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http://www.production.periodikos.com.br/article/doi/10.14488/1980-5411.20260022
Production
Research Article

Automotive connectivity on passenger car business models: an investigative study from dealerships’ viewpoint

Eloiza Kohlbeck; Paulo Augusto Cauchick-Miguel; Thayla Tavares Sousa-Zomer; Glauco Henrique de Sousa Mendes

http://dx.doi.org/10.14488/1980-5411.20260022 Production, vol.36, e20260022, 2026
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Abstract

Paper aims: This work brings about automotive connectivity in business models at the dealership perspective, considering the context of a development country.

Originality: The paper contributes by addressing an analysis of connected car business models from the perspective of dealerships in an emerging economy, a context underexplored in the literature.

Research method: A study based on case-based research was conducted with 12 dealerships by using semi-structured interviews to collect qualitative data to gain insights into connected cars business model. Afterwards, content analysis was applied to assess and interpret field data, peer-reviewed journal articles, and grey literature (e.g. technical and managerial reports).

Main findings: The study reveals that automotive connectivity in emerging economies faces unique cultural and technological barriers, necessitating the local adaptation of global technologies. In addition, the automotive value proposition is shifting toward a triad based on servitization, digitalization, and modularization, where services become the primary competitive differentiator. This shift generates new revenue streams and demands critical activities previously unseen in the sector, such as strategic data management and the expansion of partnership ecosystems.

Implications for theory and practice: This work may offer potential to contribute to strengthening literature by dealing with business models transition on mobility ecosystems, particularly connecting cars in the context of a developing country. For practice, it offers a strategic roadmap for dealerships and possibly automakers, highlighting the demand for investments in training, Customer Relationship Management analysis, and infrastructure in some circumstances. The findings may guide decision-making for partner selection as well as the development of public-private partnerships, aiding a competitive transition into the connected services market.

Keywords

Connected cars, Business models, Dealerships, Emerging economy

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Submitted date:
02/22/2026

Accepted date:
08/24/2026

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