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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.