The Chasm in the Adoption of Electric Vehicles: An In-Depth Review of the Factors Influencing Electric Vehicle Adoption in the Taiwanese Market
Have you ever imagined how fresh the air would be in a city without vehicle emissions?
Introduction
According to a New York Times article, in Oslo, Norway’s capital, 34% of vehicles are pure electric vehicles, and since 2009, the city has reduced greenhouse emissions by 30%. As the number of registered electric vehicles increased, air quality significantly improved, which led to a reduction in noise pollution and an improvement in the quality of the urban environment.
An increase in electric vehicle sales would enhance the quality of life and be a necessary measure to reduce greenhouse emissions and mitigate global warming. Exhaust emissions from ICE vehicles account for one-sixth of all carbon emissions. If such vehicles in Taiwan are replaced with zero-emissions electric ones, greenhouse emissions would be reduced, thus aligning Taiwan with the international trend of achieving net-zero carbon emissions.
This series of reports delve into the topic of electric vehicles. They explain why the widespread adoption of electric vehicles is essential, why electric vehicles have not gained popularity in Taiwan, and what the most practical measures to improve adoption are.
I. Electric Vehicles — A Necessary Means to Achieve Net-Zero Carbon Emissions
Given that most governments worldwide have reached a consensus they want to achieve net-zero carbon emissions, electric vehicles are a proactive means to achieve this goal. Whether electric vehicles are widely adopted is reflected in their market share. Both Taiwan and Norway have a relatively small and mature automobile market, but there is a significant disparity in their electric vehicle market shares.
II. Electric Vehicles and the Chasm They Face
In the book Crossing the Chasm, Geoffrey A. Moore discusses the technology adoption life cycle. He explains the stages of stages of adoption for technology products. Whether a technology product can establish itself in the market depends on whether the early majority would pick up the void left by the early adopters.
III. How Norway Emerged as the Capital of Electric Vehicles
Environmental policies, government incentives, environmental consciousness, and the energy grid are primary factors influencing consumers’ acceptance of electric cars. Measures taken by the Norwegian government to address each issue have helped electric cars proliferate rapidly in the Norwegian market.
IV. The Current State of Electric Cars in the Taiwanese Market
Charging issues, range anxiety, and pricing concerns have made Taiwanese consumers skeptical about electric vehicles. Further government policies and incentives are needed to increase the market share of electric cars.
V. Norway Can Do It, Can Taiwan?
Norway has succeeded in making electric vehicles mainstream due to enticing government subsidies. This is in stark contrast to the limited incentives offered by the Taiwanese government. This discrepancy can explain why market reactions to electric vehicles are so drastically different in the two countries.
VI. Does Taiwan Need to Popularize Electric Vehicles Now?
Introducing electric vehicles is one of the ways to achieve net-zero emissions transport. But it is not the only method. This explains why electric vehicle subsidies are limited and why their introduction is slow.
