The Great Recalibration: OEMs Rewrite the Playbook

CX Insights - Trend Watch - Automotive Industry (ICYMI February 2026)

February proved that the smartest move isn’t always doubling down – sometimes it’s knowing when to adjust. While the Super Bowl gave us Cadillac’s F1 debut and VW’s nostalgic “Drivers Wanted” revival, the bigger story was OEMs making bold strategic pivots to align with market realities.

| REWRITING THE EV PLAYBOOK

The numbers tell the story: Detroit’s Big Three took significant EV-related charges as they recalibrate timelines and product strategies. Stellantis announced a major restructuring under new CEO Antonio Filosa, who framed it as adjusting to “the pace of the energy transition.” In other words: the destination hasn’t changed, but the route is getting smarter.

Ford is repositioning with extended-range EVs that bridge the gap between what customers want today and where the market is headed. The next F-150 Lightning? It’s getting a gas generator and promising 700 miles of range. Ram is following a similar path. Even Honda is reshaping its approach after a challenging quarter.

The lesson? Customers are still interested in electrification – just on their own timeline and terms. 

| STRANGE BEDFELLOWS (THE COOPETITION CHRONICLES)

When the going gets tough, the tough ... find smarter ways to collaborate.

Ford held talks with the Trump administration about letting Chinese automakers build vehicles in the U.S. through American-controlled joint ventures – mirroring China’s long-standing JV structure, but in reverse. Meanwhile, Ford and Geely are in advanced discussions about manufacturing partnerships and potentially sharing autonomous driving tech.

Nissan might tap Honda for hybrid powertrains. VW reached a historic UAW deal in Tennessee with a 20% wage increase. And in a move that would’ve been unthinkable five years ago, Mercedes-Benz is reportedly exploring whether to source engines from BMW.

Coopetition isn’t new to this industry – but the scale and speed of these partnerships is. When the math changes, smart OEMs adapt.

| THE CAR IS NOW A RELATIONSHIP

Here’s a number that should make every CX professional pay attention: GM generated nearly $2 billion in software and subscription revenue in just nine months – with customers already committed to about $5 billion in future subscriptions. OnStar revenue jumped 65% year-over-year. Super Cruise subscriptions? Up 80%.

What GM is proving is that the vehicle sale is no longer the finish line – it’s the starting gate. Connected services, safety features and hands-free driving aren’t just add-ons; they’re ongoing value propositions that keep customers engaged long after they leave the dealership.

| JUST FOR FUN: THE DOOR PROBLEM

In news that proves the future remains delightfully imperfect, Waymo is now paying DoorDash gig workers to close robotaxi doors. When a passenger leaves a door ajar, the autonomous vehicle can’t move until a human arrives to shut it.

The future of transportation: self-driving cars that still need humans to handle the basics.

CX REALITY CHECK

February’s reset isn’t just about balance sheets – it’s about relationships. As product strategies shift and subscription services grow, every customer touchpoint becomes an opportunity to build trust or lose it. The OEMs who invest in seamless onboarding, proactive support and frictionless renewals won’t just retain subscribers – they’ll turn them into advocates.

The road ahead rewards those who listen more than they lecture. And that’s where great CX makes all the difference.

Here’s to March – may your pivots be strategic and your customer conversations be smooth!