Opportunities and Obstacles for the Introduction of a Fuell Cell Electric Vehicle Strategy in Europe as an Extension of the Product Portfolio of European OEMs

Abdurrahman Bekar – Comenius University Bratislava, Odbojarov 10, 820 05 Bratislava, Slovak Republic

Milan Fekete – Comenius University Bratislava, Odbojarov 10, 820 05 Bratislava, Slovak Republic

Abstract: Climate policy goals have now taken on a strongly dominant role in European mobility development. In the current preferred approach, Eu­ropean OEMs are focusing on the BEV strategy, which is considered an es­tablished technology. However, the shift towards a purely battery-oriented direction in Europe is advanced, yet there are still long ways to go before speaking of complete market penetration. Meanwhile, Asian and Ameri­can providers have embedded themselves in the European market, threat­ening to snatch significant shares from European OEMs in the overall mar­ket. Therefore, a separate approach has emerged to determine possibilities for expanding the product portfolio to FCEVs in Europe, as this market is still in its early stages internationally. An empirical approach was used to identi­fy the factors European OEMs see as implementation or barriers to an FCEV strategy. The results indicate that, generally, such a strategy extension ap­pears feasible in many factors, yet there are hardly any implementations for real feasibility. Costs and model portfolios are particularly emphasized here. However, there are also cautious attitudes due to a lack of refueling infra­structure and perceived insufficient demand on the customer side.

8th International Scientific Conference – EMAN 2024 – Economics and Management: How to Cope With Disrupted Times, Rome, Italy, March 21, 2024, CONFERENCE PROCEEDINGS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-83-7, ISSN 2683-4510, DOI: https://doi.org/10.31410/EMAN.2024

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