Moving to the Pragmatists
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Presentation given at the EV Battery Forum 2011 (Asia Edition) in November 2011 in Shanghai. The presentation focuses on attempts to use car sharing and battery leasing methods to expand the penetration of electric vehicle usage. Highlights some issues resolved and unresolved.
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Moving to the Pragmatists
- 1. Moving to the Pragmatists Using battery leasing and car sharing to expand the EV market. Glenn Austin Green Assistant Business Development Manager EVB Technology (HK) Limited
- 2. Agenda • EVB Technology (HK) Ltd Background • Market’s Current Status • Battery Leasing Project Experience • Car Leasing/Sharing Attempt • Conclusion of Two Methods • Final Thoughts
- 3. EVB Technology (HK) Ltd Background • 100% owned by GP Batteries Group • Factory located in Hong Kong • Manufactures in Nickel Metal Hydride (NiMH) and Lithium Ferro Phosphate (LiFePO4) • 17+ years experience in manufacturing large format batteries • One of the first Ovonic licensees for NiMH • Pioneered Nickel foam positive electrodes • Quality Accreditation – ISO/TS16949 Certificate from DNV • Owner of Vectrix electric maxi-scooter company
- 4. Where are we now? Innovators and Early Adaptors Stage – similar to the last wave. New entries and new hype Facing the risk of subsidy withdrawals from crisis in government finances. Entering the dangerous “ShaTsuiRoad_Tsuen Wan” by SIU Wai Hang period.
- 5. Battery Leasing Experience New entries into Norway disturbing the sale of the Buddy. Battery leasing proposed to generate more sales and exposure for the Buddy car in Norway. Propose to start with a trial of 25 cars in the Oslo to prove concept
- 6. Battery Leasing Experience Key issues faced from battery leasing solution FINANCING Finding the model and method to pay for the endeavor WARRANTY Coverage needed to change to soothe financial concerns LEGAL EVs and batteries treated differently
- 7. Battery Leasing Experience Outcome? FAILED Reasons for the failure: LEGAL Consumer laws regarding disclosure scared off potential interest CULTURAL Ownership vs. Leasing
- 8. Car Leasing/Sharing Attempt Expand the exposure of EVs inside Sweden Use a combination of car leasing and sharing to gain more acceptance from general public. Method to place 50 Buddy cars in key Swedish cities
- 9. Car Leasing/Sharing Attempt Key issues faced from car leasing/sharing solution Customer Willingness vs. Reality Large monetary difference between customer maximum willingness to pay and actual cost Rental ROI Traditional rental company ROI is based upon 3 years Second Hand EV Value What is the market price for a used leased/shared EV?
- 10. Car Leasing/Sharing Attempt Outcome? ABANDONED Reasons for the abandonment: LACK OF INTEREST Marketing and Public Relations agencies did not return calls/emails. UNSOUND BUSINESS PLAN Could not express clearly means to show added value for involvement in the program. UNSTABLE FINANCES Core business in a rough patch.
- 11. Conclusion of the Methods Attempt battery leasing again? NO RISK associated with the warranty too great LEGAL certainty unresolved over multiple issues. Attempt again to set up car leasing/sharing program or agreement? Undecided Decision dependent on partners and how the market progresses.
- 12. What is the future for the market? Too uncertain to say with confidence. 2012 is a critical year Should we remain an industry serving only innovators or should we blossom to the “KwunTong Road_Kwuntong” by SIU Wai Hang pragmatists?
- 13. Special Thanks • SIU Wai Hang for use of image from his Metropolis Chlorophyll collection. • Metropolis Chlorophyll Our city is densely packed with high rise buildings which keep intruding into any existing oasis. The wrestling between concrete and the greens is endless. Through the utilization of the sensitivity of infrared photography towards chlorophyll, the vanishing greeneries hidden in the gaping voids among the city’s concretes, be it rooftop or back alleys, are being captured as unique golden yellow colour. The glittering tenacious lives of plants exude a cry in these infrared images and make audience reflect on the banishment of nature under a fast paced urbanization.