Pike Pulse Report: Plug-In Electric Vehicles

Assessment of Strategy and Execution for 16 Leading Electric Vehicle Brands

The market for plug-in electric vehicles (PEVs) began in earnest in 2010 with the Nissan Leaf and Chevrolet Volt battling for market leadership, while the Tesla Roadster targeted the high end of the performance market. Since that time, several manufacturers have launched new models, and competition in the PEV market is likely to intensify in the 2013 model year. However, the sector remains a niche in the overall automotive industry, and manufacturers must carefully choose their strategies for bringing vehicles to market. The worldwide market for PEVs is anticipated to grow from 137,950 units in 2012 to 1.75 million in 2019.

The 16 manufacturers in this Pike Pulse report have launched or will launch PEV models within the year, and include mainstream manufacturers as well as startup manufacturers Fisker and Tesla. Chevrolet is the current leader in the PEV market, thanks to its high ratings in both strategy and execution, closely followed by Renault. Toyota and Nissan are very close contenders for leadership, though both have either product portfolio or pricing issues that have limited their scoring in this evaluation. Ford is the sleeping giant of the PEV market, with a strong strategy but unproven products that have yet to launch.

This Pike Research report evaluates 16 of the leading plug-in electric vehicle manufacturers and rates them on 12 criteria for strategy and execution, including vision, go-to-market strategy, partners, product strategy and roadmap, geographic reach, market share, sales and marketing, product performance, product quality and reliability, pricing, product portfolio, and staying power. Using Pike Research’s proprietary Pike Pulse methodology, vendors are profiled, rated, and ranked with the goal of providing industry participants with an objective assessment of these companies’ relative strengths and weaknesses in the growing PEV marketplace.

Top 10 Vendors:

1. Chevrolet

2. Renault

3. Ford Motor Company

4. Nissan

5. Toyota

6. Tesla

7. BMW

8. Smart

9. Mitsubishi

10. Honda

Key Questions Addressed:
  • Which plug-in electric vehicle manufacturers are current market leaders and why?
  • What are the differences in market strategies between manufacturers?
  • Which manufacturers are best positioned for future growth and why?
  • Do manufacturers with plug-in hybrids have an edge over battery electric vehicle manufacturers, or vice versa?
  • How do start up manufacturers stack up against the mainstream manufacturers?
  • How are different battery suppliers, manufacturing, and marketing channels influencing OEMs’ chances for success?
Who needs this report?
  • Automobile manufacturers
  • Vehicle aftermarket and service management companies
  • Tier One Suppliers
  • Electric vehicle charging equipment manufacturers
  • Electric vehicle battery manufacturers
  • Industry associations and advocacy groups
  • Government agencies
  • Investor community

Table of Contents

1. Executive Summary

1.1   Introduction

1.2   The Pike Pulse Grid

2.     Market Overview

2.1   Market Definition

2.2   PEV Market Drivers

2.2.1     Market Demand Issues

2.2.2     TCO and Fuel Costs

2.2.3     Government Influence

2.3   PEV Market Trends

3.     The Pike Pulse

3.1   The Pike Pulse Grid

3.2   Company Rankings

3.2.1     Leaders     Chevrolet     Renault

3.2.2     Contenders     Ford Motor Company     Nissan     Toyota     Tesla

3.2.3     Challengers     BMW     Smart     Mitsubishi     Honda     CODA Automotive

3.2.4     Followers     Audi     Volkswagen     Fiat/Chrysler     Fisker Automotive BYD

4.     Vendor Profiles

4.1   Leaders

4.1.1     Chevrolet

4.1.2     Renault

4.2   Contenders

4.2.1     Ford Motor Company

4.2.2     Nissan

4.2.3     Toyota

4.2.4     Tesla

4.3   Challengers

4.3.1     BMW

4.3.2     Smart

4.3.3     Mitsubishi

4.3.4     Honda

4.3.5     CODA Automotive


4.4.1     Audi

4.4.2     Volkswagen

4.4.3     Fiat/Chrysler

4.4.4     Fisker Automotive

4.4.5     BYD

5.     Company Directory

6.     Acronym and Abbreviation List

7.     Table of Contents

8.     Table of Charts and Figures

9.     Scope of Study and Methodology

9.1   Scope of Study

9.2   Sources and Methodology

9.2.1     Vendor Selection

9.2.2     Ratings Scale     Score Calculations

9.2.3     Criteria Definitions     Strategy     Execution

List of Charts and Figures

  • The Pike Pulse Grid
  • Estimated Total Cost of Ownership Comparison, Small Sedans, 75,000 Lifetime Miles, United States: 2012
  • Plug-in Electric Vehicle (PHEV/BEV) Sales by Region, World Markets: 2012-2020
  • Plug-in Electric Vehicle Sales by Selected Manufacturers, United States: 2012-2020
  • Chevrolet Strategy & Execution Scores
  • Renault Strategy & Execution Scores
  • Ford Motor Company Strategy & Execution Scores
  • Nissan Strategy & Execution Scores
  • Toyota Strategy & Execution Scores
  • Tesla Strategy & Execution Scores
  • BMW Strategy & Execution Scores
  • Smart Strategy & Execution Scores
  • Mitsubishi Strategy & Execution Scores
  • Honda Strategy & Execution Scores
  • CODA Automotive Strategy & Execution Scores
  • Audi Strategy & Execution Scores
  • Volkswagen Strategy & Execution Scores
  • Fiat/Chrysler Strategy & Execution Scores
  • Fisker Automotive Strategy & Execution Scores
  • BYD Strategy & Execution Scores

List of Tables

  • Consumer Brand Preference for Purchasing PEVs
  • Planned PHEV/BEV Launches, North America: 2012-2014
  • Planned PHEV/BEV Launches, Europe: 2012-2014
  • Planned PHEV/BEV Launches, Asia Pacific: 2012-2014
  • Year-to-year Growth in Plug-in Electric Vehicle (PHEV/BEV) Sales by Region, World Markets: 2013-2020
  • Plug-in Electric Vehicle (PHEV/BEV) Sales by Region, World Markets: 2012-2020
  • Cumulative PHEV Light Duty Vehicle Sales by Region, World Markets: 2012-2020
  • Cumulative BEV Light Duty Vehicle Sales by Region, World Markets: 2012-2020
  • Plug-in Electric Vehicle Sales by Selected Manufacturers, United States: 2012-2020
  • Plug-in Electric Vehicle Market Share for Selected Manufacturers, United States: 2012-2020
  • Estimated Total Cost of Ownership Comparison, Small Sedans, 75,000 Lifetime Miles, United States: 2012
  • Pike Pulse Overall Scores
  • Vendor Scores
  • Vendor Scores on Strategy Criteria
  • Vendor Scores on Execution Criteria

Report Details

  • Pages: 52
  • Tables, Charts,
  • Release Date: 4Q 2012

Press Releases:


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