Follow the
 CODEtoROAD

An IBM iX initiative to drive the automotive industry into the future.

A woman sitting in a car looking out the window with a city reflected on the car's surface.

Our Mission

We’re all in the same car.

In this rapidly evolving landscape, it’s essential that we let go of the old ways and embrace the opportunities that lie ahead. The automotive industry is undergoing a fundamental change due to the increased use of software, and we all face the same challenges. It’s not just about adapting – it’s about thriving in this new reality.

The time for action is now: Let’s join forces, pool our knowledge, and embrace the possibilities that lie within our reach. Together, we can shape the future of the automotive industry and embark on a journey of progress, innovation and success.

What does Code to Road stand for?

We follow a common behavioral “code” which focuses on openness, agility as well as security and a sense of responsibility.​

​“Code” also stands for collaborative work and for software development. We work with an open mind, embracing new things and learning from one another. The road symbolizes what is at stake; Mobility on the road to keep us moving, well-grounded and a visionary focus on the journey ahead.​

We invite you to pool knowledge and discover new possibilities together. The main thing is to become faster when it comes to adapting innovations. We believe that we can meet the requirements of the future, particularly through active cooperation.

How is this initiative special?

We believe: With a better exchange between all players in the automotive industry, we can revolutionize the way cars are built and experienced.​

​With the Code to Road initiative, IBM iX is calling for people to break down barriers and industry boundaries and to open up new partnerships, not just technologies.​

Focus Areas

An AI robot against a blue backdrop symbolizing generative AI.

Generative AI

Navigating the AI landscape can be difficult. Get started by identifying and selecting the perfect use cases for your business. Explore the endless possibilities in content creation, coding or process optimization. With watsonx by your side, you’ll be at the forefront of innovation.

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A magnifying glass displayed on a blue background symbolizing Customer Data Platform.

Customer Data Platforms

Applying digital technologies to optimize processes and reduce costs isn’t enough to thrive in the ever-evolving digital landscape. Reinvent experiences, focus where needed, and optimize your ways of working for both customers and employees by leveraging data. Track in-vehicle and digital touchpoints to continuously learn about your customers and wow them with hyper-personalized offers.

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Plant showcased against a green background symbolizing Sustainability.

Sustainability

By championing sustainability, the automotive sector can drive innovation, minimize its environmental footprint, and contribute positively to global efforts in combatting climate change. As a partner we help to build a strategic roadmap, implement state-of-the-art sustainability solutions and enable your business to become more sustainable and profitable end-to-end.

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Car displayed against a purple background symbolizing SDV.

Software Defined Vehicle

Moving from engineering products to software products, create a future where vehicles are not only means of transportation, but smart, connected and highly adaptable smart devices. The time has come to revolutionize the connection between the cloud and the wheels!

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People depicted on a purple background symbolizing Customer BPO.

Customer BPO

Cutting edge customer experience requires brands to continuously evolve and grow. Use a transform to operate model to realize value quickly while setting up the right mix of onshore, nearshore and offshore capabilities across Marketing, Sales and Service.

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Trending Stories

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AI in Cars for Enhanced In-Vehicle Operating Systems, Powered by LLMs

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Transition to the SDV supported by GenAI

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AI Sales Companion at Point-of-Sale

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How Multi-Modal LLMs are Powering the Future of Autonomous Driving

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Solving India’s Traffic Challenges with IBM's Technology Expertise

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Protecting Against Hate Speech: How Automotive Brands Can Use LLMs to Safeguard Online Interactions

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Fuel Your Decision-Making: Apple's Vision Pro Brings Automotive Data to Life in 3D

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Digital Cars need Digital Automakers

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Observations from IBM’s attendance at the CAR IT Symposium Stuttgart

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Reflections on CES 2024 and the Software Defined Car Revolution

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CX Café Podcast episode about IBM & SAPs presence at IAA Mobility Munich (in German)

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Zertifizierte Gebrauchtwagen (CPO): Civey Webinar zu den Erfolgsfaktoren

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Certified Pre-owned in Automotive

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Auto Lab Launch: Rethinking the automobile industry

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Why the industry is undergoing a triple transformation in the process of digitalization (in German)

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Upshift now, the Metaverse: How automakers can seize opportunities in virtual space (in German)

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Supply chains and cyber risks: How the automotive industry can become more resilient now (in German)

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Client References

Screenshot of the ALLES.AUTO website showcasing automotive solutions and services.

ALLES.AUTO

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Man working at a desk in a modern office environment, focused on his computer screen with reflections visible on the glass wall beside him.

smart

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A sleek sports car parked in an open area, with a virtual assistant interface overlay showing a conversation about selecting the configuration with the highest resale value.

IBM's Car Configurator Assistant

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A Porsche driving through a snowy landscape.

Porsche

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View of an Audi on a smartphone screen.

Audi

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Hyundai Car and women in front of a house

Hyundai

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Smartphones showing different sites of the VW Website

Volkswagen We

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Various screens displaying different BVG website content.

The new BVG.de

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A smartphone shows the new Moovster app

Moovster

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IBM Auto Lab

Step into the future of automotive innovation with the IBM Auto Lab! Opened on June 22, 2023, this collaborative hub located in Munich promises to redefine the landscape of the European car sector. Here, we don’t just talk about industry trends – we shape them. Experience firsthand the power of partnership and innovation as we bring together leading minds, visionary clients, and ecosystem partners to drive change.

At the IBM Auto Lab, every visit is an opportunity to dive deep into the latest automotive advancements and explore cross-industry insights that are reshaping the way we think about transportation. From engaging presentations to dynamic discussions, our events are designed to inspire and ignite creativity. Whether you’re a seasoned industry expert or a passionate enthusiast, there’s something for everyone.

Join us in shaping the future of mobility. Subscribe to our newsletter below or reach out to us today and be the first to know about upcoming workshops, events, and exclusive insights from the forefront of automotive innovation!

Speaker presenting at the IBM Auto Lab. Crowd gathered at the IBM Auto Lab.

Our Newsletter

Do you want to experience the industry’s innovations from a front-row seat? Get Code to Road e-mail updates.

Dive deep into the automotive industry’s latest events, breakthroughs, trends, and innovations with our exclusive insights delivered straight to your inbox.

Let’s connect and find out how we can make things happen.

Michel Nouguier
Managing Consultant | Lead of IBM Auto Lab
Peter Schel
Senior Partner | Industrial Sector Lead DACH and Lead Client Partner for BMW Group
Jürgen Braun
Senior Partner | Industrial Sector Lead EMEA and Client Partner for Daimler Group
Christian Kick
Executive Partner | Enterprise Strategy Automotive Lead DACH
IBM Watson Center Munich
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