How to Sell Zero Emission Vehicles when the Petrol is almost for Free: Case of Kuwait

Abstract

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