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Marketing of electric vehicles

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  • Anita Gärling
  • John Thøgersen

Abstract

Substituting electric vehicles for traditional ones could reduce local pollution and greenhouse emissions from the transportation system. However, these societal benefits come at high costs to the owner of the EV in terms of price, driving range, availability, loading capacity, speed and acceleration. In addition, the usability of an EV is hampered by the lack of an infrastructure for recharging. Such a product hardly sells itself to potential customers. Besides supportive national policies, skillful marketing is needed to get it accepted and diffused throughout society. This paper outlines a two‐phase strategy for the marketing of EVs based on a discussion of current and expected future characteristics of EVs and on a review of research on early adopters. Copyright © 2001 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Anita Gärling & John Thøgersen, 2001. "Marketing of electric vehicles," Business Strategy and the Environment, Wiley Blackwell, vol. 10(1), pages 53-65, January.
    • Handle: RePEc:bla:bstrat:v:10:y:2001:i:1:p:53-65
    DOI: 10.1002/1099-0836(200101/02)10:13.0.CO;2-E
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    References listed on IDEAS

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    Cited by:

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    2. Chen, Yu & Lin, Boqiang, 2022. "Are consumers in China’s major cities happy with charging infrastructure for electric vehicles?," Applied Energy, Elsevier, vol. 327(C).
    3. Taefi, Tessa T. & Kreutzfeldt, Jochen & Held, Tobias & Fink, Andreas, 2016. "Supporting the adoption of electric vehicles in urban road freight transport – A multi-criteria analysis of policy measures in Germany," Transportation Research Part A: Policy and Practice, Elsevier, vol. 91(C), pages 61-79.
    4. von Rosenstiel, Dirk Peters & Heuermann, Daniel F. & Hüsig, Stefan, 2015. "Why has the introduction of natural gas vehicles failed in Germany?—Lessons on the role of market failure in markets for alternative fuel vehicles," Energy Policy, Elsevier, vol. 78(C), pages 91-101.

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