Incumbents Inertia in the Automotive Industry: Technological, Market, and Societal Drivers of Electric Vehicle Standardization

The arrival of electric vehicles to the mass market is hindered by lacking standardization of components and solutions. Standardization is especially important because of this technology's environmental and social impact. However, it is also particularly complex due to the interrelated technologies and actors concerned. Hence, in this article, we examine opportunities and challenges related to electric vehicle standardization, and derive a strategic framework based on these insights. We identify barriers related to automobile and mobility-as-a-service standardization committees, the struggles for dominant charging infrastructures of Tesla, BMW, and NIO, and the governmental regulation and incentives implemented in Norway, Germany, China, and the US. We find that a sequential shift of focus in standardization from engines to batteries to mobility adds complexity and continuity to the technology lifecycle. Depending on the standardization phase, firms are advised to collaborate, compete, or comply with standards. We also highlight inertia in this industry, which is a key component of established dominant designs. The struggle of incumbents with overcoming inertia leads to new dynamics and business opportunities in the final block of our outlook for this industry.