The automotive industry is a critically important stakeholder influencing the sustainability ofpassenger transport. How traditional car manufacturers respond to carbon reduction and vehicletargets, alongside other selection pressures, can greatly influence the availability and affordability of new innovations such as electric vehicles. In this paper, we explore the automotiveinnovation styles surrounding two electric vehicles: the BMW i3, and the Fiat 500e. To do so, wetie together ideas from technological innovation systems and corporate product innovation style.Our results illustrate a case of a “compliance car,” the Fiat 500e, vs. the first mass production EVby a major German car manufacturer, the BMW i3. BMW adheres to a transformative changeshaping innovation style that attempts to promote in-house learning that can create value. Fiatadheres to a conservative sustaining innovation style that attempts to outsource innovation, promotes limited learning, and focuses on maintaining value. Both styles interestingly result inconverging product development patterns over time