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

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But, in addition to all that, the necessary infrastructure setup with all of its
related system complexities adds a new dimension. This represents the
biggest single difference to the introduction of the hybrid, which was not
burdened with infrastructure issues.
Therefore, entering an emerging, technology-driven market early on, as
in 1997, again requires a bold strategic decision. Introducing a new technology
while it is still relatively immature (at least in terms of established
requirements on the vehicle side) is definitely a risk. The challenge is to
deal with the uncertainties, while bearing in mind that the outcome will
very likely have a huge impact on the overall industry.
In the following sections, we take a look at the necessary steps toward
developing such a successful business strategy for incumbent OEMs, suppliers
and new players in this field. We also attempt to shed some light on
the different approaches and their validity for the individual players in the
market.
5.2 Key steps toward developing a successful electric mobility
business strategy
Electric mobility raises a number of very critical questions for any market
participant, and the answers to these questions – i.e. the individual business
strategy – will differ from company to company. However, the basic
approach to developing such a strategy is common to most players and is
described below.