Average self-assessed digital readiness: 2.1 out of 5.
When a new technology arrives, one of the hardest questions is how your organisation compares. Are competitors investing, waiting, succeeding or struggling?
We asked senior automotive clients to assess their own companies’ approach to AI. Very few felt their brand was doing well. The overall digital-readiness score averaged 2.1 out of five.
The challenge is not only technical
Leadership and clarity of responsibilities appeared to be central concerns. Without agreement on who owns decisions, promising experiments can remain disconnected from the work of marketing and customer teams.
What the score does—and does not—say
This was an anonymous client self-assessment, not an independent audit of every automotive brand. The original post did not state the sample size, so the result should not be treated as a representative industry census.
It does offer a useful starting question: before buying another tool, can your team explain who sets priorities, who measures progress and who acts on the results?
The findings were discussed at our 25 June webinar.
Adapted from Sophus3’s LinkedIn post dated 2026-06-02. Figures and market observations relate to that original update.