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Mobility solutions within the automotive industry. Development and positioning of ´Audi mobility hub´ - a strategic business model innovation concept for future mobility under the lead of Audi business innovation Gmbh
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Mobility serviceshave gained significant attention from academics and practitioners askey driver of growth in tomorrow’s automotive markets,therebyoutstripping the profitability potential of traditional car manufacturing and selling.Instructed by Audi Business Innovation GmbH, this work projectdevelopsa strategic positioning and business modelconceptfor Audi to enter the mobility market.In this regard, the business model innovation process is examinedas structuring frame for the subsequent analysis of mobility trends andselected German mobility players. Qualitative research and the verification of the suggested modelreveal that a brand-building premium Audi ‘mobility companion’, which complements the traditional core business holistically, serves best asentry mobility solution.
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Mobility solutions Automotive Business model innovation Brand positioning