This paper determines the market positioning of the electric vehicle, while applying tools like SWOT analysis, Porter’s five forces, external environment analysis or the Ansoff’s Matrix. It is important to note that these tools are applied looking from the perspective of the electric vehicle, i.e. how the electric vehicle impacts a conventional fossil fuel drive automobile manufacturer. There is no doubt that the electric vehicle - or at least some version of it - is the future of urban mobility. At the same time it has been considered as a new product among automotive industry. Nevertheless it cannot be neglected that the time of the electric vehicle has not come so far. It is more probable that there might be another evolution step, for example the hybrid electric vehicle, before the fossil fuel driven automobile will be replaced.