the electric two wheeler market - uk
TRANSCRIPT
“The electric two-wheelers market – UK”
By: Victoria Atherstone
- Will electric two-wheelers start to dominate our city roads?
- Will they ever have market share?
- Identifying the “early adopters”
- What are the current barriers to entry
MARKET RESEARCH
Global warming and reducing our individual carbon footprint is top of the social agenda and arguably the biggest
challenge for this and future generations. Balancing the need to travel to work with the need to be socially aware is a high priority. The need especially in dense urban areas to reduce emissions and pollution while easing congestion is
also paramount.
Frost & Sullivan are a business research & consulting firm, offering in-depth market analysis, market research, and reports.
MARKET RESEARCH
European E2W market is forecasted to reach 220k vehicles by 2016
-electric scooters are estimated to account for 75% of sales in the E2W market
Flexibility in design and higher range are expected to drive application of electric scooters in fleet businesses
Courier and retail networks to contribute approximately 60% of E2W fleet business by 2016
While electric scooters are expected to find high application in rental schemes & commercial entities, electric motorcycles are expected to be niche segment aimed only at eco conscious two-wheeler customers
Sourced: Frost & Sullivan
MARKET RESEARCHEUROPE
China - ETW are selling very fast - they have become the 'must have' purchase of the new middle class
•with already over 100 million ETW •Producing around 20 million units a year
New York unveiled city's first public ChargePoint EV charging station, in July the first of over 100 stations planned for the five boroughs in the near future
In 2008, Berlin announced plans to install 500 charging points
MARKET RESEARCH WORLDWIDE
Sourced: Professor Julia King, Vice Chancellor Aston University
France is some way ahead of the competition, having installed hundreds of charge points nationwide in the 1990s
In July, Paris began a city-wide electric car sharing scheme – based on the Velib Bikeshare
France - La Poste have enthusiastically taken on electric scooters
•resulting in reduced sickness absence amongst postmen and women
MARKET RESEARCH WORLDWIDE
Sourced: Professor Julia King, Vice Chancellor Aston University
LA POSTE RESEARCH
Sourced: Professor Julia King, Vice Chancellor Aston University
To reduce accidents & reach zero CO2 emissions
MARKET RESEARCH WORLDWIDE
Sourced: Professor Julia King, Vice Chancellor Aston University
Carried weight per day (kg)
0 – 40 0 – 40 0 - 60 0 - 620
Distance per day (km)
1 – 5 5 - 15 10 – 25(6 – 15 Miles)
20 - 100
2007
2010 - 2015
Rising cost of petrol
Depleting resources of traditional fossil fuels
Global concern on climate change and noxious gases
Higher tax brackets for polluting vehicles Pressure on commercial entities to green up fleets Corporate pressures to improve social responsibilities
WHY GO ELECTRIC?
MARKET RESEARCH UK
Electric scooters compete with their 125cc petrol counterparts
Registered: Number of electric mopeds, scooters and motorcycles in the UK over past 2 years:
2009 = circa 400
2010 = circa 500
Five motorcycles can park in a space occupied by one carSMART’ guide, MCIA 2002
MARKET RESEARCH UK
Sourced: MCIA
By converting all 75,000 (circa) petrol scooter owners in London alone to electric, would see a reduction of 7,275,000 CO2 emissions g/km for every kilometre travelled!
MAYOR’S ELECTRIC VEHICLE DELIVERY PLAN
25,000 charging points across London by 2015
22,500 charging points in workplace car parks
Network of 2,500 publicly accessible charging points
2,000 in public car parks500 on-street
All Londoners within one mile of a charging point by 2015
Electric Vehicle Roadmap
Public familiarity and acceptance: Formula 3
2010 2012 2016 2020
100s of EVs 100,000+ vehicle fleets??? 10 — 15% new vehicle sales
1st models available
2nd Gen EVs‘Real’ electric innovation
Mass market EVs
Maintain current momentum
Real ‘electric innovation’
● Early adopters ● Government procurement
‘● Clean Cities’
Current industry focus
Current government
focus
● Fleet experience reliability driver response
● Infrastructure stdn
● Cost reduction
● Acceleration of consumer interest and uptake
Phase 1
Recession, EU and US regulations… CO2, energy security……
Phase 2
EDUCATION & AWARENESS
LEADING BY EXAMPLE
Kingston University Team Agni Imperial TTXGPMRB Racing TORK INDIA Electric Hussar
Morris Motorcycles Racing Team 2010Team ManTTx Racing
Muench Racing Team Team Z
Campus Francorchamps SMP RacingCRP RACING LiFeBATT/LiFeTech Racing
Team Hikari
TTXGP 2010
WORLD ELECTRIC RACE SERIES - eGrandPrix
www.egrandprix.com
EXHIBITIONS & RALLYS
Eco-Rally (Ace Café to Hyde Park)
Intermot – Koln
Start Eco Cars – Prince of Wales initiative
Motorcycle Trade Expo – NEC Jan 2011
LowCVP – Millbrook Proving Ground
Eco2 Transport & Travel
35% Discount for ETW: Code: L2SEXPO2K11
EDUCATION & COMMUNICATION
Communication is critical to kick start the electric vehicle market education programme to create behaviour change
Workplace travel planning
Business Fund to assist with the provision of charging infrastructure
1,000 electric vehicles in the London government fleet by 2015
Support adoption by councils, businesses, car clubs and Londoners
20% of car parking spaces in new developments must be equipped with charging facilities
Commitment to maintain Congestion Charge exemption
Harmonise parking and other incentives across London
EARLY ADOPTERS
Electric scooters are suitable for a wide variety of cliental;
Commercial fleets
Corporate fleets
Local authorities
Leisure and entertainment sectors
Urban dwellers / city commuters
EARLY ADOPTERS
MARKET SEGMENTS
21 % of London drivers would consider an EV
in the next 2 years
EARLY ADOPTERS
Identified as “urbanites”
-The X Y generation
-Urban Professionals
-Like distinctive styling
-Setting trends
-Living & working in UK’s top city centres
URBAN DWELLERS / CITY COMMUTERS
MAYOR’S ELECTRIC VEHICLE DELIVERY PLAN
Estimating Early Adopters in 2015...
1,000 EVs or more
600-1000 EVs
400-600 EVs
Fewer than 400 EVs
RANGE ANXIETY & RECHARGING NETWORK
Electric Vehicles particularly well suited to urban trips90% of return trips in London are less than 10 miles99% are less than 100 miles*Average range for current ETW circa 25-35 miles
Charged when parked - vehicles parked 92% time
Superior BMS*
Accurately display current state of charge
Location of nearest charging station ** - showing availability
Analyse driving behaviour for optimal performance
RANGE ANXIETY
Buy: Motorbike Parking in London App for your iPhone £1.19
Download from iTunes
"Through the development of Source London, we are seeking to create the fertile conditions for electric vehicles to flourish to make our city the electric driving capital of Europe.”
The Mayor of London, Boris Johnson
ON-STREET RECHARGING LOCATIONS
EXISTING NETWORK
PARKING BAYS IN WESTMINSTER
MOTORCYCLE PARKING
“SOURCE LONDON” - ONE-STOP NETWORK FOR RECHARGING EV’S
• ONE Pan London brand• ONE card to access any charge point on the scheme• ONE recognisable logo to help you spot the points – “Source London”• ONE dedicated call centre• ONE registration process
• annual fee of £100 per vehicle• no extra cost for electricity
• ONE website to locate charging points www.SourceLondon.net
NOTE - no Congestion Charge for EVs or two-wheelers register: cclondon.com
FREE parking for electric two-wheelers in Westminster
RECHARGING NETWORKLONDON
LONDON LOCAL AUTHORITIES
“SOURCE LONDON”
Barking & Dagenham - Brent Camden - City of Westminster
Croydon - Ealing - Greenwich Hackney - Haringey - Harrow
Havering - Hounslow - Islington Kingston upon Thames - Lambeth
Lewisham - Redbridge - Southwark
Richmond upon ThamesTower Hamlets - Wandsworth
London’s Plugged-In Places bid - 21 Boroughs have signed a statement of intent that they will install retrofit existing or new charge points as part of the Source London network
PiP provides match funding from the Department for Transport (up to 50%) for the installation of publicly-accessible electric vehicle charge points for partners in the consortium
TfL’S CURRENT LONDON CONSORTIUM
PLUGGED-IN PLACES (PiP)
The West MidlandsGreater Manchester South YorkshireCumbriaCornwallBelfast
Working with the DfT to develop plans for the second round of bids.
WINNING GRANT BIDS
PiP NATIONWIDE
North East, Milton Keynes & London
Their plans will result in over 2,500 charge points in the first year
11,000 in the next three years
At publicly accessible car parks, transport hubs and workplaces
BARRIERS TO ENTRY
Some boroughs / councils may be slow to adopt recharge points across the capital and regionally
-May take few years fully establish Infrastructure plans
Government must introduce a purchase subsidy for Electric Two-Wheelers
In some cases quality management needs to be defined
Easily accessible regional R&D Grants
Outstanding reliability
THREATS & WEAKNESSES
BARRIERS TO ENTRY
Better value for money
Fashionable / desirability may allow higher price tag
Younger trained engineers – job growth area
Nationwide servicing
Electric vehicle charger standardisation
Improved safety for two-wheels
THREATS & WEAKNESSES
BARRIERS TO ENTRY
“…still at the pioneering stage, with none of the major players even participating, leaving the field open for a motley
collection of strange brands, rebadging, a very wide mix of quality and no clear leader or single growing force…”
Quote: Kevin Ash, The Telegraph
MEDIA QUOTE
Thoughts from Telegraph Journalist, Kevin Ash
ELECTRIC SCOOTERS & STREET MOTORCYCLES
MARKET PLAYERS
Cheap to run: Electricity £320 Vs Petrol £3700 Minimal maintenance - no spark plugs, oil changes & filters
Superior battery technologies High performance specifications – 55 mph / Ave range 30 miles Tax exempt Zero tailpipe emissions and noxious gases Long battery life – circa 60,000 miles
Desirable social image
TECHNOLOGY & PERKS
ELECTRIC SCOOTERS
MARKET PLAYERS
ELECTRIC SCOOTERS & STREET MOTORCYCLES
www.egrandprix.com
www.love2scoot.com
QUESTIONS
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LinkedIn:VictoriaAtherstone