麦肯锡市场深度观察：如何电动汽车的销售和盈利.pdf

Electrifying insights: How automakers can drive electrified vehicle sales and profitability Advanced Industries January 2017 Electrifying insights: How automakers can drive electrified vehicle sales and profitability Contents Introduction and key messages 6 I. Consumer demand is starting to shift in favor of electrified vehicles and 8 has strong disruption potential II. Automakers will need greater agility to address challenges that hinder 13 EV profitability III. Automakers can “electrify” their customer base – more profitably – 14 by offering more tailored EVs and deploying new business models Adapting e-mobility strategies – some points to consider 24 Report authors 26 Recent McKinsey publications on the automotive industry 27 Electrifying insights: How automakers can drive electrified vehicle sales and profitability 5 Introduction and key messages Auto shows are premiere events for presenting new electrified vehicle (EV) models and 1 e-mobility strategies. Yet at recent salons, the limelight returned to SUVs, pickups, and crossovers powered by combustion engines. Besides enjoying red-hot sales right now, these models with conventional powertrains are generally much more profitable, relegating many EV models to the shadows. The muted reception for EVs reflects the industry’s tempered excitement about the short- term economic potential for electrification. Automakers know that the need for electrification strategies will grow, given that global sale