The economic crisis in 2008, the adverse impact of human activity on the environment and technological innovation resulted in numerous social, economic and market changes, of which I emphasize the e-mobility in the auto industry. After the year 2015., an electric car is no longer an exotic prototype reserved only for the wealthy buyers of luxury, but it is affordable to middle-class demand. Electric cars models from renowned automobile manufacturers such as Volkswagen and Nissan can be seen on the streets more frequently.. The presence of an ecologically acceptable vehicle in daily traffic shows a change in the automotive market. An auto industry that has existed for about a hundred years has formed a mature market with strong competition, but at the beginning of the 21st century, according to the product lifecycle, it found itself at the beginning of decline due to the fall in the number of vehicles sold. The problem was further escalated by the economic crisis in 2008 due to job losses, which led to the fall in demand for car purchases, leading to catastrophic business results. Exit from such business troubles, certain car makers have been looking for electric vehicle innovations in an effort to revitalize the industry as a result of the emergence of smartphones from the common market of classic mobile phones. State institutions through e-mobility management strategies are involved in market regulation, while corporations make management decision tailored to the goals of these strategies. In Germany, the sale of electric cars was the largest ever in the short history of e-mobility. Countless numbers, if we think of a pre-crisis perspective a decade ago when the electric car had the image of unmatched technical wonders from the science fiction films. Croatia is slowly getting acquainted with the offer of such vehicles but cannot compare it to the German market due to various factors. The European Union, namely Germany, is a more developed market of emigration than Croatia, which is only at the very beginning, providing opportunities for learning from other experiences as soon as possible in realizing the full potential of the market share of electric cars in the coming years in Croatia. This final paper analyzes policy strategies, tax frameworks and incentives, sales trends from EU countries and will offer marketing guidelines for companies to profit from the sale of electric vehicles in Croatia