What’s Your Strategy for the Electric Vehicle Market?

Energy
What’s Your Strategy for the
Electric Vehicle Market?
By Mark Hirschey
In just a few short years since their debut in 1999, hybrid gas-electric vehicles
are selling at over 300,000 vehicles per year in the United States, a trend that
seems likely to accelerate. The medium-term end-game will probably be plug-
in hybrid electric vehicles (PHEVs), with a high likelihood of fully electric
vehicles being mass-marketed in the longer term. Some $2.7 billion in direct
U.S. government stimulus earmarks, supporting federal electric vehicle fleets,
advanced battery system development, and end-user market development pro-
grams, will undoubtedly encourage the participants to speed up this market
transition.
Many utility and non-utility executives, encouraged by increased govern-
ment interest and public awareness, have begun developing some key market
enablers, as shown in Exhibit 1. To achieve a state where individual transpor-
tation is powered more and more by electricity, these key building blocks are
critical, and many of them fall squarely in the domain of electric utilities.
Exhibit 1 Critical enablers for electric vehicles


Capacity
management
Intelligent
metering
Commercial infrastructure
such as charging stations
Impact
Broad consumer adoption potential
on utilities
Considerable investment and advances in
storage capacity/cost
Significant advances in power train technology
Some utility executives have begun to address critical questions, including:
n What can we learn from other utilities and non-utilities operating
in this space?
n What risks require proactive strategies?
n Which opportunities should be aggressively pursued?
n Where do we need to shape the market and how do we prioritize?

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Current activity and investment
Proponents of environmentally friendly vehicles are investing in some combination
of PHEVs, fuel cell vehicles, and biomass fuels as a means of reducing dependence
on fossil fuels or meeting the increasing calls for greener emissions. Activities range
from participation in technical research, primarily related to battery storage, such
as the Department of Energy FreedomCAR and Fuel Partnership, to development of
smart meter technologies, which have applications outside of electric vehicles. Some
utilities have moved forward with grid impact and management studies, and Duke
and Xcel have already begun testing grid management systems.
Utilities have also launched programs to determine the impact of electric fleets on
their infrastructure, as well as whether the technology is market-ready. Several utili-
ties are already preparing go-to-market strategies, mainly in markets where electric
vehicles are likely to find early consumer acceptance.
Exhibit 2 Examples of electric vehicle market participation
Technical research
Grid management
Live testing
Go-to-market
• Pre-competition infra-
• Evaluation of
• Owned PHEV
• Live vehicle charging
structure research
grid integration
fleet testing
station
– DTE, Southern
• Partnership with smart
– Many
– Portland General
California Edison
grid technology partners
Electric, PG&E, Xcel
• Third-party fleet
• Smart metering research
– Duke and Xcel
testing and support
– TEPCO (Japan), EDF
with GridPoint
(France) testing rapid
– BC Hydro, PG&E,
– Duke Energy
charging stations
SCE, SCL
• Vehicle-to-grid research
and Coke
and proof of concept
• Rebate stimulus to
• Advanced battery
– Con Edison and the
drive uptake
storage research
– PG&E
New York Times
– Austin Energy
– AEP, Xcel
– Manitoba Hydro
• Environmental
impact assessment
– DTE
Source: Company websites, press releases, annual reports, news articles, Oliver Wyman analysis
Exhibit 3 Electric vehicle market highlights worldwide
Norway
Think Global to begin selling electric
United Kingdom
cars in Europe in 2009; the company
Québec
250 vehicle charging
plans to lease the battery
Zenn Motor Company
stations being installed
plans to release a
throughout London;
China
fast-charging electric
funding from EDF
Trials of battery-powered buses; electric
car in fall 2009
France
production cars, battery technology
EDF and Toyota
Israel and Denmark
Korea
partnering to build
California, U.S.
Construction of public charging
Development of super-high-
public charging
Google and PG&E
Detroit
and battery swapping stations
capacity lithium-ion batteries
network
doing research
GM plans to
Spain
in vehicle-to-grid
begin selling
Japan
Plans to have 1 million
technology; state
plug-in hybrids
Trials of first battery-powered
electric cars on the road
regulations key
in late 2010
tram; Toyota developing PHEVs;
by 2014
in driving PHEV
Ethiopia
TEPCO building 200 charging
research
New electric bus
stations throughout Tokyo
service in the capital
Chile
Electric utilities
selling electric
scooters, bikes,
and cars
Source: Company websites, press releases, annual reports, news articles, Oliver Wyman analysis
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Outside of direct power distribution technologies, utilities may also need to consider
how best to engage with non-utility participants. Whether examining R&D efforts
with battery operators, incentive schemes with local municipalities, technology
partnerships, or battery storage joint ventures, utilities need to have a clear under-
standing of the risks and opportunities that each player brings to the table. Several
utilities have begun forming alliances with private infrastructure providers such as
Coulomb Technologies, which have the potential to change the way customers think
of buying electricity. Other developments such as solar charging garages may create
some disintermediation between the utility and the end users of energy.
Non-utility participants are also emerging that could possibly impact utility business
models. One example is Better Place, shown in Exhibit 4. This start-up has landed a
major joint development deal in the U.S. with aggressive plans to expand the elec-
tric vehicle marketplace one service area at a time. Another start-up, Envision Solar,
plans on building wind- and solar-powered garages capable of charging vehicles
primarily through renewable energy. Market developers like these can either become
partners or disruptors of a utility’s business model.
Exhibit 4 Better Place’s business design
Proposed
battery
swapping
station
Better Place aspires to operate a
national network of charging and
battery swapping stations.
Better Place, through its
Customers pay for access to the
partnerships with car
charging infrastructure and pay for
manufacturers, sells
the miles they drive.
electric cars at a discount.
Current status
Potential obstacles
• November 2008, launched in the U.S. with a
• Evolution of battery technology may preclude the
joint initiative to build charging infrastructure
need for a dense network of charging stations or
throughout the Bay Area
battery swap stations
• Over $200 million in venture capital backing;
• Other business designs may emerge in other
significant media coverage
countries (e.g., battery leasing, private charging
stations) before Better Place spreads beyond
• By the end of 2011, expects to have electric cars
Israel and Denmark
in mass production, 100 swap stations, and
500,000 charging stations
• Formal partnerships with Israel and Denmark
Source: Better Place website, press releases, news articles
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The risks of inaction
Estimates of PHEV and battery-electric vehicles (BEVs) that will be on the road over
the next decade range from 1 to 5 million new vehicles per year. Whatever the even-
tual level of adoption, utilities need to be actively planning for the potential wide-
spread adoption of electric vehicles, in order to both mitigate the considerable risks
and to capitalize on the potential opportunities.
On the risk side of the equation, start with the possibility of generation capacity
shortfall. Peak demand with electric vehicle charging, identified as a significant
issue in the 2008 Oak Ridge Study¹, is anticipated to create an average 2% genera-
tion capacity shortfall. At the individual utility level, the customers buying and using
electric vehicles are likely to be geographically concentrated (based on demograph-
ics), raising the importance of detailed system planning and management. If a util-
ity does nothing else, it will need to understand and manage the flow of electricity
along entirely new customer behavior patterns. Retaining control over the customer
relationship may become difficult, as some of the new entrants are looking to disin-
termediate the current utility-customer relationship.
This and other risks summarized in Exhibit 5 should be analyzed at length to ensure
that utilities are prepared for potential changes to the customer marketplace and
resulting operational requirements, which will ultimately shape the economic
impact of electric vehicles. Many forward-thinking utilities have already started
to address these questions and align research and resources toward appropriate
responses.
Exhibit 5 Example risks of inaction
Risks
Strategic questions
• What will be the impact to peak demand?

• How will geographically localized demand evolve?

• Can this be mitigated without additional generation capacity?
Peak supply short-falls
(i.e., differential pricing for peak charging)
• What is the right technology to help manage customers and
their energy usage?
• How will third-party energy service providers, (e.g., solar garages,
Better Place) impact the utility-customer relationship?
• What services do utilities need to perform to maintain this
Customer disintermediation
connection, if any?
• What is the risk of losing some supplier power within the
existing customer relationship?
• How important is it for my market area to be at the leading edge?
Failure of electric vehicles
• What are the risks attributed to late innovation and service
market evolution
delivery (e.g., increased disaggregation)?

• What is the timing and cost of key enablers to ensure that my
utility captures the upside?
• How will competition for services look if my utility moves late?
Loss of revenue generating business
opportunities
• With whom should I partner to ensure control and presence?
• Will inaction damage corporate and environmental sustainability efforts?
Erosion of environmentally friendly
image efforts
• How much do my customers care about this issue?
Source: Oliver Wyman
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Success in addressing these risks will depend on careful prioritization and planning.
Because of long lead times or the outsized risk of being caught unprepared, assess-
ment of some risks should start immediately. For example, issues around peak
demand load planning and generation capacity as well as infrastructure require-
ments have substantial implications for capital commitment and organizational
structure.
Opportunities across the value chain
With the expected launch of plug-in electric vehicles in 2010, utilities should start to
develop focused strategies in areas where they are best-positioned to serve the elec-
tric vehicle value chain. At the moment, a variety of business design ideas are com-
peting to shape the new marketplace. Many will prove to be uneconomical, opera-
tionally impractical, or uninteresting to customers. While the shape of this industry
is still emerging, energy storage and the infrastructure to deliver customer-centric
energy appear to be most relevant to a typical utility’s existing assets and skill base
(Exhibit 6). These areas also have the highest potential implications to cost of ser-
vice and ability to manage future energy use.
Exhibit 6 Potential electric vehicle value chain opportunities for utilities
Energy
Energy
Supporting
Vehicle core
Power train
storage
infrastructure
services
• Design and
• Design and
• Researching,
• Generation,
• Range of EV
development of
development of
manufacturing,
T&D, charging
support
vehicle core
vehicle power
leasing, and
and vehicle-to-
services
train and other
operating EV
grid, smart
car parts
batteries
metering
Distribution
Research
Development
Support
chain
• Research of
• Manufacturing • Leasing,
• Support
advanced battery batteries
owning, selling
services for
technologies
batteries
battery owners
Vehicle
Vehicle-to-
Customer
Generation
T&D
charging
grid
transactions
• Generation
• T&D
• Public and
• Vehicle-to-grid • Customer
• Load dispatch
infrastructure,
private
technology and support
intelligence
including T&D
recharging
applications
to recharging
stations,
• Bundled
stations
equipment,
energy
smart grid
solutions
Each link along the electric vehicle value chain raises its own questions. In the
energy storage portion, there are opportunities for unique businesses designs. For
instance, should a utility own the batteries and lease them to consumers? This
would help defray vehicle costs to consumers, since batteries are so expensive,
while providing the utility control over the energy flow to and from batteries. Should
a utility engage in direct R&D efforts with companies such as Johnson Controls or
A123 Systems, or become a battery lessor to service providers such as Better Place?
On the infrastructure side, support service business designs could include rebate
management, electric charging system service and support, as well as fleet vehi-
cle service. These have the potential to act as sources of strategic control as well
as market accelerators.
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In our work with utility clients, we have found that the business design process has
helped executives explore risks and opportunities of emerging markets, as managers
often lack the specific resources needed to understand the impact of different market
scenarios.
This analysis should examine factors such as the potential for mass energy storage,
potential changes to emission standards, market timing, market scalability, require-
ments of a smart grid, the impact on spinning reserve capacity, rate case impacts,
and localized pools of early adopters.
Next steps for utility executives
The level and nature of utility engagement must strike a balance, one that guards
against over-investment in promising but unproven technologies and infrastructure,
yet also actively determines where there is the greatest potential upside (or risk)
and designs a business to seize that opportunity (or mitigate the risk). Utilities are
approaching this market with varying degrees of activity, as shown in Exhibit 7.
Exhibit 7 Spectrum of utility engagement in electric vehicle market development
Spectrum of involvement
Low
Medium
High
Observer
Participant
Driver
• Attend events
• Join and engage in research
• Develop and pursue new business
(conferences, meetings)
efforts (forumns, consortiums)
models (e.g., construction or
operation of charging stations)
• Proactively research and
• Participate in feasibility studies
monitor developments (e.g.,
of different projects
• Help influence the development
new technologies
of the market
• Evaluate (plan out) potential new
• Communicate with other
business models and technologies
• Promote projects (e.g., outreach to
utilities on activities
government bodies)
• Evaluate potential partnerships
• Evaluate and analyze potential
and engage where appropriate
• Lead testing of new technology
impacts on the business
(e.g., V2G and V2H)




Proactive understanding of
Engaging in and potentially
A leader to help promote the devel-
the market and the impact on
partnering in the electric
opment of the market and create
utilities and the company
transportation market
opportunities for the company
Source: Oliver Wyman
While the electric vehicle market’s eventual form will not be known for the better
part of the next decade, some utilities are already engaging a specific area of the
value chain, setting priorities for near-term, medium-term, and long-term initiatives.
They have begun to model different market and business impact scenarios, with the
goal of identifying the biggest upsides and pitfalls.
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Each opportunity and risk can be arrayed on a matrix of potential impact to the util-
ity vs. relative time to implement, shown simplistically in Exhibit 8. This matrix will
help utilities introduce relevant initiatives into their planning processes.
Exhibit 8 Prioritization categories for early investment
• Carefully evaluate the economic
Seek key enablers and start
and organizational impacts
building programs
• Prioritize execution based on
risk-adjusted benefits
Potential
impact


Monitor and react
Start looking for partners
Relative time to implement
Priority
Source: Oliver Wyman
Executives should keep several principles in mind during this period of market
evolution:
1. Develop a clear understanding of the various market scenarios and their effect on
your operations.
2. Start actively shaping the market where there is a disproportionate strategic,
operational, or economic benefit to doing so.
3. Begin to prioritize your activities and understand the true reaction time for pre-
paring for different scenarios.
4. Maintain a level of flexibility to allow for strategy shifts as the environment
evolves.
First movers that place smart bets on the right combination of technology, infra-
structure, customer development, and products and services could create high bar-
riers to competitor entry reinforced by ownership of strategic assets. Companies
that wait too long, by contrast, may never be able to recover and participate in this
emerging market.v
1 Oak Ridge Laboratory, “Potential Impacts of Plug-in Hybrid Electric Vehicles on Regional Power Generation,” 2008
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Practice Director
David Hoffman
Mark Hirschey
617.424.3414
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David.Hoffman@oliverwyman.com
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