Um estudo exploratório sobre a disrupção digital e novas tecnologias de mobilidade aplicado na indústria automotiva brasileira

Resumo

This project deals studieshow digital disruption affects the relationship between traditionalcompanies and their executive’sreactionsto changes caused by the emergence of new types of products and services derived from technological advances and the digitization of products and the consumerjourney. In order to studythe theme, the Brazilian automotive industry was chosen as the focus of the study. The researchis relevant both nationally and internationally, given the recent entry movements of mobility Startups, such as Uber, 99 / DiDi, Cabify, Carplay, Turbi, as well as the participation of large technology companies in the autonomouscar market, car sharing and car as a service mainly in the United States. In Brazil, with the current internet access penetration in78%, and with 69% of the population with access to smartphones (THINK GOOGLE, 2019), the deepening of the theme becomes essential, due to this new reality of connectivity and thecreation of newconditions to transform the mobility industry in the country. From a marketing perspective, the research question in this paper is: How do executives from incumbent companies perceivethe reactions and preparation of their sector through digital disruption and new mobility technologies in the Brazilian automotive market? What changes has the digital disruption process and new technologies brought about from the consumer's perspective through the new options for urban mobility?To answer this question, a solid theoretical base of authors,thathave already studied the topic,will be used, and adesk research with data from the automotive industry and documentary research data from executives in the national automotive market. In addition, an exploratory research was carried out with four profiles to explore the topic studied: professionals and industry executives, recent consumers of new cars, future consumers of Generation Z and those who gave up on having a car. The conclusions show a process of beginning competition between automakers and car rental companies in addition to a certain cultural resistance from executives regarding the digital and technological disruption underway in the Brazilian market.

Ficha do documento

Tipo

Dissertação

Ano

2020

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/29049

Temas

MobilidadeTransportesDesenvolvimento EconômicoTecnologia

Palavras-chave

DisruptionDigital transformationStartupsCustomer behaviorAuto-industryTechnologyMobilityDigital marketingIncumbent and insurgent thinkingDisrupçãoTransformação digitalComportamento do consumidorIndústria automotivaTecnologiaMobilidadeMarketing digitalIncumbentes e desafiantesAdministração de empresasInovações disruptivasIndústria automobilística - Inovações tecnológicas - BrasilTransporte urbanoMarketing