A capable software company decides to enter automotive. The product performs well in other sectors. The sales narrative is refined. Early meetings with automotive teams are positive. Interest is genuine… and then momentum slows.

For companies new to the sector, this is disorientating, as the product solves a real problem and is a proven success in other industries, but the sale simply did not happen. To understand why, it helps to understand what the automotive industry has lived through over the past decade.