This paper explores sustainable business models (SBMs) evolution for the rapidly developing battery second use (B2U) market within the emerging electric vehicle (EV) industry. Previous work identified that SBMs and EV B2U are emerging as major research streams but there is paucity among literature to deliver an overarching framework or a holistic view between these fields and highlight fresh areas for future research. We adopted an inductive multiple-case study approach to unearth new knowledge by comprehending how B2U stakeholders undertake their sustainability-related business activities. These are not only focused on economic profitability but more importantly address wider social and environmental stakeholder value as part of prospective SBMs. The SBM archetypes were adopted as the major lens for our data analysis to study multiple cases of B2U stakeholder roles and comprehend further the scope and ultimate purpose of their operations. Major results indicate that the SBM archetypes as major sustainable innovation strategies have the potential to create a new conception of business models for sustainability in the EV B2U market. In turn, this creates and drives shared sustainable value for multiple stakeholders through cross-sectoral collaborations as part of ntire new and more SBMs. Finally, this study proposes the conceptual sustainable innovation business model (SIBM) framework for the EV B2U industry that includes such shared sustainable value creations which in turn drives forward business performance and sustainability at the same time, eventually creating the business case for sustainability within the EV industry.