The thesis looked into sequences of niche strategies within the automotive industry. Using an exploratory multiple-case study research design, three technologies were investigated: dual-clutch transmission (DCT), anti-lock brakes (ABS), and polymer exchange membrane fuel cell vehicle (PEMFCV). The concepts of 'niche strategy' and 'sequence of niche strategies' were explicitly defined. The static model of Ortt et al. (2013) was revised to account for the dynamics of market realities. Three change drivers for the barriers to large-scale diffusion were identified and discussed. Lastly, the development of a theory on the topic of sequences of niche strategies was shown to present potential for further development.