World Electric Vehicle Journal Vol. 5 - ISSN 2032-6653 - © 2012 WEVA Page 0911 EVS26 Los Angeles, California, May 6-9, 2012 OEM’s Electric Vehicle Strategies: Risk Assessment Oriol Saperas1, Elixabet Legarreta2 1SCOPE, Automotive Intelligence Center, P.E. Boroa, P 2A-4, 48340 Amorebieta, Spain,
[email protected] [email protected] Abstract In order to analyze the approach of the main automotive players regarding the electrification path each one is following, this report assesses those aspects required for a consistent corporate product strategy. As distinctive differences are found in terms of the scope of products, some boundaries are defined based on the mobility concept, establishing the differentiation of the current automotive business into two separated industries. After analyzing each of the industries, the report focuses on four automotive OEMs and the way they are coping with the competition for profit in each scenario. The paper also analyses and assesses both each OEM strategic choice and business model. Keywords: hybrid, electric, positioning, business model, strategy. 1 Scenario. How have we got Public institutions, with the acquiescence of the car here? manufacturers, have introduced restrictive regulations in CO2, NOX, particles and other In recent decades, the automotive industry has emissions. The European Unit for example, has been pointed out largely responsible for the imposed from 25 to 50% emissions reductions production of greenhouse gases. Data from the every four years. For some certain gases, the Euro European Environment Agency show that the VI, to come into effect in 2016, proposes 0% CO2 emissions from the transport industry reduction rates over current levels, since there is present a regular increase since the nineties, no real possibility for further reduction in these while other sectors have a decreasing trend.