The Adoption of Electrically Powered Vehicles in the U.S

By: Group 6

Abstract• 2nd most expensive purchase for most Americans.

• Consumed 17% of pre tax income of families.

• Americans own 2.28 vehicles per household.

• ICE engines used by most cars.

• Used only 13% of the potential power of the Gasoline.

• America became increasingly dependent on oil controlled by OPEC countries.

• Rather than oil shocks and prices pollution became the main concern

• New laws imposed

• R&D of battery powered vehicles stared in 1997

• GM released EV1, with a 3 hr recharge time and zero emission.

• Release of “The inconvenient truth” by Al Gore.

• The release of the PRIUS by Toyota.

ABSTRACT CONTD

PHEV’s NO alternative source of

power

Charging takes a lot of

time

Evs are environment

friendly

Reduces America’s

dependence on oil

producing countries

Diesel-No longer a dirty fuel

Clean Diesel Technology

FUEL Cells-Uses

Hydrogen and Oxygen

ABSTRACT CONTD

Infrastructure changes needed

Recharging Stations

Coulomb

Better Place-Supplementary Batteries

Israel and Denmark

Fuel cell Infrastructure

Regulation and government Intervention(Taxes and Subsidies)

The Road Ahead-Lifestyle Trade offs

Future Prospect of HEV• A stepping-stone for future zero-emitting fuel cell and electric vehicles.

• By driving the cost reduction and increased performance of components(electric motor, power controls, and high power density batteries), the continued development of HEVs will also help the development of the low and zero emission vehicles of the future.

• The general acceptance of a hybrid vehicle with substantial electric range is very heavily dependent on future fuel costs and government policy.

• The hybrid philosophy of reducing total fuel consumption could well find general acceptance on purely economic terms, particularly if fuel prices continue to increase and provided that these savings outweigh any increase in capital cost and accrued battery and maintenance cost.

Degree of Hybridization• A petrol engine in a conventional car has an

average engine efficiency of 17%-20% under normal driving conditions.

• Most of the energy in the fuel is lost as heat and a smaller part as engine friction.

• However, of the remaining energy out from the engine approximately 10%-12% is lost during idling and another 20%-30% is ‘lost’ when braking.

• In conclusion, only 12%-14% of the energy supplied as fuel is actually used to move the car forward.

• HEVs can deal with some of these energy losses using different kinds of technologies

designed to harness and utilize ‘lost’ energy

Does PHEV have a bright future ?

1) There were two major distinctive factors from HEV and EV vehicles

• PHEV used lithium ion battery.

• Batteries of PHEV could be charged by plugging into electrical outlet.

2) Drawback of EV – In case of depleted battery, there was no alternative

means to power. Average mileage of EV was around 100-120 miles.

3) The global imperative to cut carbon pollution and oil dependency.

4) Sales of hybrid vehicles was highest in 2007 but the subsequent years saw a

major decline in sales. ( exhibit 8 & exhibit 9)

According to exhibit 1 :-

The optimist case says the oil abundance will be at 80 million barrels per day. Whereas the pessimist case says it will be at 40 million barrels per day.(daily consumption is 96 million barrels per day)

Bloomberg predicts the EV "revolution" will displace 13 million barrels a day of crude by 2040 and 2 million barrels per day as early as 2023

FUTURE PROJECTIONS OF ELECTRIC VEHICLES

• A new Bloomberg report published, forecasts that sales of electric vehicles will hit 41 million by 2040.

• Falling Lithium-ion battery costs

• United States, Europe, India and China are giving buyers incentives for going electric.

• Environmental Protection Agency (EPA) is asking Volkswagen to make electric vehicles in the U.S. as part of a way to help the automaker get out of the trudge of its emissions scandal.

The range is typically limited to 60-120

miles on a full charge, although a few models can go 200-300 miles like the Tesla Models

S90D and P90D but also cost $85,000

upwards. 

Another problem is that fully recharging the battery pack can take 4-8 hours. Even

a “fast charge” to 80% capacity can

take about 30 minutes. 

Besides, large battery packs are expensive and may need to be

replaced once or more during the life of

the vehicle

Battery packs are heavy and take up

considerable space—similar to how CNG (compressed natural gas) kits fill up the

boot space.

The lack of available charging

infrastructure

CHALLENGES FACED BY ELECTRIC VEHICLES

GROWTH OF ELECTRIC VEHICLES IN INDIA

• Sales of electric vehicles in India grew 37.5% to 22,000 units in the year ended 31st March 2016 from 16,000 a year ago. Of these, only 2,000 units were four-wheelers.

• Mahindra, Maruti Suzuki, Toyota, BMW, Hero MotoCorp, Tesla, Nissan and Mercedes are planning to launch Electric/Hybrid vehicles in India in the coming years.

• Tork motorcycles is trying to get a variant of the first electric motorcycle in India

STEPS TAKEN BY INDIAN GOVERNMENT• Piyush Goyal, India’s power minister with independent charge for Coal, Power, and New and

Renewable Energy said that the government is planning to shift to 100 percent electric vehicles by 2030.

• India has set an objective of selling 6 million electric vehicles by 2020 - a vision stated by the government through the National Electric Mobility Mission Plan (NEMMP) 2020 and FAME (Faster Adoption and Manufacturing of Electric Vehicles).

• Phase-1 of the scheme will be implemented over a two year period in 2015-16 and 2016-17 with an approved outlay of Rs 795 crore.

Rs 1800 to Rs 29,000 for Two WheelersRs 3300 to Rs 61,000 for Three WheelersRs 1.3 Rs 1.38 Lakh for Four WheelersRs 17,000 to Rs 1.87 Lakh for Light Commercial Vehicles (LCV)Rs 34 Lakh to Rs 66 Lakh for Buses

Marketing Strategies

• Increase the market share with increase in models by keeping in mind “One model won’t fit for all.”

• Increase brand awareness by increasing no. of vehicles on road.

• Create brand loyalty.

LOYALTY PROGRAMS AMPLIFY YOUR RIDE

TEST DRIVE

AMERICA

CAMPAIGN

TACTICS

Phases

Communication strategies

(pre launch)

Banners, automotive magazines

Social media

New Launch Events

Debut announcements

Test Drive America

Campaign

Expand communication

strategies(post launch)

Billboard campaigns

Implement Amplify your

ride

Thank you