Impacto de la transformación digital en la movilidad: Un análisis de los nuevos modelos de negocio en la industria automotriz

• Hugo Pérez-Moure ^[1] ; Jesús F. Lampón ^[1] ; Pablo Cabanelas ^[1]
  1. [1] Universidad de Vigo
• Localización: Dirección y organización: Revista de dirección, organización y administración de empresas, ISSN 1132-175X, Nº 85, 2025, págs. 26-42
• Idioma: español
• Títulos paralelos:
  • Impact of digital transformation on mobility: An analysis across new business models in the automotive industry.
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• Resumen
  • español

    La digitalización ha provocado un cambio en los modelos de negocio que está generando una reconfiguración de la cadena de valor automotriz. Bajo el enfoque de Cadena de Valor Global, este trabajo analiza estos cambios para cuatro fabricantes de automóviles. Los resultados indican que, además de incorporar modelos de negocio relacionados con los vehículos autóno-mos o el vehículo compartido (car-sharing), se están focalizando en los servicios de conectividad y las plataformas digitales. Esta digitalización ha supuesto la pérdida de control y poder de decisión en la cadena de valor. Ahora, proveedores y socios tecnológicos y de servicios desempeñan un papel clave en el nuevo contexto

  • English

    In recent years, the mobility industry has experienced a radical transformation, driven by factors such as digitalization, inno-vative business models, servitization, and the entry of new actors into the value chain. This study presents a comprehensive case study focusing on four prominent automobile manufacturers within the context of the Global Value Chain. The primary aim is to investigate how these traditional automobile manufacturers are adapting to the new business models that are closely linked to the growing concept of mobility as a service. The findings of the research reveal a profound metamorphosis in-stigated by digitalization, which has not only altered the fundamental business models but also redefined the relationships between traditional and emerging actors. The digital era has served as a catalyst for an unprecedented reconstruction of the conventional automotive landscape, compelling industry players to respond swiftly to the evolving market dynamics. The companies under examination have exhibited a notable responsiveness, having embraced a diverse range of business mod-els, including those related to electric and autonomous vehicles, digital platforms, connectivity solutions, and car-sharing ventures. One of the most striking trends is the growing prominence of marketplaces facilitated through digital platforms. These marketplaces serve as dynamic hubs where various actors converge, enabling transactions and interactions within the value chain. Additionally, there has been a significant emphasis on content services and applications related to connectivity, indicating a strategic focus on enhancing the user experience and integrating vehicles seamlessly into the digital ecosystem.

    At the heart of this paradigm shift is the increasing importance of data. Effective data management, strategic sourcing, and seamless interconnection have emerged as critical success factors in this rapidly changing environment. Companies are increasingly utilizing data for both operational efficiency and innovation, as the ability to collect and interpret vast datasets has become a critical factor in gaining a competitive edge in the modern mobility value chain. With the complexity of rela-tionships within the value chain, technology providers have emerged as vital partners in driving the industry forward through their expertise in developing and implementing cutting-edge solutions. This shift in dynamics has led to a more balanced distribution of decision-making power within the value chain, with technology providers wielding significant influence. It is imperative for countries with a robust automotive industry to invest in technologies underpinning the new mobility land-scape, as such investments not only enhance decision-making capabilities within the industry's value chain but also create high-quality, knowledge-intensive employment opportunities. The convergence of technological advancements, evolving business models, and strategic investments presents a transformative opportunity for countries to shape the future of their automotive industries, fostering resilience and competitiveness in a rapidly changing global landscape