How to manage the barriers for a transition toward electromobility in the truck manufacturing industry : A study of the Southeast Asia region

Abstract: Purpose – The purpose of this study is to enhance the understanding about the barriers to electrifying the truck industry in Southeast Asia. It is also to identify the main barriers of the electrification of the truck market in Southeast Asia and how they can be managed.  Method – The study uses an exploratory single-case study approach, the research relied on the collection of qualitative data from semi-structured interviews conducted with 18 participants. The data collected was analyzed with an abductive analysis approach by using a thematic analysis where codes, sub-themes and themes were identified.  Findings – The findings of the study were mainly that there is a need to work with public affairs to get the government to invest in ‘charging infrastructure’ and get financial support such as subsidies or carbon taxes. The organizations in the industry must also collaborate to create a driving force to make the transition possible by sharing knowledge and investing in new technology. We also concluded that there is a need to create awareness about the importance of sustainability and why electric trucks are a needed product. There is also a need to spread knowledge about the product itself to reduce the ‘operational reliability’ that exists among the people in the markets.  Research limitation/implications - The case study was a single case study and was conducted on a specific truck manufacturing company and its stakeholders in a particular region. This may have limited the study, as the challenges may vary for different companies. The study contributes to the electrification of trucks and challenges of sustainable innovations literature with enhanced knowledge about how to manage the barriers to enable the transition to electric trucks in Southeast Asia. It also provides barrier management guidance for truck manufacturing companies that operate in the region.    Originality/value - The study contributes an increased understanding of the barriers to the electrification of trucks in Southeast Asia and how they can be managed to speed up the transition.