Powertrain 2020 - The Future Drives Electric (PDF ... - Roland Berger

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"Powertrain 2020 – The Future Drives Electric"
This presents opportunities for both established and new players to access
new revenue streams and achieve larger profit margins. To this end, OEMs
and suppliers need to review their core activities and product portfolios.
4.3.1 OEMs' degree of vertical integration
OEMs traditionally regard the powertrain as a critical part of their in-house
development and production base. Indeed, the powertrain is how they
differentiate their vehicles from those of their competitors.
With the arrival of new electric technology, OEMs need to redefine their
core competences. This is particularly important as electrical components
have not traditionally been a focus area for OEMs. Developing and producing
new components will be vital for automakers if they want to stay ahead
of their competitors in terms of technology.
To some extent this is happening already. Forerunners such as Toyota have
built new R&D centers focused purely on electric and hybrid powertrains.
Other players such as Daimler are following their example.
In powertrain production, OEMs' current focus is on core mechanical
components, such as the crankcase and cylinder head, as well as final
assembly. Here, a complete rethink of the in-house production setup is
needed.
In the next five to ten years, OEMs must build up and develop their inhouse
competence in electric powertrains. Initially, they should concentrate
mainly on product and process design. Component manufacturing, integration
and assembly can be considered at a later stage, but only if the
scale effects justify the efforts.
4.3.2 Shake-up of the established supplier base
Established suppliers of current powertrain components must also take a
careful look at their product portfolio, technology basis and competitive
edge. Failure to do so could result in a loss of future business as the powertrain
environment changes and develops.
Toyota and Honda introduced hybrid vehicles in the late 1990s. This has
enabled their key component suppliers in Japan to build up a considerable
knowledge base. These suppliers are now utilizing this base to further
develop their products for use in PHEVs and EVs on a global basis.