The competitive environment of electric vehicles: An analysis of prototype and production models William Sierzchula, Sjoerd Bakker, Kees Maat and Bert van Wee
Product Life Cycle cyclical pattern of product development
Goal Uncover the industrial dynamics during the early transitional phase and draw conclusions about EV becoming competitors to ICE vehicles
1) era of ferment technological breakthrough through competence enhancing/destroying innovation
2) incremental improvements emergence of dominant design
3 To what extent are firms making commercial or passenger vehicles models?
4 How do the performance characteristics of EV models compare to conventional ICE automobiles?
2 What (if any) are the differences in the characteristics (class and performance) of vehicles made by incumbent and startup firms?
1 What classifications of EV models are manufacturers producing?
Eco Innovations
Factors for success Consumer preferences, product energy efficiency and government regulation
Consumers often willing to pay premium prices
Lower operating costs
Companies are more likely to calculate costs
Supported through government regulations
The market is limited to niches and eco-enthusiastic early adaptors
Study
Data Unique set of electric vehicle prototype and production models from 1991 to 2011. Overview of the percent of EVs that were sold, leased or converted relative to all vehicle sales in the US from 1999 to 2008
Sources government reports, professional websites and auto shows
Results
Companies that manufactured an EV model increased from one in 2003 to 76 in 2011
Low barriers to enter during technology ferment era
Large incumbents are investing in EV technologyand have been actively developing models
Number of chemistries increased from one in 2005 to 13 in 2010 and 10 in 2011
Conclusion
Industry focus is on small passenger vehicles and niche vehicles
Large incumbent firms developed EVs with performance and size similar to mass market automobiles