It certainly cannot affect that much automobile industry as a whole as iTunes

It certainly cannot affect that much automobile

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It certainly cannot affect that much automobile industry as a whole, as iTunes did to the music industry. By contrast, a potential and rising idea that will change the game dramatically is the autonomous driving system. Potentially this disruptive technology, nowadays already in the market but still at its beginning era, alongside with the carsharing concept, could erase the difference between the car and the ride sharing. However, the impact of this technology in the automobile industry depends mainly on customer and government acceptance; surely, for commercial purposes, this idea could potentially fit, but for private use, still, long time has to pass.
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Finally, another disruptive idea that revolutionises the standard business model comes from an “outsider” of the automobile sector: Better place. The latter, a venture capital from California, sought to commercialise a business model for electric vehicles placing energy stations in the cities to facilitate e-cars owners to directly replace batteries, instead of recharging them, permitting to return on the road as fast as traditional gasoline stations. 4. Dyson’s potential first mover advantage The first-mover advantage refers to the benefits gained by the company that first introduce in the market a new service or product, establishing strong brand recognition, customer loyalty and economies of scale before other entrants. In the automobile industry, several companies have already placed their interest in electric cars. Examples such as Renault Zoe, Nissan Leaf, Porsche Taycan or the well-known Model 3 of Tesla, indicate that the car sector is increasingly shifting its attention toward electric mobility. However, this doesn’t mean that Dyson company cannot gain the first-mover advantage. Indeed, just as Google has been capable of obtaining a significant advantage concerning its earlier competitors, Dyson could potentially get the right wave and scale-up toward the top. Undoubtedly, it may not be as easy as it sounds, yet, with a well-made business plan, a sharp value chain and the right investments, the British firm could achieve it. An established and already value-recognised company like Dyson has substantial knowledge and competence in specialised areas such as electric engines, charging devices, batteries, electronic devices' software and other relevant technologies. The company has already made an accurate investment buying in 2015 the solid-battery manufacturer company Sakti3 for $90 million (The Telegraph, 2015). It could represent a step toward more efficient batteries; if this is the case, then the electric vehicle could gain a remarkable advantage, differentiating itself with its high performances enough to distinguish from its competitors and correctly entering the electric car industry lifecycle.
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  • Fall '10
  • Deneffe

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