From Car Sales to Smart Mobility: MMTC Research Explores How Digital Servitisation is Driving Sustainable Innovation in the Automotive Sector

The automotive industry is facing unprecedented disruption from digitalisation and sustainability pressures. A new study led by MMTC member Lucia Pizzichini sheds critical light on how traditional car dealerships are adapting to the twin transformation

Together with co-authors Alessandro Sabatini (Polytechnic University of Marche), Gian Luca Gregori (Polytechnic University of Marche), Vincenzo Cillo (Pegaso Digital University), and Paolo Sasso (Pegaso Digital University / HSE University), Lucia Pizzichini has published the article External link, opens in new window.“Digital servitisation for sustainable business model innovation in the automotive industry: The empirical perspective of a car dealer External link, opens in new window.” in the journal Technology in Society .

This research explores how digital servitisation (DS)—the integration of digital technologies with service-oriented business strategies—is reshaping business models in the automotive dealership sector. Unlike much of the existing literature, which focuses on large manufacturers or supply chains, this study turns attention to the under-examined but crucial role of local car dealers as front-line actors in the industry's evolution.

A Case Study of Transformation

The research is based on an in-depth, longitudinal case study of Alfa S.r.l., a family-owned car dealership in central Italy. Through a combination of 18 semi-structured interviews with customers, staff, and management, and additional data sources including digital content and industry reports, the authors investigate how Alfa is reconfiguring its business model.

Historically centred on selling cars through physical showrooms, Alfa has increasingly adopted digital platforms, expanded its service offerings, and introduced sustainability-focused innovations such as:

• Short- and long-term car rental services
• Electric vehicle charging infrastructure
• Integrated insurance and paperwork support
• Enhanced digital channels via social media and website platforms

These changes are not mere add-ons but represent a fundamental shift in the dealership’s value proposition, customer relationships, and revenue models.

Dealers as Active Innovators

A key contribution of the study is its argument that dealers are not passive recipients of top-down change, but instead are strategically redefining their roles. Through partnerships with rental platforms and digital marketing agencies, as well as investments in digital infrastructure, dealers like Alfa are creating hybrid service-based models that combine traditional strengths with new competitive capabilities.

The study conceptualises this transformation as part of Sustainable Business Model Innovation (SBMI), integrating environmental and social dimensions alongside economic goals. For instance, by facilitating EV adoption and reducing the reliance on individual car ownership through rentals, dealerships contribute to lower emissions and more efficient mobility ecosystems.

Academic and Industry Relevance

This research contributes to emerging discussions on digital servitisation and SBMI, offering both theoretical frameworks and practical insights for small- and medium-sized enterprises (SMEs) in the automotive and mobility sectors. As dealerships face increasing competition—not only from each other but from car manufacturers moving to direct-to-consumer sales—agility, innovation, and sustainability will be essential for survival.

The study also highlights broader themes central to MMTC’s research agenda, including digitalisation, sustainability, transformation, and the role of knowledge-intensive business services in regional development.

Full Citation

Pizzichini, L., Sabatini, A., Gregori, G. L., Cillo, V., & Sasso, P. (2025).
Digital servitisation for sustainable business model innovation in the automotive industry: The empirical perspective of a car dealer.
Technology in Society, 102976. https://doi.org/10.1016/j.techsoc.2025.102976