Seven out of ten of the world’s most valuable brands are digital platforms based on data-driven business models. These Tech Giants are crossing industry boundaries and keep pushing into the mobility area. Their moves are forcing OEMs to digitally reinvent themselves. Data-driven business models are becoming a strategic playing field, with estimations going to almost 5 trillion in market size by 2050 – half of the total automotive value add. With data-driven business models gaining overall economic relevance, OEMs are under pressure to develop their own data-based value propositions. Examining the battle field of data, this study examines the odds of the competing players to win the race. With no doubt, internet players currently lead in data-driven customer experience. However, internet of things will change the rules. In the new paradigm, hardware matters. This is, where automotive companies can play off their skills. Read more about what OEMs need to do to position themselves.