《凱度（Kantar）：2024電動出行：電動汽車的全球與本地市場前景展望報告（英文版）（30頁）.pdf》由會員分享，可在線閱讀，更多相關《凱度（Kantar）：2024電動出行：電動汽車的全球與本地市場前景展望報告（英文版）（30頁）.pdf（16頁珍藏版）》請在三個皮匠報告上搜索。

1、ELECTRIC ELECTRIC MOBILITY MOBILITY A global and local perspective on prospects for electric vehicles2We are in the midst of a genuine We are in the midst of a genuine transformation in human movement.transformation in human movement.The future of mobility is a topic of The future of mobility is a t

2、opic of great interest,as the automotive great interest,as the automotive industry undergoes significant industry undergoes significant transformations driven by transformations driven by technological advancements and technological advancements and changing consumer preferences.With changing consum

3、er preferences.With the advent of autonomous driving,the advent of autonomous driving,connected cars,shared mobility,connected cars,shared mobility,and electrification,the concept and electrification,the concept of mobility is expanding beyond of mobility is expanding beyond traditional modes of tra

4、nsportation.traditional modes of transportation.In the coming years,we can expect to In the coming years,we can expect to witness a shift towards autonomous witness a shift towards autonomous driving,where vehicles are equipped driving,where vehicles are equipped with advanced sensors and artificial

5、 with advanced sensors and artificial intelligence to navigate and operate intelligence to navigate and operate without human intervention.This without human intervention.This will not only enhance safety on will not only enhance safety on the roads but also revolutionize the roads but also revoluti

6、onize transportation by enabling efficient transportation by enabling efficient and seamless mobility experiences.and seamless mobility experiences.Another key element to look at is Another key element to look at is the proliferation of connected cars.the proliferation of connected cars.These vehicl

7、es are equipped with These vehicles are equipped with internet connectivity,enabling them internet connectivity,enabling them to communicate with other vehicles,to communicate with other vehicles,infrastructure,and even pedestrians.infrastructure,and even pedestrians.This connectivity opens up a wor

8、ld of This connectivity opens up a world of possibilities,such as real-time traffic possibilities,such as real-time traffic updates,predictive maintenance,updates,predictive maintenance,and personalized in-car experiences.and personalized in-car experiences.Furthermore,shared mobility is Furthermore

9、,shared mobility is expected to play a crucial role in the expected to play a crucial role in the future of mobility.With the rise of ride-future of mobility.With the rise of ride-sharing,car-sharing,and mobility-sharing,car-sharing,and mobility-as-a-service platforms,individuals as-a-service platfo

10、rms,individuals are increasingly opting for convenient are increasingly opting for convenient and cost-effective alternatives and cost-effective alternatives to car ownership.This trend will to car ownership.This trend will reshape urban transportation,reshape urban transportation,promoting efficien

11、t use of resources promoting efficient use of resources and reducing traffic congestion.and reducing traffic congestion.According to our latest Kantar According to our latest Kantar Sustainability Sector Index,the Sustainability Sector Index,the automotive Electric Vehicle(EV)automotive Electric Veh

12、icle(EV)industry stands out as a pivotal player industry stands out as a pivotal player in driving the transition towards a in driving the transition towards a more sustainable future.This sector more sustainable future.This sector not only offers significant prospects not only offers significant pr

13、ospects for creating shared value but also for creating shared value but also holds the potential to catalyze holds the potential to catalyze widespread adoption through strategic widespread adoption through strategic activation and differentiation efforts.activation and differentiation efforts.Last

14、ly,the future of mobility will Lastly,the future of mobility will be significantly influenced by the be significantly influenced by the electrification of vehicles.With the electrification of vehicles.With the growing concern for environmental growing concern for environmental sustainability,there i

15、s a rapid sustainability,there is a rapid transition towards electric vehicles transition towards electric vehicles(EVs)powered by batteries or fuel(EVs)powered by batteries or fuel cells.This shift will not only reduce cells.This shift will not only reduce carbon emissions but also lead to carbon e

16、missions but also lead to advancements in battery technology advancements in battery technology and charging infrastructure.and charging infrastructure.As countries around the world As countries around the world develop their own versions of the develop their own versions of the sustainable transpor

17、tation revolution,sustainable transportation revolution,the adoption of electric vehicles will the adoption of electric vehicles will be a critical element of every plan.be a critical element of every plan.In this report,we aim to highlight In this report,we aim to highlight the specific perspective

18、s of four the specific perspectives of four diverse markets as well as identifying diverse markets as well as identifying the commonalities on the journey the commonalities on the journey to EV power.Along the way,well to EV power.Along the way,well highlight the global consumer highlight the global

19、 consumer insights that showcase how it might insights that showcase how it might be possible to speed the journey.be possible to speed the journey.China,Germany,India,and the China,Germany,India,and the United States each provide unique United States each provide unique viewpoints and strategies in

20、 the viewpoints and strategies in the pursuit of electric mobility.While pursuit of electric mobility.While THE ELECTRIC MOBILITY THE ELECTRIC MOBILITY REVOLUTIONREVOLUTIONChinas remarkable EV adoption rates Chinas remarkable EV adoption rates serve as a noteworthy example,it is serve as a noteworth

21、y example,it is also important to examine the wider also important to examine the wider picture and learn from the various picture and learn from the various approaches taken by all four countries.approaches taken by all four countries.By exploring their experiences,By exploring their experiences,ch

22、allenges and,importantly,the challenges and,importantly,the policy frameworks that are in place policy frameworks that are in place to support the transition,we can gain to support the transition,we can gain valuable insights into the opportunities valuable insights into the opportunities and obstac

23、les faced everywhere.and obstacles faced everywhere.Join us on this journey as we delve Join us on this journey as we delve into the perspectives of these four into the perspectives of these four nations,explore their innovative nations,explore their innovative initiatives,infrastructure development

24、,initiatives,infrastructure development,incentives and consumer attitudes.incentives and consumer attitudes.The ultimate aim is to foster a broader The ultimate aim is to foster a broader understanding of whats needed understanding of whats needed to boost the global shift towards to boost the globa

25、l shift towards electric vehicles and pave the way electric vehicles and pave the way for a sustainable future for mobility.for a sustainable future for mobility.Rolf KullenRolf KullenSenior Director Mobility,Germany,Kantar34CONTENTSCONTENTSDO I PLAN TO BUY A NEW CAR?DO I PLAN TO BUY A NEW CAR?6 WHA

26、T ENGINE TYPE WILL THEY PREFER?WHAT ENGINE TYPE WILL THEY PREFER?8FIVE GLOBAL CHALLENGES 10GERMANY:Electrifying the autobahn 12USA:OEMs and incentives abound,but do consumers want them and do we have the electricity to power all those new EVs 16INDIA:Energizing the road ahead with Electric Vehicles

27、20CHINAs new EV brands reshape user perception of EV value 24CONCLUSIONS 2856DO I PLAN TO DO I PLAN TO BUY A NEW CAR?BUY A NEW CAR?The key decision maker in The key decision maker in determining the speed of the shift determining the speed of the shift to electric vehicles is the driver.to electric

28、vehicles is the driver.What messages have they heard What messages have they heard about electric cars,do they want about electric cars,do they want to buy one or are they waiting for to buy one or are they waiting for improvements to infrastructure?improvements to infrastructure?Data from Kantars P

29、lanet Data from Kantars Planet Pulse 2023 shows distinct Pulse 2023 shows distinct variations between China,variations between China,Germany and the US.Germany and the US.The first variation is the number The first variation is the number of people who plan to replace of people who plan to replace t

30、heir car in 2023 and 2024.On their car in 2023 and 2024.On this score,China does best with this score,China does best with more than half of the respondents more than half of the respondents(56%)expressing their intent(56%)expressing their intent to make a purchase within this to make a purchase wit

31、hin this period,showcasing a strong period,showcasing a strong inclination towards acquiring inclination towards acquiring a new car(and opening the a new car(and opening the door for electric vehicles).door for electric vehicles).The US comes next with 40%of The US comes next with 40%of respondents

32、 planning to purchase respondents planning to purchase their next vehicle by the end of their next vehicle by the end of 2024.Conversely,in Germany,only 2024.Conversely,in Germany,only 22%of respondents express their 22%of respondents express their intention to purchase their next intention to purch

33、ase their next car before the end of next year.car before the end of next year.Comparable data for India Comparable data for India collected in local research collected in local research conclude the spectrum with conclude the spectrum with only 13%stating to be open to only 13%stating to be open to

34、 buy within the next two years.buy within the next two years.Thus,adding this market to our Thus,adding this market to our comparison allows us to assess comparison allows us to assess its rapidly evolving automotive its rapidly evolving automotive market and its ambitious market and its ambitious p

35、lans for electric mobility.plans for electric mobility.Together,these four countries offer Together,these four countries offer valuable insights into the global valuable insights into the global EV market,providing a holistic EV market,providing a holistic view of the varying dynamics and view of th

36、e varying dynamics and factors influencing the adoption factors influencing the adoption of electric vehicles on a global.of electric vehicles on a global.%Desiring a new carChina 56%Germany22%US40%India13%Kantars Planet Pulse 202376%Desiring a new car8WHAT ENGINE TYPE WHAT ENGINE TYPE WILL THEY PRE

37、FER?WILL THEY PREFER?The landscape of engine The landscape of engine preferences in different markets preferences in different markets also presents a stark contrast.also presents a stark contrast.Notably,Kantar Profiles data Notably,Kantar Profiles data from 2023 found the United from 2023 found th

38、e United States predominantly favours States predominantly favours traditional“gas”engines(58%).traditional“gas”engines(58%).By contrast,in China,the By contrast,in China,the consideration of“fully electric”consideration of“fully electric”engine types hits a substantial engine types hits a substanti

39、al 69%,indicating a strong focus on 69%,indicating a strong focus on electric vehicles among potential electric vehicles among potential buyers.With 56%of respondents buyers.With 56%of respondents in China intending to purchase in China intending to purchase their next car in 2023 or 2024 their next

40、 car in 2023 or 2024,it is evident that the share of,it is evident that the share of EVs in the Chinese market will EVs in the Chinese market will continue to rise in the near future.continue to rise in the near future.In Germany,the story is not as In Germany,the story is not as clear.Forty-four pe

41、rcent are clear.Forty-four percent are considering a“gas”engine considering a“gas”engine with only 22%thinking about with only 22%thinking about a“fully electric”car.The a“fully electric”car.The reasons behind this reticence reasons behind this reticence are many but clearly many are many but clearl

42、y many Germans are uncertain about Germans are uncertain about making the switch to electric.making the switch to electric.910Where do I charge?In almost every market the lack of adequate charging infrastructure and relatively slow charging speeds causes potential buyers to worry about their ability

43、 to conveniently charge their vehicles.This is especially the case for those living in apartments or without dedicated parking spaces.A concerted effort is required to expand the charging infrastructure,with more charging stations in public spaces,workplaces and residential areas.Will it be reliable

44、?This is a new technology and many consumers are apprehensive about the reliability,efficiency and overall performance of electric vehicles compared to their traditional counterparts.Automakers must continue to refine EV technology,enhance battery efficiency,and increase vehicle availability.Making

45、EVs accessible across a wide range of vehicle segments,including SUVs,trucks,and sports cars,will cater to diverse consumer preferences and needs.Can I afford it?Although the cost of electric vehicles has been decreasing,the initial investment required to purchase an EV and install home charging inf

46、rastructure is still prohibitive for many consumers.Government incentives,tax rebates and grants can help lower the purchase price of EVs and encourage potential buyers to make the switch.Support for the development of a second-hand EV market will also make electric vehicles more accessible to budge

47、t-conscious consumers.How far can I go?While modern electric cars offer respectable ranges,there is still room for improvement and“range anxiety”is an issue.Developing more robust and longer-lasting batteries will improve range and enable electric vehicles to compete favourably with conventional veh

48、icles in terms of travel distance.Moreover,exploring alternative charging solutions such as battery swapping,or fast-charge technologies will also alleviate range concerns and make EVs more convenient for long-distance journeys.What are the benefits?Many potential buyers are unfamiliar with the bene

49、fits of electric vehicles,the advancements in EV technology and the positive impact of EV adoption on the environment and energy sustainability.Comprehensive educational campaigns would increase public awareness and make potential buyers aware of charging infrastructure expansion plans,cost comparis

50、ons with traditional vehicles over the lifespan of an EV,and insights into the exciting innovations within the electric vehicle industry.1110FIVE GLOBAL CHALLENGESWhile every market has its own local challenges,around the world there are some common consumer challenges that are inhibiting widespread

51、 adoption of electric vehicles.1312GERMANY:Electrifying the autobanhNicolas Riedle Director Automotive,Germany,KantarIn contrast to the traffic on Germanys super-fast motorways,a more reserved approach can be seen when it comes to the adoption of electric vehicles.Sustainable engine types are being

52、considered more,however,with approx.16%,the overall share of EVs in new car sales in the first half of 2023 remains comparably low.As the home of some of the worlds leading automotive brands,Germany exhibits a range of strategies and targets for boosting EV sales,reflecting 22%22%of respondents in G

53、ermany intend to purchase their next car in 2023 or 2024.plan to go fully electric.different levels of commitment from manufacturers.Volkswagen,for example,sets goals for 70%EV sales in Europe and 50%in the US and China by 2030,whereas BMW aims to exceed the mark of 10 million all-electric vehicles

54、delivered to customers in total in 2030.Mercedes-Benz is focusing on being fully electric by the end of the decade.Plans for an EU-wide ban on sales of new cars with combustion engines from 2035 are also a factor.Volkswagen and Mercedes-Benz have clearly committed to an exit strategy,but BMW has not

55、.As a group,Germanys auto giants face strong competition not only from Tesla who has opened its first European Gigafactory in March 2022 close to Berlin,but also from Chinese manufacturers,which have made significant strides,with companies like BYD and NIO establishing themselves in global markets.T

56、heir offer of competitive pricing and technological advancements combined with strong government support in areas such as policy,subsidies and infrastructure investment make them a significant threat.131414From non-negotiables to fading government supportpportAs of January 2023,however,the German go

57、vernment further reduced the subsidies for cars with non-combustion engines,comprising subsidies for fully electric vehicles.After the purchase of more than 1.5 million e-vehicles in Germany had already been promoted,the government no longer saw a great need for this.Rather,the private sector and th

58、e energy market are supposed to be providing enough impetus.Recent data still show an increase in EV sales in the first half of 2023,though the share for EVs remains on a rather low level when compared to other engine types.It remains to be seen how the cuts in subsidies will impact the sales number

59、s of electric cars in Germany in the mid and long term.Currently,there is a vibrant discussion within the German government about creating new incentives for electric vehicles.Without further support from the government,it is argued,the government goal of having 15 million purely electric vehicles i

60、n Germany by 2030 is at risk.And with EV sales falling short of expectations,pressure from the OEMs(original equipment manufacturer)on the government is increasing.Consumer barriers slowing the transition More than a fourth of German car owners intend to buy a new car by the end of 2024,making it el

61、ectric means overcoming key consumer barriers.Our research has identified:Infrastructure investment:Limited availability of charging stations and the need for more rapid charging solutions discourages potential buyers.Concerns about the limited range of EVs compared to conventional vehicles remain a

62、 barrier for many consumers.Improving battery technology and enhancing the overall range of EVs are crucial for wider adoption.Smarter communications:With increasing information and experience,range anxiety makes room for much more nuanced requirements such as travel range,charging time,charger avai

63、lability and smart route planning.Consumers are ready for more nuanced communication around recharging,focusing on practical needs and a smooth,effortless user experience instead of maximizing trip range.Expanding home setups:With solar panels combined with home charging points,many EV owners now ha

64、ve a perfect setup to fit most of their use cases.Kantar data shows that more than 50%of EV owners in Germany plan to mostly charge their EVs via their own wallbox.Governmental supportive initiatives for private solar systems make this an attractive option for many house owners.Model options:While t

65、he number of EV models on the market is increasing,the overall selection still falls short compared to conventional vehicles.Expanding the variety and availability of electric vehicle models can attract a wider range of consumers.Purchasing experience:Until recently,buying an EV could be frustrating

66、 because of pitiful availability limiting choice,often combined with poorly informed sales personnel.It could be difficult to test drive or even buy any car.Major pain points included poor availability of test vehicles,delivery difficulties for desired models and perceived disinterest among sales pe

67、rsonnel.This is supposedly changing in the second half of 2023,as fading government support in buying EVs should lead to an increased availability of EVs in the market.15141716USA:OEMs and incentives abound,but do consumers want them and do we have the electricity to power all those new EVsOEMs are

68、investing and launching new vehicles Automotive manufacturers in the US are aggressively pushing forward with plans for new vehicles with Tesla and GM in particular ramping up local production to tap into increasing national incentives offered on US made EVs.Investments in battery technology and ass

69、embly are also increasing as North America is quickly becoming the fastest-growing area for new EV batteries,most notably in Georgia,Kentucky and Michigan due to the Inflation Reduction Act that encourages domestic production with incentives.That said,OEMs may be slightly ahead of consumer demand as

70、 EVs share of new vehicle purchases look to be stabilizing a bit mid 2023 around 7%and supply is building on dealer lots.Is the US ready for adoption,and are consumers willing?The US Energy Information Administration estimates that EVs and PHEVs will continue growing,but only range from 13%-29%of ne

71、w vehicles by 2050,far short of the goal in the Inflation Reduction Act of half by 2030.As we are seeing in the slowing of EV market share in 2023,we see that US consumers are still less inclined to consider an EV or Hybrid than those in other countries.Gas/diesel make up around 60%of consideration

72、in the US vs.43%in the UK and only 29%in Singapore.(See chart in page 8)High purchase price is the primary barrier in the US with over half of EV intenders mentioning it,which reflects reality as EV in general cost around 10%higher than the average vehicle.Incentives and price discounts help conside

73、rably,as Tesla has shown over the first half of 2023,but it is not just price.554947High purchasecostLack of charginginfrastructureLimited drivingrangeUSAUSAThose who consider buying and Those who consider buying and EV and have concerns(USA)EV and have concerns(USA)David Friedman Client partner,Uni

74、ted States,Kantar1918Lack of charging infrastructure is also cited by around half of consumers,which is a major concern given the size of the US compared to most other countries in the world.Additionally,political will to invest in infrastructure is complex in the US due to the decentralized nature

75、of the electric grid and regulating bodies involved in the US make it a regulatory nightmare along with the need for substantial infrastructure investments.The political will is important as US consumers are increasingly polarized and their views on the danger of climate change are mixed with 80%of

76、democrats viewing it as a major threat,while less than 25%of republicans are as concerned.The other factor facing OEMs is how to get their dealer networks on-board and aligned as they are the channel through which vehicles get to consumers.Consumers would prefer to purchase from a traditional car ma

77、ker but dealers have some catching up to do on educating their staff on how to sell EVs,battery trade-offs,and the economics of less maintenance with EVs(fewer parts)that eat into dealer profitability.IncentivesThere is a great deal of variation and change in incentives in the US as both national an

78、d states update their regulations.At the national level,new rules put in place with the Inflation Reduction Act offer up to$7,500 in tax incentives for the purchase of an EV,but there are restrictions that apply.Vehicles have to be under a certain manufacturers suggested retail price level,consumers

79、 have to meet HHI requirements and the vehicles production has to meet a minimum of North American production.On top of that states vary considerably with some of the richest incentives in California where nearly 1/3rd of new vehicles are already EVs,to very limited in other areas of the country.Tes

80、la has been aggressively pursuing pricing discounts to support volume and share gains whilst tapping into government incentive programs,which they can,given their current profitability.However,other manufacturers are fighting with profit considerations as several of the big three have stated their E

81、Vs are currently losing money.19216INDIA:Energizing the road ahead with Electric VehiclesAmidst the vibrant hustle and bustle of Indias streets,a quiet revolution is underway in the form of electric vehicles.As the worlds most populous country grapples with urban congestion and environmental concern

82、s,the adoption of sustainable transportation solutions has taken centre stage.Enhanced driving experience&a lower cost of running have been key reasons for the movement towards EVs.The electric vehicle market is still at a nascent stage in India,but the wheels of change are turning faster than ever

83、before.Of the overall 4-wheeler personal car market in India,64%are familiar with EV&30%are open to purchasing in the next 5 years.This number shall increase further with increasing awareness and education about EVs.Indias automotive giants set diverse targetsHome to renowned automakers,India showca

84、ses a diverse range of strategies to bolster EV adoption,reflecting varying degrees of commitment from manufacturers.Leading the charge is Tata Motors,which aims for 100,000 EV sales in FY24.Mahindra&Mahindra,another prominent player,has already introduced several electric models and continues to in

85、vest in EV technology.Global giants with a significant presence in India are also making their mark.Hyundai,Kia and MG Motors have already entered the market and have plans to launch affordable electric SUVs in the near future.This influx of global manufacturers not only broadens the variety of EV c

86、hoices but also intensifies competition,leading to enhanced innovation and affordability.Government mandates and the road aheadThe Indian government is steering the EV revolution through ambitious policy initiatives.By 2030,the government intends to have an EV sales penetration of 30%for private car

87、s,70%for commercial vehicles and 80 per cent for two and three-wheelers.Additionally,the Faster Adoption and Manufacturing of Hybrid and Electric Vehicles(FAME)scheme offers incentives and subsidies to manufacturers and consumers,making EVs more accessible.Rajesh Nagare Executive Vice President,Indi

88、a,Kantar 20218 Range anxiety and vehicle range:The limited distance range per charge of EVs contributes to“range anxiety,”a phenomenon that concerns potential buyers.Enhancing battery technology to provide greater distance coverage on a single charge is essential to alleviate this concern and make E

89、Vs a more convenient option,especially in non-urban centres.High maintenance cost:Perceptions of high maintenance costs compared to conventional vehicles can deter potential EV buyers.Creating a comprehensive awareness campaign that highlights the lower maintenance requirements and costs of EVs,such

90、 as fewer moving parts and reduced need for oil changes,could help dispel this misconception.Reliability concerns:Concerns about the reliability of EVs,including battery life and performance in diverse climatic conditions,need to be addressed through transparent information sharing,comprehensive war

91、ranties,and continuous improvements in battery technology.Battery replacement costs:The fear of expensive battery replacements can impact consumers willingness to switch to EVs.Developing cost-effective battery replacement options,promoting battery recycling initiatives,and ensuring transparency abo

92、ut battery pricing could help alleviate this concern.Economic viability:The overall economic viability of EVs,including factors such as initial purchase price and long-term savings on fuel and maintenance,needs to be clearly communicated to potential buyers.Comparative cost analyses and financial in

93、centives could encourage consumers to make the transition.Paving the way forward Indias journey toward a cleaner and greener automotive future hinges on overcoming the multifaceted barriers to widespread EV adoption.A collaborative effort among government bodies,automotive manufacturers,charging inf

94、rastructure providers,and consumer awareness campaigns is crucial to create an enabling environment for EVs to flourish.By addressing charging infrastructure challenges,enhancing vehicle range,managing maintenance costs,boosting reliability,and providing affordable battery solutions,India can accele

95、rate its transition to an electrified transportation landscape,unlocking the full potential of electric mobility for its citizens.Charging infrastructure and the quest for convenienceOne of the primary challenges hindering widespread EV adoption in India is the lack of adequate charging infrastructu

96、re.Limited charging stations and the need for faster charging solutions are key concerns for potential buyers.Addressing these challenges is crucial to alleviating range anxiety and boosting consumer confidence.In addition to public charging infrastructure,another significant challenge in the Indian

97、 context is the lack of designated parking spaces and lower electric load capacity in many households.This limitation makes charging EVs at home a potential hurdle,especially in smaller towns of India.Addressing this issue requires a multi-pronged approach,including setting up fixed parking spaces,u

98、pgrades to home electrical systems,awareness campaigns,and incentives for installing higher-capacity charging setups.Due to a lack of public infrastructure and scarce fast charging solutions,there is a high reliance on at-home charging with 54%of current EV owners only charging their car at home.But

99、 only 13%of all 4-wheeler owners live in homes conducive to residential charging of 4-wheeler EVs,making the transition difficult.Strategies for overcoming EV adoption barriers in IndiaCharging infrastructure challenges:length of charging time remains a substantial barrier.Fast-charging stations are

100、 essential to cater to the needs of urban commuters and long-distance travellers,ensuring that charging times are comparable to refuelling conventional vehicles.Home charging infrastructure:To enable convenient at-home charging,consumers should have designated parking spaces with the necessary charg

101、ing infrastructure.Housing societies and local authorities can play a role in creating guidelines and incentives for the installation of private charging stations.Consumers need to have sufficient load capacity at home to charge their EVs.This requires electrical infrastructure upgrades,which can be

102、 facilitated through government incentives and utility collaborations.222354%of current car owners in India only charge their car att home24CHINAs emerging EV brands reshape user perception of EV valueAmidst the global trend towards electrification,the Chinese market stands as a unique entity.Its un

103、iqueness lies in gradually dismantling the long-standing value assessment system of traditional fuel vehicles through the strategies and direction offered by emerging Chinese electric vehicle brands.It has also gradually established a new value assessment system specifically tailored to electric veh

104、icles.In order to avoid direct competition with established Internal Combustion Engine(ICE)vehicle brands upon entering the market,the emerging electric vehicle brands at the forefront(e.g.,BYD,NIO,Li Auto)have adopted two core product supply strategies:Horizontal replacement in order to present aff

105、ordable alternatives:Offering a comparable product experience at a lower price.Vertical replacement to present product upgrading:Providing a superior product experience at the same price(e.g.,enhanced space experience,luxury car features,improved service experience).For instance,the Li Auto L9 offer

106、s features such as:Mercedes GLS or BMW X7-like space experience with three rows and six seats along with a middle two rows that are equipped with four-way electric leg supports.Nappa leather seats.Electric suction doors,Air suspension.Such features typically can be found only in luxury cars.These tw

107、o product supply strategies have had a subtle and profound impact on consumers perception of a cars value thus impacting on the price expectation already over many years.The most significant impact is that consumers now believe that EVs of the same category resp.size is more valuable than cars with

108、combustion engines.This change in mindset poses the most severe test and challenge to joint-venture and luxury brands in the Chinese market.OEMs perspective and their challenges on EVs in ChinaFrom the perspective of OEMs in China,including local OEMs like Nio,Li Auto,BYD,and Multi-National Company

109、OEMs like Mercedes-Benz,BMW and Volkswagen,their stance on electric vehicles(EVs)can be summarized as follows:Local OEMs in China,the top ones such as BYD,Aion,Nio,or Li Auto are highly enthusiastic about electric vehicles.These companies recognize EVs as the future and consider electrification as a

110、n important direction for development.They invest in research and development of EV technologies,manufacture electric vehicles,and provide charging infrastructure,all with the aim of promoting EVs in the domestic market.Multi-national company OEMs operating in the Chinese market also place immense i

111、mportance on EVs.Companies like Tesla,as well as traditional OEMs such as Mercedes-Benz or BMW,have introduced several EV models such as the Mercedes EQ series or the BMW i series in China and are increasing their production and R&D investments to meet the local market demand.Even though both local

112、and multinational OEMs are making continuous efforts to drive the development of electric vehicles in the Chinese market,they still face several challenges in their pursuit of electric vehicles.Here are some examples:Yan Li Executive Director,Qualitative&Agility,Innovation,China,Kantar252726 Competi

113、tion and market dynamics:The EV market in China is highly competitive,with various local and multinational OEMs vying for market share.OEMs must differentiate their products and services,build brand reputation,and stay ahead in terms of technology and innovation.Companies like Nio and Lixiang face c

114、ompetition not only from other domestic EV manufacturers but also from multinational OEMs like Tesla.Overcoming these challenges requires continuous innovation,investment in research and development,collaborations,and a strategic approach to meet the evolving demands of the China EV market.What prem

115、ium will Chinese consumers pay for an EV?The value system of the fuel vehicle era,built on larger vehicle sizes,finer craftsmanship,better interior materials,superior comfort configurations,and more powerful powertrains,has been overturned by Chinese domestic new emerging brands through horizontal a

116、nd vertical replacements.The brand and product premium advantages previously created by joint-venture and luxury brands have diminished.The value dilemma faced by traditional joint-venture and luxury brands is clearly reflected in the current sales volume of electric vehicles in the Chinese market.T

117、herefore,based on the unique circumstances of the current Chinese market,both joint-venture and luxury brands face a decision:Either follow the new product value rules established by Chinese domestic brands and compete with them or re-define and lead a new definition of electric vehicle value by lev

118、eraging deeper consumer insights and their accumulated advantages in the automotive industry,reclaiming the gradually eroding discourse power in the Chinese market.been working on developing advanced battery technologies to increase the range and efficiency of their electric vehicles.Cost reduction:

119、Affordability is a significant factor influencing EV adoption.OEMs face the challenge of reducing the cost of electric vehicles,particularly the high-cost components such as batteries.BYD has made progress in this area by vertically integrating its supply chain,thereby achieving cost advantages.Poli

120、cy changes and regulations:OEMs operating in China are subject to government policies and regulations related to EVs.These policies can impact market demand,incentives,and subsidies for EVs.OEMs need to navigate and adapt to these policy changes and ensure compliance with the evolving regulations.Ch

121、arging infrastructure:One challenge is the development of a robust and widespread charging infrastructure.Building a comprehensive network of charging stations across the country requires significant investments and coordination between OEMs,government bodies,and other stakeholders.For instance,OEMs

122、 like Nio and BYD have been actively involved in expanding the charging infrastructure by establishing their own charging networks and collaborating with other companies or government entities.Battery technology and range anxiety:Improving battery technology is crucial for the success of EVs.OEMs ne

123、ed to focus on enhancing battery performance,including energy density,and charging speed,while also addressing concerns related to range anxiety.BYD and Nio,for example,have Top 3 purchase barriers on EVs:Driving range46%Battery durability43%Charging Speed42%Source:Kantar Profiles272928CONCLUSIONThe

124、 descriptions of the four markets given in this article highlight how the automotive industry is undergoing major changes caused by technological developments and changing consumer preferences.As countries around the world develop their own versions of the sustainable transport revolution,the introd

125、uction of electric vehicles is an essential part of any plan.The ultimate goal is to promote a broader understanding of what is needed to advance the global transition to electric vehicles and pave the way for a sustainable mobility future.China,Germany,India and the United States offer unique persp

126、ectives and strategies to address e-mobility exploring their innovation initiatives,infrastructure development,incentives and consumer attitudes.Together,these four countries provide valuable insights into the global electric vehicle market and provide a comprehensive picture of the different dynami

127、cs and factors influencing the global adoption of electric vehicles.China fares best in this regard,with more than half of respondents reporting that they intend to make a purchase during this period,indicating a strong desire to buy a new car and open the door to EVs.In China,consideration of“all-e

128、lectric”engine types reaches a remarkable 69%,indicating that potential buyers are strongly focused on electric vehicles.While each market has its own local challenges,there are some common consumer issues around the world that are preventing the widespread adoption of electric vehicles.ChargingIn a

129、ll markets,the lack of adequate charging infrastructure and relatively slow charging speeds make potential buyers concerned about the convenience of charging their vehicles.ReliabilityEV is a new technology and many consumers are concerned about the reliability,efficiency and overall performance of

130、electric vehicles compared to their traditional counterparts.Affordability Although the prices of electric vehicles have fallen,the initial investment required to buy an electric car and ideally installing a home charging infrastructure is still prohibitive for many consumers.Government incentives,s

131、uch as tax credits and subsidies can help lower the purchase price of electric cars and encourage potential buyers to switch.Supporting the development of the used electric vehicle market makes electric vehicles more accessible to budget-conscious consumers.The development of more durable and longer

132、-lasting batteries increases driving range and allows electric vehicles to compete favourably with conventional vehicles in terms of distance travelled.BenefitsMany potential buyers are unaware of the benefits of electric vehicles,the development of electric vehicle technology,and the positive impac

133、t of adopting electric cars on the environment and energy efficiency.Extensive educational campaigns would raise public awareness and inform potential buyers of plans to expand charging infrastructure,compare EVs lifetime costs with conventional vehicles,and provide insight into exciting innovations

134、 in the EV industry.InfrastructureThe limited availability of charging stations and the need for faster charging solutions discourage potential buyers.Concerns about the limited choice of electric cars compared to traditional vehicles are still a barrier for many consumers.CommunicationAs data and e

135、xperiences increase,fear of distance gives way to much more nuanced requirements such as journey length,loading time,loader availability and intelligent route planning.Model optionsAlthough the number of electric cars on the market is increasing,the overall choice is still smaller than that of conve

136、ntional vehicles.Expanding the choice and availability of electric vehicles can attract a greater number of consumers.Join us!Mobility Futures 2035 is a Kantar Sustainable Transformation Practice initiative that explores how mobility is changing across the world.It provides an understanding of today

137、s mobility challenges and paves the way for smart mobility and tomorrows opportunities.Benefit from partnering with key mobility companies and organizations to jointly shape the future of mobility.Get in contact with us to join now the Mobility Futures 2035 initiative.Nicolas Riedle,Director Automot

138、ive,Germany,Kantar Rolf Kullen,Senior Director Mobility,Germany,Kantar About Kantar:Kantar is the worlds leading marketing data and analytics business and an indispensable brand partner to the worlds top companies,including 96 of the worlds 100 biggest advertisers.We combine the most meaningful attitudinal and behavioural data with deep expertise and technology platforms to track how people think and act.We help clients develop the marketing strategies that shape their future and deliver sustainable growth.