Challenges in the expansion of connected cars: insights from the Brazilian automotive sector

This study investigates the challenges that hinder the broader expansion of connected cars, using the TOE (Technology-Organization-Environment) framework as its theoretical lens. To this end, it draws on data from a systematic review of 65 academic articles and 19 industry reports, as well as interviews with 17 experts from the Brazilian automotive industry. The data were analyzed using thematic analysis techniques and reveal 14 challenges that constrain the expansion of connected cars, categorized into four technological, seven organizational, and three environmental challenges. The study contributes to the literature on digital servitization by extending the perspective of connected car business models. For practitioners in the automotive industry, it highlights the key challenges they face in navigating the transformation brought about by connected cars.