Sales figures and market share of EVs/PHEVs, Q3 2014 to Q2 2015
Roland Berger and Forschungsgesellschaft Kraftfahrwesen mbH Aachen (fka) recently released a report titled E-Mobility Index Q3 2015 with interesting comparisons for seven countries (Germany, France, Italy, the USA, Japan, China and South Korea) and findings.
First of all, Roland Berger sees the plug-in market as stagnant with "stubbornly low" market share. Lack of promotion on top of insufficient range holds back sales. We'll hold back our editorial view on his opinion, and just pass along this quote:
"The lack of coherent sales concepts is partly responsible for the weak sales figures. OEMs are not doing enough to win customers over to BEVs and PHEVs. Strategies are lacking for creating lasting incentives for dealers to sell low-emission vehicles."
Roland Berger partner Thomas Schlick said:
"There's very little, if any, promotion of electric cars going on. It's no wonder potential customers are not getting interested in them."
Part of the report is technological competitive positions between the world's seven leading automotive nations:
"In terms of technology, France has overtaken Japan and is now in pole position. Behind this improvement lies a shift in the model mix of French OEMs in favor of smaller BEVs that offer good value for money. Japan is losing out by comparison because its OEM product portfolios exhibit only marginal technical development in the medium term. Japanese OEMs have no plans to roll out BEVs and PHEVs on a broad basis; instead, their strategy is to focus on full hybrids, which are not covered by this index. In the meantime, Germany is fast catching up with the three leading countries thanks to the growing share of smaller, more affordable PHEVs. As a result, German and French OEMs score almost exactly the same in the index despite their very different strategies: German OEMs focus on a broad-based rollout of more technically sophisticated but lower (electrical) range PHEVs, whereas their French rivals focus on small BEVs marketed at aggressive prices. All other countries remain at the same technical level as before, resulting in an ongoing stabilization of the overall competitive landscape in terms of technology."
Despite all that (we think Mr. Berger will have to rethink his opinions very shortly), still pretty interesting is the cell manufacturers comparison made with Japan taking the largest share:
Source: E-Mobility Index – Q3 2015