In this study, we seek to understand the interplay between industry and policy, to explain how and why the UK shifted from the promotion of low-emission road transportation, to policy based on zero tailpipe-emission electric vehicles (EVs), as part of its evolving net zero ambitions. For this, we unify the Multi-Level Perspective, Multiple Streams Framework, and Multi-Level Governance into a synthetic model—the Multi-Level Governance and Strategy model. Within this, we identify distinct windows of opportunity (WoO) that relate to each of the technology, policy, and market factors that needed to come together to put the UK automotive industry on a specific trajectory. Utilizing (pragmatist) grounded theory to analyze our extensive interview and documentary data, we find that this trajectory resulted from the interplay of technology innovators and policy entrepreneurs in different WoO, to achieve the ultimate goal of a functioning market for EVs.