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Article
Publication date: 11 March 2024

Patrick Lecour

There is a lot of talk about the electric car today, but these vehicles are not new. Indeed, thebeginning of the 20th century saw electricity and the automobile take hold in North…

173

Abstract

Purpose

There is a lot of talk about the electric car today, but these vehicles are not new. Indeed, thebeginning of the 20th century saw electricity and the automobile take hold in North American society, so that by 1910, the electric car was everywhere. Until the turn of the 1920s, a new era dawned for transportation in the USA, but without the electric car. The purpose of this study is to question Why did it happen.

Design/methodology/approach

This paper develops such a comparison, not of the cars themselves, through a detailed engineering analysis, but rather of the marketing of electric vehicles in the USA in 1910 and 2010, as it appeared in the marketing strategies of the manufacturers.

Findings

There are many technical and economic reasons for this, but not only; there are also commercial strategy reasons. The position of manufacturers, especially through advertising and the press, can tell us about this golden age of the electric car, what precipitated its fall, and its reappearance a century later.

Originality/value

It is a comparison of images, of how electric vehicles had been and are proposed to the public, through the exploration of mainly promotional material and newspaper articles.

Details

Journal of Management History, vol. 30 no. 4
Type: Research Article
ISSN: 1751-1348

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Article
Publication date: 31 October 2024

Jeff Muldoon

27

Abstract

Details

Journal of Management History, vol. 30 no. 4
Type: Research Article
ISSN: 1751-1348

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