The Louwman Group, started in 1923, is a European family business in the automotive industry that demonstrates the constant need to adjust to new market dynamics. In 2019, the company is active in the automotive wholesale, automotive retail, and mobility aids industry, and company figures show revenue growth and positive financial results over the last 3 years. But the heat is on. The automotive industry is under pressure, market conditions are changing fast, digitalisation is on the rise, and new mobility competitors are blurring industry boundaries. The company evolved over successive periods into a diversified company and the new senior management team has to make strategic choices to set the company for resilience and long- term success in the changing European automobile industry. By 2018 the new senior management team faced strategic challenges: operational performance needed attention, the automotive industry faced disruptive change, and strong leadership and investments in new mobility service platforms were required. It boils down to two key questions: 1. Where to play? 2. How to win? Although the family built the business, the dilemma of the senior management team is how to build the business for the future. An assessment of the company’s strategic vision, strategy selection, and management decisions, in respect of the market conditions, can help the Louwman Group direct its passion for moving people into the future.