Despite the global movement toward sustainable mobility, the adoption of electric and autonomous vehicles (EVs/AVs) in Gulf Cooperation Council (GCC) countries is shaped by unique socio-cultural and structural contingencies. This study provides a significant theoretical contribution by exploring market entry strategies through a multidimensional value framework that captures symbolic and contextual dimensions overlooked by traditional models such as TAM and UTAUT. Drawing on in-depth interviews, focus groups, and participant observations, the research utilizes Kuwait as a case study to delineate the multidimensional construct of perceived value through Osterwalder’s Value Proposition Canvas (VPC). The findings reveal that consumer adoption is influenced not only by utility and efficiency but also by social, emotional, epistemic, conditional, and cost values. Dealers, in turn, demonstrate how these values guide entry strategies for non-conventional vehicles by aligning product offerings with specific “Pain relievers,” “Gain creators,” and “Jobs to be done” (JTBD). The study identifies distinct encroachment pathways: high-end entry for battery electric vehicles (BEVs) and low-end entry for hybrid electric vehicles (HEVs). Notably, a dual-encroachment strategy is identified for high-tech Chinese brands, which are aggressively disrupting emerging markets by leveraging manufacturing efficiencies to dominate the mid-market while simultaneously deploying premium models to challenge luxury incumbents. Finally, despite the structural constraints on public AV deployment, the research highlights vital applications for autonomous systems within “industrial sandboxes” such as aviation, seaports, military, and oil sectors. While centered on Kuwait, the findings offer potentially transferable strategic insights for the broader GCC region.
Toglaw et al. (2026) studied this question.