THE ROAD TO SUCCESSIN CHINA’S ELECTRIC VEHICLE MARKETJune 2022The automotive future is electric – but not just. What appears at the surface to be a mere switch from traditional fuel-based powertrain to electrictechnology – New Energy Vehicles – is in reality the begin of a substantial change of the role that the car plays in people’s lives. In essence, the car changes from a ‘means of transportation’ to an ‘enabler of individual mobility’. Nowhere can this transformation be observed more impressively than in China. Within a short period of time, mainland consumers have converted from rather traditional status-oriented buyers to trailblazers of digitaladoption. They are being courted by a plethora of players in the market, from legacy car makers to new startups to tech companies entering the field.China’s market for electrifiedpassenger vehicles, notably Battery Electric Vehicles (BEV), has passed the tipping point where government’s push through stimulus measures hasresulted in a consumer demand pull that is expected to drive steep growth in the future. As the world's largest BEV market moves into themainstream, sustainable success has become nothing less than anexistential question for all market participants. This white paper, the first in a series of quarterly white papers in the course of 2022,considers the opportunities andchallenges in this already highly competitive BEV market and shows actionable steps for stakeholders to successfully align their marketing strategies to the needs of prospective customers.2The road to success in China’s EV marketChina’s New Energy Vehicle (NEV) market- From government push to demand pull- China’s NEV market characteristics- Battery electric is the future4Fo...
