Transportation seems to connect most readily with their culture of fetishization of objects and and creating hero experiences out of everyday interactions though healthcare and energy would be much more beneficial.
Totally. Transportation is the most "lifestyle brand"-able of the bunch. I'd guess it might also be the one industry on that list where the old guard are weakened and getting hit hard by newcomers. Targeting the slowest of the herd, so to speak. Maybe that's more a US-centric view though.