Doğuş Otomotiv - Innovation System Structuring

Project Type: Innovation System Structuring
Project Scope

Doğuş Otomotiv, the company with the widest brand and service network in its sector in Turkey, represents 11 international brands and 12 product groups in the fields of passenger cars, light commercial vehicles, heavy vehicles, industrial and marine engines, and cooling systems, each a leader in its sector. Doğuş Otomotiv offers a wide product portfolio consisting of over 80 models from Volkswagen Passenger Cars, Audi, SEAT, CUPRA, Škoda, Bentley, Lamborghini, Porsche, Volkswagen Commercial Vehicles, and Scania brands to its individual and corporate customers.

Core Strateji was tasked with restructuring Doğuş Otomotiv’s innovation system to ensure minimal overlap with Doğuş Holding’s new platform initiatives like Invendo and Invendo Up, which support innovation responsibilities reorganized in 2022. The aim was to prioritize strategic objectives and new innovation development capabilities.

Project Delivery

Core Strateji first conducted a current state analysis to restructure Doğuş Otomotiv’s innovation system. In the first phase, an innovation maturity analysis of the institution and unit interviews were conducted. In the second phase, a workshop involving managers and employees was held to discuss Doğuş Otomotiv’s 2030 scenario and future vision, based on future trends and customer behaviors in the automotive field, prioritizing the broader trends and focusing areas. This led to the clear management of Doğuş Otomotiv’s innovation activities, the creation of an investment thesis considering the institution’s strategic priorities and market dynamics, and the proposal of a mechanism to execute this strategy.

Outputs & Results

As a result of the innovation system structuring, the 16 innovation focus areas of Doğuş Otomotiv were reduced to 4, forming an innovation investment thesis. The timeline and the decision on whether to conduct innovation projects internally or externally were determined. An organization chart was proposed to manage innovation efforts, and internal and external innovation mechanisms were designed.

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