2023德國電動汽車市場發(fā)展趨勢報告-EV Trends in Germany -Market regulatory aspects and Consumer perspective

EVTrends

inGermany

MarketregulatoryaspectsandConsumerperspective

JanPfitzner,StephanBetz

Consumer&MarketingInsights

December4,2023

Framework.

Marketregulatoryaspects

Consumerperspective

04/12/2023?GfK2

NewEVregistrations

EVshare

amongvehiclesinGermany

Stilldominatedby

EuropeanbrandsandTesla

inGermany

1

Germany

2023(01-10):

424.623

500.000450.000400.000350.000300.000250.000200.000150.000100.00050.000

0

T-與Ln

UnitedKingdom

2

EV

3%

3

France

ChineseBrandswith

marketentryinthepast2years

Sweden/Norway

4

others

4%

5

Netherlands/Belgium

PHEV

2%

EuropeTop5

(EVRegistrations2023)

EVsaredevelopingwellinGermany,butstillonlymakeupasmallproportionofallvehicles.

Petrol

Diesel

91%

LNK&C

2023

2013201420152016201720182019202020212022

.GermanystillplaystheleadingroleintermsofEVvehicleregistrationsinEurope.TheUK,France,theBeneluxcountriesBelgiumandtheNetherlands,aswellastheScandinaviancountriesSwedenandNorwayfollow.

.EventhoughEVregistrationsinGermanyareincreasingsignificantly,theshareofallvehiclesisstillonly3%.

.InadditiontoTesla,Europeanbrandsdominatetheportfolio,butChinesebrandshavebeenenteringthemarketsince2022.

Source:Kraftfahrbundesamt(KBA),Eurostat?GfK3

04/12/2023

?Autogipfel“inBerlin27thNovember2023

Market

regulatory

aspects

Climateprotectionpolicy

Statesubsidies

Infrastructure

Productlandscape

1,3Mio

State2023

Publicacceptance

Thetargetof15millionEVsinGermanyisnotyetinsight.

04/12/2023

Target2030

15Mio

.Withonly1.5millionregisteredelectricvehicles(EV)todate,Germanyiscurrentlynotontracktoachieveitstargetof15millionEVsuntil2030.

.Theframeworkconditionswerediscussedattheso-called"Autogipfel"inBerlin,whichwasattendedbytheFederalChancellorandleadingfiguresfromtheindustry.OneimportanttopicwasthequestformoreaffordableEVs.

?GfK4

PoliticianshavesetthegoalofreducingCO2emissionsandpromotingrenewableenergies.

Climate

protectionpolicy

Statesubsidies

Infrastructure

Product

landscape

Publicacceptance

.EUrequirementsintheformoffleetemissiontargetsmustbeimplementedbythememberstates.

.With"Bündnis90/DieGrünen",agreenpartyisinvolvedintheGermangovernment.

.Thepressureonpoliticiansisincreasing,drivenbynationalandglobalweathereventsthatareincreasinglybecomingthefocusofpublicattention.

04/12/2023

5

?GfK

500.000

450.000

Climateprotectionpolicy

400.000

350.000

300.000

Statesubsidies

2023/2024Bonusdecreases

250.000

200.000

150.000

Infrastructure

Terminationofbonusesplannedforendof2024

2016

Environmentalbonus

100.000

50.000

landscape

Product

0

201

9/2

020

B

onu

sincr

ease

s

Thestatepromotesthepurchaseofelectriccars.

Registrationsofelectricvehicles

201320142015

2017

2018

2019

2020

202120222023

2016

Publicacceptance

.VarioussubsidyprogrammesstillsubsidisethepurchaseofEVstoday-supportedbythefederalgovernmentandindustry.

.EVsaretax-exempt(privatevehicles)orsubsidised(companycars).

04/12/2023Source:Kraftfahrt-Bundesamt(KBA);

/wiki/Umweltbonus

?GfK6

Climateprotectionpolicy

Statesubsidies

Infrastructure

Thechallengeofsettingupacharginginfrastructureisjustbeginning.

TheNetherlands

29.4%

Germany

19.4%

Productlandscape

Publicacceptance

.HalfofallEVchargersinEUconcentratedinjusttwocountries,NetherlandsandGermany,whichonlymakesup10%ofEUsurfacearea.

.ThenumberofEVsisgrowing40timesfasterthantheexpansionofpublicchargingstationsinGermany.

Sources:GfKGeoMarketingWhitePaperElektroautoaffinit?t;

04/12/2023Acea:

https://www.acea.auto/press

-release/electric-cars-half-of-all-chargers-in-eu-concentrated-in-just-two-countries/?GfK7

Climateprotectionpolicy

Statesubsidies

Infrastructure

Productlandscape

ThevarietyofelectriccarsinEuropeandtheUSAissignificantlylowerthaninChina,especiallyforlower-pricedEVs.

AvailableBEVmodels

235

135

100

49

Europe

China

USA

Germany

Publicacceptance

.ThenumberofBEVsavailablein2023isratherlowinEuropeandGermany,butespeciallyintheUSA.

.IncontrasttoChina,therearestillnoEVsunder€20.000availableintheotherregions.

04/12/2023Source:Kraftfahrt-Bundesamt(KBA),FZ8.3;JATOWebinarSeries2023?GfK8

Climateprotectionpolicy

Statesubsidies

Infrastructure

Productlandscape

Publicacceptance

Manyfactorsarerelevanttoconsumers'purchasingdecisions.

04/12/2023

60

.NIQ&GfKhasconductednumerousstudiestosurveyandanalysetheviewsofthepopulation.WhataretheargumentsinfavourofbuyinganEVandwhataretheargumentsagainst?

.Thesecondpartofthispresentationshowsanoverallanalysisofthemostrecentstudies.

?GfK9

#1

#2

#5

GfKConsumerLife:Societalconcerns&categoryimpacts.

ConflictingtrendsforEVcategoryadoption

ofsocietalconcerns

Ranking

#1Inflation

Inflation

1

#2Standardofliving

2

3

Standardofliving

#3

Climatechange

4

Climatechange

5

6

Consumerperspective

7

8

9

10

Germany

Global2023

11

12

13

14

15

2015

2016

2017

2018

2019

2020

2021

2022

2023

.DevelopmentinGermanyrepresentsaconflictingsituationforEVadoption:

.Peoplebecomemoreconcernedonglobalwarmingandareseekingsolutionsthatsupportamoresustainableliving

.However,consumer‘sconcernsontheirfinancialsituationincreasedagainandarebackonthetopranks

04/12/2023Source:GfKConsumerLifeGlobal2023?GfK10

EVadoptionstatus–indicatedby?ConsumerReadinessScore“.

HowwearebuildingourKPI

ConsumerReadinessScore

StatedConsideration(“verylikelytoconsider”)

14%

Adjustment/reductionbybarriers

-4%

.PriceSensitivity

Consumerperspective

10%

.Chargingconcerns.Purchasehorizon.

…

.WemeasurethepercentageofconsumerswhoareverylikelytoconsideranEVfortheirupcomingcarpurchase

.Bytakingtheirmentionedbarriersintotheequation,wefinallydistillamore?committedConsideration“,the?ConsumerReadinessScore“

04/12/2023Source:NIQEVConsiderationStudy?GfK11

19%

35%

61%

30%

10%

EVadoptionstatus–indicatedby?ConsumerReadinessScore“.

HeterogeneousEVadoptionstatusacrossmarkets

ConsumerReadinessScore

Consumer

perspective

Germany

UAEChinaNetherlandsNorway

.ComparablyweakadoptionstatusforGermany,trailingacrossmarkets

.InChina,nearlyeverythirdis?readyforEV“

.NetherlandsandNorwayleadingintermsofEVreadiness,supportedbyagoodinfrastructureortaxationpolicies

04/12/2023Source:NIQEVConsiderationStudy?GfK12

Charging

availability

Reliability/

Batterylife

PurchasePrice

Range

Convenience

Chargingtime

#1concern:

+

Germany

WhichaspectsimpactEVadoption?

Determinedbycategoryinherentandpriceaspects

EVEnabler

Relevance

ranking

Safety

Consumerperspective

Features/

technology

Servicing

Performance

Environmentalimpact

Resalevalue

Styling

Concernranking

.Safetyaspectsanddesignareimportanttopicswithlowconcern

.EstablishedcarpurchasedriverslikeT