电动交通的未来之路.pdf

McKinsey Center for Future Mobility® The road ahead for e-mobility How OEMs can win consumers and achieve mass-market EV adoption McKinsey Center for Future Mobility® The road ahead for e-mobility How OEMs can win consumers and achieve mass-market EV adoption Authors Andreas Tschiesner Ruth Heuss Russell Hensley Ting Wu Patrick Schaufuss Patrick Hertzke Stefan M. Knupfer Thomas Gersdorf Table of contents Introduction and key messages 01 1 The stage for EV mass-market adoption is set – almost 03 1.1 Global EV sales are approaching a tipping point 03 1.2 OEM EV model pipeline is stronger than ever before 04 1.3 Consumer demand for EVs going forward is the “last big unknown” 06 2 Understanding the preferences of consumers is key 09 2.1 EV consideration has increased, yet EV sales conversion remains low 10 2.2 Perceived benefits of EVs are still outweighed by perceived concerns 12 2.3 Today’s BEV buyers are a lot different from ICE vehicle buyers 18 3 Measuring consumer car-buying experiences sheds light on OEM 24 EV sales readiness 3.1 Quantifying OEM EV sales readiness 25 3.2 There are striking differences in OEM EV sales readiness 27 4 OEMs can boost EV adoption by improving the consumer experience 32 4.1 Create a superior online experience