Towards Customer-centric Business Models in the Automotive Industry: A Review of the Current State using Data from Crunchbase

Marcel Klee & Marina Mehling

Studenteropgave: Kandidatafhandlinger


The digitalization and the servitization are influencing the industries immensely. Hence, customer-centric models are becoming a global trend and thereby replace products with services. This trend has reached the automotive market leading to shifting demands from ownership to usership. Digital platform providers, such as Uber, recognized the upcoming transformation and are now offering such customer-centric business models. The present study aimed to investigate the status quo of the mobility market with a focus on car-centered transportation modes in the OECD founder states. For this purpose, we retrieved a snapshot from the Crunchbase database and evaluated customer-centered business models that entered the automotive industry within the past ten years. This method provided an overview of the current state in this branch. The data analysis showed that driver services, in particular ride-hailing, were the most registered businesses between 2010 and 2020. Additionally, Carsharing appeared to be the most popular among the rental services. Although mobility services were predominant, ownership focused businesses are still entering the market. However, in recent years a decline was observed. Lastly, it was revealed that OEMs are directly and indirectly implementing mobility services into their portfolio. This indicates the great impact of the digitalization and the shift towards usership. In contrast to other studies, which are usually focused on the North American market, our findings are also valid for the European market. However, the present study focused on car-centered business models, and therefore, further research, including other transportation modes (e.g., public transport, micro-mobility), is recommended.

UddannelserMSc in Business Administration and E-business, (Kandidatuddannelse) Afsluttende afhandling
Antal sider115
VejledereChrister Karlsson