PwC UK names Dom Tribe as new automotive chief

Dom Tribe has been promoted to lead PwC UK’s automotive sector offering. Taking over from Cara Haffey, he will work to strengthen PwC’s support for an industry in transition.

Tribe said, “It’s an incredibly exciting and transformative time for the industry, which is navigating the drive for electrification, digital innovation, and supply chain evolution, while also driving ongoing convergence with adjacent sectors across the wider mobility ecosystem.”

According to Tribe, UK automotive organisations face a glut of challenges at present. As well looming trade tariffs and pressures to transition to carbon neutral modes of business, he explained that the complexity of models offered, and the evolution of market competition, “as global brands continue to chase market share in multiple territories” were also taking a toll.

Bringing 20 years of experience to the role, Tribe was formerly a partner at Vendigital, where he led the mobility practice, collaborating with many of the UK’s automotive OEMs, EV startups, dealer groups and suppliers – before joining PwC in 2024. Earlier, he also spent more than a decade in the motor industry. At Ford Motor Company he held various management roles before moving to McLaren Automotive, where he also served as head of procurement and supply chain.

His appointment comes as the automotive sector continues to deal with unprecedented change, marked by the continued advancement of electric and autonomous vehicles and rapidly changing customer preferences. Tribe succeeds Cara Haffey, who was also promoted within the firm in the autumn of 2024 – to become PwC’s UK leader for industrial and services work.