MSc in Global Brand Management

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Browsing MSc in Global Brand Management by Author "Alejandra Aimeé Maldonado Ortegón"

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    Electric vehicles in Mexico’s market, are they ready to plug-in?
    (Griffith College, 2021) Alejandra Aimeé Maldonado Ortegón
    The present dissertation reviews the current adoption of electric vehicle technology within Mexico’s automotive market, and aims at answering the research question: “are they ready to plug in?”. Specifically, the objective of this case study is to analyse whether the country is ready to embrace the EV revolution, after a careful consideration over the recent energy reform promoted by the federal government, the limitations imposed on the entrance of private investors in the energy supply chain, and the aspiration that the country shows towards addressing the environmental issues Mexico is currently affected by within a sustainability framework. With contamination representing a major issue in Mexico, a deep dive into the environmental cause will also be included to understand whether this could be a relevant factor able to encourage private consumers and large companies to invest into this new technology. The dissertation will also examine all the different requirements that need to be implemented in the country to successfully open up the opportunity represented by the EV technology, such as infrastructure, economic incentives, and other strategies, eventually comparing them with best practices already deployed by other countries which heavily invested in this new type of vehicles. The theoretical background of the present case study includes literature review from the fields of technology, sustainability, politics, economy and social science. The findings collected from structured interviews, online questionnaires and studies from the literature reviewed were leveraged to support relevant viewpoints on the analysed topics, showing where they aligned, and where they failed to produce conclusive generalisations over the research objectives and main questions. Conclusions will show how the Mexican country is still far from planning a consistent path to innovation that will be able to address the current contamination issues, with the federal government, private companies and individual consumers still doubtful on whether to embrace the new revolution offered by this technology.