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Catch them if we can: Volkswagen group-s pursuit of tesla in electric vehicles
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The case study allows students to analyze the emerging electric vehicle (EV)market and the respective manufactures’ reactions and strategies by applying core strategic concepts. Emphasis is placed on the Volkswagen Group and its competitiveness against Tesla, the EV market leader and industry disrupter. Forced by the diesel scandal, the Volkswagen Group invested early in an “all-electric” future, which allowed the Group to outpace other legacy competitors. By comparing Volkswagen Group’s and Tesla’s EV strategy, students will examine Tesla’s lead in EV-specific resources and capabilities but also explore that the long-term EV race between both still depends on several uncertainties.
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Strategy Competitive strategy Dynamic capabilities Sustainability of competitive advantage Corporate strategy Vertical integration Pestel analysis