In the automotive industry the need to move towards more sustainable trajectories of
innovation has received much attention. Car manufacturers have started to develop loweremission
alternatives for the internal combustion engine, particularly electric, hybrid and
fuel-cell vehicles. They face the challenge, however, of how to make a potentially disruptive,
systemic, and societally embedded technology such as a low-emission vehicle attractive to
mainstream customers. While literature has suggested that companies can empower the initial
stages of disruptive innovation by creating protected spaces themselves and/or by taking
advantage of such spaces created by public actors, the specific role of these different types of
protection levers – private and/or public – has remained unclear. This article therefore
investigates to what extent and how private and public protection levers affect firm-level
strategies to increase the attractiveness of disruptive and systemic innovations to mainstream
customers. This is explored empirically through a multiple case study of the emergence of
low-emission vehicles within three car manufacturers – Daimler, General Motors and Toyota
– in the context of European, Japanese and US policies. The empirical analysis is conducted
on a dataset consisting of more than 9,000 articles from two trade magazines, a car magazine
and a financial newspaper for the period of 1997 to 2010. As main findings, the article
identifies regulation, tax incentives, and public-private partnerships as the public protection
levers that impose or stimulate ‘new’ performance metrics such as fuel economy and vehicle
emissions. It also finds that resource allocation, niche occupation and collaborationintegration
act as the main private protection levers. Besides, two protection levers emerge
from the data that are rather prominent in this context: the use of regulation imposing largescale
commercialization of low-emission vehicles and dumping of products in the market
below cost price. The article concludes with two different protection trajectories – a public
protection trajectory and a private protection trajectory – which explain how car
manufacturers leverage the various protection levers to deal with disruptive technology. The
main implication of the two trajectories is that while the public protection trajectory stalled
due to the systemic, socially embedded technological impediments of electric vehicles and
fuel-cell vehicles, the private protection trajectory picked up the remains of the public
protection trajectory and has gained momentum, continuing until today.