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| The BMW i8 (left) and i3 (right) Image source: http://cdn.tecnologia21.com |
Since
the start of 2012, we have been seeing several leading car manufacturers,
including BMW, Tesla, and Toyota, rushing to push electric cars (ECs) onto the
market. In addition, the European Commission announced on July 11, 2012, that
it proposes further cuts to car emissions in the EU. All these signs suggest
that the era of the electric car is arriving. The problem, however, is that we have
been hearing about the arrival of the electric car since the 80s, and it never
came. So what makes people believe that this time the market is any better?
One of
the biggest differences between the EC market now and the market a
decade ago is customer demand; customer demand for ECs has improved because of 3
main factors:
1.
Lower Price.
Improved
technology and strong marketing has generated enough interest in ECs for mass
production, dropping the average retail price for an EC to about $40K. It is
still about twice the price of the cheapest cars on the market, but cheaper
lithium batteries (Bloomberg New Energy Finance reported a 14% drop in prices
in the first quarter of 2012 and the trend is likely to continue), bigger
emission grants, and rising gasoline prices will add to the financial
attraction of ECs. This works well in the current environment where austerity
is highly valued.
2.
Better Technology.
Batteries
have always been a major concern for EC drivers. A decade ago, drivers where
put off by low quality, expensive batteries with a short life span, poor
mileage, long charging times, and worse, limited charging stations. This issue
has been effectively answered today by:
a.
Cheaper batteries that offer
longer mileage, longer lifespan, and faster charging times.
b.
Improved battery power. Tesla’s
new model S was reviewed by journalists as the Lambo-like, but minus the noise.
Need I say more?
c.
Higher government and
co-operate commitment to provide charging stations. In fact, a group in Japan
recently went a step further and demonstrated the concept of transferring
electricity through concrete. The hope is that by providing a constant stream
of electricity beneath roads ECs will never need to be charged again.
3.
Wider Acceptance.
Interest
in ECs have been fueled by both economic reasons following rising gas prices
and lower oil reserves, and the changes in the competitive environment of the
auto industry. New market entrants that focus primary on ECs, such as Tesla,
have limited concerns for cannibalization, and have therefore significantly accelerated
development and marketing efforts within this market. The effect leads back to
more affordable and sustainable pricing.
The 3
factors described above advocates for an overall healthier market environment than
before. Although the success of the recent EC ventures can only be predicted
following a better understanding of the other factors at work, including a thorough
understanding of the competition. But based on what we have said so far, and
provided governments and co-operates are committed, the road is paved for the
ECs.





