Abstract
Sustainability has become increasingly essential for companies to remain competitive. The automotive industry is one of the sectors most affected by sustainable regulatory standards. Companies face pressures, changes in consumer behaviour, and evolving expectations alongside growing demands for environmentally sustainable practices. However, sustainability implementation practices and main initiatives remain inconsistent across the sector. This study aims to identify key indicators for successful sustainability implementation by analysing best practices among the four largest companies within the European automotive industry through quantitative and qualitative content analysis. The findings define main approaches and challenges companies faced, categorising key activities within the environmental, social, and governance (ESG) dimensions, and underscoring the importance of embedding sustainability into corporate strategy. The analysis also highlights inconsistencies between stated objectives and actual approaches of analysed companies, which may jeopardise the effectiveness of sustainability implementation, companies’ competitive positions, and performance. Based on the analysis of best practices, the study provides practical recommendations and guidelines for smaller manufacturers, suppliers, and other industries and organizations to adapt and successfully implement sustainability initiatives.