Driving change together: how innovative communication powers electrification in the automotive industry

This paper examines how organizations in the automotive sector respond to the internal communication challenges posed by the transition to electric vehicle production. Unlike typical organizational change, electrification is driven not only by market forces but also by socio- political, regulatory pressures to reduce carbon emissions and pursue sustainable mobility. Despite the importance of change communication in such transitions, there is limited research on how automotive firms manage this process. Using the case of the German automotive sector, this study finds that traditional communication methods were largely abandoned in favor of innovative approaches. These included tactile communication strategies and the use of pro- environmental goal-setting to foster employee engagement, reduce resistance, and cultivate a shared sense of responsibility for the risks and radical shifts inherent in electrification.