm and construction industry. Instead of looking at individual machines, we should look at how that machine interacts with the environment, other machines, and other processes.

abcg™ is a commercial vehicle advisory practice that offers unrivalled experience, deep industry knowledge and an external 360o perspective to clients, qualifying them to deliver accelerated, sustainable transformation that propels business performance from good to exceptional. Equally focused on delivering successful outcomes as well as conceiving strategy, abcg™ help to identity and remove points of friction and provide hands on support to implement the required change.

 Alan Berger is Managing Partner at abcg™, a commercial vehicle advisory practice.   Alan has over 30 years of international product development experience in the off-highway vehicle industry, much of which he gained through roles of increasing importance with Volvo Construction Equipment culminating in the role of Senior Vice President, Technology followed by Chief Technology Officer at CNH Industrial.   Alan also serves as Independent Director at Multi-Wing A/S in addition to being past board chair of the SAE ITC.

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