Market trend of xEV and its impact on battery business - (PPT)

摘要

Shifts from HEV to PHEV/EV, from developed markets to emerging markets to arise a question, "how to deal with this fragmented markets?" The potential answers are power game based on low cost, highly standardized products or customization. Flexible strategy is important as these shifts can be temporary due to its dependence on uncontrollable external environment: 1. PHEV/EV are still dependent on the politics; 2. HEV market can grow faster if expansion in China succeeds. PHEV and EV are pursuing longer range, and the cost vs range problem is arising again. For PHEV and EV, Technological innovations are not enough for expansion of EV/PHEV-business model innovation should be re-considered: 1. OEMs invest more in PHEV and EV may compete against HEV by business model innovation. 2. New business model like Better Place can be re-considered. To cause business model innovation, OEMs' commitment to technology and development of a total eco-system are necessary.