Fatores dificultadores e habilitadores para a introdução de veículos elétricos leves no Brasil: uma abordagem a partir do modelo de difusão de inovação de Everett Rogers

Abstract

This research deals with the theme of the diffusion of BEVs (Battery Electrical Vehicle) in Brazil, making a comparison with the USA. Despite being an invention of the late nineteenth century, it is still an innovation, due to the context of technological and market evolution that currently occurs, whether for environmental and energy issues. This growing movement in the EVs (Electrical Vehicle) market in the world, brings the need for countries to prepare for this change and the understanding of an evolving player in this market, in this case the U.S., compared to Brazil that is still shy, can help in future decisions for stakeholders. The present research was conducted through a Comparative Case Study, in which socioeconomic and structural aspects of both countries were evaluated, in addition to important and influential variables in this context. Research on innovation, EVs market, among others, were used to support data and to confirm their relevance, a questionnaire was conducted with ten automotive industry experts working in both countries, corroborating the validation of the data. With the confidence of the researched data, they were applied to the diffusion model of innovation developed by Everett Rogers. Despite other existing diffusion models, rogers' model was the one that best adapted to the proposed research because it is a model that allows the application with a smaller amount of data. The socioeconomic and structural data identified in the research and applied in the five stages of dissemination of innovation proposed by Rogers were applied, allowing to identify the differences between the two countries in the diffusion process. Subsequently using market data, Brazil and the USA were positioned in the diffusion curve of the model's innovation. The use of the model evidenced the difference between the two countries and as a result the socioeconomic and structural factors in which Brazil needs to strengthen to accelerate the diffusion of EVs and become an important player in this market.