Carbon Transition in the Automotive Industry: what are stakeholders’ expectations?

Frame of the research. The automotive sector is undergoing an unprecedented transformation. The success of their transition depends on identifying viable alternatives and understanding stakeholder expectations toward the industry’s future. Purpose of the paper. The aim of this study is to shed light on the stakeholders’ public discourse on the low-carbon transition of the European automotive sector. Methodology. We carried out a qualitative analysis using data from European and international newspapers from 2020 to 2024, in particular: Financial Times (London), the Guardian (London), the Time (London), New York Times (International Edition). Results. We found that electric vehicles dominate discussions, with strong support from the automotive industry despite concerns over charging infrastructure and affordability. Academic institutions focus more on hydrogen solutions, though skepticism remains about scalability. While automakers prioritize production and sales, cities and mobility providers emphasize shared mobility and public transport. Research limitations. This study relies on media sentiment analysis, which captures prevailing discourse but may not fully represent all stakeholder perspectives, and it is limited to European context. Managerial implications. The findings suggest that policymakers and industry leaders must address critical barriers such as infrastructure expansion, policy coherence, and affordability. Strengthening incentives for consumers, improving public charging networks, and fostering cross-sector collaboration will be essential to accelerate the transition. Originality of the paper. By integrating Stakeholder Theory and the Multi-Level Perspective on socio-technical transitions, this paper offers a comprehensive framework for identifying viable alternatives and analyzing stakeholder expectations for a sustainable and equitable automotive future.