Automotive News - November 6, 2017 - Supplement - S5

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Daimler is concentrating on
innovation outside the vehicle,
including charging stations.

engine to electric vehicles and to make it
hassle-free for customers," Von Bormann says.
Besides its investment in the ChargePoint
network of charging stations, Daimler has
the largest battery lab in Europe and in
some areas offers Mercedes EV buyers a
home energy/charging system-including
installation.
What will be the ultimate tipping point
for EV sales? Transportation executives offer
different opinions.
Petrunic of the Canadian transit group says
manufacturer and consumer interest in EVs
has been tied directly to economic issues.
Manufacturers, for one, need to meet fueleconomy and emission-reduction standards.
In contrast to emission-reduction efforts by
governments in Europe and Asia, an attempt
by the Trump administration to dilute U.S.
standards for corporate average fuel economy
also could decelerate automaker interest in
moving forward on EVs in North America.
For consumers, the urgency of buying
an EV eases in the face of persistently low

gasoline prices. But in Canada, provincial
and federal carbon taxes, the latter of which
has been passed but not taken effect, have
led to higher pump prices. That, in turn, has
driven more shoppers to consider hybrid and
electric cars.
In addition, Petrunic says, a small but
growing group of drivers who were early
adopters of EVs can share their stories
about the long-term savings of operating an
electric car.
Von Bormann of Mercedes-Benz Energy
Americas says that when a wide range of
affordable product is available, "that's when
things will move forward." The automaker
plans 10 full-electric Mercedes EQ vehicles
by 2022.
"For early adopters, they might have
wanted to scream, 'I'm driving an electric
car, and that's why it looks different,' " Von
Bormann says. But Daimler thinks that the
next group of buyers considering an EV wants
variety-and style.
Petrunic is more direct: "I truly believe that

the biggest driver of sales will be the sex appeal
of these cars." She thinks sleek design has been
a key factor in the sales success of Tesla.
"When will it become less appealing to
drive an SUV or a pickup truck?" Petrunic
asks. "That's the cultural moment when
interest in these vehicles dies. But for the
time being, you don't see EVs in cultural
placements, in Disney movies or cartoons, or
TV shows."
Even when greater numbers of car buyers
begin seeking out EVs, the infrastructure
needs to be ready. "Companies like Daimler
are putting significant resources into the
ecosystem so that when we see that inflection
point, we can support it with all measures,"
Von Bormann says.
As McNabb stresses, "It is imperative for
the foundation to be created for a positive
ownership experience, or the market will
not move past the EV enthusiasts to the
mass market.

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Table of Contents for the Digital Edition of Automotive News - November 6, 2017 - Supplement
