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Christian Richter

Christian Richter

Director Global Automotive, Google

Christian Richter is leading the GCAS automotive vertical at Google, including a global team
specialised in automotive retail advertising solutions. This encompasses developing leading
and globally scalable advertising and sales solutions for automotive OEMs, their dealers, and
their partner ecosystem of agencies, channel sales partners, and system integrators. He also
chairs an EMEA cross-functional automotive steering committee representing all Google
functions working with the automotive industry: Ads, Cloud, Android and Geo/Maps.
Furthermore, he interim leads GCAS EuroGroup whilst Pedro Pina is out on paternity leave.
Prior to joining Google 12 years ago, he worked 10 years at Booz Allen Hamilton's European
automotive and aerospace practice, with a functional expertise in sales, aftersales &
marketing. Christian earned his doctoral degree at the HHL Leipzig Graduate School of
Management and his Business Degree at the University of Bayreuth. He lives in Munich,
Germany. In his spare time he loves to spend time with his wife and their Labrador retriever
"Bella", and to hit the gym with powerlifting and calisthenics exercises.


11:00 | 11:45 - Social changes: how do consumers change?

The trend of digitalization, recently accelerated by Covid, revolutionized customers’ behaviour, whether it’s about a common good, an experiential service, or a luxury product. How has the purchasing process changed? And what added value has digital offered to car makers?

15:00 | 15:45 - Digitalisation and Artificial Intelligence

We’ll analyse digitalization, made stronger by the trend of artificial intelligence which makes available an amount of data humanly unmanageable. It helped a radical transformation of companies and products offered, implementing performance, services, quality and efficient managements.