Leveraging Digital Twin for Business Model Innovation at Ashok Leyland (A)
By Chandan Chowdhury
ISB (distributed by Harvard Publishing, IVY Publishing, DARDEN Business Publishing, and the Case Centre) | September 2024
ISB (distributed by Harvard Publishing, IVY Publishing, DARDEN Business Publishing, and the Case Centre) | September 2024
Citation
Chowdhury, Chandan. (2024). Leveraging Digital Twin for Business Model Innovation at Ashok Leyland (A) ISB (distributed by Harvard Publishing, IVY Publishing, DARDEN Business Publishing, and the Case Centre) .
Copyright
ISB (distributed by Harvard Publishing, IVY Publishing, DARDEN Business Publishing, and the Case Centre), 2024
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Abstract
Ashok Leyland (AL), the automotive arm of the conglomerate Hinduja Group of India, was among the world’s leading manufacturers of commercial vehicles. Venkatesh Natarajan, President of IT and Chief Digital Officer at AL, had actively led the digital transformation movement for AL for over a decade.
Leveraging Digital Twins for Business Model Innovation (A), is set in January 2022; Natarajan reflects on the digital transformation journey of AL while addressing a summit on the ‘Future of Factories’ in Chennai. He highlighted AL’s footsteps in the domain of Commercial and Connected Vehicles and how AL transitioned from a product to a services-led, data-driven organization. He narrates how AL leveraged digital technologies for its future readiness to mitigate turbulence in the business environment during the COVID-19 pandemic. AL created digital twins, which led to a plethora of business cases for AL. The Case leaves the reader thinking if connected vehicles could translate to a higher share of wallet from the customer. Could this help amplify returns from vehicle sales?
Leveraging Digital Twins for Business Model Innovation (A), is set in January 2022; Natarajan reflects on the digital transformation journey of AL while addressing a summit on the ‘Future of Factories’ in Chennai. He highlighted AL’s footsteps in the domain of Commercial and Connected Vehicles and how AL transitioned from a product to a services-led, data-driven organization. He narrates how AL leveraged digital technologies for its future readiness to mitigate turbulence in the business environment during the COVID-19 pandemic. AL created digital twins, which led to a plethora of business cases for AL. The Case leaves the reader thinking if connected vehicles could translate to a higher share of wallet from the customer. Could this help amplify returns from vehicle sales?