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Comparative Analysis of North American OEMs Electric Vehicles Launch Strategy and Product and Price Positioning
Frost & Sullivan, May 2011, Pages: 75
Overview of Over 100 EV Models Announced for Launch Before 2017
This study presents a comparative analysis of North American OEMs EV launch strategy, product and price positioning. It introduces the North American EV market, its size, the participants and their key models line-up. This study also draws top level comparison of vehicle features and price, key enablers in various parts of the North American market and business models followed by various OEMs to promote sales of these electric vehicles. This study also includes the competitive dynamics followed by OEMs in North America by profiling them based on manufacturing strategy, target market strategy, product feature differentiation, vehicle pricing, choice of battery pack, motor power and torque, and future line-up of models.
Research Overview
This Frost & Sullivan research service titled Comparative Analysis of North American OEMs Electric Vehicles Launch Strategy and Product and Price Positioning presents launch strategy, product and price positioning, OEM strategies, key enablers, and business model overview. It offers the market size, key market participants, and their base models line-up and pricing for launch. This study draws comparisons among vehicle features and various OEMs to promote sales of these electric vehicles (EVs). It profiles OEMs’ competitive dynamics based on manufacturing strategy, target market strategy, product feature differentiation, vehicle pricing, choice of battery pack, motor power and motor torque, and future model line-ups. In this research, Frost & Sullivan's expert analysts thoroughly examine the following EV markets: neighborhood EVs (NEVs), city EVs (CEVs), extended-range EVs (E-REVs), plug-in hybrid EVs (PHEVs), and high-performance EVs (HPEVs).
Market Overview
The North American EV Market to Witness the Launch of More than 300 Base Models by Over 100 Manufacturers between 2010 and 2017
EV Manufacturing Moves into Top Gear with Credit Incentives from the Federal Government
Of the 300 base models of EVs planned for launch between 2010 and 2017, over 70 percent are pure battery EVs and range extenders and the remaining 30 percent are hybrids. Toyota Motors, with over 13 launches, is anticipated to be the single largest EV brand, pipping BMW with over 11 launches. Automakers like Chevrolet, with its range-extender, and Nissan, with its all-electric variants, have acted early to cash in on the swelling demand for EV. Apart from Toyota and BMW, the Ford, Chrysler, and Volkswagen groups have planned the production of pure EVs and plug-in variants in early 2012. “Over 100 OEMs, including more than 50 micro EV manufacturers, have announced a combined total of over 185 pure EV models, range-extenders, or plug-in hybrids by 2017,” says the analyst of this research. “The targets are clearly set to garner a big piece of the total North American vehicle sales pie by 2020.”
The slew of new models is expected to aid in the United States’ drive to reduce its carbon footprint. EV sales will also benefit from the range on offer; OEMs are introducing more than 145 micro EVs to address various end-user needs including driving range, top speed, battery plan, and vehicle leasing/outright purchase. In North America, especially the United States, the Government is optimistic about having over 1.2 million EVs on road by 2015, which is in line with its target of a 17 per cent reduction in emissions by 2020. “Automakers such as Nissan that import their key models to North America are expected to start local production as early as 2011,” notes the analyst. “Local player, Chevrolet, is expected to increase its EV production from the current 20,000 units to nearly 120,000 units by 2012.”
Following the expansion of production, EV manufacturers will need a larger customer pool to sell to and this can be obtained through competitive pricing and the development of timely EV infrastructure. Traditional global mainstream OEMs that are introducing many base models in the North American market have to ensure that their pricing is competitive with their conventional internal combustion engine (ICE) vehicles. They have to achieve this parity without allowing their EV prices to kill the sales of their ICE fleets. OEMs try to prevent the cannibalization by releasing only a few base model variants of their EVs, and this strategy also allows them to feel the pulse of the consumer market. However, it also restrains them from generating high initial volumes of sales, which in turn, results in a longer wait for consumers.
OEMs have tried to overcome these various challenges by inking strategic OEM-OEM, OEM-battery manufacturer, and OEM-infrastructure partnerships. The North American Governments have also made their interest in the market evident by offering funding to encourage the mass production of EVs, implementing investment schemes and subsidies for the first 200,000 EVs and to improve EV infrastructure network, and framing legislative plans and policies to encourage the mass purchase of EVs for fleets. Potential battery leasing business models can also go a long way in offsetting the high initial costs of EVs and boost sales, as can the countrywide development of EV infrastructure.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Neighborhood EVs (NEVs)
- City EVs (CEVs)
- Extended-range EVs (E-REVs)
- Plug-in hybrid EVs (PHEVs)
- High-Performance EVs (HPEVs)
1. Research Scope
2. Objective and Methodology
3. Definitions
4. Electric Vehicle Market -Electric Vehicle Model Introductions in North America
4.1 Automotive Manufacturers by Regional Headquarters
4.2 Sales Forecasts Scenario Analysis
4.3 Planned Electric Vehicle Product Offerings
5. Price Positioning, Roll Out Strategy, Key Features and Business Models in North America
5.1 Key Electric Vehicles Price Positioning
5.2 Key Electric Vehicle Business Models
5.3 Electric Vehicle Length and Price Segmentation
5.4 Electric Vehicle Pricing Vs. Segmentation
5.5 Entry Strategy
5.6 Electric Vehicle Product Features
5.7 Overview of Potential Business Model
6. Profiles of Electric Vehicle OEMs in North America
6.1 Nissan Leaf
6.2 Mitsubishi
6.3 Th!nk City
6.4 BYD e6
6.5 Chevrolet Volt
7. Key Enablers and Model Specifications of Electric Vehicles in North America
7.1 Electric Vehicle Key Enablers
7.2 Models Specifications Comparison
7.3 Models Motor Torque, Power and Vehicle Likely Price
8. Key Conclusions
8.1 Conclusions
List of Figures
Electric Vehicle Market: Key Electric Vehicles Price Positioning (North America), 2010 and 2011
Electric Vehicle Market: Vehicle Pricing Vs Segmentation (North America), 2010-2017
Electric Vehicle Market: Product Features (North America), 2010 and 2011
Electric Vehicle Market: Potential Business Models (North America), 2010
Electric Vehicle Market: Electric Vehicle Key Enablers (North America), 2010
Electric Vehicle Market: Product Specifications (North America), 2010-2017
Electric Vehicle Market: Motor Power, Motor Torque, Vehicle Likely Price (North America), 2010-2017
Lis of Charts
Electric Vehicle Market: Automotive Manufacturers by Regional Headquarters (World), 2010
Electric Vehicle Market: Sales Forecasts Scenario Analysis (World), 2009-2017
Electric Vehicle Market: Planned Product Offerings (North America), 2010-2017
Electric Vehicle Market: Key Electric Vehicle Business Models (North America), 2010 and 2011
Electric Vehicle Market: Electric Drive Range and Price Segmentation (North America), 2010-2017
Electric Vehicle Market: Entry Strategy (North America), 2010 and 2011
Electric Vehicle Market: Nissan Leaf Product Snapshot (North America), 2010
Electric Vehicle Market: Mitsubishi i Product Snapshot (North America), 2010
Electric Vehicle Market: Th!nk City Product Snapshot (North America), 2010
Electric Vehicle Market: BYD e6 Product Snapshot (North America), 2010
Electric Vehicle Market: Chevrolet Volt Product Snapshot (North America), 2010
- Nissan Leaf
- Mitsubishi
- Th!nk City
- BYD e6
- Chevrolet Volt
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