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原创 为什么要买电动汽车?

2017-6-27 16:13 362 0 分类: 汽车电子

如题图所言,这是一份2000样本数量的调研报告,主要对美国、加拿大和欧洲的电动汽车车主的群体。我们循着一些发现来结合中国市场的特点来思考一下不同市场区别,以及政策和管控是否真正有效。

为什么要买电动汽车-1


In one of the largest electric car driver surveys in the world, CleanTechnica recently collected responses from over 2,000 respondents spread across 49 of the 50 US states, 9 Canadian provinces, and 26 European countries.

这些是这份报告最重要的一些结论:

1)早期的电动汽车车主最主要的是基于环保的考虑来购买电动汽车的

环保诉求是这些早期车主的主要考虑因素

新科技的偏好也是一个很重要的组成,智能化与电气化结合,能起到作用

在欧美,由于在家充电比较多,zf投入充电设施的吸引力不强,不过如果有一个完整的充电网络,对这些车主而言是非常重要的。所以从这个调研来看,需要车企直接进入充电网络的兴建上去,这也是下一个阶段重点需要去参与和思考的事情

能从经济上来节约,当然是有用的;使用成本相比环保而言要差点,与科技性相当

The largest portion of these early adopters went electric primarily for environmental reasons (33–45% of respondents chose that option as their main reason), but many others did so for financial savings, because they love new tech, for certain driving benefits of electric cars (e.g., instant torque or a smooth & quiet ride), and because of their greater convenience.


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2)电动汽车尚未建立起品牌忠诚,这些早期车主投奔Tesla Model 3的可能性很大,后期鹿死谁手尚未可知。

一个被未来的车主们认同的汽车品牌值多少钱?

传统品牌,无法渗透到电动汽车产品上去,这是硬伤

The electric car that respondents most commonly expected to get next (23–50% of respondents) was the Tesla Model 3, but many other respondents planned to next get the Nissan LEAF, Chevy Bolt, Chevy Volt, BMW i3, Tesla Model S, Tesla Model X, and Tesla Model Y. There was huge variation on this topic according to which model respondents currently had, with notable brand loyalty.


为什么要买电动汽车-3


Tesla车主存在鄙视链,下部车首先还是看Tesla的经济实惠款

为什么要买电动汽车-4


这里还有一些分解的图,建议看原文更清楚一些。

3)从类型角度来看,中级车和SUV偏好要集中一些,这也是未来中国本土的OEM争夺的主战场

There was a great desire for electric vehicles across several car classes, especially the intermediate and SUV/CUV classes, indicating a clear need for more EV models across a broader range of popular classes.


为什么要买电动汽车-5


4)续航里程:做到200英里(350KM)就差不多了,实际的车主,可能对电动汽车的特性有着相对准确的把握

Despite many respondents not requiring so much range, the vast majority of respondents do expect their next EV model to have approximately 200 or more miles of range. Though, there was considerable variation in responses, with Tesla drivers expecting much more range from their next EV than other EV drivers.


为什么要买电动汽车-6


5)车主们希望外面可以快充,作为日常生活的一个补充,没有这个东西会让人挺失望的,但是实际去运营的时候,这些车主们还是在家充电。前面和蔡兄在交流,建立充电网络,去铺慢充网络,真没有太大的意义,客户满意度也不高。偶尔用一次快充,效果才好。

There was tremendous demand for cars capable of super-fast charging and Level 3 fast charging, despite the fact that these were seldom used by most respondents

EV drivers primarily found the current charging infrastructure to be convenient, accessible, and reliable, but it was also clear that there’s a lot of potential to improve on each of these matters. There was considerable variation in responses by type of EV

The vast majority of respondents had home charging and the vast majority of charging was done at home, with only a small percentage of respondents frequently using public charging stations. Though, there was again considerable variation in responses by type of EV as well as by region.

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快充网络,其实是车企的满意度和区分度的重要部分。依靠这个去做个大公司,看这个频度来看,不大现实,所以策略上应该有调整

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小结:推荐大家可以看看这份报告,挺实在的

参考文献:

Electric Car Drivers: Desires, Demands, & Who They Are — for $500链接地址 http://products.cleantechnica.com/reports/electric-car-drivers-desires-demands-who-they-are/

check out the first 60 pages for free原文地址 https://c1cleantechnicacom-wpengine.netdna-ssl.com/files/2017/05/Electric-Car-Drivers-Report-Surveys-CleanTechnica-Free-Report.pdf


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