MBA Thesis Analyses Adoption of Electric Vehicles in German and US Markets

30.04.2025

Michael Linthicum’s Study Reveals Need for Policies Aimed at Cost Reduction

With sustainability and technological innovation reshaping the automotive industry, Michael Linthicum’s master’s thesis explores the key factors influencing the adoption of electric vehicles (EVs) in the German and US markets. Originally from California, Michael recently completed his Master of Business Administration (MBA) in International Management at Wittenborg’s Munich study location, the New European College.

According to him, EV adoption is a timely and significant topic, given the rapid advancements in technology and the urgent need to address environmental concerns. “One of the most pressing issues today is climate change, driven in large part by greenhouse gas emissions from traditional internal combustion engine vehicles. EVs, with their potential to significantly reduce these emissions, are pivotal in mitigating climate change and promoting environmental sustainability.”

The graduate adds that the development and adoption of EVs are at the forefront of technological innovation in the automotive industry. Moreover, he highlights that the transition to EVs has significant economic and political implications, including job creation in new industries, changes in the labour market, impacts on oil-dependent economies and the implementation of new policies and regulations. “My deep interest in sustainable transportation solutions and my passion for environmental preservation motivated me to explore this topic. I believe that adopting EVs is a critical step towards a greener future.”

To gather the data used in his study, Michael administered a survey to potential and current EV buyers in Germany and the US. In total, 151 participants completed the questionnaire. Among other topics, the survey included questions on the respondents’ general perception and familiarity with EVs, previous experiences with these technologies and influence of environmental impacts, as well as the factors that encourage or prevent the adoption of EVs.

His research and analysis identified several key factors regarding the decision to adopt an EV. “They include cost, environmental impact, vehicle characteristics and vehicle safety, all of which play a significant role in the decision-making process,” Michael emphasises.

Moreover, the study points out relevant differences between the understanding and views of EVs in the US and Germany. “US respondents were more familiar with EVs than Germans. Plus, Americans were more worried about EV performance, while Germans cared more about how the vehicle is disposed of. Germans were also more resistant to change, more loyal to specific car brands and far more concerned about price than US buyers.”

Michael argues that, to encourage EV adoption, policymakers should lower the overall cost for consumers by addressing retail prices and government incentives.

Now that he has completed his master’s degree, Michael plans to continue learning and working for a more sustainable world. In his view, students who are currently working on their theses should choose a relevant and interesting topic that aligns with their passion, plan and organise their work into manageable tasks and seek feedback from peers and mentors revising along the way. “It is also important to stay ethical, practice self-care and maintain a healthy work-life balance. It's a long journey, so pace yourself and be happy.”