Building on the work in the sociology of the future and shaping strategy, we develop novel theoretical ideas about how firms engage in future-making. We use qualitative data from the leading companies in the future mobility market to analyze how firms shape a future business environment. Our analysis shows that firms construct different “futurescapes,” which we define as temporally situated representations of a future market and industry environment that encompass predictions, imaginings and possibilities centered on present and future firm actions and envisioned broader social interactions. The primary contribution of the study is a theoretical framework for understanding how firms seek to shape their environment through representations of the future.