Business innovation has traditionally been considered for physical products but now the trend is shifting towards services and solutions. Companies are ramping up their R & D efforts in order to develop best service offerings. This has even extended to traditional heavy manufacturers as they are also looking up to improve their final solutions to customers. IT giants such as Apple and Google have also stepped in to this field providing their expertise towards R & D at automobile companies. Luxury cars especially are now integrating several new features such as microprocessors and a dashboard instead of switches or keys.Management consulting firm PwC speaks about how challenges have increased multifold for these organizations in the digital age. All this investment may eventually pave the way for the dream of self-driving cars. 


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