Executive Summary
Technology changes. Markets evolve. Regulations become more demanding. Yet according to SIXT CFO Prof. Dr. Kai Andrejewski, one principle remains remarkably stable: successful transformation starts with understanding the customer. Whether expanding internationally, investing in electric mobility, or redesigning digital services, the company’s strategic decisions are ultimately guided by one question: What creates the best customer experience?
Transformation often focuses on technology, efficiency, or organisational change. SIXT approaches transformation differently. The customer comes first.
This philosophy explains why the company has expanded beyond traditional car rental into subscriptions, car sharing, ride-hailing partnerships, and digital mobility services. Rather than viewing these as separate businesses, SIXT sees them as different ways of solving the same customer problem: providing the right form of mobility at the right moment. The technology, fleet management, and operating model are designed around that objective.
The same mindset shapes decisions about electric mobility. Instead of pushing technology for its own sake, the company focuses on how customers actually adopt new forms of transportation. Premium mobility, digital services, and charging infrastructure are therefore developed together, ensuring that innovation improves the customer experience rather than simply introducing new technology.
For transformation leaders, the message is simple but powerful. Strategies, technologies, and organisational structures will continue to evolve. Customer needs, however, remain the most reliable compass for making difficult transformation decisions. Companies that consistently start there are far more likely to build businesses that remain relevant over time.
Key Takeaways
- Customer needs should guide transformation decisions.
- Innovation creates value only when it improves customer experience.
- Long-term success comes from adapting business models around changing customer expectations.
Continue the Conversation
This article explores one of the key themes discussed with Prof. Dr. Kai Andrejewski, CFO of SIXT SE. The full conversation also covers international expansion, electric mobility, fleet strategy, digital transformation, finance leadership, and balancing family ownership with capital market expectations.