Challenges and Perspectives for Entering the Electric Vehicle Market in India
Challenges and Perspectives for Entering the Electric Vehicle Market in India

Author(s): Danika Lecheva
Subject(s): Economy, National Economy, Business Economy / Management, ICT Information and Communications Technologies, Green Transformation
Published by: Икономически университет - Варна
Keywords: marketing planning; entry modes; electric vehicles; market attractiveness; India
Summary/Abstract: This research explores the most effective approach for entering the Indian EV market, analyzing the challenges and opportunities using Tesla’s case study as an example. The purpose is to evaluate the market attractiveness and identify a suitable entry mode for international investors in the EV sector. The research is limited to an analysis of macroeconomic factors, consumer behavior, government incentives, and competitive dynamics specific to India. A theoretical framework for international marketing planning is applied to assess market potential, analyze the consumer base, and evaluate entry strategies including exports, franchising, joint ventures, and wholly owned subsidiaries. The study finds that Tesla’s or another business’s successful market entry depends on the alignment with India’s localization requirements, navigating regulatory challenges, and responding to infrastructural constraints. Government incentives and growing environmentally conscious consumer base offer potential advantages for entering the market. Joint venture appears to be the most suitable entry mode for an entrant, given India’s policy landscape and market dynamics. This research uniquely combines market attractiveness analysis with an evaluation of Tesla’s global strategy to derive insights applicable to other international EV companies. The findings of this study are relevant to automotive firms, investors, policymakers and researchers, offering strategic insights into electric vehicle market entry and growth opportunities in emerging economies like India.

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