Aerial night view of a motorway interchange with traffic trails

01.3 · The four commitments, and what they rule out.

The mission

Tres actividades rentables están descartadas por escrito, y cada una cae por un compromiso distinto. La misión del grupo se sostiene sobre cuatro, y el primero es el trabajo del que dependen los otros tres. Los cuatro se enuncian a continuación, con lo que cada uno ha servido para descartar.

4
commitments
1
holds up the other three
3
activities ruled out in writing

The mission

To lead the mobility revolution in the digital age.

  1. 01

    Intelligent mobility

    The vehicle's data

  2. 02

    Sustainability

    The fleet already on the road

  3. 03

    Personalisation

    Each market, separately

  4. 04

    Accessibility

    What gets published

The first is the most expensive to maintain and the least visible from outside. The other three rest on it, and without data that survives a check they remain declarations.

The first commitment holds up the other three

The vehicle's data

Intelligent mobility

The group gathers, cross-checks and maintains the information used to decide about a vehicle. What it is, what has happened to it, which parts fit it and what it is worth today. Each of those answers sits split between a manufacturer, a workshop, an insurer and a registry, and none of the four cross-checks it against the other three. The chassis number identifies the same vehicle in all four systems and is not enough to reconstruct its history in any of them. Keeping that information together and current is the work.

02

Sustainability

The group works on what is already on the road before what is being built. Most of a vehicle's environmental footprint occurs before it is registered, so extending the working life of the existing fleet returns more than almost any other measure available in the sector. That requires two specific things. That a workshop knows which part fits a twelve-year-old vehicle, once the manufacturer has withdrawn that reference from its catalogue. And that a used-car buyer can verify what they are told.

03

Personalisation

The answer the group gives depends on the vehicle, on how it is used and on the country it is in. In a regulated sector, the applicable rules, parts availability and the catalogue itself change at every border. Roadworthiness test schedules, company-car taxation and emissions labels are three examples, and none of them match between two neighbouring countries. An answer that ignores this is correct in the abstract and useless in the workshop. It is also the most expensive commitment to sustain, because it requires maintaining the information market by market rather than once.

04

Accessibility

The group publishes what it learns about the sector instead of reserving it for those already inside. Access to automotive information today depends largely on having the right contact, and it is the commitment most often stated in the industry and least often met. Meeting it carries an uncomfortable, accepted consequence. Part of what the group knows is published free, and whoever reads it does not always become a client.

The base and the three commitments that rest on it

What holds up what among the four commitments

Dependency between the four declared commitments. Height marks what rests on what, not weight nor order of execution.

The vehicle's dataIntelligent mobility
The fleet already on the roadSustainability
Each market, separatelyPersonalisation
What gets publishedAccessibility

The three above can be stated without the first and cannot be met without it. A company promising country-level personalisation without maintaining each country's catalogue is promising the result of work it has not done. The first is the only one that costs money every year and the only one that is invisible from outside.

London from the air at dusk, the Thames and its bridges crossing the city.

Most of a vehicle's footprint occurs before it is registered. The group works on what is already on the road.

Sustainability

None of the three is ruled out for failing to make money. All three have a market, and two of them would build on assets the group already holds.

Each exclusion fails a different commitment

Where each ruled-out activity stops

How far each ruled-out activity gets, and which commitment stops it

Exclusions declared by the parent company. The four commitments appear in the order in which they are stated. The stop marks the commitment the activity fails, not an order of checks nor a judgement on the activity itself.

01

Manufacturing vehicles

Stops atIntelligent mobility

No commitment calls for it, and it requires an industrial scale that is not this group's.

01Intelligent mobility
02Sustainability
03Personalisation
04Accessibility

Manufacturing vehicles. Stops at: Intelligent mobility. Clears: Sustainability, Personalisation, Accessibility.

02

Selling identifiable personal data

Stops atAccessibility

The value is in the aggregate. An identified person is not sector data.

01Intelligent mobility
02Sustainability
03Personalisation
04Accessibility

Selling identifiable personal data. Stops at: Accessibility. Clears: Intelligent mobility, Sustainability, Personalisation.

03

A product for a single national market

Stops atPersonalisation

Personalising by country requires several countries. With one, there is nothing to personalise.

01Intelligent mobility
02Sustainability
03Personalisation
04Accessibility

A product for a single national market. Stops at: Personalisation. Clears: Intelligent mobility, Sustainability, Accessibility.

All three are profitable for someone and none is profitable for this group without breaking a commitment. One falls at the first; the other two clear two and three filters before falling, which is precisely what makes them tempting. When the opportunity arrives the argument is already settled, and all that remains is to point at where it stops.

A mission written afterwards serves to justify what has already been decided. This one can be tested in reverse. The three activities are still profitable, and they are still out.

The three exclusions are written before the opportunity

  1. Vehicle manufacturing. It answers none of the four commitments and requires an industrial scale and a capital structure that are not this group's.

  2. Trading in identifiable personal data. It breaks the accessibility commitment and the relationship with whoever uses the group's products. The value is in the aggregate and never in the individual.

  3. Any product designed for a single national market. Personalising by country requires having several countries, and with only one the commitment is left without content.