Electric Vehicle Retail Strategies and Formats in North America and Europe, 2017

In-store Digitization and Innovative Store Formats to Transform Dealership Experience, Poised to Enhance Customer Interactions and End-to-end Purchase Process

USD 4,950

* Required Fields

USD 4,950

PAY BY INVOICE

Be the first to review this product

Electric vehicles are disrupting the industry with their unique value proposition. This has led various luxury OEMs to focus on expanding their EV product portfolio. Although battery electric vehicles and fuel cells are being touted as a sustainable alternative transportation solution, slow rate of adoption can be attributed toward consumer awareness and common misconceptions about electric range and e-technology. Inherent drawbacks hinder the adoption of these vehicles and the primary challenge lies with changing consumer perception towards EVs. Unlike conventional car purchase, EV consumers need to be educated about recharging to HMI solutions the car offers. OEMs need to enhance customer purchase experience and their journey. Moreover, with changing ownership trends with regards to electric cars is forcing automakers to restructure their retail concept. Owing to this OEMs are innovating their retail strategies toward futuristic digital stores and retail models ensuring adoption of VE tools such as VR and AR technologies. Furthermore, automakers are keen on enhancing customer purchase journey through retail strategy integration from various leading luxury brands and through the use of technology.

Among performance, innovation, energy efficiency, luxuriousness, and ease of ownership, a strong brand positioning message is required in at least three of the parameters for the EV brand to be successful. Customer centric retail design which will integrate and digitize different platforms to ease the overall process, disrupting the market of EV retailing The segment also needs targeted marketing to women and baby boomers. This study analyses various retail strategies (current & future) of major luxury OEMs.

Objectives of the study:
• To understand OEM’s brand positioning for electric cars and their branding strategy.
• To evaluate their marketing strategies for current and future models.
• To capture various in-store digitization trends with reference to electric vehicles.
• To understand the consumer journey from look up till purchase and how OEM’s retail features affect purchase decision.
• To benchmark automakers dealership staff training and certification. 6.To outline the various leasing plans adopted or devised by OEMs to aid in enhanced consumer experience.

Key questions this study will answer:
• What is the total market for xEV traction motors till 2025?
• What are the various OEM e-motor strategies for various types of hybrid and electric vehicles?
• What is the future of eMotor sourcing trends and manufacturing focus of OEMs?
• What is the total market for xEV vehicles, forecast till 2025?
• How is the region wise market for eMotors and technology adoption till 2025?

Table of Contents

1. Executive Summary
Executive Summary—Key Findings
EV Portfolio Branding—Present and Future
EV Product Positioning—The Broader Competitive Space
OEM Marketing Mix—Comparative Landscape
Creating Customer Awareness—Tesla’s Methodology
OEM Retail Strategies
Leasing Features Analysis—Identifying the Grey Areas
2. Research Scope, Objectives, and Methodology
Research Scope
Research Aims and Objectives
Research Methodology
Product Segmentation
EV Segmentation
3. Brand Positioning—Handling Stake Holder Perception
EV Branding Perceptive Attributes—BMW
EV Branding Perceptive Attributes—Volvo
EV Branding Perceptive Attributes—AUDI
EV Branding Perceptive Attributes—Tesla
EV Brand Positioning—Target Demographics
EV Portfolio Branding—Present and Future
Relative Perception Mapping—OEM Comparison
BMW Product Positioning—EV vis-à-vis ICE
AUDI Product Positioning—EV vis-à-vis ICE
Volvo Product Positioning—EV vis-à-vis ICE
EV Product Positioning—The Broader Competitive Space
Branding and Positioning—Critical Success Factors
4. Creating Brand Awareness—Marketing Tools and Strategies
Creating Brand Awareness—Tesla’s Methodology
Creating Brand Awareness—BMW’s Methodology
Using Social Media to Make Wins—Volvo And AUDI
OEM Marketing Mix—Comparative Landscape
Marketing Strategies and Tools—Critical Success Factors
5. Dealership Transformation for Evs—Benchmarking
BMW i’s Approach to Dealership Strategy
BMW i—Dealership from Concept to Reality
BMW Dealership—Staffing and Training
Volkswagen Dealership for EVs
Tesla—Key Challenges and Remediation Strategies
Tesla Organizational Development Programs—Key Points
Tesla Dealership for EVs
Volvo’s Dealership Strategies and Training Philosophy
Volvo’s F&I Offerings in US & Dealership Training Curriculum
6. Leasing Electric Vehicles—Benchmarking OEMs
Financial Lease Type Segmentation
Financial and Leasing Feature Analysis
Leasing Features Analysis—Identifying the Grey Areas
7. EV Retail Channels and Format
Store Type Segmentation
Trends in Automotive Retail Stores
Influencing Customer Experience Across the Lifecycle
Challenges for EV in Target Markets
Digitization Retailing (Key Performance Index) KPIs
OEM Retail Strategies
BMW Retail Highlights
Volkswagen Retail Highlights
Tesla Retail Highlights
Volvo Retail Highlights
EV Only Retail Store or Mixed Retailing Concept?
Audi City
CarWow—Effective Way to Buy Cars Online
KPI Significance by Vehicle Store Type
In-store Digitization Case Study—Tesla Motors
Digitizing through Reality Tools (VR/AR/MR)
BMW i3—Enhancing Customer Experience
Recommended EV Retail Elements—Critical Success Factors
8. Growth Opportunities and Companies to Action
Growth Opportunity—Social Collaboration
Strategic Imperatives for EV Retailing
9. Conclusions and Future Outlook
Conclusion—Future Innovations
Conclusion—Automotive Leasing: Changing Landscapes
Conclusion—The Future Retail Format
The Future of EV Retail—3 Big Predictions
Legal Disclaimer
10. Appendix
Abbreviations and Acronyms Used
Learn More—Next Steps
Additional Sources of Information on Study Topic Area
Market Engineering Methodology

Infographic



List of Figures & Charts

1. EV Retail Strategies: EV Portfolio Branding, North America and Europe, 2017
2. EV Retail Strategies: Financial and Leasing Feature Analysis, North America and Europe, 2017
3. EV Retail Strategies: KPI Significance by Vehicle Store Type, North America and Europe, 2017


1. EV Retail Strategies: Executive Summary—Key Findings, North America and Europe, 2017
2. EV Retail Strategies: Electric Vehicles Positioning Matrix-Price vs e-Range, Mass Market to Super Luxury Vehicles, North America and Europe, 2017
3. EV Retail Strategies: OEM Marketing Mix, North America and Europe, 2017
4. EV Retail Strategies: Creating Customer Awareness—Tesla’s Methodology, North America and Europe, 2017
5. EV Retail Strategies: OEM Retail Strategies, North America and Europe, 2017
6. EV Retail Strategies: Leasing Features Analysis, North America and Europe, 2017
7. EV Retail Strategies: Product Segmentation, North America and Europe, 2017
8. EV Retail Strategies: EV Branding Perceptive Attributes—BMW, North America and Europe, 2017
9. EV Retail Strategies: EV Branding Perceptive Attributes—Volvo, North America and Europe, 2017
10. EV Retail Strategies: EV Branding Perceptive Attributes—Audi, North America and Europe, 2017
11. EV Retail Strategies: EV Branding Perceptive Attributes—Tesla, North America and Europe, 2017
12. EV Retail Strategies: EV Brand Positioning—Target Demographics, North America and Europe, 2017
13. EV Retail Strategies: Relative Brand Positioning Schemes of OEMs’ EV Portfolios, North America and Europe, 2017
14. EV Retail Strategies: BMW Product Positioning, North America and Europe, 2017
15. EV Retail Strategies: Audi Product Positioning, North America and Europe, 2017
16. EV Retail Strategies: Volvo Product Positioning, North America and Europe, 2017
17. EV Retail Strategies: Electric Vehicles Positioning Matrix-Price vs e-Range, Mass Market to Super Luxury Vehicles, North America and Europe, 2017
18. EV Retail Strategies: Branding and Positioning—Critical Success Factors, North America and Europe, 2017
19. EV Retail Strategies: Creating Brand Awareness—Tesla’s Methodology, North America and Europe, 2017
20. EV Retail Strategies: Creating Brand Awareness—BMW’s Methodology, North America and Europe, 2017
21. EV Retail Strategies: Creating Customer Awareness—Volvo and Audi’s Methodology, North America and Europe, 2017
22. EV Retail Strategies: OEM Marketing Mix, North America and Europe, 2017
23. EV Retail Strategies: Marketing Strategies and Tools—Critical Success Factors, North America and Europe, 2017
24. EV Retail Strategies: BMW i’s Approach to Dealership Strategy, North America and Europe, 2017
25. EV Retail Strategies: BMW Dealership—Staffing and Training Strategy, North America and Europe, 2017
26. EV Retail Strategies: Volkswagen EV Dealership Strategy, North America and Europe, 2017
27. EV Retail Strategies: Tesla—Key Challenges and Remediation Strategies, North America and Europe, 2017
28. EV Retail Strategies: Tesla Organizational Development Programs, North America and Europe, 2017
29. EV Retail Strategies: Tesla Dealership Strategies, North America and Europe, 2017
30. EV Retail Strategies: Volvo’s Dealership Strategies and Training Philosophy, North America and Europe, 2017
31. EV Retail Strategies: Volvo’s Finance & Insurance (F&I) Offerings and Dealership Training Curriculum, USA, 2017
32. EV Retail Strategies: Financial Lease Type Segmentation, North America and Europe, 2017
33. EV Retail Strategies: Leasing Features Analysis, North America and Europe, 2017
34. EV Retail Strategies: Store Type Segmentation, North America and Europe, 2017
35. EV Retail Strategies: Trends in Automotive Retail Stores, North America and Europe, 2017
36. EV Retail Strategies: Influencing Customer Experience Across the Lifecycle, North America and Europe, 2017
37. EV Retail Strategies: Challenges for EV in Target Markets, North America and Europe, 2017
38. EV Retail Strategies: Digitization Retailing KPIs, North America and Europe, 2017
39. EV Retail Strategies: OEM Retail Strategies, North America and Europe, 2017
40. EV Retail Strategies: BMW Retail Highlights, North America and Europe, 2017
41. EV Retail Strategies: Volkswagen Retail Highlights, North America and Europe, 2017
42. EV Retail Strategies: Tesla Retail Highlights, North America and Europe, 2017
43. EV Retail Strategies: Volvo Retail Highlights, North America and Europe, 2017
44. EV Retail Strategies: EV Only Retail Store Trends, North America and Europe, 2017
45. EV Retail Strategies: Audi City Highlights, North America and Europe, 2017
46. EV Retail Strategies: Car Wow Highlights, North America and Europe, 2017
47. EV Retail Strategies: In-store Digitization Case Study—Tesla Motors, North America and Europe, 2017
48. EV Retail Strategies: Digitizing through Reality Tools (VR/AR/MR), North America and Europe, 2017
49. EV Retail Strategies: BMW i3—Enhancing Customer Experience, North America and Europe, 2017
50. EV Retail Strategies: EV Retail Elements—Critical Success Factors, North America and Europe, 2017
51. EV Retail Strategies: Growth Opportunity—Social Collaboration, North America and Europe, 2017
52. EV Retail Strategies: Strategic Imperatives for EV Retail Industry, North America and Europe, 2017
53. EV Retail Strategies: Future Innovation in Dealership Format, North America and Europe, 2017
54. EV Retail Strategies: Future Of Automotive Leasing—Changing Landscapes, North America and Europe, 2017
55. EV Retail Strategies: The Future Retail Format, North America and Europe, 2017



Keyword1

Keyword2

Keyword3

Why Frost & Sullivan

Working with the CEO’s growth team to create a vision based on a transformation growth strategy

Creating content-based digital marketing strategies that leverage our research perspective to differentiate and “tell your story”

Tracking over 1000 emerging technologies and analyzing the impact by industry and application to reveal the companies to watch in each sector

The Frost & Sullivan team is based in our 45 global offices and have developed a powerful global understandings of how industries operate on a global level.