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By Kevin Taylor, EVP head of technology and Dick Williams, VP automotive, GfK

“They’re digging in the wrong place!” This is one of our favorite quotes from the first Raiders of the Lost Ark film, evoking that beautifully captured moment when, deep down in an Egyptian tomb, Indiana Jones and friends realise that the Ark of the Covenant isn’t buried where they thought it was. 

From what we are seeing, the same could also be true when it comes to automakers and technology...