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13 AutoData | May 2018 etc.? We are very focused on making and selling cars. If the trend is pointing to increased fleet use, just change your business model tomeet those fleets and makemoneywith it. This concept of ‘the- re is a product, there is a car and I want to sell it’ and that’s it, that’s totally over. It’s kind of fashionable in the domestic automotive industry to say that there is a risk of us becoming an Australia. Do you think this reasoning makes sense? Australia has chosen a strategy of redu- cing industrial activity but at the same time strengthening those linked to raw materials, especially mining, as a way to increase the income of the popula- tion. Let me mention this; think about the battery composition and you are thinking about electric vehicles. Brazil is for the battery composition, the third place. You have different raw materials which can make you think not to pro- duce an electric vehicle but for battery composition production, that could be an opportunity. What is the global scenario for the su- ppliers in this future scenario that you mention? Let’s take Maxion as example: It is the global leader in its segment, wheels. It is very linked to the steel and aluminium industry,.Everyone needs wheels, and they need to be produced where there is steel and aluminium. For the supplier industry, two things have to happen. The first thing is: what the traditional automotive supplier industry is and how it is going to be linked to that kind of environment and identify suppliers who have the resources and the good condi- tions. The second one: what is needed for that ecosystem and which of the suppliers have to be added? .Add these suppliers because then you would have a leading role. But from the technology perspective, about autonomous driving systems, I am sorry but this is not going to happen. The situations that youmention are very disruptive, and the automotive industry is extremely conservative. What is the reaction of the executives to your ob- servations? You are right that the industry seems to be very conservative, but they have not been proud of that. The digital indus- try requires much less investment than the automotive one and it dominated our world. So it went to frustration and substituted that proud of producing a product when you say ‘oh, look howgre- at I am’. The automotive industry realized that the digital industry has taken a lot of space and how it has failed from the productive point of view. Now it is trying to integrate with this new reality. Again it is time to go out from the exclusive point of view of the product, to link with the new world. That’s the problem you have here in Brazil: the happy proud to produce all of that have been gone down into the frustration, they see limited bud- gets and the income is not increasing. They should see the opportunity that they can create solutions for fleets, for mobility, with customer experience. And if people see that we can have a positive development again but we are stuck in the product, I would forecast more frustration coming in the future. You have a technology change and you have a mentality change that you have to follow. Are not the new technologies that just bring a change of mentality? If you just use the technology change which is something that is really difficult so you will get stuck because you do not know what the mentality of the pe- ople is. The behavior is changing: we are consuming entertainment, music, cell phones, traveling, in different ways from those in the past. And that’s the point. Nobody is following the mindset, it is not about technology. Don’t look only at the technology because you have to see what customer experience is happening here and put it in that metrics.