The Electric Vehicle and the Consumer: From Environmentalists to Innovators?

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Abstract

Due to enduring technical limitations the adoption of electric vehicles (EVs) across most automotive markets has been sluggish, despite many national governments providing generous incentives for consumers. As a result, EVs have been positioned as a ‘niche’ product mainly targeted at ‘consumers with a conscience’ who are willing to overlook these technical limitations in order to purchase an ‘eco friendly’ vehicle. However, recent advances in battery technology as well as the arrival of new players such as Tesla provides the basis for an alternative approach to emerge. Instead of seeing these vehicles as ‘eco friendly’ products, EVs can be positioned as desirable high-tech ‘gadgets’ which appeal to a wider base of consumers. Like tablet computers or smartphones, securing mass-adoption for EVs may be possible if these products are promoted as a must-have gadget or badge of honour.
Original languageEnglish
Pages (from-to)29-36
Number of pages8
JournalSocial Business
Volume8
Issue number1
DOIs
Publication statusPublished - 1 Mar 2018

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Bibliographical note

Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.

Keywords

  • Electric Vehicle
  • Consumer behaviour
  • Sustainability

Cite this

The Electric Vehicle and the Consumer: From Environmentalists to Innovators? / Jones, Andrew.

In: Social Business, Vol. 8, No. 1, 01.03.2018, p. 29-36.

Research output: Contribution to journalArticle

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