Reshaping the Auto Industry Through Unconventional Challenges

The automotive industry has undergone considerable transformations throughout its history where changes result from the unexpected interaction of multiple strategies with contextual factors and path dependency. In order to better understand the forces at play in such transformations, this chapter provides an evolutionary perspective that capitalises on the past while discussing the roles of incumbents and new entrants in the ecosystem, attempting to shed some lights on whether a new dominant design could emerge.