Building a Competitive Position in Europe’s Charging and BESS Markets - A study in understanding market competition in Europe and key criteria for an OEM to differentiate with a competitive offer related to charging infrastructure and battery energy storage systems

Abstract

This study explores how original equipment manufacturers (OEMs) can build a competitive position in the emerging European markets for charging infrastructure and battery energy storage systems (BESS) related to heavy-duty vehicles (HDVs). As electrification accelerates, OEMs face increasing pressure to extend their value propositions and move beyond their traditional roles as vehicle manufacturers. The literature review draws on theories that provide an understanding of both key characteristics and competitive dynamics of the market, as well as ways to build a competitive position within this market. A qualitative methodology was applied, including semi-structured interviews with industry consultants and firm representatives, supported by thematic analysis to identify the key criteria that shapes competitiveness in the industry. The findings highlight that while the market is still fragmented and evolving, differentiation is increasingly driven by combining products and services, strategic partnerships, and adaptability to customer needs. This implies that OEMs must develop capabilities beyond manufacturing, particularly in software, data management and collaboration. The analysis shows that success for OEMs depends on the ability to innovate the business model and differentiate by offering turnkey solutions that span all the way from the electric HDV to the installation of charging infrastructure and BESS, as well as providing after sales service and support. These insights offer practical implications for OEMs navigating electrification and contribute to the academic understanding of competitive positioning in emerging markets.