Castro, JoãoKopczynski, David2024-11-192024-11-192024-01-112023-12-20http://hdl.handle.net/10362/175492This 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.engInteriorIn-car experienceTechnology acceptance modelBio-based leather alternativesSustainabilityMegatrendsAutomotive industry trendsTechnology strategyWillingness to payTechnological innovationTechnology adoptionmaster thesis203600991