نمایندگی های خودرو و نقش آنها در نفوذ بازار خودروهای الکتریکی – مطالعه موردی بازار یونان Car dealerships and their role in electric vehicles’ market penetration-A Greek market case study

1. Introduction Governments across the world are trying to reduce air emissions through various pledges, directives and regulations. The transport sector alone is responsible for 25.3 percent of the EU’s Green House Gas (GHG) (European Union, 2015) emissions, while road transport itself contributes to almost 72 percent of the EU GHG transport sector emissions (European Union, 2015). Furthermore, road transport contributes globally to 10 percent of total GHG emissions (OECD, 2009). As a response to the impact that the transport sector has to the environment, the EU has introduced various policies, including aiming at making the sector more competitive in the future while creating growth and providing employment. One of these main driving policies, the 2011 Roadmap to a Single European Transport Area (European commission, 2011), aim at shaping the future of the transport sector by increasing sustainability and competitiveness of the transport system through the reduction of GHGs, better energy efficiency, and the use of alternative fuels and energy sources. The White Paper also sets as a target the reduction of GHG emissions to 20 percent below their 2008 level by 2030 for the transport sector. As a response to the European Union’s heavy dependency on oil products, the European Commission introduced in 2015 the Energy Union package (European Commission, 2015), aiming at providing secure, sustainable, competitive and affordable energy to EU consumers. Disturbingly the following figures present how much the EU is dependent on hydrocarbons with 94 percent of transport relying on oil products out of which 90 percent is imported (European Commission, 2015). Reference to the development and deployment of alternative fuels as means to decarbonise transport and reduce oil dependency, is also made in the Clean power for Transport (European Commission, 2013) and the Directive on the deployment of alternative fuels infrastructure (European Parliament, 2014). Regardless, energy efficiency and the need for the EU to become a leader in renewable energies, are raised in President Junker’s agenda (Junker, 2014) not only as a climate change response mechanism, but also as a way of creating growth and jobs.