Unique selling propositions of premium offerings in the shared and autonomous mobility business ; an empirical study with the example of Porsche

Abstract

Autonomous driving technology is classified as a key trend within the automotive industry and expected to revolutionize mobility behavior by boosting the usage of shared mobility programs. This master thesis addresses the transition path of premium manufacturers and raises the question of unique selling propositions of premium offers within the ‘shared’ and ‘autonomous’ mobility business. In consideration of literature research, premium characteristics and purchase reasons for premium vehicles within the ‘self-driven’ and ‘owned’ mobility business were identified. Based on an empirical online study, referring to 260 respondents, having their main residence in Germany, unique selling propositions of premium offers in the ‘shared’ and ‘autonomous’ mobility business were analyzed. Premium decision-making in the ‘shared’ and ‘autonomous’ mobility business was found to be more rational, more individual, and less emotional or status related as hitherto. Route length, time gains, interior characteristics, privacy, alternative time consumption, as well as personal innovativeness were found to positively affect a customer’s premium usage intention in the context of autonomous sharing. Managerial implications, promising areas for further research, as well as an ethical evaluation of results are included in this master thesis.