Stakeholder's strategies in encouraging wide-scale market penetration depend on their perceptions. This study focuses on perceptions of Danish practitioners in policy-making organizations regarding the perceived challenges, opportunities and policy measures for the majority-market adoption of electric commercial vehicles (ECVs) in commercial sector in Denmark. We propose a new four-step expert-based technique, named COPE-SMARTER, for evaluating the market diffusion of environmental friendly technologies by combining a private case of SWOT analysis and Multi-criteria decision analysis (MCDA) methods. We focus on the perceptions regarding: (i) the potential promotional strength of motivators for ECV market penetration, (ii) the severity of the technological, financial, physical and operational challenges,