Will Tech Leave Detroit in the Dust?
By Mike Colias and Tim Higgins | Oct 20, 2018
TOPICS: Competitive Strategy, Marketing Strategy, Services Marketing
SUMMARY: As IPO proposals value Uber at an eye-popping $120 billion, auto makers are racing to gain ground in everything from car sharing to driverless technology. At stake: who will control the future of transportation.
QUESTIONS: 
1. (Introductory) In your own words, summarize the central premise of this article.
2. (Advanced) What is the role of software in the auto industry?
3. (Advanced) In your estimation, which firms are best-positioned to be successful in the auto industry – software and tech firms or traditional auto companies? Explain.
4. (Advanced) What would it take for traditional auto makers to be successful in the future?
5. (Advanced) What are the career implications of the trends that are discussed in this article?