McKinsey 's report, which summarizes "what is necessary for automobile manufacturers to spread EV" will be released
As the automobile exhaust gas regulation globally increases, there is a time when manufacturers who have made internal combustion engine vehicles that burn petrol such as gasoline are forced to shift to EV (electric vehicle). However, because EV is still a "born" generation vehicle, it is not a situation that is generating enough profit. Under such circumstances, what kind of strategy should automobile manufacturers take, management consulting firmsMcKinsey & CompanyI am publishing a report.
Electrifying insights: How automakers can drive electrified vehicle sales and profitability | McKinsey & amp; Company
In addition to models such as hybrid cars (HV) typified by Toyota "Prius" and electric vehicles (EV) such as Nissan "LEAF" and Tesla "MODEL S", automobile companies line up HV and EV in the past few years We are incorporating it. One of the major reasons for this is the exhaust gas regulation which is gradually raised every year. Especially in EuropeStrict regulation will be introducedIn 2017, the regulation called "EURO 6 stage 2" will be raised by one step, and in 2020 a more stringent regulation called "EURO 7" will be introduced.
According to this regulation, it is required to clear all the vehicles for each manufacturer and to clear the regulation value, so it is important to incorporate HV and EV into each manufacturer's lineup That is why it comes. While securing profits for internal combustion engine (ICE) vehicles that fully utilize existing know-how, automobile manufacturers are also environmentally friendly at a high cost, but have an EV that is indispensable for clearing exhaust gas regulations in a well-balanced manner It will be required to produce and sell.
According to the report of McKinsey & Company, interest in HV · EV is strengthening in the world's major automobile market, 50% of consumers in the United States and Germany account for the mechanism of electric vehicles powered by electricity We are deepening our understanding of technology. In the case of a conventional ICE vehicle, almost 100% of users are deepening their understanding, but the difference seems to be gradually shrinking. Also, in the United States, 30% of consumers who purchased cars considered buying HV and EV. In Germany, the proportion has increased to 45%, and the tendency of users' consciousness to change can be seen. The existence of subsidies from governments is also likely to have an impact on this trend.
However, as mentioned above, the report also shows that many EV-related issues still have technical problems and it is necessary for automakers to focus on issues that are obstacles to EV's profitability . Especially since the cost of the battery occupies a major part in EV, technological innovation in this field seems to be said to be an urgent task. In order to secure physical strength as an automobile manufacturer by securing profits while producing HV · EV, it can be said that it is a road unavoidable for each manufacturer.
And especially in the report pointed out that the most important point of the popularization of EV will be to expand models of popular price range. In the United States, it is said that the popularization price range spreading automobiles spreads around 30,000 dollars (about 3.4 million yen), and it is considered that if you introduce a model into this price range the number will increase at once. Nonetheless, it is not easy for EVs, which tend to be expensive yet, to challenge this price range. In April 2016, Tesla is a low price EVModel 3We have announced about 4 million yen, from immediately after the announcementReservations were rushingFrom this point of view, it seems that this view is quite reliable.
Reservation on Tesla's electric car 'Model 3' of about 4 million yen - GIGAZINE
In this way, in order for automobile companies to promote EV, it is essential to introduce models into popular price ranges by hastening the technological innovation of EV, which is considered to be a high cost structure. Conversely, manufacturers who were able to quickly introduce models into this market can be considered as very attractive as the market, as they also make it possible to have so-called "Blue Ocean" as their own.
For the report by McKinsey & Company, it is also possible to download PDF from the following link.
(PDF)Electrifying insights: How automakers can drive electrified vehicle sales and profitability