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).

This analysis is available through our Automotive & Transportation Growth Partnership Services program. With continuous access to intelligence and resources from all seven perspectives of the Complex Business Universe, the Growth Partnership Services program ensures that you and your Growth Team™ are able to maintain a 360 Degree Perspective of the market. This comprehensive, objective information allows your company to mitigate risk, identify new opportunities, and drive effective strategies for growth. For more information on this custom subscription service, please click here.

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)

Frost & Sullivan Growth Partnership Services

Frost & Sullivan's Growth Partnership Services empower companies to accelerate their growth by achieving top-line improvements and bottom-line results. This is accomplished by helping our clients execute successful growth strategies and providing their Growth Teams™ with the skills, know-how, and tools to generate growth opportunities, evaluate these opportunities to create a growth pipeline, and implement a growth strategy to deliver measurable business results.

Our growth solutions support the entire growth process:

• 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

LOC

• 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