Latest posts
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Ghost rider Europe: While Germany regulates, China and the U.S. accelerate on Robotaxis
Why the future belongs to the (individual) robotaxi — and why Germany and the EU, weighed down by fragmentation, toxic regulation and over-engineered technology, risk losing the autonomous-driving race for good. On 11 June 2026, a minivan called “EDGAR” drove three times along a roughly five-kilometer route through central Berlin, from the Federal Ministry of…
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Loving Your Own Idea More Than the Customer: Lessons from Ferrari and Jaguar Stumbling Into the Electric Age
Electrification did not break Ferrari and Jaguar. Their own product strategists did. The Ferrari Luce backlash and Jaguar’s collapse offer a lesson in how to destroy a brand’s most valuable asset — and what Chinese contenders like Xiaomi and Yangwang are doing better. By Steffen Edlinger | June 2026 | Edlinger Strategy & Consulting Not…
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The Robotaxi Revolution is Here – And Europe is Failing
While European automakers debate Level 3 highway pilot features at 60 km/h or even revert their offering to Level 2++, Baidu’s Apollo Go is completing over 250,000 fully driverless rides per week across 22 Chinese cities. Waymo is serving more than one million rides per month in the United States. Pony.ai completed its Nasdaq IPO…
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How Can German Premium Brands Remain Relevant in Global Markets?
The tech-luxury revolution is rewriting the rules of automotive prestige. German brands must act now — or risk becoming relics of a bygone era. By Steffen Edlinger | Edlinger Strategy & Consulting The End of an Unwritten Law For decades, German automakers didn’t just participate in the premium market — they defined it. Mercedes, BMW,…
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Understanding the Edlinger Strategy & Consulting Approach
Why conventional consulting approaches often fall short — and what a different mindset can achieve Most executives have been through the cycle. A top-tier consultancy arrives, conducts interviews, builds a deck full of frameworks, presents recommendations — and leaves. What remains is often a strategy that looks compelling on paper but struggles in execution. Teams…