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

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80 | Study 4.7 Summary The coming changes in powertrain technology will thoroughly shake up the automotive industry. They will create many opportunities, but also pose serious risks for both established and new players. The success of individual players will very much depend on how well they understand the market dynamics of their specific section of the value chain. They must formulate a focused business strategy, either defending or expanding on their current position. In Chapter 5, we provide guidelines for key players on how to evaluate their own position. We also demonstrate how to define existing options and develop a winning business strategy.
81 | "Powertrain 2020 – The Future Drives Electric" 5. How to prepare for the change to come 5.1 Introduction Amid the uncertainties in electric mobility, one thing is sure: the race to find the best, or at least the most promising, business strategy is already underway. For some time now, companies have been trying to position themselves out in front, preparing themselves for a battle that won't really get going until 2011/12. By doing so, they are laying the groundwork for their future success (or failure) in electric mobility. Some players have been preparing for years, while others are still debating the possible relevance of electrification for them. Still others are teaming up with partners to face the future challenges. Time is short, at least for companies that hope to lead the way in pure electric vehicles and plug-in hybrids. The success of hybrid vehicles on the market has shown how difficult it is for latecomers to gain an edge in this new field of vehicle technology. Learning from the past: the Toyota Prius case In January 1997, Toyota announced the launch of the Toyota Eco Project. The initiative was a response to the long-term environmental challenges facing the globe and the rise in public awareness of environmental issues. The company launched the world's first mass-produced hybrid car, the Prius, in December 1997 in Japan, to coincide with the Kyoto conference on climate change. Three years later it launched the Prius on other markets, including the United States. At the time of its release, most OEMs were skeptical about hybrid vehicles. They cast doubt on both their technology and their chances of finding a market. Indeed, hybrid cars have never had it easy. Many experts questioned the wisdom of increasing the cost and weight of vehicles by adding a second, electric powertrain. After all, improving conventional technology would also lead to greater fuel efficiency – at a lower cost. Yet despite the initial weak sales, Toyota stuck to its guns. In line with its long-term strategy, the company continued improving the technology base, launching the second-generation Prius in 2003. And it paid off: In 2008, more than ten years after its initial market introduction, annual sales were in excess of 280,000 units worldwide. In May 2008, Toyota announced that it had sold its one millionth hybrid car. And Toyota dominates the market for hybrid vehicles, with a market share of more than 70%.
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Page 96 and 97: 94 | Study Co-authors Ralf Kalmbach
Page 98: 96 | Study Co-authors Jesus Salvado
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Powertrain 2020 - The Future Drives Electric (PDF ... - Roland Berger

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