Are we willing to embrace the future? The need for moving towards sustainable mobility

Smart mobility solutions such as Electric Vehicles (EVs) bring about a successful opportunity to cope with climate change and achieve energy efficiency. A substantial body of research about EV adoption in India and other developing economies exists, yet comprehensive studies that analyse barriers and facilitators through managerial perspectives remain scarce. Additionally, most research investigations study range anxiety, yet ‘range consciousness’ remains unexplored in the literature. Based on the Value-Belief-Norm Theory, the present study utilised a qualitative exploratory approach by conducting 55 in-depth semi-structured interviews with managers in the automobile sector using a purposive sampling technique. Further, the interview responses were analysed using Braun and Clarke (Qual Res Psychol 3:77–101, 2006) six-phase thematic analysis to identify the emerging themes and sub-themes. The analysis outlined three major themes, namely, the push of the EV adoption drivers, the need to tackle EV adoption barriers, and the role of initiatives in promoting EV adoption. The findings point towards EV drivers, their barriers and the need for synergic efforts between individuals, organisations and the government to pave the way for widespread EV adoption. The present study also develops an all-encompassing framework incorporating tri-level initiatives to promote the use of EVs in developing and emerging economies. Businesses can leverage these findings to develop targeted marketing strategies that emphasise long-term cost savings, environmental benefits, and technological advancements of EVs, whereas government authorities can design and implement policies that encourage local manufacturing, innovation, and research projects concerning EVs.