Unsustainable urban transport is often linked to rising car ownership, pollution by cars, congestion by cars etc. Due to the imperative of corporate social responsibility the car industry can no longer ignore this scapegoat role. In order to keep market shares high it increasingly feels urged to contribute actively to a more sustainable urban transport in the future.
Strategically, car manufacturers have two options to be better prepared for fast-moving urban environments: (a) anticipating external developments and trends in order to adjust corporate strategies (corporate foresight) and (b) participating in policy making and market transformation in order to reach corporate objectives: Shaping the environment a company lives in, i. e. participating in urban policy making and agenda setting. While the first option aims at increasing economic objectives, i.e. preparing for changing market conditions, the latter can help achieve corporate responsibility objectives if based on sustainable development principles.
Drawing on selected examples of anticipating and participating activities by the automotive industry regarding urban mobility and their respective opportunities and limits, this paper will explore how these activities, if based on sustainable development principles, can contribute to the long-term success of urban transport projects – besides strengthening a company’s market performance. Aspects like seamless mobility, mobility service provision, accessibility, and public and non-motorized mobility will play major roles in achieving these objectives.
Table of Contents
1 Introduction – Cars and car manufacturers as scapegoats of the sustainable urban transport debate
2 Setting trends and shaping policies: strategies of OEMs to escape the scapegoat role
2.1 Strategic Foresight
2.2 Participation in policy making
3 Tested, not contested – car manufacturers and transport development
Research Objectives and Themes
The main objective of this paper is to explore how car manufacturers can move beyond traditional product-focused strategies to actively contribute to sustainable urban transport and thereby improve their public standing and economic performance by engaging in foresight and policy-making participation.
- Analysis of the "scapegoat" role of car manufacturers in the sustainable transport discourse.
- Evaluation of "Strategic Foresight" as a method to identify and shape future trends.
- Examination of private sector participation in urban transport policy-making and planning.
- Assessment of how shifting from pure manufacturers to "mobility service providers" contributes to sustainability.
Excerpt from the Book
1 Introduction – Cars and car manufacturers as scapegoats of the sustainable urban transport debate
Resource scarcity, climate change, and emerging markets’ rapid urbanisation and motorisation lately have intensified the longstanding debate about (un)sustainable urban transport. The research community widely agrees on methods and measures of sustainable transportation, but there are significant disagreements on the implementation side. [Kennedy p. 394] These disagreements are often based on ideologies, hinged on opposing ends of the (anti-)motorization debate. This paper wants to take a neutral stand, intending to free the debate from its dogmatic tones and to open it up for flexible, rationalistic solutions that can benefit opponents and proponents, private sector, public institutions and citizens alike.
To start, it should be remembered that sustainable transportation “is seen as transportation that meets mobility needs while also preserving and enhancing human and ecosystem health, economic progress, and social justice now and for the future.” [1] A newer definition reads like this: “Sustainable urban transportation involves the provision of accessibility and the generation of wealth by cost-effective and equitable means, while safeguarding health and minimizing the consumption of natural capital and emissions of pollutants.” [Kennedy, C. et al., The Four Pillars of Sustainable Urban Transportation, Transport Reviews, 25(4), pp. 393-414, 2005]
Chapter Summaries
1 Introduction – Cars and car manufacturers as scapegoats of the sustainable urban transport debate: This chapter introduces the ongoing tension regarding unsustainable urban transport and sets the stage for the role car manufacturers play in this discourse.
2 Setting trends and shaping policies: strategies of OEMs to escape the scapegoat role: This chapter analyzes how car manufacturers can utilize corporate foresight and active participation in policy-making to proactively influence urban transport development.
2.1 Strategic Foresight: This section details how foresight methodologies, such as environmental scanning and scenario building, allow companies to anticipate future developments rather than just reacting to them.
2.2 Participation in policy making: This section explores how private sector involvement in urban planning and discourse can help companies move from a reactive position to a collaborative, constructive role in society.
3 Tested, not contested – car manufacturers and transport development: The concluding chapter summarizes the potential for car manufacturers to transition into mobility service providers and emphasizes the necessity of a new culture of cooperation between private and public sectors.
Keywords
Sustainable urban transport, car manufacturers, corporate foresight, participation in policy making, urban mobility, mobility service providers, sustainable development, environmental scanning, scenario planning, stakeholder engagement, transport policy, automobile industry, urban planning, STEEP sectors, mobility culture.
Frequently Asked Questions
What is the fundamental focus of this publication?
The paper examines how automotive companies are currently perceived as "scapegoats" in the debate about sustainable urban transport and how they can change this perception through strategic foresight and policy participation.
What are the central thematic areas discussed?
The work covers corporate social responsibility, the evolution of car manufacturers into mobility service providers, methods for long-term strategic planning, and the intersection of the private automotive sector with urban policy-making.
What is the primary goal of the author?
The goal is to demonstrate that car manufacturers can escape their negative public image by proactively shaping urban mobility environments through sustainable development principles rather than just following regulations.
Which scientific methods are utilized by the companies described?
The paper discusses corporate foresight tools, specifically environmental scanning (STEEP sectors), scenario planning (forward and backcasting), and qualitative research techniques as practiced by industry departments.
What topics are covered in the main body of the text?
The main body investigates the transition from passive compliance with regulations to active participation, detailed through examples of corporate foresight departments and initiatives like "Cities for Mobility".
Which keywords best characterize this work?
Key terms include Sustainable urban transport, corporate foresight, participation in policy making, mobility service providers, and urban planning.
How does the "World Scenario Check" (WSC) contribute to corporate strategy?
The WSC, developed by Volkswagen, serves as a resource that synthesizes global studies and megatrends every two years, providing a common factual base for innovation projects and corporate strategy.
What is the distinction between market research and future research in this context?
Market research is described as short-term, quantitative, and focused on current market trends, while future research is broader, covers multiple scientific disciplines, and explores longer time horizons (2030-2050).
Why is the "local level" of participation considered a major challenge for car manufacturers?
Car manufacturers are often perceived as global corporate entities and are thus not typically invited to participate in local urban planning processes, making it difficult for them to influence specific infrastructure or land-use decisions.
What conclusion does the author draw regarding the future of the car industry?
The author concludes that to remain successful, companies must evolve into "mobility enablers" and engage in a new form of cooperation with the public sector to manage the balance between mobility and urban quality of life.
- Quote paper
- Dr. Maria Schnurr (Author), 2008, The Contested Role of Car Manufacturers, Munich, GRIN Verlag, https://www.grin.com/document/292870
