Subject category:
Strategy and General Management
Originally published in:
2020
Version: 12-Jun-2020
Revision date: 16-Jul-2020
Length: 25 pages
Data source: Published sources
Notes: For terms & conditions go to www.thecasecentre.org/freecaseterms
Abstract
The arrival of StreetScooter on the scene between 2010 and 2014 surprised the German automotive industry and the country as a whole. Against all odds, the company proved that it was, in fact, possible to develop and build affordable electric vehicles, and with a drastic reduction in development time. Nurtured by the media, the general enthusiasm for StreetScooter reached the Board of Management of Deutsche Post DHL, Germany’s largest mail and logistics company, which decided to make the university-based start-up a wholly-owned subsidiary. Due to its radically new development approach, blending agile and structured elements, StreetScooter was able to build a fully functional delivery van for Deutsche Post DHL within a short time. In spring 2020, however, Deutsche Post DHL announced the discontinuation of development and production at StreetScooter, reducing the subsidiary’s scope of activities to merely providing maintenance for the vehicles it had sold. The case study puts the student into the perspective of Gunther Schuh, co-founder and former CEO of StreetScooter, as he ponders whether or not to reacquire the firm from Deutsche Post DHL and revive development and production of the electric vehicles. The decision is set at a time when the market for electric commercial vehicles is becoming increasingly crowded and the price advantages that StreetScooter had are dissolving. Against this backdrop, the case suggests a number of strategic questions Schuh has to answer to be able to make an informed decision about the reacquisition of the firm. This case has been made available free of charge.
Teaching and learning
This item is suitable for postgraduate and executive education courses.Geographical setting
Region:
Europe
Country:
Germany
Featured company
StreetScooter GmbH
Type:
Privately held
Industry:
Electric mobility
Featured protagonist
- Günther Schuh (male), Co-founder and former CEO
About
Abstract
The arrival of StreetScooter on the scene between 2010 and 2014 surprised the German automotive industry and the country as a whole. Against all odds, the company proved that it was, in fact, possible to develop and build affordable electric vehicles, and with a drastic reduction in development time. Nurtured by the media, the general enthusiasm for StreetScooter reached the Board of Management of Deutsche Post DHL, Germany’s largest mail and logistics company, which decided to make the university-based start-up a wholly-owned subsidiary. Due to its radically new development approach, blending agile and structured elements, StreetScooter was able to build a fully functional delivery van for Deutsche Post DHL within a short time. In spring 2020, however, Deutsche Post DHL announced the discontinuation of development and production at StreetScooter, reducing the subsidiary’s scope of activities to merely providing maintenance for the vehicles it had sold. The case study puts the student into the perspective of Gunther Schuh, co-founder and former CEO of StreetScooter, as he ponders whether or not to reacquire the firm from Deutsche Post DHL and revive development and production of the electric vehicles. The decision is set at a time when the market for electric commercial vehicles is becoming increasingly crowded and the price advantages that StreetScooter had are dissolving. Against this backdrop, the case suggests a number of strategic questions Schuh has to answer to be able to make an informed decision about the reacquisition of the firm. This case has been made available free of charge.
Teaching and learning
This item is suitable for postgraduate and executive education courses.Settings
Geographical setting
Region:
Europe
Country:
Germany
Featured company
StreetScooter GmbH
Type:
Privately held
Industry:
Electric mobility
Featured protagonist
- Günther Schuh (male), Co-founder and former CEO