Electric Vehicle Dissemination in Sweden and Assessment of a car manufacturer's (Renault's) Zero Emission strategy
Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
In the coming years the price of the combustion fuels will increase as the oil resources deplete.Governments and companies actively look for green renewable solutions. In the next decade thevehicle industry will transform into a more environmental friendly one, where one of the main productswill be the electric vehicles. From this condition, the electric car market has started to expand. Renaultis one such automobile giant that is investing huge amounts of money in the development of theelectric cars and also in the necessary infrastructure. As we focus the automobile market in Sweden,Renault push forward their efforts to make its electric cars emerge in the market. However, the marketis in its infancy and uncertainty exists about future diffusion of electric vehicles particularly in Sweden.This thesis report aims to determine the essential steps to be taken for the electric vehicles to emergesuccessfully in Sweden (diffusion of innovation). We also examine the factors to create the market forinitial customers of electric vehicles and how Renault Nordic AB can successfully launch and sustaintheir market. We developed our theoretical framework based on the principles of diffusion ofinnovation and adoption network. In order to examine the market, we analyzed the demand-side,supply-side and the environment of diffusion of the market. We interviewed several key players in themarket belonging to these specific categories. We deal with many issues related to infrastructure,incentives, customer behavior, demonstration projects and so on from which we summarized ourfindings. Taking into consideration our limited time frame of around four months to complete thisproject, we have been as comprehensive in our research as possible. Please note that our study focusesmainly on pure 100% electric vehicles and does not cover electric hybrid vehicles.From our findings, we conclude that there is need for electric vehicles in the Swedish market. It isviable for the initial business customers though there is a need for change in customer behavior tocompensate the drawbacks in the technological advancements. The market is still at the early stage andright now it can serve the demands of some selective segments only. At present, it shall be consideredas having a potential for disruptive innovation. However, interaction among each actor in adoptionnetwork will push the whole electric vehicle market move forward. Although our study does notanswer when the electric vehicle will disseminate in the mainstream market, appropriate ways to makethis early market emerge and move are suggested. For Renault, our primary recommendation is toconduct a demonstration program in Sweden to create awareness of the brand in this particular niche aswell as to test the product. The electric vehicle’s technological improvements to serve the mainstreammarket requirements, cooperation and efforts among relevant actors are critical to get the vehicles tothe market. Further analysis, recommendations and conclusions are provided within the broad structureof this thesis.
Place, publisher, year, edition, pages
2011. , 82 p.
Examensarbete INDEK, 2011:97
electric vehicle, EV, sweden, renault, cars, market
elbils, elbil, elbilar
Other Engineering and Technologies not elsewhere specified
IdentifiersURN: urn:nbn:se:kth:diva-38041OAI: oai:DiVA.org:kth-38041DiVA: diva2:435868
Master of Science - Entrepreneurship and Innovation Management