A Research on the Subversive Innovation Mode of NEV Enterprises—Based on the Comparative Analysis of Representative Enterprises in China, America and Japan

Whether China's new energy automobile industry can be successfully overturned has a significant demonstration effect on boosting the transformation of green economy and achieving sustainable development, while the discontinuity and abrupt change of disruptive innovation bring great challenges to Chinese automobile enterprises. Choosing byd, tesla and Toyota, the three representatives of new energy vehicles (NEV) enterprises, as analysis objects, and starting from the initial target market selection, technical path, the path of market diffusion and dimension, this research sums up the experience of case enterprise of disruptive innovation, figures out three disruptive innovation models, and analyzes the key elements of the models. The findings are as follows: (1) byd adopts the environmentally supportive disruptive innovation model, while tesla adopts the trans-boundary fusion disruptive innovation model, and Toyota adopts the collaborative innovative disruptive innovation model. (2) The three disruptive innovation models are constructed based on different perspectives. Driven by different types of opportunity Windows, they will follow different competitive evolution paths and face different evolutionary barriers. The findings of this research suggest that many different disruptive innovation patterns may occur simultaneously in the same industry.