Evolution–Revolution–Transformation: A Business Strategy Analysis of the Automated Driving Industry
Conference paper First Online: 01 July 2015 DOI:
Part of the
Lecture Notes in Mobility
book series (LNMOB) Cite this paper as: Beiker S.A. (2015) Evolution–Revolution–Transformation: A Business Strategy Analysis of the Automated Driving Industry. In: Meyer G., Beiker S. (eds) Road Vehicle Automation 2. Lecture Notes in Mobility. Springer, Cham Abstract
With automated vehicles having similarly much technology promise, business opportunity, customer expectation, and implementation challenge, this contribution aims to consider all those different aspects pertaining to what can be called the next stage of personal mobility. A widely used business analysis methodology, Porter’s Five Forces Framework, is applied to discuss the automated vehicle industry and its different players and forces. It becomes evident that there are several different directions toward automated driving, i.e. an evolutionary, a revolutionary, and a transformative path, which are pursued by different players, who do not necessarily compete with one another as it is often suggested. In order to accomplish safe and convenient future mobility, broad collaboration is recommended.
Keywords Automated driving Autonomous Automotive industry Business Strategy Analysis Porter five forces OEM Supplier New entrant References
Sommer K (2013) Continental mobility study. Continental AG
Self-driving cars: are we ready?, white paper, KPMG, 2013
Beiker S (2015) “Deployment scenarios for vehicles with higher-order automation”, to be published in book by Technikkolleg “Villa Ladenburg” on autonomous driving. Springer, Berlin
Porter M (2008) The five competitive forces that shape strategy. Harvard Bus Rev 86–104
Laursen L (2014) Adaptive cruise control and traffic-jam assistants. IEEE spectrum.
. 04/30/2014. Accessed 21 Dec 2014
“What we’re driving at”, Google official blog.
. 01/09/2010. Accessed 21 Dec 2014
Clover C (2014) China’s Baidu follows Google steer with self-driving car. The Financial Times.
. 07/28/2014. Accessed 21 Dec 2014
Fehrenbacher K (2013) Zappos CEO rethinks urban transportation in Vegas with 100 Tesla model S cars. Gigaom.
. 04/03/2013. Accessed 21 Dec 2014
Induct launches Navia, the first 100 percent electric, self-driving shuttle in the U.S. Induct Press Release.
. 01/06/2014. Accessed 21 Dec 2014
“Our solutions”, BestMile company website.
. Accessed 21 Dev 2014
UK: Milton Keynes chooses RDM for driverless pods. Safe car news.
. 05/15/2014. Accessed 21 Dec 2014
“Uber (company)”, Wikipedia.
. Accessed 21 Dec 2014
Schoettle B, Sivak M (2014) Public opinion about self-driving vehicles in China, India, Japan, The U.S., The U.K., and Australia. The University of Michigan Transportation Research Institute, UMTRI-2014-30, Oct 2014
Cheng R (2014) General Motors President sees self-driving cars by 2020. CNET.
. Accessed 21 Dec 2014
Burgelman RA, Grove AS (2012) Strategic dynamics: three key themes. Stanford Graduate School of Business, Research paper no. 2096, Feb 2012
AB511, State of Nevada Legislature, 03/28/2011
SB 1298, State of California Legislative Counsel 09/25/2012
Toyota enters agreement with U.S. Attorney’s office related to 2009–2010 recalls. Toyota Press Release.
. 03/19/2014. Accessed 21 Dec 2014
Halliday J (2013) Driverless cars set to roam Milton Keynes from 2017, says Vince cable. The Guardian.
. 11/07/2013. Accessed 21 Dec 2014
First driverless vehicles for public launched. SMART-MIT Alliance for Research and Technology.
. 10/22/2014. Accessed 21 Dec 2014
Dobb C (2011) Nevada state law paves the way for driverless cars.
. 06/24/2011. Accessed 21 Dec 2014
Sivak M (2013) Has mass motorization in the U.S. peaked? The University of Michigan Transportation Research Institute, UMTRI-2013-17, June 2013
© Springer International Publishing Switzerland 2015