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Under The Hood: Automotive Storytelling
July 21, 2025

Why German Engineering Must Embrace Software Culture

- Dr. Jan Wehinger, MHP - A Porsche Company EP10

Behind every automotive innovation lies a human story. Hosted by Stéphane Lagresle, founder of The Storytelling Tribe, this podcast reveals how industry leaders translate complex technologies into compelling narratives. Through conversations with automotive executives, discover practical frameworks for making automotive innovations relatable and meaningful. For executives, product leaders, and marketers transforming mobility through better communication.

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The Transformation Blueprint Decoded

In this episode of "Under the Hood: Automotive Storytelling" from The Storytelling Tribe, we connect with Dr. Jan Wehinger, Partner at MHP and automotive transformation expert, to explore how the industry is navigating the complex shift from hardware-defined to software-defined vehicles while managing unprecedented cultural transformation.

Key
Insights

  • Tech Giants vs. Traditional OEMs: The Cultural Collision

    Jan reveals how over 50% of SDV transformation success depends on cultural change, not technology
    implementation, and why traditional automotive companies face unique challenges compared to greenfield players.

  • The Partnership Evolution Strategy

    Discover how the industry is shifting from competitive advantages to collaborative advantages, requiring new
    partnership models between OEMs, Tier 1s, and tech companies to succeed in the SDV era.

  • The AI-Driven Future of Automotive Leadership

    Learn how AI agents will begin guiding employees and why autonomous driving – not monthly subscriptions – will
    be the real business model game-changer for software-defined vehicles.

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Practical
Takeaways

  • Deploy Strategy Rapidly: Abandon massive PowerPoint decks, go for immediate execution and continuous re-steering
    in fast-changing markets
  • Prioritize Cultural Transformation: Invest 50%+ of transformation resources in changing organizational mindset
    from hardware to software-defined thinking
  • Evaluate Partnership Portfolio: Assess collaborative advantages over competitive ones when building SDV
    capabilities with tech partners
  • Focus on Trust-Building: Leverage traditional automotive brand heritage for safety-critical features like
    autonomous driving differentiation
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Where Technology Meets Narrative

Under the Hood: Automotive Storytelling uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans

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