How Not To Sell Electric Vehicles
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It was not too long ago when the world was in love with electric vehicles (EVs). Governments all over were chorusing to the same tune. United States President Barack Obama pledged to put 1 mn EVs on the roads by 2015. German Chancellor Angela Merkel envisioned the same for Germany by 2020. The Chinese government gives out lavish subsidies of up to RMB 60,000 ($ 9,684) for buyers of pure EVs and in India, the Prime Minister unveiled the National Electric Mobility Mission Plan (NEMMP) that lays the roadmap for 7 mn full range EVs (including two-wheelers) to be on the road by 2020. The same overture is also heard in Japan, Thailand, Malaysia, South Africa and several EU member states.
However, just two years after Obama made his significant address, the sales figures show that the consumers are blatantly ignoring the loud symphony of the EV choir. Our forecasting partner, LMC Automotive, projects that global sales of hybrid and EVs are expected to be less than 2 mn passenger units in...