Background & Purpose

GLOBAL ANGLE conducted market research about the EV industry for a client who was considering establishing a system to launch small EV vehicles (less than 1,000 units/year) at a low cost. While they had already identified general methods for low-cost development and manufacturing through previous research, they aimed to gain deeper insights into specific successful cases to refine their strategy.

To assist with their business planning, GLOBAL ANGLE analyzed the cost structures and operational processes of leading companies. The goal was to understand an innovative startup’s low-cost approach for their compact urban EV and the operational realities of D2C (Direct-to-Consumer) online sales models used by a major US EV manufacturer and a European-Chinese mobility brand.

Project Scope & Research Process

  • Conduct desk research and expert interviews with current or former directors and managers from major automakers and EV startups to gather primary data.
  • Analyze the D2C online sales operations of a major US EV manufacturer and a European-Chinese brand, focusing on system development costs, showroom/club operations, and maintenance outsourcing models.
  • Investigate the development and manufacturing history of a major Japanese automaker’s micro-EV and an innovative startup’s compact EV to identify specific factors that enabled cost reductions.
  • Compare business strategies between “product-oriented” models and “customer-experience-oriented” models to evaluate the pros and cons of each. Formulate strategic implications for the client’s goal of a low-volume, low-cost market entry, including recommendations on subscription models and resource allocation.

Deliverables

Company Profile

We compiled a comprehensive overview of the company’s profile, including an analysis of its products and services.

Customer Journey

We also mapped out the customer journey, analysing online and offline as well as in-hours and third-party touchpoints at every stage.