Creating the market for electric mobility in Brazil

Coutinho, Gabriel L., Wells, Peter ORCID: https://orcid.org/0000-0002-4376-7178 and Consoni, Flávia L. 2025. Creating the market for electric mobility in Brazil. Peattie, Ken, De Angelis, Roberta, Koenig-Lewis, Nicole and Strong, Carolyn, eds. The Routledge Companion to Marketing and Sustainability, Routledge Companions in Marketing, Advertising and Communication, Abingdon: Routledge, pp. 288-301. (10.4324/9781003412397-24)

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Abstract

How can markets in the Global South catch up with electromobility? This chapter takes a socio-technical transitions perspective on the transition of the car market in Brazil, with a focus on the efforts by the electricity sector agency ANEEL to create networks of actors around key-enabling activities in the absence of actions from the leading vehicle manufacturers. Despite limited engagement by vehicle manufacturer incumbents, and the strongly institutionalized presence of the sugarcane ethanol interests, the 30 development projects supported by ANEEL from Call 22 contributed to niche development and the acceleration of transition processes. This chapter demonstrates that the timing, strength, and character of transition is strongly dependent upon local context even with apparently globalized socio-technical systems.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Routledge
ISBN:	978-1032535043
Last Modified:	12 Dec 2025 15:26
URI:	https://orca.cardiff.ac.uk/id/eprint/183194

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