Towards sustainable mobility: the role of the automobile

Purpose This paper aims to examine the role of the automobile in the context of sustainable mobility, contrasting perspectives from consumers and car brands. It aims to shed light on the evolving mobility landscape and the potential for sustainable transitions. Design/methodology/approach A mixed-method design combines quantitative data from consumer surveys (N = 808) with qualitative interviews with managers from 14 automotive brands in Portugal. Given the use of non-probabilistic samples, the findings are exploratory and subject to methodological limitations and thus should not be generalized to the wider population. Findings Portugal reveals strong car dependence as the primary transport mode among consumers (97.9%), challenging assumptions about Southern Europe’s readiness for sustainable mobility transitions. We uncover a critical disconnect: while over 70% of consumers express strong interest in electric vehicles, brands concentrate on electrification and overlook circular economy strategies that could accelerate decarbonization. Infrastructural gaps and brand myopia toward the circular economy persist. Research limitations/implications The study builds on Gallo and Marinelli’s (2020) framework and draws on elements of Geels’ multi-level perspective (2002) to highlight systemic misalignments between consumer expectations and brand strategies during early mobility transitions. Practical implications Automotive brands should diversify beyond electrification and broaden their strategies to include circular economy principles and diversified mobility solutions. Social implications Insights can inform policy efforts to shift mobility behavior in car-dependent contexts. Originality/value This study offers novel insights into the gap between consumer expectations and automotive brand strategies for sustainable mobility, highlighting areas for improvement to accelerate decarbonization efforts.