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

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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

Table of Contents

Executive SummaryExecutive Summary—Key FindingsEV Portfolio Branding—Present and FutureEV Product Positioning—The Broader Competitive SpaceOEM Marketing Mix—Comparative LandscapeCreating Customer Awareness—Tesla’s MethodologyOEM Retail StrategiesLeasing Features Analysis—Identifying the Grey AreasResearch Scope, Objectives, and MethodologyResearch ScopeResearch Aims and ObjectivesKey Questions this Study will AnswerResearch Methodology Product SegmentationEV SegmentationBrand Positioning—Handling Stake Holder PerceptionEV Branding Perceptive Attributes—BMW EV Branding Perceptive Attributes—Volvo EV Branding Perceptive Attributes—AUDIEV Branding Perceptive Attributes—Tesla EV Brand Positioning—Target DemographicsEV Portfolio Branding—Present and FutureRelative Perception Mapping—OEM ComparisonBMW Product Positioning—EV vis-à-vis ICEAUDI Product Positioning—EV vis-à-vis ICEVolvo Product Positioning—EV vis-à-vis ICEEV Product Positioning—The Broader Competitive SpaceBranding and Positioning—Critical Success FactorsCreating Brand Awareness—Marketing Tools and StrategiesCreating Brand Awareness—Tesla’s MethodologyCreating Brand Awareness—BMW’s MethodologyUsing Social Media to Make Wins—Volvo And AUDIOEM Marketing Mix—Comparative LandscapeMarketing Strategies and Tools—Critical Success FactorsDealership Transformation for Evs—BenchmarkingBMW i’s Approach to Dealership StrategyBMW i—Dealership from Concept to RealityBMW Dealership—Staffing and TrainingVolkswagen Dealership for EVsTesla—Key Challenges and Remediation StrategiesTesla Organizational Development Programs—Key PointsTesla Dealership for EVsVolvo’s Dealership Strategies and Training PhilosophyVolvo’s F&I Offerings in US & Dealership Training CurriculumLeasing Electric Vehicles—Benchmarking OEMsFinancial Lease Type SegmentationFinancial and Leasing Feature AnalysisLeasing Features Analysis—Identifying the Grey AreasEV Retail Channels and FormatStore Type SegmentationTrends in Automotive Retail StoresInfluencing Customer Experience Across the Lifecycle Challenges for EV in Target MarketsDigitization Retailing (Key Performance Index) KPIsOEM Retail StrategiesBMW Retail HighlightsVolkswagen Retail HighlightsTesla Retail HighlightsVolvo Retail HighlightsEV Only Retail Store or Mixed Retailing Concept?Audi CityCarWow—Effective Way to Buy Cars OnlineKPI Significance by Vehicle Store TypeIn-store Digitization Case Study—Tesla MotorsDigitizing through Reality Tools (VR/AR/MR)BMW i3—Enhancing Customer ExperienceRecommended EV Retail Elements—Critical Success FactorsGrowth Opportunities and Companies to ActionGrowth Opportunity—Social CollaborationStrategic Imperatives for EV RetailingConclusions and Future OutlookConclusion—Future Innovations Conclusion—Automotive Leasing: Changing LandscapesConclusion—The Future Retail FormatThe Future of EV Retail—3 Big PredictionsLegal DisclaimerAppendixAbbreviations and Acronyms UsedLearn More—Next StepsAdditional Sources of Information on Study Topic AreaMarket Engineering Methodology


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