Re-alignment of German car producers in times of profound changes

• Autor(a) principal: Sulzer, Christian
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/21554
• topic: German automotive industry; Business models; Strategic re-alignment; Competitive advantage; Automotive trends; Indústria automóvel alemã; Modelos empresariais; Re-alinhamento estratégico; Vantagem competitiva; Tendências automotivas

This research analyzes and assesses emerging macro-environmental trends in the automotive industry and their evolutionary effect on the competitive advantage of major premium car manufacturers in Germany. To answer this question, the historical key drivers for the success of the German car makers are explored. Furthermore, the probable core competencies and the resulting competitive advantage of the future are examined in order to propose new business strategies for OEMs. Also, the impact of COVID-19 on the companies within the scope of this thesis represents a research object. In order to anser these questions appropriately, in-depth interviews are conducted with five top-level managers from German OEMs and are subjected to a content-analysis. In addition to that, academic literature and business reports are supplemented to critically reflect both sources of knowledge and to get a holistic view on the topic. Also, in order to clarify current industry and market trends, Porter’s five forces and the PESTEL analysis were applied. Building upon the outcome of these frameworks, a TOWS anlysis and Confrontation matrix are conducted to be able to propose new strategies for the underlying companies. OEMs should strive for a stronger customer focus and a faster subsequent adaptability for changing customer needs which they make possible through a even higher innovative power than they had in the past. This enables OEMs to stay ahead of the stiff competition from Asia and China and help them to win the race of sustainability. To create these core competencies, OEMs are urged to engage cross-industry collaborations to avoid the threat of new entrants, increasing the innovative power and ensure sustained competitive advantage. The strong political, social, legal and environmental pressure to decrease CO2 emissions needs to be adressed quickly through the production of electric cars, further optimization of internal combustion engines and the use of lightweight materials.