Can anyone name a company that actually remains competitive in the field where they were disrupted? I don't know that Microsoft really counts: you could make the case that they were disrupted in the personal computing arena by the smartphone. They're mostly still around because Office has a stranglehold on the corporate environment and they leveraged their hardware expertise to build the Xbox.
I would suggest reading Clayton Christensens work - start with the Innovators dilemma.
For a company to successfully survive disruption, they first have to recognize its occurring. Innovations can either be sustaining or disruptive. Sustaining innovations can easily be embraced at little hassle by incumbents, whereas disruptive innovations are usually a whole bag of hurt for incumbents to adjust too.
Sustaining innovation is essentially business as usual, whereas the usual prescription for an incumbent facing disruption is:
- to acquire a disruptive competitor,
- or create a new independently run division that embraces the new disruptive innovation without any meddling from legacy management (usually easier said than done).
The big issue in the Automotive space is that incumbents (and many pundits/analysts) are treating EVs as sustaining innovations, and are only treating autonomy as potentially disruptive.
EVs, as in battery based powertrains, are seen as sustaining as they are seen simply as an “easy” substitution of a ICE engine that doesn’t change the core business model of building cars. This is at best only partially correct, but ignores the many flow on disruptive effects EVs have on other parts of the incumbents business:
- supply chain close to non-existent,
- the likely fatal nature of EVs to the dealer network business model,
- the unforeseen financial impact to the leasing business of rapidly declining ICE resale values
- the existing infrastructure contains a huge amount of stranded assets in the switch to EVs.
- charging network uncertainty for customers
in regards to autonomy, incumbents investing in new autonomy startups and partnering with other suppliers more capable than themselves in software etc is probably there only option, but even if they are successful in achieving autonomy, the effects of the EV transition are going to be brutal on them.
To really have a chance with EVs, an incumbent would need to essentially embrace the direct to customer model, foregoing it’s dealer networks, which would be easiest done with a new entity. I think this will increasingly happen, and all the states which currently ban direct sales by auto manufacturers will eventually reverse that ban, which will be very helpful for Tesla.