电通（Dentsu）：中国电动汽车市场的成功之路（中译版）（21页）.pdf

1、THE ROAD TO SUCCESSIN CHINAS ELECTRIC VEHICLE MARKETJune 2022The automotive future is electric but not just. What appears at the surface to be a mere switch from traditional fuel-based powertrain to electrictechnology New Energy Vehicles is in reality the begin of a substantial change of the role th

2、at the car plays in peoples lives. In essence, the car changes from a means of transportation to an enabler of individual mobility. Nowhere can this transformation be observed more impressively than in China. Within a short period of time, mainland consumers have converted from rather traditional st

3、atus-oriented buyers to trailblazers of digitaladoption. They are being courted by a plethora of players in the market, from legacy car makers to new startups to tech companies entering the field.Chinas market for electrifiedpassenger vehicles, notably Battery Electric Vehicles (BEV), has passed the

4、 tipping point where governments push through stimulus measures hasresulted in a consumer demand pull that is expected to drive steep growth in the future. As the worlds largest BEV market moves into themainstream, sustainable success has become nothing less than anexistential question for all marke

5、t participants. This white paper, the first in a series of quarterly white papers in the course of 2022,considers the opportunities andchallenges in this already highly competitive BEV market and shows actionable steps for stakeholders to successfully align their marketing strategies to the needs of

6、 prospective customers.2The road to success in Chinas EV marketChinas New Energy Vehicle (NEV) market- From government push to demand pull- Chinas NEV market characteristics- Battery electric is the future4Focus on BEV customers- Spending pattern- App usageFuture opportunities in the BEV market - Ge