Business Model Innovation by Better Place: A Green Ecosystem for the Mass Adoption of Electric Cars

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Case Details:

Case Code : BSTR378
Case Length : 22 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note : Available
Organization : Better Place
Industry : Auto and Ancillaries
Countries : Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"After a century of being joined at the hip, the car industry and the oil industry are headed for a divorce. Cars are about to leave behind the dirty fuel-in this case, gasoline-that has powered them. It's going to have dramatic consequences throughout the energy and car industries."¹

- Vijay Vaitheeswaran, Correspondent at The Economist and co-author of 'Zoom: The Global Race to Fuel the Car of the Future'

"It's a subscription system much like cellular providers have. You sign up for a certain number of miles a month." ²

- Shai Agassi, Founder and CEO of Better Place.

"It makes so much sense from the environmental point of view as well as the business point of view."³

- Idan Ofer, Chairman of Israel Corp⁴ and Board Chairman of Better Place

"When I first heard about it, I thought it was just another crazy idea. It sounded far-fetched. Then I sat down and listened, and it just might make sense. (...However) Change doesn't happen quickly in the auto sector." ⁵

- Stephen Girsky, Managing Director, Centerbridge Partners⁶

Business Model Innovation by Better Place: A Green Ecosystem for the Mass Adoption of Electric Cars - Next Page>>

1] Francesca Di Meglio, "Eyeing a Future of New-Fuel Cars," http://www.businessweek.com, October 4, 2007.
2] Chuck Squatriglia, "Shai Agassi Wants to Sell Electric Cars Like Cell Phones," http://www.wired.com, October 30, 2007
3] Steve Hamm, "$200 Million for Electric Cars?" http://www.businessweek.com, October 29, 2007.
4] Israel Corp, the largest holding company in Israel, has diversified interests — in fertilizers and specialty chemicals, energy, shipping, and transportation. It derives 70 percent of its revenues from international trade. Source: www.israelcorp.com (Accessed on June 1, 2009)
5] Steve Hamm, "$200 Million for Electric Cars?" http://www.businessweek.com, October 29, 2007.
6] Centerbridge Partners, New York, founded in the year 2006, is one of the leading private equity firms in North America. It makes investments mostly in North America-based companies. Source: http://investing.businessweek.com.(Accessed on June 1, 2009)

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