How will U.S. customers react to the expansion of alternative-fuel vehicles, such as vehicles powered partly or totally by electrical energy, in the coming years? Some observers thought the time was ripe for extensive adoption of these brand-new vehicles: policymakers and customers were significantly worried about the fallout of U.S. reliance on fossil-fuel-powered cars-namely, unfavorable ecological effects and dependence on foreign sources of oil, plus the changing cost of gasoline-and ingenious facilities innovation was being established to support electric-powered vehicles.
Regardless of these appealing advancements, it continued to be uncertain whether customers prepared to change to alternative-fuel vehicles on a big scale. Would they want making the way of life trade-offs needed for grid-dependent vehicles? How should policymakers step in, if at all, to motivate adoption, and exactly what marketing activities and rewards might companies use to promote need?
PUBLICATION DATE: February 22, 2010 PRODUCT #: 510076-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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