The digital transformation of the automotive industry has made vehicle- generated data a strategic asset for Original Equipment Manufacturers (OEMs), third-party providers, and regulators (Kapoor et al., 2021). As OEMs transition toward platform ecosystems (PEs), challenges emerge around data sharing, access control, and monetization (Silva et al., 2024) under increasing regulatory pressure. The European Union (EU) Data Act (2025) mandates third-parties access to vehicle data, driving OEMs to redesign platform architecture, governance, and service strategies (Mylly, 2024).

The study investigates how OEMs orchestrate PEs to create and capture value under emerging data-sharing regulations. Guided by the Socio-Technical (S- T) framework (Kapoor et al., 2021), value creation and capture theories, the research applies a single-case design focused on Volvo Group Trucks Technology (GTT). Semi-structured interviews and document analysis inform a thematic analysis of OEM orchestration practices.

Findings show a shift from exclusive data monetization to ecosystem-based value exchange. Participants emphasized the need for standardized data formats, API-based access tiers, and embedded access control to meet regulatory and commercial needs. Service development increasingly relied on partner-specific use cases and continuous adaptation. Actor coordination was shaped by shared development responsibilities and legal negotiations, while structural alignment across internal teams was described as essential for scalability and compliance.

The study contributes by showing how orchestration involves reconfiguring technical architecture, actor relationships, and internal governance to enable compliant and monetizable PEs under new regulatory conditions.

Future research should explore the long-term implications of the changes and assess how cross-industry actors co-create data value under similar regulatory pressures.