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Too fast and/or too furious? Bmw´s commitment to fuel cell technology - towards circularity: life cycle assessment of fuel cells and their sustainable value creation
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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.
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Corporate advantage Sustainability of competitive advantage Value creation Technology strategies