Analysis of a car manufacturing company in the era of sustainability and electrification, and a personal reflection on a journey as a member of a management team

Abstract

This thesis explores eMotion's adaptation to the disruptive automotive industry, focusing on its transition to a fully electric vehicle manufacturer. Responding to trends like urbanization, electric mobility, and autonomous driving, eMotion expanded its product portfolio and strengthened its market position. Success was driven by cross-department collaboration and performance alignment. The project highlights effective marketing in building brand equity, HR’s balance of workforce management and costs, and eMotion’s commitment to sustainability through a triple bottom line approach. The personal reflection covers key leadership lessons, adaptability, teamwork, and areas for future personal growth.