It is proposed a study to evaluate PHP (pulsating heat pipes) device application in battery thermal management systems for HEV (hybrid-electric vehicle) and EV (electric vehicle). Firstly, it is necessary to understanding Li-ion (lithium ion) batteries for HEV/EV, the electrical energy supply state-of-the-art. The analyzed aspects were battery framework and configuration; working principles and mechanisms; and market penetration and potential. Secondly, the adverse effects of temperature over such batteries were discussed. After understanding the case study, a battery modeling survey was performed in order to later evaluate BTMSs (battery thermal management systems). Well comprehended case study and battery modeling, then, it was possible to examine current automotive battery cooling and heating solutions. Finally, PHP was evaluated as a possible BTMS regarding technical and commercial aspects, explaining what would be the requisites in order to attend automobile heat dissipation demands and the challenges for embedding it.