The need to improve fuel efficiency increased speed and even lowering the pollution has been the reason behind the development of the electrical gas engine to replace the traditional gas engine. However, these changes have come with their limitations, and therefore car developers that use this technology have been having difficulty in getting the product effectively adopted by the market. The paper addresses the technical and business effect this technology has had to the manufacturers of these vehicles. The paper will go further into looking at how the innovation can be matched up with changes to improve the acceptability of the technology.
Technical Constraints of the Electrical Gas Engine
One of the significant technical constraints of this new development is the issue of maintenance. The electrical gas engine despite being an improvement to the traditional gas engine, there is a concern in the costing. The engine is elaborate and more digitized. The complexity and the fact that it is to run from electricity makes the system more prone to wear and hence to increase the need for maintenance (Bickert, Kampker & Genger, 2015). This is the major constraint that will have a substantial negative impact on the innovation that will limit its adaptability in the industry.
Delegate your assignment to our experts and they will do the rest.
The Embodiment of the Innovation on its own
One of the major issues that keep on making the adoption of these changes more complicated is the fact that the presentation of the innovation has been combined with other unique car features including the sleekness. This is a misdirection approach because the consumers end up having a taste for the cars not based on engine performance but rather on the aesthetics of the car (Domonoske, 2019). It is therefore difficult for the sellers of the vehicles to spread a communication regarding the performance of the vehicle while the customers are more impressed with the slickness of the vehicle. It would have been better if a similar design was retained with just a change in the engine for the customers to appeciate the innovation more.
New Business Operations to Support the New Design
Owing to the failure of the presentation of the product to the market, there is a need to adopt business models that are aimed towards improving the acceptability of the product to the target market. Marketing should not be a rigid approach because viewing it as something rigid ma make a business fail in case the marketing goals are not attained (Phillips & Kliewer, 2018). One of the marketing changes that should be adopted is on the marketing message during advertisements. The business needs to do away with the imagery of the car’s slickness because that is what most consumers are regarding the vehicle. Additionally, the marketing campaign should focus more on expected performance, that is, the miles covered per unit time compared to the traditional engine. This message needs to be present in the advertisement campaign because it gives consumers a practical way of comparison. A customer who purchases the car will compare the performance attained to the performance of a similar past vehicle with the traditional engine and make a comparison.
Measures Driving the Acceptance of Vehicle
The acceptance of a new product in the market is highly determined by the entry strategy the business would have adopted. It is essential to adopt and entry strategy that will conform with the expectation of the market (Km, Min & Chaiy, 2015). In the case of the electrical gas engine vehicle model, there is a need for the release of the vehicle to be matched with a series of live tests proving the efficiency of the new engine. These tests should be live as they aid in ensuring that people develop faith in the engine properties of the vehicle.
References
Bickert, S., Kampker, A., & Greger, D. (2015). Developments of CO2-emissions and costs for small electric and combustion engine vehicles in Germany. Transportation Research Part D: Transport and Environment , 36 , 138-151.
Domonoske, C. (2019). As More Electric Cars Arrive, What's The Future For Gas-Powered Engines? NPR. Retrieved from: https://www.npr.org/2019/02/16/694303169/as-more-electric-cars-arrive-whats-the-future-for-gas-powered-engines
Kim, N., Min, S., & Chaiy, S. (2015). Why do firms enter a new product market? A two‐dimensional framework for market entry motivation and behavior. Journal of product innovation management , 32 (2), 263-278.
Phillips, G. A., & Kliewer, C. (2018). Flexible Marketing and Outreach: An Institutional Repository Case Study.
