The automotive industry faces a paradigm shift

Type de publication:

Conference Paper

Source:

Gerpisa colloquium, Kyoto (2014)

Mots-clés:

car sharing, ecosystems, electromobility

Résumé:

The automotive industry faces a paradigm shift

Abstract
The automotive industry faces a paradigm shift: The demands are not solely directed towards the purchase of a particular automobile product any more but towards new forms of mobility. These forms of mobility are planned to be cheaper, 2.0, low-carbon, intermodal and collaborative. The customer and the satisfaction of his/her mobility needs come in the focus of interest and brings up the necessity of a holistic approach. New leaders of the value chain (shapers) will emerge to satisfy these needs. The shapers will be able to combine bicycles, scooter, cars or trains into a one face to the customer mobility service and trigger new and innovative business models with an added value for the customer. To provide this service the shaper will be in need of associate partners from the automotive industry, IT, telecom, utilities and mobility service provider for e.g. car-sharing or railway companies.

These partners will be part of the new ecosystem and add value to the extended value chain as adapters. Auspicious examples for similar innovative business models can be seen in the digital economy where products and services are bundled and offered as a system to consumers.
The paper aims to investigate the question of whether an integrated business model of the digital economy can be transferred on future customer centred mobility concepts.
To initially give background information about the paradigm shift, the drivers of the current transformation will be introduced. Secondly, a review on the digital economy as a possible role model for the automotive industry as well as the concept and strategies of “business ecosystem” is analysed in more detail. This is followed by the transposition of the gathered knowledge about the automotive industry, examining mobility as a system-product and the effects this might have. The analyse of the case study Mu by Peugeot and Multicity by Citroën highlights how a car manufacturer is expanding into the business of mobility service by developing its own renting offers. Customers of these services will be able to rent different types of private vehicles, light commercial vehicles or mobility accessories (GPS, roof box…) and get additional services such as the comparison of the costs, travel time, working time, CO2 emissions, etc. for different mobility paths and modes of transportation. Finally, a conclusion will be drawn whether the solutions from the IT-industry might provide powerful solutions for a new auto-mobility industry and if an automotive ecosystem could dawn.

Texte complet:

The automotive industry faces a paradigm shift

The automotive industry faces a paradigm shift: The demands are not solely directed towards the purchase of a particular automobile product any more but towards new forms of mobility. These forms of mobility are planned to be cheaper, 2.0, low-carbon, intermodal and collaborative. The customer and the satisfaction of his/her mobility needs come in the focus of interest and brings up the necessity of a holistic approach. New leaders of the value chain (shapers) will emerge to satisfy these needs. The shapers will be able to combine bicycles, scooter, cars or trains into a one face to the customer mobility service and trigger new and innovative business models with an added value for the customer. To provide this service the shaper will be in need of associate partners from the automotive industry, IT, telecom, utilities and mobility service provider for e.g. car-sharing or railway companies.

These partners will be part of the new ecosystem and add value to the extended value chain as adapters. Auspicious examples for similar innovative business models can be seen in the digital economy where products and services are bundled and offered as a system to consumers.
The paper aims to investigate the question of whether an integrated business model of the digital economy can be transferred on future customer centred mobility concepts.
To initially give background information about the paradigm shift, the drivers of the current transformation will be introduced. Secondly, a review on the digital economy as a possible role model for the automotive industry as well as the concept and strategies of “business ecosystem” is analysed in more detail. This is followed by the transposition of the gathered knowledge about the automotive industry, examining mobility as a system-product and the effects this might have. The analyse of the case study Mu by Peugeot and Multicity by Citroën highlights how a car manufacturer is expanding into the business of mobility service by developing its own renting offers. Customers of these services will be able to rent different types of private vehicles, light commercial vehicles or mobility accessories (GPS, roof box…) and get additional services such as the comparison of the costs, travel time, working time, CO2 emissions, etc. for different mobility paths and modes of transportation. Finally, a conclusion will be drawn whether the solutions from the IT-industry might provide powerful solutions for a new auto-mobility industry and if an automotive ecosystem could dawn.

Copyright© Gerpisa
Concéption Tommaso Pardi
Administration Géry Deffontaines

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