Electric vehicle market segmentation
Global automakers seek to shape the future of the market for electric cars. In order to attract environmentally conscious, or the fascination of technology, rich buyers, these companies need to knock the main concern of consumer products, the value for money products. Given the current cost of battery energy storage, which is a huge challenge. inspiron b130 battery
A recent McKinsey study shows that companies can achieve this in a way dedicated to a specific consumer based on the specific task of driving (ie how they use the vehicle) to customize the vehicle battery. Most vehicles using existing fuels, and many drawings of the electric car would meet the travel distance and speed of driving a variety of different missions. If companies are focused on driving consumers to a specific mission, according to the specific needs of consumers, adapting the requirements of the storage battery of the vehicle of energy, and thus develop more economical models. Consequently, companies can more effectively build the brand of this product to design a more effective advertising and marketing strategy for the theme.
Our study focused on the United States, the typical mission led to inspect affected vehicles, the storage requirements of battery power (and corresponding cost) factors.346970-001 , We will use energy is divided into two main categories:
Firstly, the physical characteristics of the vehicle (for example, rolling resistance and quality) of the energy required;
Secondly, the use of vehicles (running distance, speed and stopping and starting frequency) required for energy. Is well known that a small increase in energy storage that will greatly improve the efficiency of electric vehicles. (And fuel vehicles, it is not the case, because the increase will not increase the fuel tank almost any price).
However, we found that the storage requirements, even if the body size and the total mileage to keep driving the same vehicle for different missions will be very different. Driving mission for the storage needs of the role much more than body size.
Consider two common mission in the city driving and commuting. This is much higher storage requirements, is not primarily due to the car commuter distance travel further, the most important factor is the average speed of moving higher to the high road speed, air resistance through increased participation (Figure 1). This clearly shows that is suitable for high-energy conducting intensive task (such as commuting) and car batteries for those vehicles at low speed for short distance travel (for example, sony vgp-bps13 ,things in the city) and consumers, the feature is a waste of a. These vehicles can not access the cost of providing the appropriate value.
Focus on why the driving market town, not just travel shorter distances. That vehicles with internal combustion engines powered by rechargeable battery vehicles in local streets with lower speeds and stop and start frequently, the rate of energy mileage (miles / kWh, which is a few miles each storage unit) higher (Figure 2). A typical representative of such a mission to lead, including those for urban or suburban vehicles and delivery trucks, and perhaps a taxi. We estimate that up to 38 million U.S. households could buy such vehicles. The basis is that they have at least two vehicles (so it can be used to drive a more demanding activity), and at least one car of a lower annual mileage, and the annual income of these families is sufficient to support electric cars.
Of course, battery-powered vehicles are not suitable for all consumers or households. Some people need a plug-in hybrid (PHEV can be driven by electricity, but also a small internal combustion engine with a replacement vehicle) to provide greater driving distance. In this regard, in accordance with the mission to drive the segmentation, cost-effective to maintain the attractiveness of vehicles is also crucial. Figure 3 shows that the battery of different sizes of plug-in hybrids operating costs of these vehicles for the four types of mission of normal driving,pa3285u-1bas , the total annual mileage of each type varies for each trip between the load balancing is not the same.
In accordance with the mission to drive market segments without the need for consumers to buy more than they need for larger vehicles and batteries. Depending on the use of vehicles of different ways, the requirements of battery size (and initial capital costs related), and run the economy will be very different. In city driving plug-in hybrids need the best battery size, is a sales representative car batteries required 1 / 41. More importantly, the cost of the battery is proportional to its size, the current cost of the battery about 750 U.S. dollars per kilowatt-hour, the size of the battery can be converted to significant cost savings, and sometimes the amount of saving thousands of dollars. This means that only provide a plug-in hybrids (for example, while the mileage of 40 miles of electricity), companies may lose in the competition of these electric mileage is only 10 miles or 20 miles, slightly most operating costs, however, a much lower price of the vehicle manufacturer. Because the use of gasoline mileage Vacation rechargeable electric hybrid mileage is not very frequent use than the cost of carrying “capacity” replacement battery is much lower. thinkpad r52 battery
Focuses on the market with a specific mission to drive the design and sale of vehicle batteries, but also allows manufacturers to target buyers clearly defined values and the precise positioning of their marketing strategies. While some automakers in adopting this approach, but there are still many other manufacturers are also working to design to meet customer demand 95% of vehicles. Our studies have shown that these car manufacturers should consider a new method of market segmentation.