Revising Technology Strategies In The High-Tech Electric Vehicle Industry

Abstract: This master’s thesis investigates the development and suggestion of a model for adapting and revising the technology strategies concerning Stationary Charging Stations (SCS), based on insights from relevant markets and stakeholders. This study particularly focuses on High-Tech Stationary Charging Stations in the Electric Vehicle (EV) charging industry, emphasizing Elonroad’s new Stationary Charging Station (SCS) technology. The master’s thesis background delves into the growing demand for effective charging infrastructure in the EV sector, highlighting the challenges faced by startups like Elonroad in launching new technologies. The research for this thesis was conducted through an exploratory approach, resulting in qualitative data collection. Interviews were conducted with the main stakeholders from Elonroad, including its management and industry experts, to gain insights into the practical and strategic aspects of introducing SCS technology. In addition to these interviews, the study involved a thorough review of academic articles, academic literature, and internal documents to support and enrich the empirical findings. This approach ensured a comprehensive understanding of the topic, drawing from both firsthand expert opinions and established academic and industry knowledge. The empirical findings reveal diverse perspectives from various stakeholders, including customers, partners, and Elonroad’s management. These insights contribute significantly to understanding the dynamics of the EV charging market and the positioning of SCS technology within this landscape. The research identifies several CSFs for Elonroad's new SCS technology within these categories: technological innovation, strategic management, customer relations, compliance, certification, and operational efficiency. A SCS Framework is developed, providing a strategic guide to help startups identify their own CSFs and navigate high-technology solutions in the EV charging industry. The study concludes that Elonroad's SCS technology, while promising, faces challenges including safety concerns, the need for technological standardization, and market uncertainties. The SCS Framework developed in this master’s thesis is pivotal for startups like Elonroad, aiding in the effective implementation of high-tech solutions within the EV charging industry. It underscores the importance of strategic partnerships, market adaptability, and continuous innovation for achieving long-term success in the rapidly evolving EV charging sector.