Autonomous Driving in Germany

Disruption, customer acceptance & the use of potential diffusion drivers
1. Auflage 2020
ISBN: 978-3-945456-26-2
Verlag: Access Marketing Management

Buch, Englisch, 292 Seiten, GB, Format (B × H): 165 mm x 235 mm, Gewicht: 665 g

Reihe: Reihe praktisches Marketing

Since the beginning of the 2000s, Automated Driving Systems have become increasingly important as they will in the future offer drivers both more safety and more convenience. Ultimately, all the research and development activities of the automotive and technology groups relating to Automated Driving Systems are aimed at introducing autonomous vehicles. Since Waymo's start for developing self-driving cars in 2009 as well as the increasing emergence of app-based mobility service providers such as Uber, Lyft & Co. in the early 2010s in the U.S., the pace for developing Automated Driving Systems has increased considerably - and a higly competitive race for launching the world's first autonomous vehicle has already evolved.
However, what does the customer think about all these developments? To what extent is he prepared for these technological innovations or is he even demanding autonomous vehicles at all? Due to the sensational media coverage and the euphoric pre-announcements of the automobile and technology companies, the authors of this book have set themselves the task of bringing more realism into the overall discussion. In a historical outline they describe the development towards autonomous driving, provide insights into the current state of development as well as selected future visions of major market players. However, special attention is paid to the attitudes and preferences of future users with regard to automated and autonomous driving. In addition to an assessment of whether the customer would like to drive autonomously at all, the study examines which benefit components he mostly values and how the market launch process should be preferably structured, taking customer preferences into account. Based on this, a number of suggestions and recommendations for action are developed, how the speed of adoption and diffusion of autonomous driving can be increased by intelligent activities of the automotive industry.

Zielgruppe

Praktiker in Unternehmensleitung, Marketing und Vertrieb insbes. in der Automobil- und Automobilzuliefererindustrie

Autoren/Hrsg.

Wengler, Stefan

Schelter, Andreas

Zips, Sebastian

Über Autor(innen)

Wengler, Stefan
Dr. Stefan Wengler is Professor of Business Administration at Hof University of Applied Sciences. His research focuses on the design and management of business relationships in business-to-business markets and in particular on cooperation in cross-company value creation partnerships. Over the past 15 years, digitization has also become an increasingly important part of his research work, as digital transformation has raised questions about more efficient and effective collaboration and business processes in these (horizontal and vertical) value networks and about sustainable business models for the future. In addition to his teaching and research activities, he advises companies on product, innovation and market development.

Schelter, Andreas
Andreas Schelter has been active in marketing and business development in the Personal Health division of Philips GmbH (DACH Market) since 2016, initially in Vienna and then in Hamburg. As part of his International Management Bachelor studies, he spent semesters abroad in Scotland, Spain and the USA. After an internship semester at Porsche Club Support, he participated in the market launch of the BMW i3 and BMW i8 in project and product management at BMW. In the context of his Marketing Management MBA studies he intensified his research on New Mobility and has made a key contribution to the publication of this book with his thesis.

Zips, Sebastian
Dr. Sebastian Zips, M.A., MBA, has been interim professor at the Chair of Marketing at Zittau/Görlitz University of Applied Sciences in Zittau since winter semester 2018. Previously, he spent several years working as a university lecturer in marketing at the University of Applied Sciences Hof and numerous other universities in Germany. In marketing research, he specializes in quantitative market research and has already conducted various research projects and studies in a wide range of consumer goods industries. In addition, he has extensive knowledge of product management and advises companies in matters connected with his teaching and research activities.