Success Factors of Digital Business Models for OEMs in the Automotive Industry.

In the scenario analysis as a first step of this article, it was shown that technology companies have convincing ambitions for digital business models in the automotive industry despite their lack of industry affiliation. The following success factors provide an orienta-Tion for OEM to be able to compete in the ecosystem of digital business models against new powerful players. Finally, based on this success factors the DGA portfolio allows an evaluation of digital business models. It can be concluded that OEM have recognized the gravity of the situation. Digital business models are now deeply anchored in the corporate strategy of the OEM discussed here, and the first business models have been successfully implemented. Nevertheless, these efforts can only be seen as an initial success. Rather, efforts to secure key roles in the ecosystem have to be further intensified to prevent a loss of significance. In addition, it must be considered that the digitalization of the car represents only one central challenge for the OEM. By switching to alternative drive concepts as well as integrating approaches for autonomous driving, they must divide their resources in order to face different challenges. This twohanded management will continue to be a major challenge for OEM in the future. Nevertheless, it was possible in this article to highlight that the race for digital business models is neither lost nor won from the OEM point of view. © 2023 Walter de Gruyter GmbH, Berlin/Boston, Germany.