Digital servitisation for sustainable business model innovation in the automotive industry: The empirical perspective of a car dealer

The automotive industry is currently experiencing a profound transformation driven by digital servitisation (DS) and a transition towards sustainability, necessitating substantial alterations in traditional business models (BMs). The increasing emphasis on service provision within the contemporary economic landscape underscores the critical role of digital technologies in expediting this transition, particularly within the automotive sector. Industry participants strategically adapt their service portfolios to sustain and enhance their competitive advantage. This article identifies a notable gap in the existing literature regarding the limited exploration of business model innovation (BMI) among automotive dealers, while the predominant focus of prior research has been on car manufacturers and supply chains. The primary objective of this study is to investigate the impact of digital servitisation on business model innovation within the automotive industry, with a specific focus on the empirical perspective of car dealerships, as they shift their emphasis from traditional product offerings to enhanced service provision. Through a rigorous empirical research design that incorporates case study analysis and in-depth interviews, this study provides novel insights into the role of digital technologies in facilitating business model innovation in the automotive distribution sector.