Digital Transformation of Business Models
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Date
Authors
von Böhlen, Robert
Advisor
Mark
P
Journal Title
Journal ISSN
Volume Title
Publisher
Vysoké učení technické v Brně. Fakulta podnikatelská
ORCID
Abstract
This dissertation examines the impact of digital transformation on the business models of the German automotive retail industry, with a particular focus on automotive retail sales strategies. Against the backdrop of changing consumer expectations and rapid technological advances, this work examines how digital tools and innovations are changing customer behaviour and decision-making processes in the automotive industry, and what the current business model in automotive retail sales looks like. The work concludes that many automotive retailers do not have a strategy for their digital transformation and need one. This dissertation takes a cross-methodological approach that combines two quantitative online surveys of (potential) German automotive customers with qualitative expert interviews from the industry. The surveys capture customers' expectations and attitudes towards digital innovations in automotive retail, while the expert interviews provide insights into the measures that automotive retailers have already implemented to adapt their sales strategies to the digital age. The results show that digital transformation is no longer a supplementary aspect of automotive retail, but a fundamental one. Customers increasingly prefer digital interactions, with a focus on virtual showrooms, connected car features, apps for vehicle configuration, and high price transparency, augmented reality for vehicle configuration, digital financing and signature offers, as well as personal recommendations from artificial intelligence, transparent customer ratings and intelligent chatbots. This dissertation ends with the development of the ACTF model (Adaptive Customer-Dealer Transformation Framework) to provide retailers with a data-based yet customisable action plan for the digital transformation of their business model, which is also the practical contribution of this dissertation. This dissertation makes a significant contribution to research by closing a gap in the literature on the intersection of digital transformation and automotive retail in Germany. The results underscore the importance of an omnichannel approach that integrates online and offline customer experiences, although the shift toward online opportunities will continue to grow.
This dissertation examines the impact of digital transformation on the business models of the German automotive retail industry, with a particular focus on automotive retail sales strategies. Against the backdrop of changing consumer expectations and rapid technological advances, this work examines how digital tools and innovations are changing customer behaviour and decision-making processes in the automotive industry, and what the current business model in automotive retail sales looks like. The work concludes that many automotive retailers do not have a strategy for their digital transformation and need one. This dissertation takes a cross-methodological approach that combines two quantitative online surveys of (potential) German automotive customers with qualitative expert interviews from the industry. The surveys capture customers' expectations and attitudes towards digital innovations in automotive retail, while the expert interviews provide insights into the measures that automotive retailers have already implemented to adapt their sales strategies to the digital age. The results show that digital transformation is no longer a supplementary aspect of automotive retail, but a fundamental one. Customers increasingly prefer digital interactions, with a focus on virtual showrooms, connected car features, apps for vehicle configuration, and high price transparency, augmented reality for vehicle configuration, digital financing and signature offers, as well as personal recommendations from artificial intelligence, transparent customer ratings and intelligent chatbots. This dissertation ends with the development of the ACTF model (Adaptive Customer-Dealer Transformation Framework) to provide retailers with a data-based yet customisable action plan for the digital transformation of their business model, which is also the practical contribution of this dissertation. This dissertation makes a significant contribution to research by closing a gap in the literature on the intersection of digital transformation and automotive retail in Germany. The results underscore the importance of an omnichannel approach that integrates online and offline customer experiences, although the shift toward online opportunities will continue to grow.
This dissertation examines the impact of digital transformation on the business models of the German automotive retail industry, with a particular focus on automotive retail sales strategies. Against the backdrop of changing consumer expectations and rapid technological advances, this work examines how digital tools and innovations are changing customer behaviour and decision-making processes in the automotive industry, and what the current business model in automotive retail sales looks like. The work concludes that many automotive retailers do not have a strategy for their digital transformation and need one. This dissertation takes a cross-methodological approach that combines two quantitative online surveys of (potential) German automotive customers with qualitative expert interviews from the industry. The surveys capture customers' expectations and attitudes towards digital innovations in automotive retail, while the expert interviews provide insights into the measures that automotive retailers have already implemented to adapt their sales strategies to the digital age. The results show that digital transformation is no longer a supplementary aspect of automotive retail, but a fundamental one. Customers increasingly prefer digital interactions, with a focus on virtual showrooms, connected car features, apps for vehicle configuration, and high price transparency, augmented reality for vehicle configuration, digital financing and signature offers, as well as personal recommendations from artificial intelligence, transparent customer ratings and intelligent chatbots. This dissertation ends with the development of the ACTF model (Adaptive Customer-Dealer Transformation Framework) to provide retailers with a data-based yet customisable action plan for the digital transformation of their business model, which is also the practical contribution of this dissertation. This dissertation makes a significant contribution to research by closing a gap in the literature on the intersection of digital transformation and automotive retail in Germany. The results underscore the importance of an omnichannel approach that integrates online and offline customer experiences, although the shift toward online opportunities will continue to grow.
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Citation
VON BÖHLEN, R. Digital Transformation of Business Models [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
Document type
Document version
Date of access to the full text
Language of document
en
Study field
bez specializace
Comittee
doc. Ing. Marie Pavláková Dočekalová, Ph.D. (předseda)
doc. Ing. Radek Doskočil, Ph.D., MSc (člen)
doc. Ing. Michal Karas, Ph.D. (člen)
prof. Ing. et Ing. Stanislav Škapa, Ph.D. (člen)
prof. Elena Gaile-Sarkane (člen)
doc. Joanna Kuczewska, Ph.D. (člen)
doc. Ing. Robert Zich, Ph.D. (člen)
Date of acceptance
2025-05-28
Defence
1.What are the main organizational or systemic barriers you identified during your research, and how could future research or policy help to overcome these and accelerate responsible digital innovation in the sector?
2.Given that trust and personal consultation remain central to high-value transactions in automotive retail, how do you envision a hybrid digital-physical customer journey evolving, and what implications does this have for the role of car dealerships in a future dominated by AI and platform-based sales?
3.The ACTF model is rather a static model. Is it therefore possible to generalize it across the automotive industry and create a “dynamic” version that employs benchmarking methods?
4.Could a sampling error or poor sample composition affect the model’s construction and its interpretation? On the other hand, the practical application of the model generates big data sets, which undoubtedly constitute a source of competitive advantage in the current turbulent and unpredictable environment.
5.What criteria were adopted in selecting experts for the qualitative interviews, do you consider that a sample of ten interviews sufficiently reflects the structural diversity of the automotive sector, and could the choice of respondents become an obstacle to the practical implementation of this model?
6.How the ACTF model can be developed in the future in light of emerging technologies (e.g., augmented reality (AR), IoT in sales) in order to maintain the relevance and accuracy of its recommendations?
7.In developing the Adaptive Customer-Dealer Transformation Framework (ACTF), what were the most significant challenges you faced in integrating customer expectations, expert opinions, and retailer-specific factors? How do you envision the practical application of the ACTF model evolving over the next few years?
8.Your research highlights the shift towards hybrid sales models combining online and offline elements. How do you see traditional automotive retailers balancing the need for digital innovation with maintaining the personal, trust-based relationships that have historically been their strength?
9.Given the rapid pace of technological advancements and changing consumer behaviors, what areas of digital transformation in automotive retail do you believe require further research? Are there any emerging trends or technologies that you think will significantly impact the industry in the near future?
10.How do you see technologies (AI and new mobility models) specifically impacting the customer experience and operational efficiency in automotive retail? Are there any emerging technologies or trends that you believe will play a crucial role in the next phase of digital transformation?
11.What specific steps or support mechanisms do you believe could help smaller dealerships overcome these barriers and successfully adopt digital transformation measures?
The doctoral student responded to the questions asked. The committee evaluates the Ph.D. candidate's presentation positively.
Result of defence
práce byla úspěšně obhájena