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This paper compares different types of shared mobility solutions, in particular carsharing and ride hailing, the two most prevalent forms today. It describes the major trends prompting OEMs to engage in the mobility industry, such as urbanization, shifting consumer preference from 'owning' to 'sharing', and various technological advances. With that understanding in mind, the authors examine the current state of the shared mobility industry in more detail, taking a closer look at growth, profitability, and strategies for the different solutions. The study also considers the impact that highly automated vehicles might have on these mobility businesses, and suggests that carsharing will ultimately fold into ride hailing. Based on those analyses, the paper discusses forward directions for automakers, such as investments vs. partnerships, criteria for market selection, and synergies with other industry trends.

In the early 2010s, the shift towards electrified transportation remained an important trend as vehicle manufacturers were pursuing a variety of options to meet emission and fuel efficiency standards. This case provides a comprehensive update of the global electric vehicle industry, comprising vehicle manufacturers, battery suppliers, and charge providers. The situation of that industry in 2013 is assessed, which includes how the established manufacturers are reconsidering their strategies for vehicle powertrains, how newcomers are entering the market especially with electric vehicles and seem to become successful or fail. The case also summarizes governmental policies, incentives, and mandates in different regions, especially including the U.S., China, Japan, and Europe. In conclusion, more consolidation of the industry is expected, especially regarding the diversity of different electrification solutions and charge providers. While the operation range of electric vehicles is expected to remain a significant consumer concern, plug-in hybrid and range extended electric vehicles are seen as a viable solution to meet mobility and sustainability requirements. Therefore, the incumbent players seem to be relatively well positioned to provide respective products given their expertise regarding gasoline-powered vehicles and technology integration while the future of newcomers remains difficult to forecast.