New players and alliances in the greening context

New categories of actors are entering the automobile arena as part of the search for alternative technologies and as the automobile’s place in the overall system of mobility is being revisited. Understanding the importance and the consequences of these on-going changes requires an analysis of the strategies of these new actors and the alliances and conflicts these strategies create in their relationships with traditional automobile firms. In this respect, the case of the electric vehicle springs naturally to mind as it creates market opportunities for battery manufacturers, energy providors, mobility specialists and infrastructure management companies. Other categories of new actors may be involved in other new business areas.