What are OEMs doing to position themselves as winners?

This paper identifies three types of OEMs in relation to e-Mobility ecosystem solutions: market leaders, challengers and fast followers.
The Market Leaders represent the most advanced consumer propositions for domestic and public charging infrastructure. These are typically created in-house. Tesla is currently the only company in this category.


The Challengers are working on proposals to enable domestic energy supply as well as domestic and public charging solutions. To enable the customer experience and some advanced energy services, these are frequently delivered through strategic partnerships. This group includes Nissan, Renault, Daimler, Volkswagen, Geely, and BMW.


Currently, the Fast Followers are meeting basic customer needs for domestic charge points and public charging access. This group includes Honda, Jaguar Land Rover, Hyundai-Kia, Ford, FCA, and PSA.

Source: What are OEMs doing to position themselves as winners | Delta-EE


All OEMs are looking beyond the vehicle by developing charging solutions and energy propositions, but their levels of commitment and strategy vary greatly. There is no doubt that no OEM is “doing nothing” to support their electrified customers. OEMs take either an in-house or a joint venture (JV) and partnership approach. An in-house approach has a high CAPEX but gives the OEM a high degree of control over their energy product investments. Tesla is the most vocal supporter, followed by Volkswagen, BMW Group, and Ford.


For many OEMs who are still primarily focused on increasing vehicle production, the JV or partnership approach is a more pragmatic strategy. It requires less capital but has lower revenue potential. Nissan Renault, Daimler, Geely, Jaguar Land Rover, Hyundai-Kia, PSA, and FCA are a few examples.


OEMs with a diverse portfolio of offerings can provide customers with appealing bundles. According to research by Delta-EE, EV customers will be looking for simple and convenient solutions to manage their electricity consumption, as the vehicle will become their individual largest consumer of electricity for many customers. As a result, OEMs with the right propositions may gain a significant competitive advantage.


The energy transition has already begun in the electricity system, and the opportunities associated with the convergence of mobility and electricity are rapidly developing. As a result, OEMs that are able to quickly pivot their business models and propositions are more likely to secure their competitive position for long-term success in the e-Mobility ecosystem space.

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