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Journal of Management Sciences - Volume 9, Issue 2 2022
By Andri Ottesen, Sam Toglaw, Faisal AlQuaoud, Vladimir Simovic
10.20547/jms.2014.2209201
Keywords: Electric Vehicles (EV); Hybrid Plug-in Electric Vehicle (PHEV); Value Propositions (VP); EV adoptions Fears; Customer Value Creation (CVC).
The world is witnessing an accelerated shift towards Electric Vehicles (EV) and Plug in Hybrid Vehicles (PHEV). At the same time, vehicle manufacturers face many challenges when they in-troduce high-tech electric vehicles in emerging markets. Focusing on Kuwait as an emerging market for electric vehicles, this exploratory research examines the components of value for the car dealers and car owners. The results of the study indicate that there is a potential market for high-end EVs manufactured by famous marques which have dealerships in Kuwait. They also indicate that high-end consumers would consider buying fully-equipped EVs as second or third cars while keeping their existing ICE vehicles. This is on account of perceptions that the road network and EV infrastructure in Kuwait need to be upgraded to facilitate a fuller transition to EVs. Furthermore, we contend that such a transition is more likely to occur with governmental interventions that will a) drastically increase the price of gasoline in Kuwait, b) start to levy tax-es or restrictions on Internal Combustion Engine (ICE) automobiles there, c) give financial or other incentives for EV purchase and ownership, d) build up and strengthen fast charging net-works (DC to DC) and e) promote the installation of home wall box for charging EVs.
Submission Date: 22 Jun, 2022 Reviews Completed: 12 Sep, 2022Acceptance Date: 29 Sep, 2022 Publication Date: 4 Oct, 2022