Mobility business models toward a digital tomorrow: Challenges for automotive manufacturers

The development of digital business models is impacting the traditional value chain for mobility, implying changes as well as future challenges for automotive manufacturers. Taking a Global Value Chain approach, this work analyses the recent evolution, short-term direction, and medium- to long-term future vision of the adoption of digital mobility business models by automotive manufacturers. Results suggest that, while the firms analysed are currently incorporating relevant business models through autonomous vehicles, digital platforms, connectivity, and car-sharing, they are mostly focused on marketplace exploitation through digital platforms and services related to connectivity. Key elements for the development of future mobility business models include data collection and management as well as interconnection. At the same time, digitalization is expected to reconfigure not only associated business models but also the relationships among actors within the value chain. These relationships will become more complex for automotive manufacturers, who may lose control of value-added activities and acquire dependence on certain actors such as technology and service partners, which are expected to play a pivotal role in meeting new opportunities. As a result, the decision-making power of value chain participants will likely be more widely distributed.