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EV Manufacturing Moves into Top Gear with Credit Incentives from the Federal Government
Market to witness the launch of more than 300 base models by 100 manufacturers between 2010 and 2017
Analysis from Frost & Sullivan, Comparative Analysis of North American OEMs Electric Vehicles Launch Strategy and Product and Price Positioning, finds that of the 300 base models of EVs planned for launch, more than 70 percent are pure battery EVs and range extenders and the remaining 30 percent are hybrids. Toyota Motors, with more than 13 launches, is anticipated to be the single largest EV brand, pipping BMW with more than 11 launches.
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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.
“The slew of new models is expected to aid in the United States’ drive to reduce its carbon footprint,” says Frost & Sullivan Industry Analyst Vishwas Shankar. “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 more than 1.2 million EVs on the road by 2015, which is in line with its target of a 17 percent 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. 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,” notes Shankar. “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 linking 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.
Comparative Analysis of North American OEMs Electric Vehicles Launch Strategy and Product and Price Positioning is part of the Automotive & Transportation Growth Partnership Services program, which also includes research in the following markets: Electric Vehicles: European Voice of the Consumer Study-Fleet Managers and Drivers; Electric Vehicles: European Voice of the Customer Study-Private User Passenger Vehicle; Strategic Analysis of North American and European Electric Light, Medium and Heavy Commercial Vehicles and Buses Market; Strategic Analysis of North American and European Hybrid Truck, Bus and Van Market; 360 Degree Perspective of the Global Electric Vehicle Market-2010 Edition; Strategic Dashboard of Global Electric Vehicle Specifications;
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Comparative Analysis of North American OEMs Electric Vehicles Launch Strategy and Product and Price Positioning
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Frost & Sullivan, the Growth Partnership Company, partners with clients to accelerate their growth. The company's research and consulting services empower clients to generate, evaluate, and implement effective growth strategies.