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i n t e r n a t i o n a l j o u r n a l o f h y d r o g e n e n e r g y 4 0 ( 2 0 1 5 ) 1 6 2 5 e1 6 3 8

Available online at www.sciencedirect.com

ScienceDirect journal homepage: www.elsevier.com/locate/he

Changing the fate of Fuel Cell Vehicles: Can lessons be learnt from Tesla Motors?
Scott Hardman a,*, Eric Shiu b, Robert Steinberger-Wilckens a
Centre for Hydrogen and Fuel Cell Research, School of Chemical Engineering, University of Birmingham, Birmingham, B15 2TT, UK b Birmingham Business School, University House, University of Birmingham, Birmingham, B15 2TT, UK a article info
Article history: Received 15 September 2014 Received in revised form 24 November 2014 Accepted 29 November 2014 Available online 24 December 2014 Keywords: Fuel cell Market entry Tesla Electric vehicle marketing

abstract
Fuel Cell Vehicles (FCVs) are a disruptive innovation and are currently looking towards niche market entry. However, commercialisation has been unsuccessful thus far and there is a limited amount of literature that can guide their market entry. In this paper a historical case study is undertaken which looks at Tesla Motors high-end encroachment market entry strategy. FCVs have been compared to Tesla vehicles due to their similarities; both are disruptive innovations, both are high cost and both are zero emission vehicles. Therefore this paper looks at what can be learned form Tesla Motors successful market entry strategy and proposes a market entry strategy for FCVs. It was found that FCVs need to enact a paradigm shift from their current market entry strategy to one of high-end encroachment. When this has been achieved FCVs will have greater potential for market penetration. Copyright © 2014, The Authors. Published by Elsevier Ltd on behalf of Hydrogen Energy Publications, LLC. This is an open access article under the CC BY license (http://

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