With US gas prices at some of the lowest levels in the world, it’s not too surprising that US consumers aren’t overly anxious to go electric, but what about in Germany, where gas prices are near double the US’s? According to Thilo Koslowski of Gartner Research, interest in EVs remains low there as well, and the big gainer in recent years has been hybrid technology… at the expense of the once-ubiquitous diesel, demand for which has “peaked” according to Koslowski’s research. Says the man who coined the term “the trough of disappointment,”
Although the majority of German consumers continue to see EVs’ benefits in environmental and socioeconomic implications, broad adoption of EVs will remain low as long as current offerings don’t meet drivers’ practical usability and cost-saving requirements. To expand from early to mainstream EV adopters in Germany, automotive companies must focus on technology innovations, offer pricing strategies that are aligned with established premiums for diesel and hybrid powertrain options and develop diverse EV model mixes targeted at younger consumer segments that have higher EV interest levels than older demographics… E-mobility will become a viable addition to future transportation scenarios in Germany, but automotive companies and the German Government must address marketability requirements of EVs, prioritise technology investments and continue to promote cross-industry collaboration. Future mobility concepts will consist of diverse powertrain choices and business models that will leverage technology to satisfy consumers’ transportation needs while challenging traditional car ownership.