lorenfb said:
"but then some company like GM comes out with the ELR Visit the ELR Forumpriced as it is, and blows that theory out of the water."
Yes, you're right. But you'll have to agree that those who have a "clear vision" have been rewarded in the
market place:
Yes, and right now that is precisely one company, Tesla.
lorenfb said:
1. Nissan has produced an overall good product, notwithstanding their battery temp problem.
But given where they would have needed to position the Leaf with battery mods, e.g. temp control,
that would have had added an unacceptable cost delta.
Nissan is the poster child for how not to market or support early adopters. Given their actions from 2012 to this year, it's obvious that no one with any pull there has ever read Geoffrey Moore's "Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers" http://en.wikipedia.org/wiki/Crossing_the_Chasm" onclick="window.open(this.href);return false;. Every single major mistake Nissan has made with the LEAF over the past 3.5 years could have been easily avoided if anyone with juice at Nissan had read this, and acted accordingly. We've been making the same points for the past two + years here, but they just kept plowing ahead in their 'it's just another car, and we know what we need to do to sell and support those' rut. BTW, I see "Crossing the Chasm has been updated again just this year. I wonder if Moore used Nissan and Tesla as examples this time around; page 1 of the 1999 edition used the EV1 as an example.
lorenfb said:
2. The Volt has done well with a basic copy of the Prius, i.e. PiPrius with about 2X the battery capacity.
It could have had a better interior, i.e. a 5th seat and more trunk space, but they still sell fairly well.
Yes, I think Chevy has done as well as could be expected with the Volt, especially facing all the ridiculous politically-driven criticism early on. Gen 2 will be make or break time, as they need to correct all the platform-inherent issues with Gen 1 that you mention, plus turn a profit on them. But they did do a nice Gen 1.5 update, and have continued to make small tweaks. BTW, the battery is almost 4 times the size of the PiP's, currently 17.1 kWh vs. 4.4 IIRR.
lorenfb said:
3. The Tesla MS is positioned well for now and gets more than adequate exposure
without any real corporate marketing. It's questionable whether any other automotive
OEM could have done as well as Tesla with a similar product, i.e. because Tesla has
been positioned as an "automotive OEM disruptor" with a unique product.
And you can bet that every exec with a high-tech background from Elon down, has either read Moore or else is infused with those principles from working in the field. To repeat, Tesla is the ONLY company to date that has really understood their PEV customers. They've made their mistakes, but they act swiftly to correct them.
lorenfb said:
4. The Ford Focus is basically a Leaf feature-for-feature and in the same price range.
Based on that, you would think it should sell as well as the Leaf given its price.
Given the Leaf's momentum and early market entry, it's difficult for the Focus to challenge
the Leaf without any key feature, e.g. lower price.
Lack of interest from Ford is the problem here, along with the lack of QC. If you don't need the latter, you're in a hot or cold climate and the cargo space isn't an issue, I think the Focus is the better car. And Ford _has_ done an good job with the C-Max and especially the Fusion Energi conversions, and just needs to use an appropriately designed platform for the next gen. to get the batteries out of the cargo space.
lorenfb said:
5. One can't deny that the Prius has been a great success story, given what Toyota developed
and where they positioned it.
Helps to have a large, enthusiastic and satisfied customer base, who will migrate to the 'next generation' of Prius even if it's such a mild stretch. The fact that many of them won't go near a U.S. brand car owing to past problems doesn't hurt either. Being the cheapest car that qualifies for a green sticker in California is a huge advantage, and I'd love to see a breakdown of PiP sales in states that allow SO HOV use for PEVs vs. those that don't. Lately, I've been seeing PiP's more often than any other plug-in, as I think a lot of early LEAFs are being turned in at the end of their leases and people are going elsewhere (RAV4/Volt/Model S/?).
lorenfb said:
But then you have the not so well positioned:
1. The BMW i3 clearly can't compete in the lower end with Leaf/Volt/Prius, and starting at $45K
they are in a no-value market per price, i.e. lacking unique features, great looks, super performance,
a 150+ range. They would have been better off if they produced a base model starting at $65K-$75K
to compete with the MS by adding key unique features missing on the MS.
Agreed. Once the fan boys get theirs, I don't see the i3 having legs in the U.S. unless they give it a hold mode and a bigger tank. Europe, maybe, but IMO it's just asking way too much $ for a commute car.
lorenfb said:
2. The Spark needs to be GM's $20K - $25K mass market BEV to take-on the Honda's lowend
ICEs and thereby have a true mass market BEV with overall cost competitiveness to an ICE
vehicle.
Mostly agree, although I think the Spark's too small to take on Honda - they'd have to step up to the Sonic. The Spark would sell quite well if GM would just try to sell it outside of Ca./Or. Biggest mistake, although makes sense from the perspective of the bean counters, was to use the same 3.3 kW charger as the Volt without offering a more powerful one. Makes sense for a PHEV, but not for a BEV given the competition.
lorenfb said:
3. Many seen to think that the BMW i8 (hybrid) is a competitor to the MS which is totally ridiculous,
i.e. it's just a two seat hybrid of BMW's Z cars (Z4/Z8) with a fair performance. It'll probably not
even sell as well as the marginally successful Z cars based on its $125K starting price.
I think it will sell quite well judging by the reviews in car mags, but any car that costs that much has nothing to do with normal drivers.
lorenfb said:
4. The Porsche Panamera is a marginal series hybrid with just a 10KwHr battery. It can barely go
a few miles before the ICE starts. It's questionable why they even made it a plug-in.
Bottom line: Yes, many automotive OEMs have not done well when positioning their EV products.
Here we disagree. The Panamera S E-Hybrid makes up about 10% of Panamera sales, and this is the closest competitor the Model S has at the moment, especially the P85. An AER of 15 miles is a bit low, but still adequate for many urban areas. The first
direct competition for Tesla will be the Cayenne S E-Hybrid, which I expect will take a fair amount of the Model X's market given Porsche's pricing (oh, and Tesla foregoing any customers who need to carry kayaks/canoes on their roofs).