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

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"Powertrain 2020 – The Future Drives Electric"
Our 2007 study also identified the major hurdles facing OEMs with regard
to challenges for 2012, in particular how to meet the 130 g/km fleet emission
target in Europe. Many of our findings have been addressed by the
major players. With customer willingness to pay for new technology being
limited, OEMs have adopted a proactive market development strategy,
mopping up the extra costs themselves.
Most OEMs have expanded their in-house competences and engineering
capacities in the field of hybridization and pure electric drive. They have
tried to simplify the growing complexity of their powertrain portfolios.
Organizational structures have been adjusted. Although oligopolistic
supplier structures continue to exist, increasing competition and growing
competence in the supplier industry are gradually leading to more advanced
components and a broader range of options to choose from.
The present study takes our initial analysis a step further, analyzing the
challenges that automakers face in the longer term. It also reflects the major
changes that have occurred since the publication of the report.
Battery technology is in many ways the key to successful powertrain
electrification. This area has seen considerable technological advance
in the last two years, accompanied by increased commercial activity.
Growing concern about global warming is leading to more and more restrictive
governmental regulations, particularly with regard to CO 2 and
particulate matter emissions. This development is putting OEMs under
greater pressure to develop cleaner vehicles.
The spike in oil prices in 2008 strengthened the intent of governments
to decrease their countries' dependence on oil. At the same time, global
competition in the area of green vehicles is growing, often challenging
established positions.