Greenwheels: Self-Driving Cars - Should Greenwheels Enter the Market?

Abstract

The ways in which cars are being used are undergoing drastic changes in the market and businesses are constantly challenged with keeping their business models relevant. This case considers Greenwheels, a Dutch company that was one of the first in the car-sharing industry. Whilst the industry grows quickly, Greenwheels is faced with the problem of how, when and if to introduce the self-driving car into their service. The case stresses the importance of innovating and delves into some of the many obstacles that come alongside car-sharing and self-driving car businesses.