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December2023AutomotiveAssemblyPracticeRoadworkahead!Commercialvehiclesfacenewgo-to-marketchallengesAsshiftingcustomerpreferences,innovativebusinessmodels,andnewentrantstransformcommercialvehiclesales,OEMsmustchangewiththetimes.ThisarticleisacollaborativeeffortbyNielsDau,thomasFurcher,AnnaHerlt,PhilippMaximilianLühr,andMatthiasSchyma,representingviewsfromMcKinsey’sAutomotiveAssemblyPractice.In...

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