The project will lead to 30 subcontractors to the automotive industry in Västra Götaland (VG) strengthening its competitiveness by analysing how the disruptive technology shift in combination with Covid19 affects the company’s business. The companies will monitor and revise their business plan, review their business model, analyse their skills needs and plan for relevant skills development efforts. This is made possible by a new collaboration arena with Business Region Gothenburg and the four IUC-linked nodes in Västra Götaland where together they develop a tailor-made concept that is offered to companies with the potential and willingness to change. The companies receive individual coaching in the form of workshops and/or advice that are combined with their own work in order to increase their innovation capacity and their ability to renew with a focus on ecological, social and economic sustainability. Developed business strategies mean that subcontractors can continue their operations in West Sweden and strengthen their competitiveness both nationally and outside the country’s borders. This creates conditions for world-leading research and development to remain and develop in West Sweden. Lessons learned and business examples are communicated continuously to inspire others and disseminate the project’s results. The project is part of a larger project package “Competition in the automotive industry”.