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

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"Powertrain 2020 – The Future Drives Electric"
Step 1: Evaluate the strategic importance of the topic for yourself –
How aggressive do I need to be to enter this field?
The necessity of entering this new market and technology field depends
very much on the current position of the individual player, i.e. product
portfolio, current brand image and overall market position. The potential
losses from doing nothing need to be carefully weighed against potential
gains from entering this new field early on and with an aggressive approach.
This detailed analysis will yield valuable input for defining both the strategic
importance of the topic and your vision.
What does this mean for OEMs, suppliers and niche players? OEMs may
have to go beyond pure vehicle selling and expand their product portfolio,
market reach and service offer. Suppliers may have to completely redesign
their long-term product portfolio, with new partners and relationships. And
new or niche players can take center stage – or in some cases, maybe just
slightly adjust their current business setup. Developing a sound vision very
much depends on a profound understanding of key market trends and a
company's own capabilities – combined with a creative and comprehensive
development process.
Message: The more you stand to gain from entering the market – or lose
from doing nothing – the more important it is to hone your business
approach and target the market aggressively.
Step 2: Assess your resources – How much can I afford to put into this
new market?
What determines the additional R&D and business development efforts that
can be put into this new market and technology? First, it depends on how
much companies already dedicate to this area. Second, the company's
financial power is an important factor. Finally, the appropriate resources
need to be available. A detailed analysis of the necessary development areas
and resource requirements for achieving the company's vision, developed
in step 1, will provide valuable input for focusing and prioritizing the activities.
As electric mobility is a new market, we believe that new partnerships
will evolve, not only among the players in the industry, but especially between
industries. Government support will play an important role here in
giving longer-term direction and providing short-term financial support.
Message: Tailor your approach to your individual resource constraints and
consider partnerships to realize your vision. Utilize government support
to stabilize, expand and accelerate your strategic activities.