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Marketing New Powertrain Technologies
UMTRI Automotive Futures Group“Focus on the Future”
UM Automotive Research Conferences
WELCOME!Bruce M. Belzowski
University of MichiganTransportation Research Institute
Managing Director-Automotive [email protected]
Automotive FuturesUniversity of Michigan
Transportation Research Institute
–Globalization–Powertrains–IT
Funding
Affiliate Program Research Conferences
– 5 Annual Conferences
–Supporting Members
–Research Partners
Automotive FuturesAffiliate Program
Affiliate Members
Aisin Technical Center of AmericaArgonne National Labs
BorgWarner Inc.Bosch CorporationDelphi CorporationDenso Corporation
Ford Motor CompanyValeo Corporation
Automotive FuturesResearch Partners
Research Partners
IT OrganizationsHPIBMOracle CorporationSiemens-PLM
OEMsFCA LLCFord Motor CompanyGeneral MotorsNissan Tech CenterToyota Tech Center
Government/NGOsArgonne National LabsCALSTART CARBEnergy FoundationFederal Motor CarrierThe Hewlett FoundationICCTNRDCMichigan DOTNRELNSF
Government/NGOsUnion of Concerned ScientistsUS Army-TARDECUS DOTUS EPAUS DOE
Automotive FuturesResearch Partners
Research PartnersSuppliersBASFBorgWarnerBoschChevronContinental DensoDanaDelphiDowEatonJATCO
SuppliersJCILearMagnaMeansMichelinPeterson SpringTRWYazakiVisteonValeo
ConsultantsAT KearneyAVLFEVMcKinseyRicardoRoland Berger
Automotive FuturesCurrent Research Programs
• Powertrains• 2016-2017 Powertrain Strategies for the 21st Century Survey
(A collaboration with SAE)• Survey results have been distributed to Affiliates
• Total Cost of Ownership: Comparing Diesel and Gas Vehicles (Bosch)• Based on resale value of 30K vehicles sold through Mannheim auctions in
2012 / 2013• Report available
Automotive FuturesCurrent Research Programs
• ITS• The Future of Automotive Safety Sensors (Sponsor: NHTSA)
• In Progress• Comprehensive V2X Retrofit Study of Heavy Trucks (Sponsor: NHTSA)
• In Progress
• Integrated Mobile Observations: Micro-level weather reporting using cell phones in MDOT vehicles (Sponsor: MDOT and FHWA)• Report available.
Automotive FuturesCurrent Research Programs
• ITS• Stuck in Traffic: Analyzing Real Time Traffic Capabilities of Personal
Navigation Devices and Traffic Phone Applications • Final report available
• Roadway Evaluation Project: Measuring road roughness via accelerometers in cell phones mounted in MDOT vehicles• Final report available
Automotive FuturesCurrent Research Programs
• ITS
• Deploying Safety Technologies in Commercial Vehicles• Familiarity and penetration currently and in the future of: Forward
Collision Warning / Lane Departure Warning / Blind Spot Detection / ESC / Vehicle Communications
• Final report available (Sponsor: ITS America)
Automotive FuturesResearchers
• Student Researchers:• Alexa Kershenheiter: Senior, Mechanical Engineering
• Working on study of the effects of autonomous vehicles on society, the economy, and the individual study
• Camille Cu, Senior, Economics and Jaclyn Zhu, Senior, Economics• Chinese electric vehicle industry: subsidies
• Aaron Dalal, Sophomore, Business• UM Automotive Industry Student Survey
• Michael Ross, Sophomore, Electrical Engineering• UM Powertrain Strategies for the 21st Century Survey
• Brian Roche, Sophomore, Political Science• UMTRI Automotive Futures Focus on the Future Conferences
Upcoming UMTRI-AFConferences
April 18, 2018: New Mobility Conference. Our 4th annual New Mobility conference will investigate mobility as a service transportation business models that support sustainability as well as transport.
July 18, 2018: Powertrain Strategies for the 21st Century: Our 10th annual conference that focuses on major issues related to the future powertrains. This conference is also the place to see the results of our annual Powertrain Strategies for the 21st Century expert survey that estimates powertrain technology penetration for 2020 and 2025.
Upcoming UMTRI-AFConferences
September 11, 2018: The Future of Automotive IT: Driving Organizations, Vehicle Development, and Connected/ Autonomous Vehicles. Our 10th annual conference focused on the Future of Automotive IT shows the different sides of automotive IT and how it continues to change automotive organizations and vehicles.
November 15, 2018: Inside China: Understanding China’s Current and Future Automotive Industry. Our 11th annual Inside China conference has traced the rapid rise of the Chinese auto industry. The largest automotive market in the world is such a unique market that it demands that we continue to examine both its current and future trends from a variety of perspectives: consumer choice, marketing, product development, government support and regulations, alternative energy, automotive research and development, industry structure, labor, economic impact, and manufacturing.
Conference Presenters/Schedule
9am Bruce Belzowski, Managing Director, Automotive Futures, UM Transportation Research Institute
• Scott Gallett, Vice President of Marketing, BorgWarner Corporation
• John Major, Regional VP, Midwest Operations, Vice President, Government Relations and Military Liaison, Achates Power
Break (30 minutes)
• Bruce Belzowski, Managing Director, Automotive Futures, UM Transportation Research Institute
Conference Presenters/Schedule
• Mike VanNieuwkuyk, Vice President, Ipsos
• Xavier Mosquet, Senior Partner, The Boston Consulting Group
• Conference Q&A
1:30pm Lunch
2:00pm Adjourn
Post Conference Mailing
Attendees:• Link to presentations
Affiliates:• Link to presentations sent to all company representatives in our
database• Document and link to a review of highlights from the conference
Housekeeping
• Restrooms
• Wireless
• Cell Phones: Silent
• Speaker Bios
• Question Cards
Conference Questions
• How do established market new powertrain technologies to manufacturers?
• What challenges do powertrain suppliers face in developing new powertrain technologies?
• How long does it take for an engine supplier to get new engine technology into a manufacturer’s vehicle?
• What are the differentiators in selling powertrain technology to manufacturers?
Conference Questions• How well are dealers prepared to sell vehicles with new
powertrain technologies?• How are manufacturers supporting their dealers in selling new
powertrain technologies?• When will we see the tipping point for sales of EVs in the US?
Will it be different from China’s and the EU’s? • What are the key indicators that signal the tipping point for
EVs?
Conference Questions
• What strategies are governments using to support new powertrain technologies?
• What methods are used by the Chinese government to support EVs, PHEVs, and fuel cell vehicles?
Sales and Marketing of New Powertrains
Experts expect growth in the use of mild hybrid, full hybrid, and electric powertrains by 2025 for passenger cars
0.25
1
3
3
15
74
0.44
2
6
4
27
57
0 10 20 30 40 50 60 70 80
Fuel Cell
Extended Range
Electric
Advanced Diesel
Hybrid
Spark Ignited
Percentage Penetration
20252020
Growth, but low penetration
Hybrids (2025)• Full: 6%• Plug in: 7%• Mild: 13%• Diesel: .5%
Experts expect an increase in the use of advanced diesel powertrains by 2025 for light trucks
0.24
0.5
1
9
13
74
0.23
1
2
18
14
62
0 10 20 30 40 50 60 70 80
Fuel Cell
Extended Range
Electric
Hybrid
Advanced Diesel
Spark Ignited
Percent Penetration
20252020
Growth, but low penetration
Hybrids (2025)• Full: 4%• Plug in: 3%• Mild: 10%• Diesel: 1%
US Plug-In Vehicle Sales
17,425
52,607
97,507
122,438 116,099
158,614
199,826
0.00
50,000.00
100,000.00
150,000.00
200,000.00
250,000.00
2011 2012 2013 2014 2015 2016 2017Source: Inside EVs
Predominant Alternate Fuel Types
Source: U.S. DOE
Global Plug-In Vehicle Sales
50,000
134,000212,000
324,000
546,000
775,000
1,150,000
0.00
200,000.00
400,000.00
600,000.00
800,000.00
,000,000.00
,200,000.00
,400,000.00
2011 2012 2013 2014 2015 2016 2017Source: Statista
Plug-In Sales and % Growth by Region
Source: EV Volumes
Global Electric Car Stock by Country, 2010-16
US Model Sales: Toyota Mirai
72
1,034
1,838
0.00
200.00
400.00
600.00
800.00
1,000.00
1,200.00
1,400.00
1,600.00
1,800.00
2,000.00
2015 2016 2017Source: Car Sales Base
Toyota Mirai Marketing Strategies
Sources: AutoWeek, Boston.com, Hybridcars.com
-Company provides three years of complimentary fuel or $15,000 rebate
-Advertised during 2017 Super Bowl, but only in California
-May create sub-models in the future to attract diversified customer base
U.S. Model Sales: Honda Clarity
8
2,455
853
0.00
500.00
1,000.00
1,500.00
2,000.00
2,500.00
3,000.00
2016 2017 2018 (Jan)Source: Car Sales Base
Honda Clarity Marketing Strategies
Sources: PR Newswire and Green Car Reports
- “Beyond the Battery” advertising campaign to reduce confusion about plug-in hybrids
- $15,000 fuel allowance
- T.V. advertising campaign in California only
U.S. Model Sales: Chevrolet Volt
326
7,671
23,461 23,094
18,805
15,393
24,739
20,349
7130.00
5,000.00
10,000.00
15,000.00
20,000.00
25,000.00
30,000.00
2010 2011 2012 2013 2014 2015 2016 2017 2018 (Jan)Source: Car Sales Base
Chevrolet Volt Marketing Strategies
Source: CS Monitor
- De-emphasis on T.V. advertising
- Targeted marketing (those who have bought AFVs in the past
- Acknowledgement that Volt buyers are “not typical Chevy customers”
U.S. Model Sales: Chevrolet Bolt
579
23,297
1,177
0.00
5,000.00
10,000.00
15,000.00
20,000.00
25,000.00
2016 2017 2018 (Jan)Source: Car Sales Base
Chevrolet Bolt Marketing Strategies
Source: CS Monitor, News Wheel
- Non-traditional (70% of Bolt buyers are new to Chevy)
- Emphasis on Bolt being a “normal, but special” car
- Resolving “brand confusion” (Volt vs. Bolt)
U.S. Model Sales: Toyota Prius Family
207,372184,779
136,629
108,661
6,9430.00
50,000.00
100,000.00
150,000.00
200,000.00
250,000.00
2014 2015 2016 2017 2018 (Jan)Source: Car Sales Base
Toyota Prius Family Marketing Strategies
Source: NBC News
- Emphasizing Mirai as Prius “successor”
- Phasing out all gas powered vehicles by 2050
U.S. Model Sales: Tesla Model S / Model X / Model 3
16,698
25,416
47,644 50,145
3,375
0.00
10,000.00
20,000.00
30,000.00
40,000.00
50,000.00
60,000.00
2014 2015 2016 2017 2018 (Jan)Source: Car Sales Base
Tesla Model S Marketing Strategies
Source: AdAge
- $0 Marketing Budget
Model Sales: Nissan Leaf
19
9674 9819
22610
30200
1726914006
11230
1500.00
5,000.00
10,000.00
15,000.00
20,000.00
25,000.00
30,000.00
35,000.00
2010 2011 2012 2013 2014 2015 2016 2017 2018 (Jan)Source: Car Sales Base
Nissan Leaf Marketing Strategies
Sources: Black Press USA, Warc, Autonews
- Cameos in high-profile movies (Disney’s A Wrinkle in Time)
- Emphasize “fun” aspects of EVs
- Framed as affordable choice among EVs
Advertising Dollars Spent: Ford Focus v. Focus Electric
Advertising Dollars Spent: Mercedes B Class Electric v. C Class
Advertising Dollars Spent: Nissan Leaf v. Sentra
Advertising Dollars Spent: Chevrolet Volt v. Cruze
Advertising Dollars Spent: Volkswagen eGolf v. Golf
Relative Advertising Dollars Spent
Marketing New Powertrain Technologies
UMTRI Automotive Futures Group“Focus on the Future”
UM Automotive Research Conferences
WELCOME!The Link to Presentations Will Be
Emailed This Weekend
Deployment scenarios for the stock of electric cars to 2030
EV Stock vs. Available Chargers
EV Market Share by Country
Source: IEA