Uptake of Electric Vehicles in EstoniaMARKET OVERVIEWJULY 2014

SUMMARY Estonia has witnessed a remarkable uptake of electric vehicles since 2011, “from zero to hero” within a couple of years.

With the government launched e-mobility program ELMO, the EV purchase incentives were introduced as well as the nationwide infrastructure was built to quickly ramp up the sales of EVs.

The program, however, is set to end by early 2015. So, how is this demo market doing 3 years after its launch?

KEY FIGURES • 830 EVs registered by May 2014• 507 owned by the government

• Penetration: 0.13% of overall passenger vehicles• Sales in 2013: 130• 5 months sales in 2014: 115

The sales of EVs have increased significantly during 2014. However, the total amount of EVs is still very small.

MARKET UPTAKE SINCE 2011

The launch of the government financed

ELMO program for electromobility in 2011

can be considered the main starting point of

the uptake of EVs in Estonia. Before that,

there was only a handful of EVs registered.

DATA: ESTONIAN ROAD AUTHORITY, JUNE 2014

GEOGRAPHIC DISTRIBUTION

Majority of EVs are registered in big cities and

surrounding counties (Tallinn and Harjumaa, Tartu

and Tartumaa).

On the one hand, it implies that EVs are more suitable for city driving, on the other, it also means that the purchasing power is higher in Tallinn and Tartu.

BRANDS

The vast majority of the market share

belongs to Mitsubishi, thanks to the social

workers fleet. In private and commercial

sector Nissan dominates the market of EVs,

followed by a small French manufacturer

Mia, Italian originated Tazzari, and MicroVett

Fiorino conversions.

EV SALES 2013-2014, BRANDS

During 2013-2014 Nissan has been dominating the new EV sales, followed by Mitsubishi, Mia, Tazzari, Tesla, and others. The first 5 months of 2014 have also demonstrated a significant increase of EV sales.

However, the EV share of total new sales is still minuscule, comprising only 0.66%.

EV SALES 2013, SEGMENT PERFORMANCE

Most of the EVs sold in Estonia fall into 2 market segments: A (mini cars) and C (compact cars).

In the A-segment, EVs scored 2nd and 3rd place in overall sales, behind Skoda Citigo and before Nissan Micra.

Market segmentation data by author

EV SALES 2013, C-SEGMENT PERFORMANCE

Nissan Leaf was positioned as the 18th most sold model

in C-segment (91 units) with ca. 1.7% share.

The average sales in C-segment is 133 units per year per

model in Estonia.

The best selling C-segment model is Skoda Octavia with

827 units sold in 2013.

Market segmentation data by author

ESTONIA IN COMPARISON WITH OTHER COUNTRIES

Rank Country

PEVmarketshare

(%) Rank Country

BEVmarketshare

(%) Rank Country

PHEVmarketshare

(%)

1 Norway 6.10% 1 Norway 5.75% 1 Netherlands 4.72%

2 Netherlands 5.55% 2 Netherlands 0.83% 2 Sweden 0.41%

3 Iceland 0.94% 3 France 0.79% 3 Japan 0.40%

4 Japan 0.91% 4 Estonia 0.73% 4 Norway 0.34%

5 France 0.83% 5 Iceland 0.69% 5 United States 0.31%

6 Estonia 0.73% 6 Japan 0.51% 6 Iceland 0.25%

7 Sweden 0.71% 7 Switzerland 0.39% 7 Finland 0.13%

8 United States 0.60% 8 Sweden 0.30% 8United

Kingdom 0.05%

9 Switzerland 0.44% 9 Denmark 0.28% 9 France 0.05%

10 Denmark 0.29% 10 United States 0.28% 10 Switzerland 0.05%

Top 10 countries by market share of new car sales in 2013 by electric-drive segment (Wikipedia)

Note: (1) Market share of highway-capable electric-drive vehicles in the corresponding segment as percentage of total new car sales in the country in 2013. PEV - (all) plug-in electric vehicles, BEV - battery powered electric vehicles, PHEV - plug-in hybrid electric vehicles.

ESTONIA IN COMPARISON WITH OTHER COUNTRIES

The largest markets for EVs

(excluding PHEVs) in 2013 are the

USA and Japan, followed by France

and Norway.

Looking at the EV sales per 1 million

people, Norway is far ahead of every

other country (1640 EVs per 1M

people), followed by France (220)

and the Netherlands (206). Estonia

with its 106EVs per 1M people scores

7th among the selected markets (5th

in Europe).

Sales of EVs total (blue bar, left scale) and per capita (red line, right scale), various data sources aggregated by Jose Pontes (http://ev-sales.blogspot.de/) and author.

CONCLUSION • Sales of EVs have increased during 2014• EV is a city car mostly sold in bigger cities • EVs have a very strong position in mini car segment• EV sales position in compact car segment is

average• Estonia has given away some places in EV sales

ranking during 2013-2014, but still is one of the leaders in “per capita” statistics.

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Thank you! JARMO TUISKDirector, electric mobility solutions

Mobile: +372 52 01443

Office: +372 6 023 046

Skype: jarmotuisk

jarmo.tuisk@nowinnovations.com

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