The automotive industry plays a key role for Germany’s economy regarding technological enhancement as well as secure and qualified employment. Automotive companies continue to stay on the forefront of international development in this industry sector. Public perception concerning sustainability in the automotive sector is mostly based on product characteristics - mainly such as alternative propulsion technologies.
This Master-Thesis focusses on another crucial area of this industry: The actual production processes of vehicles. The question of how much a sustainable production model can con-tribute to the overall company success in an extremely challenging and continuously chang-ing business environment is discussed. Therefore business operations of car manufacturers - so called original equipment manufacturers - are reviewed in regards to the overall company success incorporating factors like sustainability. The key factor hereby evolves from a sus-tainable production which is described with base theories as well as current industry exam-ples.
Based on theoretical considerations of empirical research, economical science and future forecasts hypotheses are generated. These hypotheses are verified or falsified respectively utilizing a consumer survey incorporating methods of applied market research.
Joining the survey results with the theoretical view the initial question can be answered as following. Generally stakeholders acknowledge sustainable efforts even in the production step of automotive companies. This alone does not necessarily lead to an advantage over competitors. Only integrated in an authentic and sustainable overall business concept which needs to include likewise marketing and products a sustainable manufacturing model prom-ises a leading position among competitors.
Future trends also proof significant chances for the business model of an automotive original equipment manufacturer arising from the discussed aspect whether risks arise from ignoring inevitable changes.