Stakeholder expectations and contributions to creating a market for automated, connected, electric and shared vehicles

Abstract

An increasing number of companies develop innovative vehicle solutions to further sustainable transportation. One promising direction is the combination of automated, connected, electric and shared (ACES) vehicles. Due to the multitude of stakeholders involved in such an undertaking and their diverging interests, capabilities and roles, a shared vision is essential to foster productive collaboration. This study takes a brand development perspective and evaluates the degree to which stakeholders align regarding the ambition, potential and strategic pathway of the ACES brand. An expert survey involving 28 ACES stakeholders identifies numerous themes on which stakeholders agree, for example, the potential social and environmental benefits of ACES, but also a number where they disagree, for example, the legitimacy of different stakeholders in managing the stakeholder network or the degree to which all four technologies are necessary to create more sustainable mobility solutions. Consequently, the research proposes a shared brand understanding for ACES to help align the often conflicting expectations of different stakeholders. The key recommendation is to ask consumers and cities to play a central role in fostering stronger co-creation and cooperation within the stakeholder network. While the former group is essential to motivate technology providers to continue research efforts, the latter plays a decisive role in creating a regulatory framework that enhances the appeal of ACES in comparison to alternative modes of transport. Further research is necessary to understand the most appealing incentives (whether economic, social or moral) to leverage joint efforts in shaping the ACES brand.