Hybrid Electric Vehicles Case Study

1. Chapter 1: Introduction
Topic: Analyzing the emerging market of hybrid electric vehicles in the U.A.E
1.1 Aim: the aim is to analyze how hybrid electric vehicles can emerge in the automobile industry market in the U.A.E. It is to analyze, understand and develop strategies how the hybrid electric vehicles will merge into the market successfully.
Objectives: the research is based on these objectives
1. To identify the benefits and challenges of hybrid electric vehicles.
2. To analyze the market share of hybrid electric vehicles and its success globally.
3. To implement the switching cost from fuel vehicles to hybrid electric vehicles.
4. To understand the merging of hybrid electric vehicles in the U.A.E

1.2 The

The hybrid vehicle 's concept did not gain interest until the Arab oil embargo occurring in 1973. The oil crises caused the prices to inflate and the supply fell. In the next 25 years, development and research went into hybrid cars. In the 1990s, HEVs such as the GM EV1 and Toyota RAV-4 EV were introduced. These vehicles failed to attract the target audience and did not execute for production. In 1997, Toyota released the Prius in Japan.
The Toyota Prius became the first popular hybrid vehicle. In 1999, the Honda Insight was released after Prius becoming a tough competition Honda released the second-generation insight and Chevrolet introduced the Volt. The hybrid technology continued to improve the market.
Over time many companies invented the hybrid electric vehicles to compete in the market by it was revolutionized by Tesla. Tesla took over the HEV market and kept its position at the top. Other companies such as Volkswagen, Ford, Kia, Nissan, BMW, Mazda, and Mercedes are all trying to produce hybrid cars to get into the

It can drive from Abu Dhabi to Al Ain without any charge.
The benefits of hybrid electric vehicles are due to the environmental benefits the car provides. Low priced and longer battery life is a suitable alternative to fuel cars. The goal is cut Carbon dioxide emissions and reduce pollution.
1.4 Structure of the market
In the last 5 years, electric cars have become more aware of the globally. According to International Business Times, the revenue rose from 10,000 in 2009 to 750,000 in 2015. The global market brought $73bn in 2014 and it’s expected to raise $110bn by 2019.
The revenue growth from 2014 to 2019 accelerated, the conversion from fuel vehicles to electric would happen moderately. After 2020, the world would be living where hybrid electric vehicles would challenge the fuel vehicles and the market share would inflate or deflate according to the demand. By 2040, HEV would top 40 million increasing their market share of 35% total of new cars (Reuters, A.F.P., 2016).
The major players in the hybrid electric cars are Tesla, Nissan, Mitsubishi, Renault, Volkswagen, and Toyota. They hold most of their share in the global market in 2012 (Anon,