{"id":11970,"date":"2013-09-19T19:25:57","date_gmt":"2013-09-19T19:25:57","guid":{"rendered":"https:\/\/www.sisinternational.com\/perspectives-on-electric-vehicles-2013\/"},"modified":"2025-09-16T22:34:03","modified_gmt":"2025-09-17T02:34:03","slug":"perspektiven-fur-elektrofahrzeuge-2013","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/de\/perspectives-on-electric-vehicles-2013\/","title":{"rendered":"Marktforschung f\u00fcr Hybrid- und Elektrofahrzeuge"},"content":{"rendered":"
\"SIS<\/figure>\n\n\n\n

<\/p>\n\n\n

Es gibt einen wichtigen Unterschied zwischen Hybridfahrzeugen und Elektrofahrzeugen (EVs).<\/h2>\n

Hybrid vehicles, such as the Toyota Prius line, are powered by both an electric engine and an Internal Combustion Engine (ICE), which is the traditional engine fueled by petrol or Diesel. Electric Vehicles (EVs), by definition, are powered by an electric engine only. A large number of battery cells deck the floor of an EV. The recharging of the battery is simply done by an electric plug, usually at the user\u2019s home.<\/p>\n

Gelegenheiten und Herausforderungen<\/h2>\n

Most automotive manufacturers have completed their model line-up with Hybrids. However, only a few propose exclusively electric cars. The leader in terms of sales for the Current Year 2013 in the US EV segment is the Chevrolet Volt and the Nissan Leaf. Then comes the premium brand Tesla with its newly launched Model S. The volumes in the Hybrid segment are very different. The industry leader is considered Toyota, and its Prius line. The followers are Ford, with its Fusion Hybrid and C-Max Hybrid, and Hyundai Sonata.<\/p>\n

The reasons behind the leadership in these segments are diverse and require a thorough industry analysis. However, one can easily assume that first-mover advantage plays a significant role in terms of branding, economies of scales and technology advantage. In fact, Toyota was the first to launch hybrid versions and is still on top of that market. In the same way, Nissan and Chevrolet were pioneers in the mass market EV in 2009\/10 and still hold a leadership position.<\/p>\n

Angesichts der starken Konkurrenz und der vielf\u00e4ltigen Differenzierungsbem\u00fchungen der Automobilhersteller sind Verkaufszahlen bzw. Markt- und Segmentanteile wichtige Erfolgsindikatoren in dieser Branche.<\/p>\n

Regulierung von Elektroautos<\/h2>\n

Regulation on C02 emission and gas consumption is a main reason that pushes manufacturers to develop and market low or zero emission vehicles. In a global industry, an increasing number of countries have adopted tax incentive schemes that favor the sales of hybrid and EV over traditional more fuel-consuming cars. For instance, France has Bonus\/Malus scheme, where a cash amount is offered to the buyers of hybrid and EV vehicles. The same applies to Holland.<\/p>\n

Die USA haben k\u00fcrzlich \u00e4hnliche Steuerregelungen f\u00fcr Autos eingef\u00fchrt, aber die regulatorischen Rahmenbedingungen sind weniger streng. Diese Marktdynamik und ein m\u00f6glicher \u201eHalo-Effekt\u201c um die Marke veranlassen alle Hersteller dazu, Hybrid- oder Elektromodelle anzubieten. Daher stellt sich die gr\u00f6\u00dfere Frage, welche Strategien die Hersteller f\u00fcr ihre Modellpalette verfolgen wollen.<\/p>\n

Einblicke der Kunden<\/h2>\n

Customers of hybrids and EVs are for most part environmentally conscious above 50 year old upper income class individuals. Thus, while it makes sense to offer a hybrid or EV family sedan or compact car for urban environment, this product strategy does not find rational for full size heavy duty trucks. Likewise, Ford offers hybrid and EV for the Fusion and the Focus respectively, but remains on ICE for its flagship F-150.<\/p>\n

EVs and Hybrids are priced at a premium over similar ICE models with same equipment level. Manufacturers have performed extensive price vs. value analyses in order to find out what the premium would be that the customers are willing to pay to drive a low emission car.<\/p>\n

Die Auswirkungen auf die Branche insgesamt sind nicht klar, da die St\u00fcckzahlen f\u00fcr Elektro- und Hybridfahrzeuge noch recht gering sind. Auf Segmentebene k\u00f6nnen Preisstrategien f\u00fcr Elektro- und Hybridfahrzeuge jedoch als eine Differenzierungsstrategie gegen\u00fcber den nicht zur Premiumklasse geh\u00f6renden Verbrennungsmotorensegmenten angesehen werden. Mit anderen Worten: Eine nicht zur Premiumklasse geh\u00f6rende Marke wie Nissan oder Toyota ist m\u00f6glicherweise in der Lage, ihre Hybrid- und Elektrofahrzeuge auf demselben Preisniveau wie einen Mini, einen BMW oder einen Audi anzubieten. Angesichts der Gr\u00f6\u00dfe, die Nissan und Toyota im Laufe der Jahre erreicht haben, sind die Grenzkosten f\u00fcr die Herstellung eines Hybrid- oder Elektrofahrzeugs stark gesunken, was zu einer h\u00f6heren Grenzrendite f\u00fcr ihre Hybrid- und Elektrofahrzeuge gef\u00fchrt hat.<\/p>\n

\u00a0<\/p>","protected":false},"excerpt":{"rendered":"

Es gibt einen wichtigen Unterschied zwischen Hybridfahrzeugen und Elektrofahrzeugen (EVs). Hybridfahrzeuge wie die Toyota Prius-Reihe werden sowohl von einem Elektromotor als auch von einem Verbrennungsmotor (ICE) angetrieben, dem herk\u00f6mmlichen Motor, der mit Benzin oder Diesel betrieben wird. Elektrofahrzeuge (EVs) werden per Definition nur von einem Elektromotor angetrieben. \u2026 Weiterlesen \u2026<\/a><\/p>","protected":false},"author":1,"featured_media":63491,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[284],"tags":[],"class_list":["post-11970","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-energy","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/11970","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/comments?post=11970"}],"version-history":[{"count":3,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/11970\/revisions"}],"predecessor-version":[{"id":69264,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/posts\/11970\/revisions\/69264"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media\/63491"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/media?parent=11970"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/categories?post=11970"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/de\/wp-json\/wp\/v2\/tags?post=11970"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}