From Disruptive Technology to Disruptive Business Model Innovation
Disruptive Technology; Disruptive Research
-
Upload
mrs -
Category
Automotive
-
view
214 -
download
3
Transcript of Disruptive Technology; Disruptive Research
DISRUPTIVE TECHNOLOGY,
DISRUPTIVE RESEARCH
The Past, Present and Future of Electric Vehicles
Jaguar FutureConsumer voices
- Mick Nagle - Morpace
OEM background
History
- Ana Ramirez- Jaguar GCi
Jaguar FutureConsumer voices
OEM background
History
Electric VehiclesNew Technology?
Timeline EV History
1800
1828
First electric vehicleAnjos Jedlik, Hungary
1900 2000
1800 1900 2000
Timeline EV History
1837
First electric locomotiveRobert Davidson, Aberdeen
1800 1900 2000
Timeline EV History
1859
Rechargeable batteriesGaston Planté, Paris
1800 1900 2000
Timeline EV History
1884
First production electric carThomas Parker, London
1800 1900 2000
Timeline EV History
1900-1920
Golden age of electric vehicles35,000 EV’s in US around 1900
1800 1900 2000
Timeline EV History
1901
Invention of Tarmac
Edgar HooleySurveyor
Nottinghamshire County Council
1800 1900 2000
Timeline EV History
1920-1990
20th Century – decline and fall
1967 “Britain has the majority of all the electric
vehicles in the world”
1800 1900 2000
Timeline EV History
1920-1990
“A century of failure”
Scottish Aviation Scamp 1966AMC Amitron 1967Enfield 8000 1973Sinclair C5 1985
1800 1900 2000
Timeline EV History
1996
Early attempts at “real” consumer-focused EV
GM EV1
1800 1900 2000
Timeline EV History
1997-2016
Long-term Strategic VisionToyota Prius Hybrid
1800 1900 2000
Timeline EV History
2013
Breathtaking Technological and Marketing Ambition
Tesla and Model S
1800 1900 2000
Timeline EV History
2016
NOWProliferation of original EV design
1800 1900 2000
Timeline EV History
2020
2020EV Landscape Evolving
WHY NOW?
Embedding InsightConsumer voices
OEM background
History
15 new models announced last year
WHY?
Bevolution is the 2020
Everyone has same opportunities
December 3, 2015“All New Cars To Be Zero-Emission by 2050”US (California, Connecticut, Maryland, Massachusetts, New York, Oregon, Rhode Island, Vermont), Canada (British Columbia, Québec), Germany, The Netherlands, Norway, The United Kingdom
“WHEN” is the questionNew emission targets are forcing the industry to invest in BEVs to lower average emission across the fleet
4 UK cities receive £35 million to support EV growth
LondonNottingham BristolMilton Keynes
`
Germany To Give €1 Billion Electric Car Subsidy (April 2016)
Chinese Consumers bought 300% more EV,s in 2015 compared to previous year
DECEMBER 2014Only 1 BEV model in
2019
DECEMBER 20151 NEW architecture4 BEV models from
2018
JANUARY 2016Focus on e-tron,
Delay other models
DECEMBER 2015€700M of investment
to expand/update Stuttgart-
Zuffenhausen
BOOM
E RS
GENE
RATI
ON X
GENE
RATI
ON
Y
GENE
RATI
ON
Z
Usage
CasualMultitask
Device2Device
Celebrate diversityCo-create
Sharers
Independent Thinkers
Lifestyle
Formal
Co-operate
JudgementalFace2Face
Accept diversity
Task Focused
OwnershipSavers
Work+Life
RECESSION
SEPTEMBER 11th
INTERNET
GLOBALISATION
SOCIAL NETWORKS
TECHNOLOGY SHIFT
By 2025 Gen Y and Gen Z will have replaced a big proportion of Boomers in the car market, especially in China (56% of the Market vs 19% of Boomers @2025) and their attitudes and needs will have a big impact on Gen X behaviour
Generation Y/Z & the cars MAKE HISTORY
(Generating Future Cultural Capital)
Attitude over BrandCurrent values over Heritage
Green over RichSustainable over Ostentatious
ANTI TRADITIONAL “PREMIUMNESS”
Ghz over HPConnectivity over Capability
LOOKING FOR
NEW PERFORMANCES
CAR AS A PLATFORM(Multi-disciplinary Luxury)
Modular over CompleteBuggy but Updateable over Perfect but Unchanging
Flexibility over CertaintyUsage over Ownership
OPEN TO
CAR SHARING AUTONOMOUS DRIVING
Changing PerceptionsConsumer voices
OEM background
History
What can Consumers tell us about Evs?
Forecasts are for huge EV volume growth
2014
500,000(0.1%)
2020
20,000,000 *(2%)
EVI Target *
And we know Knowledge about EV is growing
2010
7%<1 in 10
2015
45%1 in 2
“Have owned” or “know well what it does” source Morpace PACE
We know Interest in EV is growing
2010
10%<1 in 10
2015
25%1 in 4
“Very interested” in EV for a next car source Morpace PACE
But we know Interest does not = Intention
INTERESTED
25%1 in 4
TRUE INTENDER
6%1 in 20
True Intenders “Definitely Interested” & rank powertrain #1 or 2 = Source 2015 PACE
It’s tough for inexperienced
consumers to offer credible opinions
And tougher for car makers to know what
are the real hurdles to ownership
How to separate Mythfrom
Reality?
Range anxiety
Charging
Performance
Reliability
Cost
Common EV anxieties
Add Image
EV Owner community
SuperUsersPassionate, articulate, informed
MyDrivingPower
Range anxiety
Charging
Performance
Reliability
Cost
The voice of experience
Add Image
WHERE NEXT?
Timeline EV Future?
Technophile AffluentPassionate Environmentalist
INFRASTRUCTURE
CHOICEINCENTIVESEDUCATIO
N
2015 2025 2035 2050
Affluent house-ownerCommuters, multi car homes
Emerging mainstreamCommand economies
Embedded in Developed economies
Helping Consumers join the dots
Jaguar FutureConsumer voices
OEM background
History
EV will be a key Jaguar
platform in next decade
Bevolution““Electric vehicles will absolutely play a role in
Jaguar Land Rover's future product portfolio”
(Nick Rodgers Group Engineering Director Jaguar Cars)
Making vehicles is
not enough
Bevolution“It is my belief that over the next five years we will see more changes in the automotive world than in the last three decades”
(Nick Rodgers Group Engineering Director
Jaguar Cars)
Need to participate in the drive for public discussion and engagement
Bevolution
Need to enthuse Consumers
Show EV as no compromise
Generate customer demand
Bevolution
So how? Bevolution
Confidential ©2015
PROJECT CATAPULT
Confidential ©2015
JAGUAR IN FIA FORMULA E
Project Catapult is Jaguar’s return to racing with the bold and innovative FIA Formula E Championship
Jaguar formula e51
The next chapter of Jaguar Racing
1951
Jaguar success was founded on proving ground breaking technologies and
performance in motorsport
• 7 x Le Mans 24 Hours Victories
• 3 x World Sports Car Championships
• 2 x Daytona 24 Hours Victories
• 1 x Sebring 12 Hour Victory
2016-2019
Exploit Formula E as launch platforms for
future cars
52
Formula E• FIA Formula E is the world’s first global single-seater championship for electric powered cars • Jaguar to enter FIA Formula E World Championship with its own team in September 2016• First premium brand works team entry in Formula E• Global cost-effective championship; appeals to the next generation of Jaguar customers• Real world R&D test bed• Reach new and younger audiences in major city centres• Provide platform to introduce EV strategy and products• Support improvements in Brand Health
Jaguar formula e53
The Car
Jaguar Formula E Race Car
Max Power: 200 kw
Top Speed: 225 km/h
0-100kph: 3 Seconds
The Jaguar Formula E race car will push the boundaries of electric vehicle technology
Bevolution
Bevolution is the 2020Thank youFor
Listening!
- Mick Nagle - Morpace
- Ana Ramirez- Jaguar GCi