How autonomous cars can affect the car industry - Implications for user experience and competition

Examensarbete för masterexamen

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Type: Examensarbete för masterexamen
Master Thesis
Title: How autonomous cars can affect the car industry - Implications for user experience and competition
Authors: Hagman, Oskar
Lindh, Johanna
Abstract: Autonomous cars have not only been identified as having the potential to change the car industry but also to have a high impact on society in general. Relieving people from driving the car will enable passengers to perform other activities during the ride, which in turn can create opportunities for shaping the user experience. The autonomous technology together with other emerging trends in the transportation industry can also come to change the competitive landscape of the car industry. One such important trend is the expected shift to shared ownership models. This study aims to investigate the user experience in future autonomous cars as well as how autonomous cars can affect the competitive landscape of the car industry. In order to reach conclusions within this subject, a combination of empirical findings and previous literature have been examined and discussed. The empirical part of this study is based on a qualitative method where the participants get to create collages to express their needs and wants in future autonomous cars. This study shows that people want to perform most activities within the categories relaxation, entertainment, and socialization. The result indicates that the activities people want to perform within these categories are similar, while the channels used to consume digital content varies. The study discusses the opportunities for a digital platform to enable the users to engage in a customized user experience adjusted to their specific wants. Furthermore, this study finds that there might be a difference in what people value regarding the aspects of an owned car compared to a shared one. This paper also indicates that the competitive landscape of the car industry can come to change when cars are autonomous and shared. When the industry boundaries expand to include new types of players, the drivers for competition change and new key success factors become evident. While traditional drivers for competition might stay important for car manufacturers, this study has identified new key success factors that will be of high importance for firms providing a shared mobility service. For these players, a critical mass of cars, an installed base of users and networks effects become important factors for obtaining a competitive advantage.
Keywords: Transport;Grundläggande vetenskaper;Hållbar utveckling;Innovation och entreprenörskap (nyttiggörande);Övrig industriell teknik och ekonomi;Transport;Basic Sciences;Sustainable Development;Innovation & Entrepreneurship;Other industrial engineering and economics
Issue Date: 2019
Publisher: Chalmers tekniska högskola / Institutionen för teknikens ekonomi och organisation
Chalmers University of Technology / Department of Technology Management and Economics
Series/Report no.: Master thesis. E - Department of Technology Management and Economics, Chalmers University of Technology, Göteborg, Sweden : E2019:028
Collection:Examensarbeten för masterexamen // Master Theses

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