Market Introduction Strategies from the perspective of EV Unit and Charging Network Complementarities: -A Study of the Swedish Market

This paper examines the complementarity between the market for electric vehicles and fast charging on the Swedish market from the introduction of these technologies on the market until the third quarter 2015. Three ecosystems are identified based on the standards Chademo, CCS and the Tesla proprietary charging technology. The analysis points to the need for studying markets for electric vehicles and charging services as ecosystems and two-sided markets. Of particular interest is the difference between the Chademo and CCS ecosystems where automotive OEMs have limited control of the charging market versus the Tesla proprietary ecosystem. The differences in market introduction between these ecosystem strategies are identified and illustrated through utilizing previously established models of analysis for two-sided markets as well as the introduction of new measures for analysis on these specific markets. The findings have implications for further research as well as for practitioners and policy makers.