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The future of the automotive industry - revolutionizing the interior of future cars with focus on bio-based leather alternatives
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This master thesis explores the future of the automotive industry, focusing on revolutionizing
car interiors amidst evolving megatrends. It examines strategic shifts required for German
premium car manufacturers to remain competitive, emphasizing connected services,
particularly Over-The-Air updates, and the potential of bio-based materials in vehicle interiors.
Using a modified Unified Theory of Acceptance and Use of Technology framework, it
investigates German willingness to pay for these innovations. Findings suggest the importance
of flexibility in payment models and sustainable materials as differentiation strategies. The
thesis concludes with strategic recommendations for leveraging these insights to adapt to
emerging consumer preferences.
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Interior In-car experience Technology acceptance model Bio-based leather alternatives Sustainability Megatrends Automotive industry trends Technology strategy Willingness to pay Technological innovation Technology adoption