[en] The aim of this article is to provide an analysis of the potential impacts brought about by the COVID-19 pandemic on the digital transformation process within the automotive industry, from the perspectives of both consumers and industry executives. Qualitative analysis was conducted in conjunction with exploratory research. This involved drawing upon a theoretical framework related to disruption, digital transformation, with a specific focus on the industry under study. The research also incorporated desk research using data collected from market studies, and an exploratory survey conducted online, involving 67 industry executives. The study analyzed both convergent and divergent factors from desk research and exploratory research to understand if the executives held the same perceptions as what had been explored and discovered within the theoretical framework and secondary data. One of the primary challenges in social research, including recent studies on innovation, is the complexity of human relationships and leadership within organizations in general. Researchers in the fields of Management and Innovation often struggle with reducing systemic complexity when attempting to comprehend how consumers and executives in a specific industry perceive reality. It becomes evident that, even in the absence of statistical correlations between variables, leaders perceive realities that drive their actions and reactions within their environment. Studies on this subject have been relatively underutilized in Brazil, both in practical and theoretical realms, regardless of the industry sector. This research could be applied to any industry, even those traditionally considered as non-innovative.

[es] &lt;p&gt;El objetivo de este art&iacute;culo es proporcionar un an&aacute;lisis de la situaci&oacute;n de los posibles impactos causados por la pandemia del nuevo coronavirus en el proceso de transformaci&oacute;n digital de la industria automotriz, desde la perspectiva del consumidor y los ejecutivos. Se utiliz&oacute; un enfoque cualitativo con una investigaci&oacute;n exploratoria, haciendo uso de una base te&oacute;rica sobre los temas de disrupci&oacute;n, transformaci&oacute;n digital, especialmente centrada en el sector estudiado, desk research con datos recopilados en estudios de mercado y una investigaci&oacute;n exploratoria a trav&eacute;s de una encuesta en l&iacute;nea realizada a 67 ejecutivos del sector. Se analizaron los factores convergentes y divergentes del desk research y la investigaci&oacute;n exploratoria con el fin de comprender si los ejecutivos ten&iacute;an la misma percepci&oacute;n que se hab&iacute;a explorado y descubierto en la base te&oacute;rica y los datos secundarios. Uno de los problemas principales en la investigaci&oacute;n social, incluyendo estudios recientes sobre innovaci&oacute;n, es la complejidad de las relaciones humanas y de liderazgo en las organizaciones en general. La dificultad para reducir la complejidad sist&eacute;mica se ha manifestado repetidamente cuando los investigadores en el campo de la Administraci&oacute;n e Innovaci&oacute;n intentan comprender el proceso de percepci&oacute;n de la realidad desde la perspectiva del consumidor y los ejecutivos de un sector espec&iacute;fico. Queda claro que, a pesar de la falta de correlaci&oacute;n estad&iacute;stica entre variables, los l&iacute;deres perciben realidades que los llevan a actuar y reaccionar en su entorno. Los estudios sobre este tema se han utilizado poco en Brasil, tanto en el &aacute;mbito pr&aacute;ctico como en el te&oacute;rico, independientemente del segmento de actividad, el estudio podr&iacute;a aplicarse a cualquier industria considerada tradicional.&lt;/p&gt;