The automotive industry, in recent years, is facing a phenomenon of digital revolution. Since the advent of IT, digitalization has influenced various industries, modifying processes, products and business models related to them. The aim of this study is to investigate whether there is a positive correlation between the characteristics that make today’s car a digital and smart product and the value perceived by the consumer. The work is structured in five chapters. In the first one, a clear definition of digitization and analogous terms is given. After this, the unconventional changes that this form of transformation can deliver are observed with the aid of some examples.