Traffic school | Studies, essays, thesises » Electric Vehicle Competitive Analysis

Source: http://www.doksinet Electric Vehicle Competitive Analysis Client ­ Faraday Future The automotive industry has existed since the late 1800s when hundreds of manufacturers developed the horseless carriage. The electric vehicle, which uses one or more electric motors for propulsion, was also introduced in the 1800s but lost popularity until its reintroduction within the past few decades due to the environmental impact of the petroleum­based transportation infrastructure. The client of this competitive analysis is Faraday Future, an electric vehicle startup founded in 2014 and based out of Los Angeles that recently announced a one billion­dollar investment on a manufacturing facility to build electric vehicles. The company aims to “take a user­centric, technology­first approach to vehicle design with the ultimate aim of connecting the automotive experience to the rest of your life.” The senior vice president, Nick Sampson, stated that the “100% electric and intelligent

vehicles will offer seamless connectivity to the outside world.” Other priorities for Faraday Future’s cars include developing other aspects of the automotive and technology industries, including unique ownership models, in­vehicle content, and autonomous driving. As Faraday Future is still in early phases and has yet to release details about the cars, it is crucial to identify the competition to determine the gaps in innovation of the competition to create a strategy for Faraday Future’s cars. The Competitors Tier 1 Competitors The major competitor of Faraday Future is Tesla Motor Company because the companies share all of the same values; the creation of an electric vehicle that provides a seamless technological experience as well. Additionally, many of the founders of Faraday Future previously worked at Tesla. Tesla is the only company that manufactures 100% electric sport performance cars Tesla Motor Company ­ Tesla is an automaker, technology, and design company with a

focus on energy innovation based out of the United States. Tesla also markets electric powertrain components to automakers such as Toyota. Tesla’s strategy of direct customer sales and owning its own stores and service centers is significantly different from the typical dealership model that dominates the automotive industry. The Tesla Model S, is a premium electric sedan with room for seven passengers, supercar acceleration, good road handling and driving, high safety ratings, and the benefit of charging at home or the use of the superchargers for long distance journeys. Tesla also has mobile application functionality that allows keyless driving, remote climate control, GPS location, range, and charge status. Tier 2 Competitors The next category of competitors are electric cars that are under the umbrella of a larger car manufacturer company and therefore while they provide the same service, the priorities do not all overlap with Faraday Future. Ford manufactures gasoline, hybrid,

and fully­electric cars in Source: http://www.doksinet large numbers therefore sharing priorities of sustainability and innovation but less focused on the luxurious aspect and technology­first approach. BMW, prioritizes luxury and a customer­focused experience. Ford Motor Company ­ Ford is the second largest United States based automaker and the fifth largest in the world. Ford aims to improve quality, increase customer satisfaction, and make vehicles safer using innovations. The company also prioritizes sustainability by constantly looking for ways to reduce materials used by improving fuel efficiency and reducing water usage. Ford also prides itself on its strategic supply chain process The Ford Focus Electric is an 100% electric car with home­charging capabilities with features that include recharging when breaking, real time displays documenting efficiency, and a mobile or smartwatch application that allows tracking of car performance and charge status. BMW ­ BMW is a

German luxury automobile, motorcycle, and engine manufacturing company that is one of the best­selling luxury automakers in the world that focuses on the highest level of design creativity, diversity, and quality for producing premium products. The BMW i3, an electric car, offers a lighter, faster, and more aerodynamic ride than other small electric cars on the market. The i3 battery pack can be pre­warmed before a trip to ensure maximum performance, range, and battery life. The i3 holds 19 gallons of gas for an additional 60 to mile range extension, has a smart navigation system that considers whether you need to find a recharge station, and syncs car information with smartphone and smartwatch applications. Additionally, over 25% of the i3’s interior uses renewable raw and recycled materials. Niche Competitors The last category of competitors are cars that provide the same general service but are not direct competitors of Faraday Future or Tesla due to the area of focus, this

includes hybrid cars which provide greener transportation as well as ordinary or luxury gasoline cars that serve the overall purpose of providing transportation between different locations. Porsche is a German automobile manufacturer that specializes in high­performance sports cars, SUVs, and sedans. The Porsche Panamera S E­Hybrid is a parallel plug­in hybrid meaning it can by powered by either the combustion engine, the electric machine, or by both. The battery is recharged either through direct connection to a socket, through the process of brake energy recovery, or through the combustion energy. The E­hybrid promises efficiency, a smooth drive, and sporty performance with a button that allows for switching between sport and comfort mode. Generic gasoline cars are also competitors as they provide smooth and comfortable drives and often family geared comfort. Most of the top manufacturing automobile companies including Honda, Nissan, Toyota, as well as the ones listed above and

several others have an electric and/or hybrid car on the market, have developed context­aware or smart in­vehicle systems and mobile applications, and have added innovation as a core values. These companies prioritize efficiency, mass production, and safe and comfortable rides. User Personas Commuter ­ Accumulates a large number of miles in daily commute. Good fuel economy, fill­up range, time and convenience to fill­up (because of busy schedule), and strong reliability are top priorities. Source: http://www.doksinet Earth Friendly Driver ­ Wants to drive a car that has the smallest environmental footprint. Parent ­ Needs a car for daily errands and for driving children/family members. Young professional ­ Wants a sporty, fast, stylish, and technologically capable car to fit upscale lifestyle. Comparison Dimensions 1. Cost: H ​ow much does the standard version of the vehicle cost to purchase? a. Scale: Open response (cost of vehicle in USD) b. Justification:

Different types of users have varying budgets and price is often a deciding factor between different cars. 2. Range: W ​hat is the range of the car on a charge/fill? a. Scale: Open response (for electric cars, number of miles per full charge and MPGe ­ the equivalent for miles per gallon efficiency, and for gas cars miles per gallon) b. Justification: It is important for most categories of drivers to get a reasonable mile range due to cost and convenience of not having to constantly refill the tank. 3. Innovation: O ​verall, how innovative are the in­car systems with the latest technology? a. Scale: Good, average, bad b. Justification: Faraday future is looking to be technologically groundbreaking, so it’s important to see how technologically capable the competitors are. 4. Comfort: H ​ow many does the car seat/how comfortable is the space? a. Scale: Open response (number of people seats or space details) b. Justification: Users with family members or driving others around

want a comfortable car. Also, those who haul a lot of cargo need space in the trunk 5. App: A ​re there mobile application capabilities? a. Scale: Yes/No b. Justification: For electric car owners, it is important to have the option to run other errands while charging the car or receive reminders when needing a fill­up. 6. Usability: H ​ow usable/legible is the in­vehicle system while driving? a. Scale: Good, average, bad (where good means it requires little effort or use of voice tools to activate, average means requires some effort, and bad means that using detracts from focus that the driver needs for paying attention to the road). b. Justification: Since driver safety should always be a top priority, it is important that no matter how advanced or attractive the interfaces are, that they are easy to use while driving and not distracting. 7. Top Speed: W ​hat is the top speed of the car? a. Scale: Open response (in miles per hour) b. Justification: Important feature for sporty

drivers, which although are not all users, they are one of the categories Faraday Future is looking to appeal to. Additionally, it is important to see the relation between speed and efficiency. Source: http://www.doksinet Comparison Table Car Name Cost Range Innovation Tesla Model S $71,100 211 miles (95 MPGe) Ford Focus Electric $29,170 76 miles (105 MPGe) Good (Supercharger location, lane drifting warning, self­driving) Average (Sync3, myKey) BMW i3 $43,300 81 miles (124 MPGe) Porsche Panamera SE Hybrid $99,975 20­22 miles (50 MPGe) Standard Fuel efficient gas car $33,560 36 MPG Good (ecoRoute, iDrive, collision warning, intelligent energy) Average (driving modes, PCMS) Average Comfort App Usability Top Speed 130 MPH Good (seats 5­7) Yes Good­ (large, usable, but difficult to see interfaces) Bad (cargo space only holds a few grocery bags) Good (seats 5, comfortable leg and head­room) Average (seats 4 but very comfortable) Yes Average (voice

activation but displays are rated distracting) 78 MPH Yes Good (levers located near wheel and gear shift for easy access) 93 MPH Yes Good (dashboard displays visible and not too distracting) Average (seats 5) No Average (standard displays can interact with) 83 MPH electric /167 MPH combusti on 100 MPH The Market Picture Figure 1: Radar Diagram of metrics rated Good(3)/Average(2)/Bad(1) Source: http://www.doksinet Figure 2: Relation between Range(MPG/MPGe) and Speed(MPH) Competitor Strengths Innovation and Usability:​ The competitors are performing well in both innovation and usability. Several of the competitors have been developing and improving innovative systems that optimize the driver’s experience. BMW’s innovative navigation system shows the best route by giving weight to all of the following factors: battery charge level, driving style, traffic situation, and topographical condition of the route. Additionally, if the driver can reach his/her destination

more quickly using alternative transport, the BMW iNavigation will take that into account, show the most current schedules, and guide the driver to an available parking stop near the stop. Some other innovative features that the competitors offer include collision warning, maintaining speed and distance in traffic, intelligent energy management, lane departure notification, Porsche’s different driving modes, and key programming functionality for parents to set features, such as maximum speed and radio volume, for the child. Applications​ : All of the electric and hybrid plug­in competitors have applications that allow monitoring of car charging status and other key insights about the car. Essentially, the application enables the mobility of information that was previously available only when inside the car. Gaps Speed/Efficiency Tradeoff:​ In the current market, based on the results indicated in figure 2, it seems that there is a trade­off between efficiency and top speed.

Cars with lower efficiency can have higher top speeds whereas cars with better efficiency cannot reach such high top speeds. In­system usability​ : Although overall the competitors perform well in usability, no fully usable system has been developed yet (Appendix:Car Infotainment System). Generally, even when the system is easy to interact with, there are difficulties with getting used to where functions are located, selecting the correct lever, or even visibility in bright light. Source: http://www.doksinet Suggestions Usability: ○ Displays: ​ In order to improve the usability of in car features and options within electric cars, I would recommend utilizing a heads­up display (See Appendix). These displays are currently being tested and have yet to be implemented in electric vehicles or are in early phases. Utilizing a heads up display would provide important information to the driver in a location that would be helpful and not distracting for the driver. ○ Voice

Commands: ​ Currently, the best forms of voice activation, such as those in the Ford Sync system require pressing buttons or touch screens in order to begin the voice command. I would recommend implementing a smart context­based system that listens for keys words the driver may say to activate a menu that can be controlled through voice. Performance:​ Although other electric car companies are working on this as well, trying to balance out the top­speed and efficiency tradeoff is essential for a company like Faraday Future that is determined to provide top design and technology. The customer base will be drivers willing to spend more for an all­around high performing car. Therefore, investing the money to ensure that the car is efficient and fast will draw in the customers. Acknowledgments Professor Jim Morris for suggesting including generic gasoline cars as a competitor as they serve the same overall function (similar to transportation methods discussed in class example).

ht​ tp://www.usatodaycom/story/money/cars/2015/11/08/faraday­future­media­fire storm/75403854/ http://www.faradayfuturecom/abouthtml http://corporate.fordcom/microsites/sustainability­report­2014­15/indexhtml http://www.thevergecom/2015/9/17/9341159/ford­apple­watch­android­wear­sm artwatch­apps http://www.teslamotorscom/about http://www.plugincarscom/cars http://usnews.rankingsandreviewscom/cars­trucks/Ford Focus­Electric/ http://www.cnetcom/products/2015­ford­focus­electric/ http://www.consumerreportsorg/cro/magazine/2015/04/infotainment­systems/ind ex.htm http://www.usatodaycom/story/money/cars/2015/05/04/new­car­transaction­price ­3­kbb­kelley­blue­book/26690191/ http://evobsession.com/electric­cars­2014­list/ http://www.bmwcom/com/en/newvehicles/i/i3/2013/showroom/connectivityhtml https://en.wikipediaorg/wiki/Electric vehicle https://en.wikipediaorg/wiki/Automotive industry http://chargecar.org/ Source: http://www.doksinet Appendices

Car Infotainment Systems (http://www.consumerreportsorg/cro/magazine/2015/04/infotainment­systems/indexhtm) Company The Good The Bad Ford Comprehensive voice commands save the day for audio, climate, and phone tasks. It’s easy to pair a smartphone with the system and use it to stream music through the car’s audio system. Ford has improved the system over the years. A new Sync 3 system is due later this year. We’ve tried early versions and found it to be a responsive, streamlined, and much­improved system. The first vehicles to get it, the 2016 Ford Escape and Lincoln MKC SUVs, are due in showrooms late this summer. And you may want to wait to buy the recently redesigned F­150, Mustang, and Edge. They’re still rolling off the production lines with MyFord Touch. Frustrating and distracting, with some versions having small, fiddly touch­activated buttons on the center console for basics, such as volume control and fan speed. The touch screen has some small text and

tightly packed buttons that are hard to operate while driving. System crashes and sluggish response times still happen, even after reliability improvements. Tesla Sized like two iPads, the touch screen has straightforward logic and the layout allows some custom configurability. Functions are well delineated, buttons are large, and response­speed is instantaneous. Updates are sent over the air The nav system uses Google Maps, making searches easy. Some dynamic functions, such as “insane mode” and regenerative braking, are controlled here. The screen can wash out in bright sunlight. Most functions can’t be done by feel alone; you always need to look away from the road for confirmation, which is distracting. BMW BMW’s knobs and buttons are intuitive and respond promptly. The big central display screen has large, easy­to­read fonts. Steering­wheel controls speed many selections that can be monitored through the instrument cluster. Some iDrive functions, such as navigating

menu layers, can be done by feel. Some of iDrive’s functions are marked by cryptic hieroglyphics, necessitating some in­depth exploration time spent twisting, pressing, or jogging of the knob to see what each one means. Heads Up Display ​ (http://continental­head­up­display.com/) Source: http://www.doksinet Electric Car Comparison (http://www.businessinsidercom/electric­car­comparison­chart­2013­8) Source: http://www.doksinet Electric vs. Non­Electric Comparisons (​ https://hawaiienergy.com/for­homes/ev)