The automotive industry is one of the biggest industries, however there is still uncertainty over how electric vehicles (EVs) will affect the industry and if they will become a key part of the mainstream car-buying market. Electric Mobility (e-Mobility) relates to the electrification of the automotive powertrain, and this analysis will refer to EVs as all vehicles for which an electric motor is the primary source of propulsion (including hybrid, range-extended, battery and fuel cell electric vehicles). This paper will analyze the driving forces and key variables of the industry to support company strategies and decision-making.
Table of Contents
1. Executive Summary of the Analysis results
2. STEEP Analysis for the e-Mobility industry
3. Porters 5 Forces Analysis for the e-Mobility industry
4. Conclusion and Forecast
Objectives & Core Topics
The primary objective of this report is to evaluate the driving forces and key variables within the electric mobility (e-Mobility) industry to provide a foundation for strategic decision-making in a rapidly evolving market. The analysis examines the potential for electric vehicles to become a mainstream automotive solution over the period of 2016 to 2021 by assessing macro-environmental and competitive factors.
- Analysis of macro-environmental variables using the STEEP framework (Social, Technological, Environmental, Economic, Political/Legal).
- Evaluation of the competitive industrial structure via Porters 5 Forces model.
- Identification of barriers to entry and market growth drivers for electric vehicles.
- Assessment of the impact of emerging mobility concepts on future industry dynamics.
- Forecasting market developments based on current technological and regulatory trends.
Excerpt from the Book
Sociological Variables – Consumer expectations for EVs are different to conventional cars and must be addressed in development, marketing and sale strategies.
The relatively high purchase cost of EVs remains as a significant barrier. Consumers do not see the long-term savings in an investment in an electric vehicle (Turrentine & Kurani, 2007). Features such as top speed and acceleration are valued more than long-term benefits. Furthermore, the absence of an engine noise from electric cars is a sociological question mark. Consumers might miss this as a desirable feature or society might have safety concerns (e.g. for visually impaired people) (Thomas, 2010). These factors need to be addressed in future marketing campaigns of EVs.
In addition, changing consumer mobility behavior leads to a higher number of shared vehicles and on-demand mobility solutions (Gao, Kaas, Mohr, Wee, 2016). This does not only affect the sale channels, but also social features in the car become more important, which should be taken into account in the development process of EVs.
Summary of Chapters
Executive Summary of the Analysis results: This chapter provides an overview of the projected growth of the electric vehicle market, highlighting that a 240% increase in market value is expected between 2015 and 2020.
STEEP Analysis for the e-Mobility industry: This section explores the macro-environmental landscape using the STEEP framework to detail the social, technological, environmental, economic, and political forces impacting the industry.
Porters 5 Forces Analysis for the e-Mobility industry: This chapter dissects the competitive structure of the market, focusing on entry barriers, buyer and supplier power, rivalry among competitors, and the threat of substitute products.
Conclusion and Forecast: This section synthesizes the findings to predict that the industry will continue its growth phase, supported by governmental incentives and technological advancements, eventually becoming foundational for new mobility business models.
Keywords
e-Mobility, Electric Vehicles, STEEP Analysis, Porters 5 Forces, Market Growth, Automotive Industry, Sustainability, Consumer Behavior, Infrastructure, Technological Innovation, Environmental Awareness, Market Competition, Government Policy, Mobility Concepts, Strategic Planning.
Frequently Asked Questions
What is the fundamental focus of this report?
The report focuses on analyzing the evolving e-Mobility industry and its potential to reshape the automotive market within the five-year timeframe from 2016 to 2021.
Which thematic fields are central to the analysis?
The central fields include macro-environmental scanning via the STEEP framework and competitive strategy assessment using Porters 5 Forces model.
What is the primary objective of the research?
The primary objective is to identify key driving forces and variables that influence the industry, thereby supporting better strategic decision-making for companies operating within or entering the electric vehicle space.
Which scientific methodology is applied?
The report utilizes the STEEP Analysis technique for macro-environmental variables and Michael Porters Five Forces Industry Analysis for competitive structural assessment.
What topics are covered in the main body?
The main body covers a detailed breakdown of social, technological, environmental, economic, and political variables, as well as an assessment of market barriers, rivalry, and the influence of substitutes.
Which keywords define this work?
Key terms include e-Mobility, electric vehicles, market competition, technological innovation, and strategic industry forecasting.
How does consumer perception of engine noise impact EV market adoption?
The absence of engine noise presents both a safety concern for pedestrians and a potential loss of a feature that some consumers associate with traditional vehicles, which must be addressed in marketing and safety strategies.
Why does the author consider new mobility concepts both a threat and a foundation?
While concepts like ridesharing or autonomous driving initially compete with private EV ownership, they simultaneously rely on an efficient electric powertrain, effectively making EVs the fundamental technology for future mobility business models.
What role do governmental entities play in the growth of this industry?
Governments play a critical role by providing tax incentives, subsidies, loans, and significantly increasing investment in public recharging infrastructure to lower barriers to adoption.
- Citar trabajo
- Dennis Schindeldecker (Autor), 2016, Automotive E-Mobility. Industry Analysis, Múnich, GRIN Verlag, https://www.grin.com/document/368183
