How Oracle powers the automotive industry

October 10, 2022 | 6 minute read
Jake Krakauer
Oracle Sales Strategy and Business Development, Industrial Manufacturing
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Automotive production is the largest manufacturing industry in the USA, but automotive OEMs and suppliers face a complex set of issues. The challenges include transitioning business models to EV and subscription-based services, rising cost of materials, components and energy, supply chain disruptions, sustainability strategy and policy, and constant time-to-market pressure.

Companies are looking for solutions to improve speed, operations, visibility and productivity across the enterprise. Oracle automotive solutions are powering performance and insight to help organizations navigate change with confidence. Here are a few examples of customer success.

Titan International

Titan International, with its North American wheel operations based in Quincy, Illinois, manufactures heavy-duty wheels, tires, and undercarriage products for a variety of off-road equipment used in the agriculture, construction, forestry, mining, and military sectors across the globe.

But the company faced some major challenges: It had limited visibility into its production operations, and it was unable to predict machine breakdowns on its factory floor, both of which caused shipment delays and raised costs. Meanwhile, Titan’s legacy ERP and supply chain management systems were expensive to upgrade, and they lacked flexibility and scalability. The company needed a modern, integrated cloud solution.

“We needed to move from multiple systems to a single platform that would give us better visibility into our business,” says Jeff Blattner, director of IT. “We wanted to standardize on an ERP system that could grow with us and ensure our systems are always up to date. Oracle Cloud applications give us access to constant innovation and enable us to benefit from emerging technology, such as IoT, to gain an advantage over the market.”


Honda and its group companies are adopting Oracle Fusion Cloud Procurement, part of Oracle Cloud ERP, to consolidate purchasing of indirect materials for their operations in Japan. Previously, each company managed its own procurement systems and processes.

Standardizing on Oracle’s cloud procurement system enables Honda to adopt the latest best practices, and centrally analyze data for the efficient use of corporate resources. This will enable better planning for future procurement strategies and increase agility to respond to changing external factors and minimize additional costs.

“By utilizing Oracle Cloud Procurement, we aim to improve the efficiency of our indirect material operations, optimize costs and shift to higher value-added operations,” says Nobuyuki Hattori, General Project Manager, Interdepartmental Projects, Honda Motor Co., Ltd. “We also appreciate that it is a SaaS application that enables us to comprehensively analyze spending of combined data from group companies, is always updated with the latest technology, and can be used in remote and paperless environments. We will continue to promote efforts to optimize our overall procurement operations.”

Mazda Logistics

Mazda Motor Logistics, which handles distribution of Mazda cars and parts throughout Europe, had a legacy warehouse management system that lacked a transportation management module, leaving Mazda without visibility into its product shipments. The inability to ensure on-time deliveries not only risked customer satisfaction—it made it possible for parts made by competitors to take market share away from Mazda with non-Mazda-certified parts.

In the drive for transport excellence, Mazda Motor Logistics brought together three solutions using Oracle Integration: Oracle E-Business Suite for order and inventory management; Oracle Warehouse Management for unloading, staging, and loading operations; and Oracle Transportation Management for transport management and container load planning.

Mazda Motor Logistics now has visibility from order to delivery, and its export staff can see carrier bookings, invoicing, and billing without ever having to log out of the software. The company was able to eliminate Microsoft Excel and Microsoft Access files from its processes and fully automate all transport bookings.

“By combining Oracle Transportation Management with Oracle Business Intelligence we're able to measure KPIs for our European distribution center and our regional warehouses. This allows us to compare the performance of our warehouses in the same way, with the same KPIs.” — Kris Van Vossel, Innovation Manager, Mazda Motor Logistics

Mack Trucks

With the launch of the Mack Anthem highway truck, its first major new product in about 15 years, the company was looking to grow its over-the-road business. Its marketing team wanted to go big and bold with the campaign, beyond the brochures, print ads, and industry trade shows that for decades had been its channels of choice when introducing a new product.

Those channels didn’t provide the opportunity Mack was looking for to craft and deliver different messages for different customers as measure the success of its outreach.

Mack’s marketing team shifted into a higher gear for the Anthem launch, using Oracle Eloqua Marketing Automation, part of the Oracle CX suite of cloud CRM applications, to drive a digital marketing campaign that emphasized segmentation and metrics over mindshare.

Central to Mack Truck’s Anthem digital marketing campaign was the Oracle Eloqua database of more than 175,000 customers and prospects. The marketing team used a range of creative content assets, including gated YouTube videos and virtual reality tours of the highway truck, courtesy of VR viewers distributed to potential customers. It used that content to engage some of those 175,000-plus people and move them further and further through the sales funnel, until they finally asked to talk with a Mack dealer. Oracle Eloqua’s lead scoring model was based partly on each person’s tagged engagement with other high-value content on Mack’s website, as well as on an estimate of each person’s purchasing authority, given his or her job role.

“[Oracle’s digital marketing tools] allow us to be more targeted, more efficient, and able to measure our activities in a far more effective way.”
— John Walsh, Vice President of Marketing, Mack Trucks


As AutoZone looked to hire thousands of new staffers during the coming decade to support its aggressive growth plans, it realized it needed a modern human capital management system to help identify the right people, as well as onboard, manage, and develop them.

The company implemented the Oracle Cloud HCM suite of applications to help it identify “AutoZoners” with the right stuff. AutoZone began with Oracle Cloud HCM’s talent management module and since then has implemented core HR, payroll, and absence management, with employee and manager self-service.

During the first 30 days after it rolled out the Oracle Cloud HCM recruiting module, AutoZone received 93,000 job applications—more than four times the number it received during the same time the previous year.

A new, responsive-design mobile app lets people apply for a job from their smartphones. The streamlined job application now asks only for essential information, helping cut the average time it takes to apply from 20 minutes to 10 minutes. Newly-automated processes to complete employee background checks and onboarding free up store managers for higher-level and more personalized work—such as identifying candidates who are a good cultural fit for the company.

“Our [legacy] app needed a lot of customizing and special coding, and it took a lot of time away from our IT team. Our new cloud-based HR system is much more efficient, and Oracle provides all updates and maintenance required.” — Theresa LeDoux, Senior IT Manager, AutoZone

Learn more about Oracle solutions for the automotive industry.

Read about business imperatives for manufacturers in the “New Next” economy.

Read about Oracle’s Platform for Automotive Suppliers.

Jake Krakauer

Oracle Sales Strategy and Business Development, Industrial Manufacturing

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