Abstract
The author examines the problems inherent in developing an electric car industry. These include the major investment required to produce new electric vehicles and the low technical risks taken by conventional car companies. The author suggests that there are two marketing and organisational innovations needed for a commercially viable EV industry. These are: (1) to change the nature of the EV from a product for sale, bearing comparison with conventional cars, to a personal mobility service for which the customer is charged by the amount of use; and (2) to develop lean, cost conscious production methods. These ideas are discussed in detail in the paper.