Electric Vehicle Strategies of Japanese Automakers

From a Project Program Management Perspective

Abstract

In recent years, the global adoption of electric vehicles has been growing rapidly toward the larger decarbonization goal. The United States has proposed that 50% of all light-duty vehicles sold in the next few years will be “zero-emission vehicles” (ZEVs). The United Kingdom has also set a goal of having all sales in its major markets be ZEVs by 2035. In China, many electric vehicles are being sold, but in Japan, electric vehicles are still not widely used. This study examines the strategies of Japanese electric vehicle manufacturers' strategies, focusing on Toyota Motor Corporation. We found that it is important to consider strategies from the perspective of project program management to respond to uncertainties such as legal and regulatory trends, changing user values, and social complexity.