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February 2010 (Revised June 2012)
Case

"Plugging In" the Consumer: The Adoption of Electrically Powered Vehicles in the U.S.

By: Elie Ofek and Polly Ribatt

How will U.S. consumers respond to the proliferation of alternative-fuel vehicles, such as cars powered partially or completely by electricity, in the coming decade? After a century in which fossil fuel-powered vehicles dominated the market, it appeared consumers would... View Details

Keywords: Energy Sources; Policy; Marketing; Demand and Consumers; Business and Government Relations; Natural Environment; Pollutants; Adoption; Auto Industry; United States

April 2022
Case

NIO: A Chinese EV Company's Global Strategy

By: William C. Kirby, Shu Lin and Noah B. Truwit

Founded in November 2014 and based in Shanghai, NIO designed, jointly manufactured, and sold premium “smart” EVs. Its mission was to “shape a joyful lifestyle by offering high-performance smart electric vehicles and being the best user enterprise. At NIO Day 2021,... View Details

Keywords: Electric Vehicles; Expansion; Technological Innovation; Market Entry and Exit; Competitive Strategy; Consumer Behavior; Green Technology; Auto Industry; China; Europe; Norway

November 2022
Article

Impacts of Micromobility on Car Displacement with Evidence from a Natural Experiment and Geofencing Policy

By: Omar Isaac Asensio, Camila Apablaza, M. Cade Lawson, Edward W Chen and Savannah J Horner

Micromobility, such as electric scooters and electric bikes—an estimated US$300 billion global market by 2030—will accelerate electrification efforts and fundamentally change urban mobility patterns. However, the impacts of micromobility adoption on traffic congestion... View Details

Keywords: City; Policy; Transportation; Sustainable Cities

November 2021 (Revised May 2022)
Case

QuantumScape's Mission to Revolutionize Energy Storage for a Sustainable Future

By: William A. Sahlman, Allison M. Ciechanover and Jeff Huizinga

QuantumScape CEO Jagdeep Singh juggles the many activities required to lead the next-generation battery pioneer. Founded in 2010, QuantumScape’s mission was to develop new “solid-state” car batteries that would improve upon traditional lithium-ion batteries in key... View Details

Keywords: Batteries; Electric Vehicles; SPACs; Innovation and Management; Technological Innovation; Science-Based Business; Environmental Sustainability; Auto Industry; Energy Industry; California; San Jose

Article

The Electrified Future Is Shared: Mobility Services and Electrification's Pace, Shape

By: Jurgen Weiss

The article examines the potential impacts of new mobility services such as ride sharing and ride hailing on the speed and depth of electrification of personal transportation. The article explores how a shift of transportation towards shared mobility services might... View Details

Keywords: Mobility; Electric Vehicle; Autonomous Vehicles; Electricity Demand; Energy; Transportation Industry; Auto Industry; Energy Industry

August 2021 (Revised February 2022)
Case

Northvolt: Making the World's Greenest Battery

By: Jurgen R. Weiss and Emilie Billaud

In 2021, the demand for lithium-ion batteries increased rapidly, particularly for electric vehicles. Anxious not to be reliant on Asian players, Europe was keen on developing its own home-grown capacity to control the value chain, maintain employment in Europe, and get... View Details

January 2020
Case

Wuxi Lead Intelligent Equipment Co., Ltd.

By: John R. Wells and Benjamin Weinstock

In 2019, Wuxi Lead Intelligent Equipment Co., Ltd. (Lead) was the largest supplier of lithium-ion rechargeable battery manufacturing equipment in the world. Based in Wuxi, China, the company generated RMB 3.9 billion ($557 million) in revenues in 2018, up from RMB 175... View Details

Keywords: Lithium-ion Batteries; Electric Vehicles; Government Subsidies; Industry Dynamics; Markets; Change; Strategy; Decision Making; Manufacturing Industry; China

July 2017 (Revised March 2019)
Technical Note

The Future of Mobility: Economic, Environmental, and Social Implications

By: George Serafeim and David Freiberg

This technical note explores how advancements in technology are fundamentally transforming how consumers interact with mobility. Transformation is being driven by three independent trends: the emergence of affordable electric vehicles, the development of autonomous... View Details

Keywords: Oil ＆ Gas; Automobile Manufacturing; Technological And Scientific Innovation; Mobility; Inequality; Electric Vehicles; Ride-sharing; Ambidexterity; Transformation; Disruption; Change; Technological Innovation; Transportation; Equality and Inequality; Auto Industry; Technology Industry; Transportation Industry; Distribution Industry

January 2025 (Revised February 2025)
Background Note

A High-Tech Revolution with Chinese Characteristics: China's Drive Towards EV Supremacy

By: William C. Kirby, Daniel Fu and Matthew Ngai

This background note explains and documents the rise of China's EV industry. Moreover, it identifies the challenges facing it and posits several questions about the decisions needed to be made to sustain the industry's global dominance. Would Chinese producers be able... View Details

Keywords: State Capitalism; Electric Vehicles; Tesla; Renewable Energy; Global Strategy; Taxation; Technological Innovation; Industry Growth; Competition; Auto Industry; China; United States; Japan; European Union

November 2019 (Revised April 2021)
Technical Note

Rechargeable Batteries, 2017: Gigafactory Wars in the Offing?

By: John R. Wells and Benjamin Weinstock

In 2017, the global market for rechargeable lithium-ion (Li-ion) batteries was 126 gigawatt-hours (GWh) valued at $37 billion, growing by $10 billion in two years. Once confined largely to consumer electronics and appliances, the rapid increase in demand was spurred by... View Details

January 2018
Case

Mary Barra, CEO, General Motors

By: Nitin Nohria, Kerry Herman and Sarah Gulick

Library case detailing the career of Mary Barra, GM’s CEO from January 2014, and her handling of the GM ignitions scandal, GM’s move into electric and autonomous car development, and activist investors. View Details

Keywords: CEO; Female Ceo; Automobiles; Leadership; Crisis Management; Auto Industry; Michigan

August 2013 (Revised November 2020)
Case

Tesla Motors

By: Eric Van den Steen

In mid-2013, Tesla Motors was riding a wave of success: It had launched its first really mass-produced car—the model S—to rave reviews; had recently raised first-year production targets; and had started taking orders for its next car, the Model X. Tesla seemed to be on... View Details

Keywords: Barriers To Entry; Economic Analysis; Learning Curve; Economies Of Scale; Innovation; Market Entry; Sustainable Competitive Advantage; Vision; Strategy And Leadership; Strategy; Competitive Strategy; Market Entry and Exit; Competitive Advantage; Technological Innovation; Leadership; Learning; Economics; Analysis; Auto Industry

March 2014
Teaching Note

Tesla Motors

By: Eric Van den Steen

In mid-2013, Tesla Motors was riding a wave of success: It had launched its first really mass-produced car—the model S—to rave reviews, had recently raised first-year production targets, and had started taking orders for its next car, the Model X. Tesla seemed to be on... View Details

Keywords: Technological Innovation; Production; Product Launch; Business Strategy; Auto Industry; United States

19 Apr 2016
First Look

April 19, 2016

and limiting production volumes; illegal poultry imports threaten food safety while undercutting prices of domestic product; corruption is rampant; debt is exorbitantly expensive; commercial real estate is sparse; and electricity is... View Details

Keywords: Sean Silverthorne

December 2017 (Revised November 2018)
Case

Tesla Motors (B): Merging with SolarCity

By: Stuart C. Gilson and Sarah L. Abbott

In 2016, electric car manufacturer Tesla announced that it was making an offer to acquire solar panel manufacturer SolarCity in an all-stock offer worth $2.6 billion in Tesla stock. Tesla’s co-founder and CEO, Elon Musk, believed that the merger would generate... View Details

Keywords: M＆A; M＆A Valuation; Investing; Equities; Equity; Valuation; Mergers and Acquisitions; Auto Industry; Energy Industry; United States

November 2021 (Revised January 2022)
Supplement

Scott Tucker (B): The Feds Catch Up

By: Aiyesha Dey and Amram Migdal

The case tells the story of the rise and fall of Scott Tucker, an entrepreneur, businessman, passionate race car driver, competitor, and owner of a professional racing team. From 1997 to 2012, Tucker built a nationwide network of payday lending businesses, becoming a... View Details

Keywords: Business Ventures; Crime and Corruption; Ethics; Fairness; Financing and Loans; Personal Finance; Governance; Corporate Accountability; Corporate Governance; Governance Compliance; Governance Controls; Financial Services Industry; United States

May 2019 (Revised June 2021)
Case

State of Charge: The Massachusetts Energy Storage Initiative

By: John R. Wells and Benjamin Weinstock

In early 2017, Judith Judson (Harvard Business School MBA, 2000), Commissioner of the Massachusetts Department of Energy Resources (DOER), was reflecting on the results of the initiative she had led to identify the contribution advanced electricity storage could make... View Details

Keywords: Energy Storage; Energy Generation; Programs; Policy; Strategy; Energy Industry; Utilities Industry; Massachusetts

June 2015 (Revised August 2016)
Case

Apple's Future: Apple Watch, Apple TV, and/or Apple Car?

By: David B. Yoffie and Eric Baldwin

In 2015, Apple CEO Tim Cook knew that Apple, despite its phenomenal success, needed to continue to innovate in new product areas in order to continue its momentum into the future. This case explores three new (actual or potential) product offerings from Apple: the... View Details

Keywords: Strategy; Electronics; Innovation; Technology; Technological Innovation; Competitive Strategy; Corporate Strategy; Emerging Markets; Growth and Development Strategy; Computer Industry; Retail Industry; Electronics Industry

August 2020
Case

24M Technologies

By: John R. Wells and Benjamin Weinstock

In early 2020, 24M Technologies (24M) announced that two of its strategic investors had commenced building plants to produce lithium-ion (Li-ion) batteries based on 24M’s novel semi-solid electrode technology. This promised to halve the cost of conventional Li-ion... View Details

Keywords: Lithium-ion Batteries; Technological Innovation; Commercialization; Growth and Development Strategy; Competitive Strategy

December 2017 (Revised November 2018)
Case

Tesla Motors (A): Financing Growth

By: Stuart C. Gilson and Sarah L. Abbott

The case analyzes the equity market value of Tesla Motors, the electric car company founded and led by Elon Musk. Wall Street analysts are wildly divided on the future growth prospects for this company, and analysts’ one year share price targets range from $160 to... View Details

Keywords: Valuation Methodologies; Investing; Equities; Public Equity; Finance; Valuation; Equity; Auto Industry; Energy Industry; United States

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