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Too fast and/or too furious? Bmw´s commitment to fuel cell technology - transforming automotive value chains: a comparative study of Ev and Fcev value chains
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This case study examines the emergence of hydrogen as an alternative fuel in Germany and
Europe, with a particular focus on BMW’s strategic bet on fuel cell electric vehicles (FCEVs).
In response to stringent environmental regulations and changing consumer awareness following
the Volkswagen diesel emissions scandal, automakers such as BMW are being forced to explore
more sustainable fuel options. This analysis allows students to apply key strategic concepts to
evaluate BMW’s hydrogen strategy within the competitive landscape of the automotive sector.
The case study not only highlights BMW’s strategic responses to regulatory pressures, but also
encourages students to consider the broader implications for the future of vehicle fueling. By
analyzing the resources and capabilities required to play a leading role in the transition to
alternative fuel systems, students gain insight into the long-term strategic maneuvers necessary
to secure a competitive advantage in this evolving market.
Both individual parts aim to identify on value creation in different segments of the automotive
sector. While one study assesses the environmental impact and sustainability opportunities of
FCEVs throughout their life cycle (life cycle assessment), from production to disposal, the other
study compares the “traditional automotive value chain” with that of battery electric vehicles
(BEVs) and FCEVs and elaborates the disruptive trends.
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Value creation Sustainability of competitive advantage Corporate strategy Fuel cell eletric vehicles Bmw Technology strategy Network externalities Value chain Value chain activities Corporate advantages