An Exploratory Study: Assessing Customer Perceptions of Electric Vehicles in Emerging Markets

This study intends to investigate the emerging market dynamics of electric vehicles (EVs) in India, a nation that stands as a proponent of the global EV30@30 initiative. EVs are becoming more popular as a feasible alternative as gasoline and diesel fuel costs rise. The Indian government launched various strategies and schemes to foster EV adoption, encompassing schemes like the faster adoption and manufacturing of electric vehicles; production-linked incentives for advanced chemistry cells; and suppliers; and production-linked incentives for electric vehicle manufacturers. With ambitious projections by NITI Aayog envisioning a significant shift towards electric mobility, this research seeks to explore customers’ perceptions of EVS in India’s changing automotive landscape. Through an exploratory lens, the study examines the factors influencing consumer attitudes, potential barriers, and the role of governmental initiatives in shaping the acceptance and adoption of EVs in India's (especially in Karnataka) burgeoning market.