Lancia premium sustylenability: Life Cycle Assessment of electric vehicles and netnography methodology

The average global temperature is increasing, making necessary to take measures on anthropogenic activities. The transportation sector is one of the biggest contributors to CO2eq emissions and other climate-altering substances in the European Union and Italy. A possible solution proposed in the scientific and academic literature to reduce emissions is to increase the production and use of electric vehicles with lithium-ion batteries. This study aims to evaluate the actual impact of Battery Electric Vehicles (BEVs) compared to Internal Combustion Engine Vehicles (ICEVs). The first part provides an overview of the Life Cycle Assessment (LCA), the methodology used to measure the environmental foot- print of a product. In this case, BEVs and ICEVs are in comparison through the life cycle stages: production, use, and end-of-life. Then the paper will focus on the end-of-life of batteries, analyzing the limitations and opportunities for reuse and recycling. In the sec- ond part, the perception of online users towards these new cars will be observed, coded, and analyzed. Through netnography methodology and sentiment analysis, feedback and information regarding user impressions at the launch of the new Lancia Ypsilon and the repositioning of Lancia as a premium brand will be provided. The results of the analysis underscore the importance of assessing the entire life cycle in order to provide truthful evaluations of car emissions, including key factors such as the composition of the energy mix.