Das Unmögliche wagen: Kann die BWL das unterstützen? Fallbeispiel des Deep Tech Start-Ups e.GO Mobile

Günther Schuh

Die Unternehmung - Swiss Journal of Business Research and Practice, 2021, vol. 75, issue 2, 309-318

Abstract: We want to push the mobility transition with our independent start up e.GO Mobile. Is it possible in Europe, that a startup could succeed in that overregulated capital intense deep tech car manufacture´s business? Could a Newcomer overcome these huge market entry barriers of the car industry and provide sufficient uniqueness and competitive advantages? Are widely acknowledged and accepted principles and theories of business administration still valid and useable here? Are they even misleading?I describe our field test with e.GO Mobile SE, which I founded on the RWTH Aachen University Campus in 2015. A BEV (Battery Electric Vehicle) manufacturer and operator established to push emission free affordable and truly sustainable mobility forward. It became briefly a unicorn in 2019 and ran temporarily out of money in the pandemy 2020. I report how we overcame the entry barriers of the car industry and how our uniquenesses made us financeable. Significant learnings? Absolutely! That`s what I intend to share with this article.

Date: 2021
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DOI: 10.5771/0042-059X-2021-2-309

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Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

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