Episode 158 | Think Differently. Think Like a Software Company.

Katelyn Foley, President, UP.Labs joined Grayson Brulte on The Road to Autonomy podcast to discuss why companies should think differently and think like a software company.

The conversation begins with Katelyn sharing her thoughts on the current state of the mobility markets. 

To me it’s a story about product pivots. There has been incredible movement to EVs and ultimately to autonomous vehicles. – Katelyn Foley

For traditional OEMs to capture marketshare, they need a relentless focus on developing user-friendly digital interfaces that consumers will want to use on a daily basis. As daunting as this might sound, UP.Labs is ushering in this model with partner, Porsche. 

Part of what we are doing is to help them think differently. To think like a software company. – Katelyn Foley

Porsche and UP.Labs came together to create six new companies by 2025 that could eventually be acquired by Porsche. Collectively they are looking at opportunities that can enhance the Porsche owner experience through data, efficiency and a robust digital interface. 

As UP.Labs and Porsche explore opportunities for new businesses, they are respecting the heritage of the brand and embracing it’s status as a luxury brand. This strategy allows Porsche to lean in, embrace innovation and think differently about their business. 

Being a luxury brand comes with responsibilities. With the shift to electric vehicles, consumers are beginning to ask questions about the provenance of the materials in the battery and the leather on the seats. Consumers want to know that these materials were cultivated in a way that did not have an impact on the environment. 

Overall, luxury brands should approach electrification by taking the bespoke route and creating a new vehicle that is built from the ground up to be electric. Porsche embraced their heritage of speed and handling by creating the Taycan, which has dazzled consumers. 

Every brand has to think about what they stand for. What are those few core principles, and the EV really needs to embody those and not just be an EV. – Katelyn Foley

Wrapping up the conversation, Grayson and Katelyn discuss network optimization. 

Recorded on Tuesday, September 19, 2023

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