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  • February 2002 (Revised April 2011)
  • Case
  • HBS Case Collection

The Future of Hybrid Electric Vehicles

By: John T. Gourville, Alice Tzou and David Lane
  • Format:Print
  • | Pages:20
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Abstract

Set in 2002, this case looks at the potential for hybrid electric vehicles in the United States. Looks at the pressures on the automotive industry to produce a commercially viable, environmentally friendly vehicle and the consumer behavior surrounding purchase of those vehicles. Traces efforts over the years to produce electric vehicles, hybrid electric vehicles, and fuel-cell vehicles. Presents the questions of whether and why hybrid electric vehicles will succeed where other alternative-fuel vehicles have failed.

Keywords

Technological Innovation; Marketing Strategy; Consumer Behavior; Environmental Sustainability; Technology Adoption; Auto Industry; United States

Citation

Gourville, John T., Alice Tzou, and David Lane. "The Future of Hybrid Electric Vehicles." Harvard Business School Case 502-025, February 2002. (Revised April 2011.)
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About The Author

John T. Gourville

Marketing
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