Referenznummer: CON-GER-STU-MA

(NEW) Master Thesis: "Big Tech" vs. "traditional OEMs" in Automotive: Strategic advantages and potential collaboration models

Aachen, Cologne, Munich

Working hours:

Target Group:
9/6/2023 -
FEV Consulting GmbH


FEV Consulting is the FEV Group's technology-driven top management consultancy. We act as a guide between strategy development and product realization in today's global environment. We do not simply work for companies, but for our customers - people who want to move society forward. That's why we develop and optimize technical product concepts with our focus on customer benefit, feasibility, sustainability and profitability. 

Work together with us on challenging projects from different areas of the mobility, transportation and energy sectors.
Sample topics include: sustainable vehicle and mobility concepts, business transformations to maintain future viability, coupling the energy and transportation sectors, digital services, and business development for innovation.


In the automotive industry, the entry of "Big Tech" giants like Alphabet, Apple, Nvidia, or Amazon has set the stage for a transformative upheaval. This master's thesis seeks to dissect their strategic advantages over traditional Original Equipment Manufacturers (OEMs) and vice versa in various domains of future vehicles, including infotainment, software development, autonomous driving, vehicle computing, connectivity, or cybersecurity. The importance of this topic is evident in its potential to redefine the competitive landscape of the automotive industry, with profound implications and dependencies for traditional OEMs.

This research will conduct a comprehensive examination of the strengths and competitive advantages, but also the entry barriers for Big Tech entrants in these specific areas, considering especially their expertise in software, data analytics, and AI. Simultaneously, it will scrutinize the threats posed to traditional OEMs, who may face challenges in adapting to the pace and scale of innovation set by these tech giants. Moreover, the study will explore potential collaboration models between traditional automakers and Big Tech companies to leverage synergies.

Potential research question: "What are the strategic advantages of Big Tech companies entering the automotive industry in key vehicle domains, and what collaborative models can traditional OEMs adopt to navigate this disruptive landscape successfully?"


  • You are completing your master's degree in industrial engineering, mechanical engineering, electrical engineering, computer science, business administration, economics or a comparable course of study at a leading university
  • You have exceptional academic performance and impress us with your personal profile
  • You ideally gained inital practical experience in consulting or a technical industry
  • You have very good analytical skills
  • You are a motivated and committed team player
  • You have very good knowledge of MS Office applications
  • You communicate very well in English, and you are ideally fluent in the local office language - both verbally and in writing


Be part of a great team
We owe our success to our international and diverse team. Become a valuable member and foster strong cohesion! 

Expand your network
Join our Stammtisch company dinners - even as an alumnus or alumna! In addition, we inform our students about current customer projects and other internal company activities at our regular "Student Call". 

Get the best out of yourself
Feedback is a reality at our company. Your personal mentor is at your side to promote your strengths! Continuously expand your horizons with our internal training opportunities. Our team of consultants will be happy to share their expertise and experience with you.

Diverse career prospects
With us, anything is possible: gain practical experience in consulting alongside the theory in your studies. Do your internship with us. Write your thesis on an exciting project. Or go abroad with us! Plan your start at FEV Consulting, like many talented people before you.


Sina Aumann
Human Resources - FEV Consulting GmbH

Phone: +49 160 746 3685

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