A global analysis and market strategy in the electric vehicle battery industry
Author(s)Kim, Young Hee, S.M. Massachusetts Institute of Technology
Sloan School of Management.
Michael A. Cusumano.
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As use of electric vehicles has been expected to grow, the batteries for the electric vehicles have become critical because the batteries are a key part of the paradigm shift in the automotive industry. However, the demand for electric vehicles has been growing slowly and the electric vehicle battery industry still has internal and external competitions to become a standardized energy source for electric vehicles. The electric vehicle batteries will need to improve their performance, safety, life cycle, charging time and infrastructure to succeed in the market. Since the electric vehicle battery industry is associated with a variety of stakeholders, it should enhance its performance in complex internal and external competitions by cooperating closely with them. Automobile makers in particular are becoming competitors as well as clients to the electric vehicle battery industry. As automobile makers aggressively invest in electric vehicle battery manufacturing, the internal competitions to achieve technology, cost, and market leadership are accelerating. In addition, automobile makers have developed fuel cell technologies for fuel cell electric vehicles. Since the fuel cell has the advantages in electric driving ranges, in charging time, and in vehicle design, the fuel cell electric vehicles could well restructure the entire electric vehicle market if they reduce fuel prices and establish charging infrastructures. The electric vehicle battery industry should seek to speed technology advances for the next generation of battery technologies by identifying key materials, improve battery performance, enhance manufacturing capabilities, and reduce manufacturing costs by expanding the scope of its R&D. If it needs strategic partnerships, the electric vehicle battery industry should look for long-term strategic partners with whom it can grow together. Moreover, the electric vehicle battery industry should enhance its value chain by interacting with suppliers at all tiers from raw material companies to final product makers. Furthermore, the electric vehicle battery industry should seek to attain the economies of scale for the cost and market leadership by diversifying the batteries' applications. Finally, it should compete not on price but on value while strengthening the industry's power.
Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, 2014.123Cataloged from PDF version of thesis.Includes bibliographical references (pages 51-58).
DepartmentSloan School of Management.
Massachusetts Institute of Technology
Sloan School of Management.