Two Drivers, One Roadblock: Unpacking the Organizational Sensemaking Challenge within an Implicit Twin Transformation of a German Automotive Manufacturer

Twin transformation, coined as the simultaneous pursuit of digitalization and sustainability, has become a strategic priority for industrial organizations. Yet, integrating these two agendas remains highly challenging in practice. This study examines an implicit twin transformation at a leading German automotive manufacturer, where digital and sustainability initiatives unfold in parallel without explicit integration. Drawing on 11 in-depth interviews with stakeholders from both domains, we identify organizational challenges that hinder alignment. Our findings reveal a critical barrier: a lack of shared sensemaking between IT and sustainability functions, which led to inefficiencies and stalled progress. By unpacking the dynamics of an unarticulated yet operational twin transformation, this paper extends an existing model by showcasing sensemaking misalignments as a key factor undermining transformation success. The study advances theoretical understanding of twin transformation and offers practical insights for better aligning its “two drivers” in complex, incumbent settings.