Business Models for Electric Vehicles: Lessons from the Japanese EV Ecosystem

Abstract

In this paper, we explore the reasons for Japan’s early success in the EV industry and the challenges it faces in sustaining its growth in the future. In-depth semi-structured interviews with major players in the Japanese EV ecosystem provide substantial data to draw lessons for EV business model innovation. Current barriers to the EV market are also discussed. We address the impact of the catastrophic tsunami and earthquake that hit Fukushima Prefecture in March 2011 on the emerging EV market. Three main business models are analysed in this paper. First, we present the strategies for the development of the EV charging network in Japan from industry and government perspectives. Second, we discuss innovative business models as drivers of the market with two cases of e-mobility services in Japan. Finally, energy service business models such as vehicle-to-home and storage that allow to capture more value from electric vehicles, are discussed as drivers of entry in the EV market.