electric vehicles unplugged global marketing analysis
Post on 08-Apr-2018
222 Views
Preview:
TRANSCRIPT
-
8/7/2019 electric vehicles unplugged global marketing analysis
1/36
-
8/7/2019 electric vehicles unplugged global marketing analysis
2/36
2
Agenda
Driver training is considered vital to ensure that drivers are aware of thefeatures, capabilities, and limitations of safety systems, and are assured of therole that they play in managing the technology. This is particularly importantbecause speeding, impaired driving, varying road conditions, and several other
conditions can impact the performance of any safety system.
The primary responsibility for ensuring that safety benefits are attained or thatsafety systems are used properly resides with the driver. Despite the advancesin technology, training needs to keep pace. Driver training programs shouldtherefore ascertain that for every new safety system installed, new training isimplemented.
Urban Mobility And Its Influence In Shaping EV Infrastructure
Electric Vehicles Market Overview, Technology Roadmapand Infrastructure Trends
Global Market Size and Forecasts
Business Model Analysis of Key Industry Stakeholders
Voice Of The Customer Fleet and Private Customer
Feedback On EVs
Conclusions And Recommendations
-
8/7/2019 electric vehicles unplugged global marketing analysis
3/36
3
Definitions Battery Electric Vehicles
Neighborhood Electric
Vehicles (NEVs)
NEV is a US DOT
classification for vehicles
weighing less than 3,000 lbs
(GVW) and top speed of 25
mph. NEVs generally are
restricted to operate on
streets with a speed limit of
35 mph or less.
A city car is a European
classification, for a small
and light vehicle intended for
use in urban areas although
they can operate in mixed
city-highway environment. In
Japan, city cars are called
kei cars.
Extended-Range EVs
(eREVs)
A plug-in hybrid electric
vehicle (PHEV) with a IC
engine or other secondary
sources connected to a
generator to supply the
batteries. The drive range
and speeds are comparable
to IC engine vehicles.
High-Performance
EVS (HPEVs)
Sporty PHEVs or battery
electric vehicles with top
speeds exceeding 100 mph
and driving range
exceeding 100 miles. The
price of these vehicles is
expected to approach or
exceed $100,000.
GEM e2, e4, e6; REVA G-
Wiz i; ZENN; ZAP etc.
Smart EV, Th!nk City, BMW
Mini and others
Chevy Volt, Toyota Prius
PHEV, Chrysler Sedan and
others
Tesla, Fiskers - Karma,
Venturi - Fetish, Lightning
GT
City Electric Vehicles
(CEVs)
-
8/7/2019 electric vehicles unplugged global marketing analysis
4/36
-
8/7/2019 electric vehicles unplugged global marketing analysis
5/36
5
By 2020 Mega Super Cities Will Emerge in Developing Economies
Impacting Personal Mobility and Supporting EVs
Example 1 : Johannesburg and Pretoria becomes one BIG Mega City called Jo-Toria
Example 2 : Town Planning could evolve with Offices and Homes Adjacent to each other or within a
small compound area (e.g. Sao Paolo, Chennai with Satellite towns)
OfficeHome
Source: Frost & Sullivan
-
8/7/2019 electric vehicles unplugged global marketing analysis
6/36
6
In India and China there will be 6 Mega Cities With World-Class
Infrastructure and Development of Sub Satellite Towns (e.g. Chennai)
2020 + Interconnectivity with
Sub Satellite Towns
2015 World Class
Infrastructure (Equals Tier 2 city)
Core City
Satellite
Towns
Chennai 2000 Satellite Towns Developing
Outsourcingcompanies (nonIT), like researchhealthcare, automanufacturingwill increasenumber ofsatellite towns Development of outer ring
roads around Satellite and SubSatellite towns connected toMotorways
Commercial
hubs
-
8/7/2019 electric vehicles unplugged global marketing analysis
7/36
7
Electric Vehicles Market Overview, Technology
Roadmap and Infrastructure Trends
-
8/7/2019 electric vehicles unplugged global marketing analysis
8/36
8
Electric Vehicle Market Provides Opportunity to Enter New Fields
Could work to improve charging time and safety
Infrastructuresupplier
Key
Responsibility:
Development of
ChargingInfrastructure
Key
Responsibility:
Promotion of EVuse
UtilitiesIntegrators
(Project Better
Place)
OEMs
System/BatteryManufacturersGovernment
Charging
StationManufacturers
Integrators to create partnerships with Utilities, OEMsand Government
Subsidies forEV purchase
andinvestment in
R&D to reduceemissions
Lower fueldependency byexpanding the
use of
renewableenergy sources
Suppliesinfrastructure todistribute their
energy
Cooperation to simultaneously promote EV use and electricity as a fuel
Development ofperformingbatteries
-
8/7/2019 electric vehicles unplugged global marketing analysis
9/36
9
Electric Vehicle Technology Roadmap (Global), 2008-2015
- Charging Times to Drop to
-
8/7/2019 electric vehicles unplugged global marketing analysis
10/36
10
Electric Vehicle Technology Roadmap (Global), 2008-2015
- Iron Phosphate and Manganese Based Li-ion Preferred
Electric Vehicle Market: Technology Roadmap for Electric Vehicles (Global), 2005-2015, Cars and CommercialVehicles
Source: Frost & Sullivan
Lead acid
Nickel Metal Hydride
Batteries
Sodium Nickel Chloride
Phosphate based
Manganese based
Titanate based
2005 2010 2015 2020
Silica based
Lithium Ion
Zinc Air
Permanent Magnet
ElectricMotors
Asynchronous
Switch Reluctance
In wheel motors
Motor Power- Up to 70 kW 70 kW 250 kW
-
8/7/2019 electric vehicles unplugged global marketing analysis
11/36
11
Improved range extension will see charging points extend beyond city limits to urban and sub-urban areas with emphasis
on both normal and fast charging stations
50+
25
10
Normal Charging Spots
Fast Charging Spots
Mile Post
Commercial Facilities
E.g., Dept. Stores, hotels,
malls
Special parking lot for EV
next to handicapprovision
Free charge (1-2 hrs)
using AC outlet
Pub. & Pvt. Parking Place
Special EV parking space
Free charging from charging outlet
Home Normal charging by nigh time
discounted electricity
Special charging plug at home
Car Dealers, Public
Building
Current strategic
locations for fast
charging
15 min. charge to yield
60 miles range
PRESENT DEVELOPMENTS WITH RESPECT TO ELECTRIC CHARGING STATIONS (2008 - 2012), World
Current EV Range (60-80 Miles) Limits Developments Of Infrastructure
to Metropolitan Areas.
Source: Frost & Sullivan
-
8/7/2019 electric vehicles unplugged global marketing analysis
12/36
12
50+
Highway - Motels / Dining
High potential of fast charging
stations seen to extend range of
EVs
Battery Swapping stations likely
to gain ground as well
Long Duration Stay
Multiplexes, railway stations are
strategic spots where consumerPark & Pickup interval s are
ideal for 80% charge
Conventional charging stations
preferred over fast charging
Corporate Offices / Independent Houses
10
Short-Medium Duration Stay
Dining & Restaurants, Golf courses,
movie theatres Fast charging stations attractive
EV Range extension will see the rise of urban/sub-urban consumers using EV
Fast charging stations seen across strategic locations on highways like motels, dining centres etc
Normal Charging SpotsFast Charging Spots
Mile Post
Future Developments in Electric Charging Stations (2010-2015) : Target
Focus on Parking Lots With Over 30 Minute Journey Stops
Source: Frost & Sullivan
-
8/7/2019 electric vehicles unplugged global marketing analysis
13/36
13
IN-BUILT SOLAR PANELS
Generating proprietary electricity
Will get energy from Utilities through groundwork
INTERACTIVE LCD DISPLAY
Payment option - either manually through Debit/Credit Card orautomatically through RFID
Club with parking charges
Opportunity to place orders in nearby coffee centres,restaurants or internet bays
Vehicle Diagnostic Interface
CHARGING TYPE OPTIONS
Compartments to provide charging capabilities for up to 4vehicles at a time
Option to provide both on-board and off-Board charging
DESIGN BLEND WITH ENVIRONMENT
Charging posts are specifically designed to blend witha specific cities environment theme
EXTENDED FUNCTIONALITY
Battery chemistry sensing
Content delivery for on-board systems like MP3 stereos,TiVO systems and back-seat entertainment
Gaming Options coin fed for additional revenuegeneration
Vehicle Tracking System
GARAGE SERVICES
Future functionality of automotive diagnostics
Communicate any or all (by law) or requested (by mfg)access to in-car diagnostic or fault tolerance modules inreal time to a shared database
Use unique IP address to store repair data for future accessand compliance tracking
MANUFACTURER FOCUSED SERVICES
Provide billing, roaming, and geo-location reporting and audit trails forreciprocal sharing and utility reconciliation
Scaleable solution for charge-point installation upgrades
Employ wireless networking capability and multi-carrier redundancy
Design and Functionality Evolution of Charging Stations (Global), 2009-2015
Diagnostic and Billing Services, And Tie-ups With Key Entertainment Industry
Services Will Attract Potential Investors To Expand Charging Stations Functionality
Oyster Type Charging Stations
-
8/7/2019 electric vehicles unplugged global marketing analysis
14/36
14
Global Market Size and Forecasts
-
8/7/2019 electric vehicles unplugged global marketing analysis
15/36
15
Electric Vehicle Demand Analysis Potential Sales of 1.2 M in F&S
Scenario
Global Electric Vehicle Market (Sales): Scenario Analysis, 2008-2015
0
400
800
1,200
1,600
2,000
2,400
2008 2009 2010 2011 2012 2013 2014 2015
Thousands
UnitShipme
nts
Optimistic Scenario F&S Scenario Conservative Sceanrio
Scenario's 2008 2009 2010 2011 2012 2013 2014 2015
2020
(% of total
car sales)
Optimistic Scenario 5,103 17,475 94,985 273,116 574,435 863,160 1,439,147 2,266,450 12%
F&S Scenario 5,103 8,911 41,653 117,385 255,151 471,690 791,961 1,226,607 7%
Conservative
Scenario5,103 7,550 25,884 72,895 168,965 273,244 394,605 520,953 4%
-
8/7/2019 electric vehicles unplugged global marketing analysis
16/36
16
0
100
200
300
400
500
600
Asia Pacific Europe North America Others
Tho
usands
CEV eREV NEV/QC HPEV
60%
28%
12%73%
24%
2%
1%
56%
42%
1%
1%
Electric Vehicle Market: Breakdow n By Region - Sales (Estimates), 2015
1.22 Million
65%
31%
3%
1%
20092015
8,911
3%
14%
63%
21%
68%
3%29%
1%
Japan and China are the key markets for APAC=> likely 80% market share. China expects major share from the local OEMs andpotential for strong growth in India
eREV and PHEVs likely to account major share in the North American market driven by the virtue of demographics and customer drivingcharacteristics => GM & Chrysler key OEMs. On the other hand, CEVs suit the demographics for the Europe.
EV Breakdown By Region- eREV Popular Segment In NA to Account
for 42% Share and CEVs to Account for 73% Share In Europe
-
8/7/2019 electric vehicles unplugged global marketing analysis
17/36
17
Electric 2 Wheelers e Bicycle, e Scooter & e Motor Bike Market
worth Over 25M Units worldwide
Hub motor drivenpurely by throttle
Regenerative brakingfunctionality in high endmodels
125 Volt NiMH battery
Charging time 2 hours
Acceleration (0 80 kph) 6.8s
Max speed 100 kph
Range 110 km @ 40 kph
Vectrix Electric Scooter
Lead Acid / NiMH Battery
XM 3000 Electric MopedSanyo Enacle
60 Volt lead acid battery
Charging time 7 hours
Max speed 70 kph
Range 80 km
Motor driven by torquesensor on pedal
Regenerative Braking*
Range 35 km / 50 km*
Over 20 million electric 2 wheelers sold globally in 2008
Modest growth expected globally with 22 million sales forecasted by 2010
-
8/7/2019 electric vehicles unplugged global marketing analysis
18/36
18
Business Model Analysis of Key Industry
Stakeholders
-
8/7/2019 electric vehicles unplugged global marketing analysis
19/36
19
Business Models Analysis: Future Leasing Models To Sell 75% Of
EVs; The Rest 25% Sold Traditionally
Business Model 1 Business Model 2 Business Model 3 Business Model 4
TYPE Energy Package Maintenance Package Part Subsidy Full Subsidy
COVER Partial battery
lease + Electricity
Energy Package+
Insurance+ Maintenance
Maintenance
Package+ Discount
Maintenance Package+
100% Discount
ENERGY Monthly Bill Flat: Max 2000km/month Flat: 25,000km/year Flat: 30,000km/year
CONTRACT NA NA 4 years 7 years
SUBSIDY NA NA 50% car price Free car
MONTHLY
LEASE
Up to 150 Up to 350 500- 800 ~ 900- 1500
Flexible Mileage Unlimited Miles Max number of miles Pay as you go
Flexible Contract The customer opts for the number of years and flexible mileage- customized lease
Other Possible Leasing models
Source: Better Place, Frost & Sullivan
-
8/7/2019 electric vehicles unplugged global marketing analysis
20/36
20
Toyota Yaris Vauxhall Corsa Citroen C2 Toyota Prius Ford Focus VW Golf
Small Segment Low Medium Segment
Avg.AnnualS
tanding&Running
Costspervehicle
E.g.,
CyclePeriod
3 years 3 years
Avg.TARGET
COST
~ 29,000 ~ 44,000
Cost of finance (Interest) Depreciation Fuel Insurance Maintenance Tax Ass. Membership Parking Charge
Congestion charge Replacement Parts Tyres
722
1,445
1,197
317
226 131
152
Standing Charges
per Vehicle
329114
349154
Running
Cost
~ 4,000
~ 900
1,313
2,891
1,125
468
27580
152
329114
349154
6,308
1,000
EV Business Models Will Have to Compete With The Internal
Combustion Engine Cost Ownership Structure
Capital Investment = 13,573 Capital Investment = 22,142
Source: RAC
Standing Charges
per VehicleRunning
Cost
-
8/7/2019 electric vehicles unplugged global marketing analysis
21/36
21
Key Facts and Assumptions Used for Calculating Cash Flow Analysis
for EV Cost Of Ownership
Years Year 0 Year 1 Year 2 Year 3 Year 4 Year 5
Assumed EV Sales / yr 3,000 14,500 23,450 38,850 70,700 117,600
Battery Capacity
(Kwh - Avg.)
24 24 24 27 27 27
TOTAL CELL PRODUCTION 1,309,091 6,327,273 10,232,727 19,071,818 34,707,273 57,730,909
Impact of Lithium on
pricing
NO NO NO NO LESS MODERATE
FACTS
KEYA
SSUM
PTIONS
Volume effect on Cost and Pricingof Li-Ion battery
Cell Volume % Price
Reduction
1Mn 5Mn20%
>5Mn 10Mn40%
>10Mn 20Mn50%
>20Mn-50Mn60%
>50Mn70%
Initial Ownership (800/KWh)
Pricing Of Cars Vs Battery Recovery Options
Energy Package% Battery Recovery Schemesand Cost of Car Implications
ROI Potential
1. 150/month
2. 350/month
3. 800/month PartSubsidy
4. 1200/month FullSubsidy
5. 1500/month FullSubsidy
40% 27,680
Part Subsidy 14,000
Full Subsidy 0
Cost of Vehicle without Battery 20,000 (Avg.)
-
8/7/2019 electric vehicles unplugged global marketing analysis
22/36
22
Source Of Revenue Generation CAGR Calculated over 5 years
1. Revenues from Selling ElectricityCAGR = 242%
(Over 5 years) 390Mn - 400Mn
2. Revenues from selling Charging StationsCAGR = 153%
(Over 5 years) 650Mn - 700Mn
3. Revenues from Installation & Maintenance of Charging StationsCAGR = 158%
(Over 5 years) 490Mn - 500Mn
4. Revenues from DiagnosticsCAGR = 153%
(Revenue Opportunity to startfrom 3rd year) 600K - 625K
5. Revenues from Garage ReferralsCAGR = 242%
(Over 5 years)25K - 27K
6. Revenues from Music DownloadCAGR = 127%
(Revenue Opportunity to start
from 3rd year)
150K - 165K
7. Revenues from OthersCAGR = 161%
(Over 5 years) 340Mn - 345Mn
Utilities Business Model Revenue Generating Opportunities Are Mainly Outside
Selling Energy
Capital Investment
(1styr)
Fixed & Operating Cost
TOTAL: 1.9Bn - 2Bn
640Mn - 650Mn
48Mn - 50Mn
Includes:
New Energy Capacity
Network Recurring Cost
Charging Station Purchase Cost
Installation and Maintenance cost
Logistics, Admin, Selling, general , rental, Marketingand Labour Cost
-
8/7/2019 electric vehicles unplugged global marketing analysis
23/36
23
State ofCharge
Location ofChargingStation
Booking &Availability of
ChargingStation
POI P ackage
ChargingEnvironment
POIInformation
DynamicRoute
Guidance
Green Routing
Real TimeTraffic
Information
NavigationPackage
V2GCommunication
VehicleIdentification
EnergyDesired
ChargingStatus
Other Services
EV Telematics Package
ChargerVoltage
DemandResponse
CustomerPreference
Opt in/Optout
GeneratingMonthly EVMiles GreenReport for
Fleets
Interior Pre-Conditioning
RemoteVehicle
Diagnostics
Entertainmenton-demand-Information
Fuelling
KeyPlayers
Charging
InfrastructureProviders
VehicleManufacturers
withEstablishedTelematicsOfferings
UtilityCompanies
Utility Back EndInfrastructure
Providers
Telematics Service Package for EVs Tier 1 EV OEMs with Already Existing
Telematics Concepts like OnStar and Teleaid will Create Successful Concepts
-
8/7/2019 electric vehicles unplugged global marketing analysis
24/36
24
Voice Of The Customer
Customer Feedback On EVs
-
8/7/2019 electric vehicles unplugged global marketing analysis
25/36
M35F-18 25
Methodology: 3 studies were run in parallel to provide a holistic view
of Customers Requirements in Europe
Fleet Drivers Fleet Managers
Driving Habits (including distance
travelled, number of trips per day,
parking location, parking duration,
weight carried etc)
The influence that drivers have in
the purchase of their fleet vehicle
and their attitudes and needs in
relation to Electric Vehicles
170 Interviews
Key decision makers in the choice
of their business fleet vehicles
Understanding of the factors they
used to choose fleet vehicles and
their views and attitudes towardsElectric Vehicles
Forecast EV uptake within
businesses and analysis of key
elements such as price, range and
charging sensitivity
95 Interviews
Sample list of Businesses Interviewed:
France: Alstom, Babcock Wilson, Century 21, Chronopost, DHL, Europcar, Mairie de Marseille, Office Depot, Redcats, Solvay, Total, La Poste
Germany: Adolf Wrth GmbH & Co KG, BMTi Baumaschinentechnik International GmbH, Deutsche Poste, Federal Ministry of Food, Agriculture andConsumer Protection, Fedex, RWE,
UK: Addison Lee, Camden Council, eCourier, EDF, Eon, Marks & Spencers, NHS Trust, Royal Mail, Scotia Gas, Surrey Police, Tesco, ThyssenkruppElevators, GE Capital Solutions
Businesses of Focus (Fleet Drivers & Fleet Managers):Building & Maintenance Public Sector Postal / Courier Car Rental Business Delivery Utility & Telecoms
Consumers
Driving habits, priorities
for new vehicle purchase,
interest in EVs and
response to Business
Models
1982 interviews, over 50%
in London, Berlin, Paris
and Milan
-
8/7/2019 electric vehicles unplugged global marketing analysis
26/36
26
Study Objectives: Consumer Wants, Needs and Aspirations For Electric
Vehicles and How They Differ Between Private and Business Users
Consumer wants,
needs and
aspirations
Purchase
motivation and
criteria for EVs
Response to
proposed
Business ROI
cases
Importance of
Brand and
model type
EV Design and
function
requirements
What is the purchase motivation behind buyingEVs for consumers private and business users?
What role does the environment and climatechange issues play in promoting EVs
How important are government incentives/taxes forEVs to users and will they continue to be interestedin EVs without them?
How do consumers usetheir vehicle and is theusage pattern suitable tothe capabilities (e.g. range,top speed) of ElectricVehicles?
What design and functionsof vehicles will consumersdemand in EVs?
Will consumers need totrade off certain featuressuch as powerful stereosand air conditioning until
battery technologyimproves?
What are consumersrequirements
surroundingaccessibility e.g.
during work hoursand during weekends
Would they be wiling to pay morefor the vehicle if there are lower
running costs? What is the cost / benefit analysis?
EVs Current VehicleUsage Pattern
Infrastructure
New Business
Models
Which Business Models are customers willing to adopt? Will consumers prefer to purchaseEVs outright or lease the vehicles? What is their response to leasing batteries?
What infrastructure models do consumers prefer charging to home utility bill, pay as youcharge?
How important is branding to consumerschoice of EVs. Do consumers know who
the key players are? Will consumers buy EVs from non
traditional OEMs?
Adaptive
choice based
conjoint
Attributes and features desirability (speed,distance, pricing etc.)
-
8/7/2019 electric vehicles unplugged global marketing analysis
27/36
M35F-18 27
Fleet Customer : Although analysis indicates that the Utility & Telecoms sector
represents the largest potential market, the public sector shows good opportunities
Average
miles
covered
daily
Charging
available at
work? (%
saying yes)
Average
journeys
over 100
miles per
week
Max.
weight
Carried
% of Fleet
Managers
who are in a
position to
consider an
EV now
Total maximum
potential market
in 2015 (France,
Germany, UK)
Building &Maintenance
54 miles 66% 4.1 646kg 42% 23,271 units
Government /
Public Sector32 miles 71% 2.4 285kg 73% 57,586 units
Postal &
Courier
Services
66 miles 65% 4.8 246kg 50% 43,363 units
Car Rental 56 miles 60% 6.8 192kg 56% 28,144 units
Business
Delivery
Services
24 miles 48% 2.6 362kg 41% 71,137 units
Utility &
Telecoms36 miles 50% 3.8 531kg 50% 25,891 units
* Based on 95 interviews with Fleet Managers and 170interviews with Fleet Drivers
-
8/7/2019 electric vehicles unplugged global marketing analysis
28/36
M35F-18 28
UK Profile: Islington Council
Region of Operation: UK, Islington Council
Industry: Government
Total Fleet Size: 700 vehicles
Typicalvehicle usage
patterns
Vehicles usedprimarily during
the day
Usedpractically for
all councilpurposes
Almost allvehicle does
around50 miles per
day
Vehicles backto depot after
businesshours
Capacity and weight requirements
Payload capacity of currently used EV isbetween 1.6 to 1.8 ton which is sufficient for
our operation
Vehicle Type and Acquisition
We are typically trying to increase thenumber of EVs within our fleetwe are asmall borough and EVs would be suitablefor most of our applications.- FleetManager
Potential 1: 80 vehicles replaced every year ; Plans to buy 30
EVs next yearPotential 2: Most of the vehicles in the fleet does short rangetravel ( less than 100 miles per day). Since vehicles are primarilyused during the day issues related to charging duration are less
EV Price and business models: Business case review needed;Over the life of the vehicle we would be prepared to spend around10% to 15% more than what we spend for a standard diesel one.Not more than that
EV Brand: Really interested in a Branded Vehicle
EV Restraint:Cost over life
time
Key EVRestraint::
Technology,Reliability
EV Driver: For
emission andnoise
reduction
Opportunity for Electric Vehicles
Height : 1950 mmWidth : 1850 mmLength : 4100 mmCapacity : 13 to 15 m3
90 % Diesel
7.1% LPG
2.8% Electric Vehicles
0.1% Hybrid
Most of thevehicles leased
Being a small borough, EVs are highly practical here
Key EV Driver:
Small
borough, EVsare highlypractical
Relevant VehicleClass
Make and ModelAverage Annual
MileageService Life Operating Costs
LCV,Cars
Mercedez Benz Ford,PSA, Modec and
Smart EV
10,000 miles 7 yearsFuel: Average 2000 per
annum
-
8/7/2019 electric vehicles unplugged global marketing analysis
29/36
29
UK Profile: Royal Mail
Region of Operation: UK and worldwide
Industry: Postal & Courier Services
Total Fleet Size: 33,000 vehicles
Requirements:
Would require fast charging (3 phase/ single phase)
160 km range with top Speed 60 MPH
25 kWh Battery Pack
Reliability: warranty, technical support and roadsidesupport
Product and Parts Supply: development ofinfrastructure to support sales and maintenancerequirements
Fuel Source: development of the fuellinginfrastructure
Total Cost of Ownership: Batteries, Maintenance,fuelling' infrastructure, vehicle lifecycle
The coverage of Royal Mail Group is greater than any other postal operator
In the UK, Royal Mail Group operates under the brands Royal Mail, Post Office and ParcelforceWorldwide
The company has strong environmental policy and its high priority is replacing existing fuels withzero/low C equivalents
CO2 reduction target of 50% by 2015 (reduce by 50% in London by 2012)
Opportunity for Electric Vehicles
Key EVRestraint:
Infrastructure
Diesel,60%
Petrol,34%
Relevant Vehicle Class Number of Vehicles Average Annual km Lifecycle
Car DerivedSmall, Medium and Large Panel
Small People CarrierCrew/Post Bus
Heavy Small, Heavy Medium Heavy Large (+trailers)
15,197 cars7,373 cars1,253 cars3,257cars
3,887 trucks (+2,448)
22,530 km29,500 km20,900 km16,900 km
99,200 km
3 years4 years3 yeas5 yeas
4-5 years
Key EV Driver:CO2 emission
reduction
EV Driver:Strong eco-friendliness
policy
EV Restraint:Reliability
andAvailability
EV Driver:Economy
EV Restraint:Cost
HybridElectric
Likely Ownership for Future Vehicles-
by Alternative Fuel Type
Our 33,000 vehicles drive650,000,000 miles per
year, using enoughdiesel to fill 60 Olympicsized swimming pools.
Hydrogen
-
8/7/2019 electric vehicles unplugged global marketing analysis
30/36
30
UK Fleet Profile: Addison Lee
Region of Operation: Key Operations in London (through affiliates operate a European level courier service)
Industry: Taxi & Private Hire
Total Fleet Size: 2,625 vehicles (All are purchase new from the vehicle manufacturers)
RelevantVehicle Class
Make and ModelAverage
Annual kmService Life Operating Costs Servicing Schedule
Passenger
Cars(average price
20,000)
VW Sharan,Caddy,
Transporter
Ford- Galaxy
Mercedes- E-Class
26,600 to36,000
2.5-3 years, key
motivation for vehiclechange to avoid
maintenance costs
Assets purchased outright and all servicesconducted in-house, including vehicle
servicing, cleaning, purchasing, selling andinsuring
Serviced every 5,000 miles at an in-house service factory at the company.
Potential 1: Replacing 200 bikes for courier services. Providingadditional protection and a higher capability of the cargo. Savings onfuel is the major driver but subject to charging points access.
Potential 2: Replacing a proportion of the car fleet to EVs. Requiressufficient infrastructure before this is feasible and a passenger loadcomparable to a VW Sharan fleet
EV Price and business models: Prepared to pay 3 times subject toreturns over ownership period.
EV Brand: No preference
Specification Required: Min 2 seats, HVAC, automatic drive (espLondon) Security, Battery Monitoring
EV Restraint:Load capacity
(Size andWeight)
EV Driver:Incentives
fromGovernment
Typical
vehicle usagepatterns
Passenger cars are the main chunk of the fleet, used for taxi and rental services. The vehicles are usedon a 12 hour shift basis and are taken home by the drivers.
Light Vans and Bikes (Honda) are used for courier services which operate during the business hoursand carry any load that fits
Key EVRestraint:Lack of
Infrastructure
Key EV Driver:
Fuel Savings
Opportunity for Electric Vehicles
Vehicle Class Overview and Fuel Type
Passenger
Cars 2200
Bikes 200
LCV 125
Diesel 2200
Distance perjob 50-250
milesDriven during12 hour shift Speed of 30-120 kmph
Vehicle returned or taken home
Vehicle parked
at home orbusiness car
park
Capacity and weight requirements
Passenger Cars = min 4 seatsBikes = 30-40 Litre carrying capacity
For reliability, space, low payload, expensive andunattractive
For low CO2, Safety (due to less speed), fueleconomy
-
8/7/2019 electric vehicles unplugged global marketing analysis
31/36
M35F-18 31
Fuel costs are the predominant elements of vehicles Cost Of Ownership in
Utility companies, Public Sector and Business Delivery Services
Question: Please estimate how much you spend on the following per month (Euros)
Interestingly, fuel amounts for up to 2/3 of fleet running costs across businesses interviewed with Business Delivery andPublic sector seeing it take up the largest share of their Cost of Ownership
EVs should aim to address the Fuel and Road Taxing costs for businesses * Based on 93 Interviews with Fleet Drivers who areinvolved in the choice and running costs of their vehicle
Builing &
Maintenance
Bus Delivery Car Rental Public Sector Postal Utility
Fuel Maintenance Financing Leasing Insurance Road TaxRoad Congestion Others
645627
265
546
435396
27%
56%
28%
63%
53% 63%
645627
265
546
435396
27%
56%
28%
63%
53% 63%
-
8/7/2019 electric vehicles unplugged global marketing analysis
32/36
M35F-18 32
Private Customer Sample Split (Europe)
Sample breakout France Germany Italy United Kingdom Total
A 35 8.12% 34 6.53% 55 10.74% 24 5.17% 148 7.68%
B 111 25.75% 104 19.96% 145 28.32% 113 24.35% 473 24.53%
C 136 31.55% 176 33.78% 133 25.98% 140 30.17% 585 30.34%
D&E 71 16.47% 129 24.76% 83 16.21% 118 25.43% 401 20.80%
MPV 58 13.46% 59 11.32% 77 15.04% 48 10.34% 242 12.55%
SUV 20 4.64% 19 3.65% 19 3.71% 21 4.53% 79 4.10%
Total 431 22% 521 27% 512 27% 464 24% 1928 100%
Screening
Sample includes 69% of people that are 'very interested', 'interested' and 'unsure' in terms of considering buying an electric
vehicle with the remaining 31% 'not interested at all' and 'not interested'.
Mix of ow ners of cars (since 2002) and those looking to purchase a new vehicle within the next 3 years. Consumers will be
selected based on the types of cars that they are w illing to cons ider, i.e. A&B, C, D&E, SUV and MPV as we ll as one current electric
vehicle owner.
66 or Older
56 to 65 years
46 to 55 years
36 to 45 years
26 to 35 years
18 to 25 years
Age Segmentation
Other Cities
Rome
Paris
Berlin
London
1 vehicle
2 vehicles
3 vehicles
4 or more
vehicles
City where respondents live Number of Vehicles Owned
Gender Breakdown
54% Males
46% Females
-
8/7/2019 electric vehicles unplugged global marketing analysis
33/36
M35F-18 33
Owners in France & Italy feel they drive further during weekends
4543
49
414445
64
48
55
64
0
20
40
60
80
France Germany Italy United Kingdom Total
Weekday
(one dayonly)
Weekend
(one dayonly)
Q4 On average, how many kilometres do you think you drive in a typical average day? (trimmed mean 5% )
Weekday
(one dayonly)
Weekend
(one dayonly)
Weekday
(one dayonly)
Weekend
(one dayonly)
Weekday
(one dayonly)
Weekend
(one dayonly)
Weekday
(one dayonly)
Weekend
(one dayonly)
Base : Total interviews N=1,928, Note: UK miles converted to km, 1 mile = 1.609344 km
Statistical differences are observed between the kilometres driven on weekdays and weekends. The travelled distance is superior during theweekends. The same way, the average number of kilometres travelled on the weekend is superior in Italy and France compared to other countries.
Average(trimmedmea
n5%)
Note: The presented segments
-
8/7/2019 electric vehicles unplugged global marketing analysis
34/36
M35F-18 34
Adopters of EV's likely to be French or UK, 26-35 and 55+,
Male with higher disposable incomes
Q16 Please rate your level of agreement w ith the following general statements
(Strongly Disagree; Disagree; Somewhat agree; Agree; Strongly Agree)
Who are they
Profile (high values) Share
Country UK, France 37%
Age 26-35, 55+ 52%
Gender Male 32%
CurrentSegment
SUV (want to bedifferent)
50%
28%28% of the sample
29%
22%27%
37%
27%32%
24% 24%
32%
52%
32%
25% 26% 26%30% 30%
50%
France Ge rm any Italy UK 18-25 26-35 36-45 46-55 56-65 66 or > M ale Fe male A&B C D&E M PV SUV
ADOPTERS
EV represent the
future! Innovation is
the key word andeven the
drawbacks are
accepted.
RELUCTANT
High performance
vehicles and well-
known brands are
the first priority.
Dont accept the
environment
argument.
EXPECTANTS
The environment is
a concern. The
brand doesnt
matter, but the costs
are a important
aspect on the
decision making.
Base : Total interviews N=1,479
Index Cronbach's =0.818 Index Cronbach's =0.719 Index Cronbach's =0.727
Analyst notes: To highlight the differences between segments, each individual was classified as belonging to only one (index mean average). Sameaverage Index were removed, has such the eliminated cases as result of previous factorial analysis.
p gresult from the overallknowledge about EV alreadyacquired by respondents(previous communicationimpact as result of the ConjointAnalysis exercise)
This group will also be more concerned about the environment but are likely to see EV's as innovative.SUV owners show a surprising higher interest in EV's and is due to them wanting 'something different'
from other vehicle owners. Cross over EV SUV's will appeal.
-
8/7/2019 electric vehicles unplugged global marketing analysis
35/36
35
Electric
Vehicles
Strategic Conclusions and Recommendations
Adopt Innovative and New
Business models(For Increased penetration of EVs)
Vehicle Specifications
(Ideal Top Level Vehicle Spec.)
Value Creation
(Opportunity to gain revenues
from innovative service streams)
CEV an Attractive
Segment in EU, REV
in NA
Customer Segments
(Leverage Gen Y)
CEV 60% of Global EV sales
Opportunity to position CEVs globally across key EU& NA cities
Opportunity for A and B Class?? 40% of EVs in NA will be eREVs opportunity
across medium & upward segments
Fleet customers Target new customer age group 500 / Kwh Consumer access to cutting edge
technology (By-wire, Adv, DAS,Connected car etc)
Value Delivery
(Channel to Market.)
Leasing Internet based sales
-
8/7/2019 electric vehicles unplugged global marketing analysis
36/36
36
Discussions
top related