2016Marketing Opportunity Analysis for Daimler Chrysler#39;s.pdfVIP

PICMET 2007 Proceedings, 5-9 August, Portland, Oregon - USA ? 2007 PICMET Marketing Opportunity Analysis for Daimler Chryslers Sprinter Van Plug-in Hybrid Electric Vehicle Matt Fildes2, Sarah Nelson2, Neslihan Senerl, Frank Steiner, Patt Suntharasaj 1, Refik Tarcan Tarman, Robert R. Harmon 2 IETMDepartment, Portland State University, Portland, OR, USA 2School ofBusiness, Portland State University, Portland, OR, USA Abstract--Concerns about the high costs of petroleum based vehicles reduces American dependence on foreign oil and fuels and the long-term impact of fossil fuels on the environment gives national utilities a new market for off-peak power. have automotive manufacturers and their customers exploring options for more fuel-efficient commercial vehicles. This paper Adoption Interest presents a marketing opportunity analysis to support the With the rising costs of fuel, interest in driving PHEVs business case for the development of a plug-in hybrid vehicle version of Daimler Chryslers Sprinter Van. has increased just like its cousin the hybrid vehicle. However, PHEV interest has grown at a much faster rate than hybrid I. INTRODUCTION vehicles. In a study by the US Department of Energy in July 2006, the number of consumers willing to pay more for a The plug-in hybrid electric vehicle PHEV is the next hybrid vehicle has increased from 36% to 42% between 2005 generation in the development of more fuel efficient vehicles and 2006 [3] See Figure 1 . For PHEVs, this number for the mass market. PHEV technology is a bridging increased from 17% to 26% during the same period. technology, combining the advantages of traditional hybrid 50% vehicles with the convenience and low cost of electric vehicles. For the first to market with this technology come 40%- the spoils of brand recognition and the opportunity to expand into related markets. Currently, PHEV technology is being evaluated by a number of groups nationwide. Austi