Analysis of the e-mobility development and strategy of conventional and emerging car manufacturers in the automotive industry

The purpose of this thesis is to identify commonalities and differences in e-mobility development and strategies between conventional car manufacturers and emerging car manufacturers. The analysis is based on Porter's Five Forces, the Innovator’s Dilemma, a total of 12 expert interviews from the industry, and additional research to support the analysis and interpretation of the findings. The findings show that conventional manufacturers have generally underestimated the disruptive nature of e-mobility and are forced to act quickly, especially with regard to battery technology. In addition, these companies choose different electrification strategies for their product portfolio. In general, there is currently a growing focus on the creation of a (digital) ecosystem outshining the importance of car production. This creates a new generation of automotive companies that are very similar to companies in the smartphone industry. Last but not least, emerging manufacturers are setting the trend for vertical integration in parts of the enterprise, especially in production and the supply chain, which impacts suppliers and conventional manufacturers.