Motor Valley Fest, Emotional mobility testing sustainability

A McKinsey study defines it as “Emotional mobility”, to describe the extraordinary mix of technology, beauty and heritage that characterizes the Emilia-Romagna Motor Valley. Sixteen thousand related companies, seven producers, 188 sports teams, a unique industrial district that looks to a growing luxury market, will count 330 thousand more super rich people between now and 2038 – with assets exceeding 30 million dollars – for the 45% outside Europe, with a decreasing average age and in search of new experiences.

The four-day Motor Valley Fest (until 5 May), now in its sixth edition, looks to the future of an important industrial district, where the production of champions such as Ferrari, Lamborghini, Maserati, Pagani and Dallara is concentrated, grappling with new mobility paradigms – electric and hybrid – and with the challenge of a technological transformation that must accelerate, to keep up with the Asians.

Super cars such as BYD’s Yangwang u9, Xiaomi’s SU7, BYD’s Super 9 and Fang Cheng Bao appeared at the last Beijing Motor Show. And so the point is how much the penetration of Chinese brands, which began for the car mass market, can also represent a threat for super cars made in Emilia.

The key remains innovation, to push forward the on-board digitalisation process, the connected car and artificial intelligence applications. And it is here that the McKinsey report highlights Europe’s gap compared to the USA, with percentages of resources spent on research and development at 3.7% of revenues, equal to slightly more than the share recorded in the USA. And investments, in absolute value, equal to 690 billion compared to 1,100 in the USA.

On this front, European players must therefore play the game of competitiveness in the ongoing ecological and technological transition. And Emilia Romagna is part of this discussion, called to push on the lines of investment and training to maintain “Emotional Mobility”. Focusing particularly on expanding the post-university education offering (for example in areas such as software & AI, electronic and chemical engineering) and on accelerating the digitalisation path of companies and the entire sector.