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In many cases, the increasing need to consider sustainability and environmental responsibility in the corporate strategy of automotive companies is not the original equipment manufacturers’ (OEM) idea. Moreover internal and external changes force car manufacturers to strive for progress in sustainable technologies. This research provides an overview of potential drivers of sustainability in the automotive industry focusing on the OEM’s view. After a short introduction, the presented conference contribution delivers an overview of aspects that lead the OEMs to concentrate on sustainability. Based on Porter’s Five Forces, the authors explain actual developments which can be considered as the origins of the latest and future progress in technology. At first, the article will explain customer expatiations and needs. Afterwards, it will take a close look at potential future and current competition in order to clarify the OEMs’ situation. In addition, suppliers’ impact and threads from substitute products have an effect on the manufacturers’ increased focus on sustainability.