Automotive IQ surveyed our international contacts working in the field of e-motors in order to learn what the experts think are the most promising markets and technologies looking ahead. We asked about market penetration for electric powertrains worldwide and asked about specific challenges facing this segment of the auto industry. Read what experts think about • Market Penetration • Promising E-Motor Concepts • Challenges • R&D Spending http://bit.ly/emotor2014

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Automotive IQ surveyed our international contacts working in the field of e-motors in order to
learn what the experts think are the most promising markets and technologies looking
ahead. We asked about market penetration for electric powertrains worldwide and asked
about specific challenges facing this segment of the auto industry.
Market Penetration
One of the major debates around alternative powertrains such as electric motors is in regard to
how many vehicles will actually be produced and sold. In other words, how much market
penetration will the technology achieve and which markets hold the greatest potential?
When asked to quantify how much market
share (worldwide) electric powertrain
vehicles will have garnered by 2020,
nearly 68% responded with 4% or less
(32% said less than 2%, 36% said between
2 and 4%). Another telling statistic is that
less than 10% of those surveyed believe
that electric powertrains can gain greater
than 8% market share worldwide in the
next six years.
Of the major car markets worldwide, our survey identified China (~42%) as the most promising
followed by Europe. Given the European Commission initiative ‘Green eMotion’ with goals of
creating Europe-wide standards and assisting in the roll-out of EVs, it is no surprise that
companies feel a certain level of support in Europe. China has the potential to become the
world’s largest car market and the government has an ambitious target of 5 million EV’s on the
road by 2020. Their support of EVs once again includes low-speed electric vehicles which may
be very relevant for the urban Chinese market.
Promising E-Motor Concepts
According to our survey, the most promising technology is the permanent magnet synchronous
motor with 39% in favor. Given the instability in the market for rare earth metals, a number of
companies are working on technology processes that will reduce the amount of these rare
earth metals needed for the motors.

2. 23% of respondents chose the
asynchronous designed motor. Most car
manufacturers utilize permanent magnet
motors for their hybrids and EVs. Tesla
(and Tesla-designed Toyota powertrains)
is the exception using an AC induction
motor for their model S.
Challenges
Energy storage is seen as the greatest challenge to the success and development of e-motors
with 48% making it their challenge of choice. Cost is also a major factor for development and of
particular concern to the auto industry as profit margins are incredibly slim on many individual
models. Only 13% of those surveyed felt that infrastructure presented itself as the key
challenge.
Automotive IQ also asked a very specific challenge question: Do you believe that Tesla will be
able to provide Europe with a wide range of superchargers [fast-charging network) by winter
2014? Roughly 65% do not believe that this is achievable.
R&D Spending
Based on the results of this survey, despite a number of government incentives to meet high
targets for electric powertrain vehicles, the reality of the predicted market share is significantly
more conservative. That reality is also
reflected by the relative R&D spending by
companies for 2014 relative to 2013. 59%
said that their companies have not
increased R&D spending this year. On a
more optimistic note, 35% said that their
companies are indeed increasing R&D
spending at least marginally.
To learn more about the latest technologies and issues, join us at the 2nd Advanced E-Motor Technology
Conference in Frankfurt, Germany.