Towards sustainable e-mobility adoption: a technology acceptance model for the global automotive emerging market in Indonesia

E-mobility is disrupting the global automotive landscape, creating new opportunities and reshaping supply chains. In Indonesia, this shift challenges Japan’s long-standing market dominance, as Chinese, South Korean, and local firms gain traction. Shifting consumer purchasing preferences remains a significant hurdle, as deeply rooted preferences for the status quo persist. This transitional phase toward e-mobility in Indonesia is further complicated by challenges such as high upfront costs, underdeveloped charging infrastructure, and low levels of consumer awareness. A suitable and sustainable e-mobility model is critically needed to ensure long-term impact and successful adoption. This study uses a qualitative approach using in-depth interviews with 20 key informants. Using an adapted Technology Acceptance Model (TAM) framework, the research explores user preferences, adoption barriers, strategic responses by EV firms, and government incentives. As Southeast Asia’s largest automotive market, Indonesia provides a critical context for examining e-mobility adoption in emerging economies. Findings indicate that technological interest is a stronger driver of EV adoption than traditional factors such as brand prestige, resale value, or influencer marketing. These insights extend TAM’s applicability to disruptive technologies in emerging markets and contribute to the development of more effective adoption strategies for e-mobility.