The term destructive innovation is used to mean a phenomenon “by which an innovation transforms an existing market or sector by introducing simplicity, convenience, accessibility, and affordability where complication and high cost are the status quo” ( Hardman, et al., 2013). Destructive innovation is used where the existing market appears unattractive and inconsequential to the market, and the innovation when introduce completely revolutionize or redefine that industry.
The situation is very different from what the electric supercars introduced by Tesla company in the motor industry has brought. The question of whether or not the pricey Tesla electric cars have destructed many people has discussed the motor industry without arriving at a substantive conclusion. However, going by the above definition of the disruptive theory, the electric cars are not in any way destructive innovation. The Tesla Company has just introduced an innovation which has a potential of competing with other companies such Toyota in the motor industry based on the price. The fact is that the combustive fuel cars like those manufactured by Toyota and others are still preferred even more than the pricey electric vehicles introduced by Tesla ( Hardman, et al., 2013). Currently, it is true that not many people are giving much attention to the electric cars. This is not because such people are not aware of the existence of such vehicles, but because, due to their reasons, they still prefer the fuel cars. Maybe one day when the prices of these electric cars will reduce, they will be favored. Alternatively, in case the electric cars will eventually dominate the market, other companies such as Toyota that manufactures alternative cars will eventually decide to join Tesla in manufacturing the electric cars.
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Reference
Hardman, S., Steinberger-Wilckens, R., & van der Horst, D. (2013). Disruptive innovations: the case for hydrogen fuel cells and battery electric vehicles. International journal of hydrogen energy , 38 (35), 15438-15451.
