“The time when electric vehicles were a premium product that was only bought by a small target group is slowly coming to an end.”
The shift towards e-mobility is in full swing and car manufacturers are recording a strong increase in sales figures for electric vehicles. In the first part of this two-part interview, our consultant Tobias Grün tells us what influence this has on the sales sector and where customers will be found in the future.
Can you elaborate on that?
Well, the time when electric vehicles were a premium product that was only bought by a small target group is slowly coming to an end. In the early days, there were only a few manufacturers that had electric vehicles in their portfolio at all. Production capacities were smaller, unit numbers lower and development costs high. Therefore, it wasn’t possible to serve a price-sensitive market at first. In other words, the vehicles were developed for a niche of well-off people and sold where people already lived with premium combustion engine vehicles. However, this niche has long since been abandoned, on the one hand because these manufacturers offer electric motors for several - even smaller and cheaper - models, and on the other hand because more manufacturers in general have jumped on this bandwagon. The fact is that numerous manufacturers have now entered the mass market.