Abstract: “Electric vehicles, features for autonomous driving, and car-sharing services in combination with mega trends - such as urbanization and digitalization - have the potential to revolutionize the entire mobility sector. Our study addresses the ongoing shift in values and the kind of individual consumer demand that has to be met by providing innovative and flexible concepts for future transport. In particular, we call into question what challenges need to be faced, when various new technologies and business models are integrated. Our qualitative approach is based on the use of semi-structured interviews with representatives from a traditional car manufacturer. By investigating the expectations and actions of different stakeholders from an organizational perspective we find important predictions concerning the inevitable changes in consumer behavior and consequently in organizational strategy. It becomes clear that one of the key challenges is an appropriate steering system to motivate inno”

Keywords: innovation, electric vehicles, autonomous driving, car-sharing, steering system.