Market Research
Up one levelITS-Davis researchers are mapping out a market development strategy that leads to successful, widespread commercialization of hydrogen and fuel cell vehicles through strategically chosen market segments. Research conducted with the Toyota FCHVs will help to identify the chosen market segments. Beginning with the premise that too much new technology and too many new capabilitiies all at once can be a bad thing, researchers are examining whether existing technology can be used to build a market for new capability. Then, once that market exists, a new technology has an established, informed target market population to address. Researchers are also examining vehicle-to-grid (V2G) electricity provision as a set of services that fuel cell vehicles may someday be able to provide. Applying theories of innovation, this research explores how markets for V2G services can be established using exising technologies and institutions, then exploited by hydrogen and fuel cell vehicles.