E-Mobility Marketing: Standardization or Specialization

  • Marc Kuhn
  • Sarah Selinka
  • Natalie de Jong
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


New sustainable mobility solutions are necessary to counteract global problems like traffic-related pollution and climate change. E-Mobility is one major driver in this circumstance. As prices are still high and the markets are behaving observant, car manufactures have to develop global standardized e-mobility solutions in order to serve low volume-driven markets worldwide with the same e-cars and marketing strategies (Plötz et al., Transp Res A Policy Pract 67:96–109, 2014). But is one strategy really suitable for all car drivers worldwide? Do car owners from different cultures perceive e-mobility driving experience in a similar way? We addressed this question by conducting a user experience study with three testing groups from Germany, the Netherlands, and Denmark on site. Using an Associative Group Analysis, subjects were asked about their free and standardized associations as well as their weightings and evaluations to performance dimensions of e-cars before and after driving a series e-car. Analyzing similarities and differences between German, Dutch, and Danish car drivers, we outline managerial recommendations to OEMs acting on international automotive markets. Results indicate that test drives lead to improved perceptions regarding e-mobility.


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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.Baden-Wuerttemberg Cooperative State UniversityStuttgartGermany

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