Abstract

This case examines Deepal’s strategic choices of new energy vehicle (NEV) technology (as opposed to gasoline-powered, internal combustion engine, ICE) and how they impact the company’s positioning strategy in a highly competitive market. The case provides an opportunity to discuss how and why Deepal may be able to achieve business success when many prominent automakers and consumer electronic companies have scaled back or even abandoned their NEV manufacturing plans. The case will also lead to a discussion on how Deepal should align their product design and development, marketing, and operations management to maximize customer value for business success, at the time the market begins to experience slower growth and possibly further industry consolidation.

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Learning Objectives

After analyzing and discussing this case, students are expected to be able to:

1. Apply Porter’s Five Forces analysis of the NEV market and comment on the suitability of Deepal’s entry into this market

2. Perform a SWOT analysis on the NEV business from Deepal’s perspectives

3. Identify the key factors that support Deepal in the intensely competitive NEV market environment

4. Develop a targeted marketing strategy for Deepal to grow its NEV business