How can luxury automakers succeed in the Portuguese electric automotive market?

Abstract

Throughout the last few years, electric mobility has become one of the core investments of automakers worldwide, either as a consequence of innovation in the automotive industry, or due to the ever-growing environmental regulations imposed by national governments to reduce CO2 emissions. Electric mobility will shape the future of the automobile and companies must adapt to this evolution. Therefore, the aim of this thesis is to understand how luxury automakers can succeed in the Portuguese electric automotive market. To answer this research question, we conducted a comparative case-study on Mercedes-Benz, Tesla and Porsche. Findings suggested that the luxury automakers studied implement different strategies: the development of higher range capability, investment in a private charging infrastructure through the development of partnerships and the use of the highly educated electric vehicle client.

Date of Award	28 Apr 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Laure Leglise (Supervisor)