In the future, the way people move and transport goods will change completely, and this transition will occur as a result of megatrends, i.e. the most important political, social and economic transformation processes that go beyond the borders of countries and affect the functioning of entire societies. In the field of (road) transport, they have influenced five key trends – electrification, automation, connectivity, shared mobility and vertical mobility – which are likely to merge and thus contribute to a new era of mobility, leaving the automotive industry in a state of uncertainty we have not seen since the invention of the internal combustion engine. Because this changing sphere will offer new opportunities as well as threats, organizations will have to face many challenges in the coming years. As demonstrated by a singular case study of the German corporation Daimler, developing a clear strategy that will change business models, allocate limited resources, and develop new products and services, will be key to maintaining competitiveness and meeting customer expectations as well as staying in front of an emerging group of competitors who are redefining how to buy, own and use vehicles. Because technology is at the heart of major shifts, early, active and constant collaboration with regulators and other ecosystem partners will be essential for successful performance, with strategic partnerships playing an important role. All of the above will create a car company that is radically different from today, as the focus will no longer be solely on the production of vehicles, but the value will be increasingly created by software and consumer data.
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