Plugging In the Consumer: The Adoption of Electrically Powered Vehicles in the U.S. Harvard Case Solution & Analysis

As American consumers react to the spread of alternative fuel vehicles, such as cars powered partly or entirely on electricity in the coming decades? After centuries in which fossil fuel vehicles dominated the market turned, consumers will have an unprecedented level of choice as to the type of car they bought and drove off. Automakers introduced different models that use electricity to power and other energy sources such as fuel cells, are also seeing increased attention. Some observers believe that it is time for the widespread introduction of new vehicles: consumers and politicians were more concerned about the fallout of the U.S. dependence on fossil fuels, power, automobiles, namely, adverse effects on the environment and dependence on foreign sources of oil, as well as fluctuations in gasoline and innovative technology infrastructure is being developed to support the electric motors. Despite these encouraging developments, it remains unclear whether consumers are willing to switch to alternative fuels on a large scale. Will they be willing to make lifestyle compromises necessary for grid-dependent vehicles? As the politicians to intervene, if at all, to encourage adoption, and what marketing activities and incentives can companies use to stimulate demand? "Hide
by Elie Ofek, Polly Ross Ribatt Source: Harvard Business School 30 pages. Publication Date: February 22, 2010. Prod. #: 510076-PDF-ENG

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