The global automotive manufacturing industry is dominated by large, multinational manufacturers including Toyota, Volkswagen, Hyundai, and General Motors. The leading players in this industry are tapping into the growing demand for hybrid & electric vehicles, while alliances within the industry are a common strategy. The automotive industry is continually facing new challenges, with globalization, individualization, digitalization, and increasing competition putting pressure on the industry. Moreover, companies are facing more stringent regulations in terms of their safety and environmental commitments. The competition in Electric Vehicles (EVs) and automated driving is growing more intense, yet it is conceivable that these technologies might be considered commonplace in 5 or 10 years. Beyond contending with their conventional rivals, these companies must also be adaptable to the emergence of startups and unconventional players in the automotive sector, including ride-sharing services.