Product-service systems in the electric car industry: critical success factors in marketing

Abstract

In the electric car industry the service component assumes considerable importance and it is a relevant factor in purchasing decisions. Therefore, proper management of the “Product-Service System” (PSS) is essential. This article aims to 1) identify the main sub-systems of the PSS in the electric car industry and 2) identify the critical success factors (CSFs) in marketing. The review of the literature led to the definition of four sub-systems: vehicle, infrastructure, on-board electronics, and energy. Based on these PSS sub-systems, organisations belonging to each sub-system were selected, and five managers were interviewed. The data were analysed using a cognitive mapping technique.Ten CSFs were identified, of which two belong to the vehicle sub-system (value proposition and product-service system bundle); one relates to the electronic on-board sub-system (advanced navigation systems); three relate to infrastructure sub-system (incentives, alternative transport systems and advocacy campaigns) and three belong to infrastructure and energy sub-systems (ease of use, proximity of charging point and standardisation). Finally, partnerships among players involve all the four sub-systems. Moreover, the relevance/manageability matrix offers evidence that partnerships represent a priority factor that requires immediate action from companies. The research offers a new means to identify CSFs by using a PSS analysis rather than taking an industry sector perspective.