In 2022, Michael Steiner, Porsche's Executive Board Member for Research and Development, confronted a pivotal decision as the company aimed to shift over 80 per cent of new vehicle sales to full-electric models by 2030. In response to the global drive for sustainability, Porsche contemplated an innovative strategy: the eFuels concept, involving the production of synthetic fuels with near-carbon-neutral potential. This presented a solution to challenges such as market competition, technological changes, and varied global governmental impacts. However, Porsche grappled with the dilemma of embracing eFuels or focusing solely on electric vehicles, recognizing the decision's profound impact on its industry position. The company was faced with the choice of becoming a fuel provider, controlling the entire value chain, or collaborating with existing producers to leverage expertise and mitigate risks. The decision required careful consideration of long-term implications, with high stakes shaping Porsche's trajectory for years to come. Balancing electric engine development and the pursuit of eFuels, the company sought to strike a delicate equilibrium in navigating the complex landscape of sustainable mobility and emerging technologies.

In 2022, Michael Steiner, Porsche's Executive Board Member for Research and Development, confronted a pivotal decision as the company aimed to shift over 80 per cent of new vehicle sales to full-electric models by 2030. In response to the global drive for sustainability, Porsche contemplated an innovative strategy: the eFuels concept, involving the production of synthetic fuels with near-carbon-neutral potential. This presented a solution to challenges such as market competition, technological changes, and varied global governmental impacts. However, Porsche grappled with the dilemma of embracing eFuels or focusing solely on electric vehicles, recognizing the decision's profound impact on its industry position. The company was faced with the choice of becoming a fuel provider, controlling the entire value chain, or collaborating with existing producers to leverage expertise and mitigate risks. The decision required careful consideration of long-term implications, with high stakes shaping Porsche's trajectory for years to come. Balancing electric engine development and the pursuit of eFuels, the company sought to strike a delicate equilibrium in navigating the complex landscape of sustainable mobility and emerging technologies.

In 2015, Automaten Technik Baumann (ATB) was dismayed to learn that Volkswagen Financial Services had acquired a 92 per cent stake in Sunhill Technologies, one of Europe's largest providers of mobile parking and ticketing solutions. ATB had focused on the production of parking meters for several decades, but was now seeing a threat to its existing business due to the rise of mobile parking providers. Consumers could now use their smartphone to pay for parking-making parking meters obsolete. Should ATB take the rise of new entrants seriously? Would ATB need to adjust its business model?

In 2015, Automaten Technik Baumann (ATB) was dismayed to learn that Volkswagen Financial Services had acquired a 92 per cent stake in Sunhill Technologies, one of Europe’s largest providers of mobile parking and ticketing solutions. ATB had focused on the production of parking meters for several decades, but was now seeing a threat to its existing business due to the rise of mobile parking providers. Consumers could now use their smartphone to pay for parking—making parking meters obsolete. Should ATB take the rise of new entrants seriously? Would ATB need to adjust its business model?