Costa, Luis AlmeidaPietro, Barnabò2026-04-222026-04-222026-01-192025-12-17http://hdl.handle.net/10362/202483This thesis develops an original strategy case set in September 2025, when Volkswagen Group confronts the EV transition amid intensifying US and Chinese competition, slowing demand, and rising trade fragmentation. The case and teaching note guide readers through an integrated diagnosis of EV market attractiveness, industry structure and competitive dynamics, and Volkswagen’s value creation logic, using Porter’s generic strategies, the Business Model Canvas, and a VRIO lens. The analysis culminates in a strategic choice between regional decoupling and global platform consolidation.engVolkswagen groupAutomotiveCase studyStrategyEV transitionElectric vehicles (EV)Battery-electric vehicles (BEV)Plug-in hybrid electric vehicles (PHEV)new energy vehicles (NEV)Porsche AGmaster thesis204238307