Dublin, Jan. 04, 2018 (GLOBE NEWSWIRE) -- The "Electric Vehicle Retail Strategies and Formats in North America and Europe, 2017" report has been added to Research and Markets' offering.
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.
- 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?
Key Topics Covered:
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, Objectives, and Methodology
Research Scope
Research Aims and Objectives
Key Questions this Study will Answer
Research Methodology
Product Segmentation
EV Segmentation
3. Brand Positioning - Handling Stake Holder Perception
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 - 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
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
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
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 Opportunities and Companies to Action
Growth Opportunity - Social Collaboration
Strategic Imperatives for EV Retailing
9. Conclusions and Future Outlook
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
Companies Mentioned
- Audi
- BMW
- CarWow
- Tesla Motors
- Volkswagen
- Volvo
For more information about this report visit https://www.researchandmarkets.com/research/lg9lh6/north_america_and?w=12