Case 5: Tesla’s Entry and the evolving dynamics of the electric vehicle market in malaysia

Lee Yee Qin, Soo Yeong Ewe

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Otherpeer-review


The electric vehicle (EV) is widely recognized within the automotive industry as a pivotal technology for the future of vehicle power systems, as it helps reduce pollution and protect the environment. It has emerged as a key priority for major global car manufacturers and is anticipated to revolutionize road transportation systems. However, the adoption of EVs in emerging markets such as Malaysia is still low despite the targeted EV penetration in Malaysia being set at 38% by year 2040. This case study provides a comprehensive analysis of the current EV market in Malaysia, delving into various aspects such as current market trends and challenges specific to the Malaysian context. This study focuses on examining the challenges faced by EV automotive providers in the Malaysian market. The primary challenges identified include the insufficient EV charging infrastructure and the high costs associated with EV adoption. Furthermore, this study specifically focuses on the challenges that Tesla may encounter as a new entrant. Despite the challenges of inadequate charging infrastructure and high costs, the intense competition within the Malaysian EV market is thoroughly analyzed through a detailed evaluation. The case study provides valuable insights relating to challenges of the EV market in Malaysia, which facilitates the discussion of possible solutions to overcome the challenges.
Original languageEnglish
Title of host publicationMarketing Case Studies in Emerging Markets
Subtitle of host publicationContemporary Multi-Industry Issues and Best-Practices
EditorsDilip S. Mutum, Soo Yeong Ewe, Ezlika M. Ghazali, Racheal Louis Vincent
Place of PublicationCham Switzerland
Number of pages16
ISBN (Electronic)9783031516894
ISBN (Print)9783031516887
Publication statusPublished - 2024

Publication series

NameSpringer Business Cases
ISSN (Print)2662-5431
ISSN (Electronic)2662-544X


  • Electric vehicle (EV)
  • automotive industry
  • electric vehicle penetration
  • Challenges of EV
  • Malaysia
  • Tesla

Cite this