The previous thread is to discuss about electric cars. Now we are going to discuss about the other industry entrants and their technologies. The case presents several challenges for the automotive industry. New technologies that are impacting the industry at different levels. When a new technology proves to be truly disruptive and changes the rules of the game, the path is clear for Ford: to fight with all their resources and build the new capabilities as soon as possible. The problem is that waiting until that moment can be too late. But on the other side, resources are limited, and it is impossible to bet too early and heavily in too many initiatives. Has any player introduced a truly disruptive innovation that is potentially lethal and difficult to imitate by Ford? Should Ford invest to build new capabilities? How