I went to the LA Auto Show recently, and much has changed in the world of EVs since my first trip in 2015. Many more models of EVs are available or coming soon, and quite a few presentations from car company executives promise even更多的电子选择in the future.
但看看EVS的最新销售数据shows a markedly different picture, with most sales (and growth in sales) coming from Tesla, a company that wasn’t even on the main floor at the auto show. EV sales from traditional automakers have been flat for the last three years. What should we make of this divergence between a growing number of EV models and sales that aren’t seeing the same growth?
这似乎很清楚,这种断开的是由于许多汽车制造商在技术上提供了EVS,而是几乎没有做过改善他们的设计并卖掉它们。如果我们想尝试限制气候变化的最严重影响,请立即解决这种断开。
I’m convinced EVs can sell in the United States if they are a compelling car, crossover/SUV or truck with range and features that meet buyers’ needs (and not simply a gasoline car substituting a battery and electric motor for an engine) and widely available for purchase in the United States. Among the EVs for sale today, most don’t meet either requirement.
在过去,汽车制造商认为他们已经制作了许多型号的EVS型号,但声称低的美国销售数据显示在EVS中没有兴趣,实际上是低动画销售数据的责备买家。例如,一个行业贸易团体的汽车联盟有一个webpage titled "Buyers Wanted"that claims over 50 models of EVs are available in the United States, but laments that sales remain "modest."
This argument ignores the huge influence ofmarketing (automatic PDF download)和销售策略,汽车公司非常擅长使用销售现有的汽油车辆。它还未能承认大多数EVS根本无法在全国范围内使用。
例如,看看市场领导者Tesla;它的汽车是从evs设计为EVS的首字母,在大多数美国的远程电池,尖端技术和可用性(由于经销商特许经营法律而有一些并发症)。特斯拉命令超过55%的插件市场,没有其他8%以上的制造商。一些汽车制造商承诺将来可以匹配这些关键功能的未来产品,如距离和新技术,如Rivian的全电动SUV和皮卡卡车和新宣布福特Mustang Mach-E电动SUV. But those models won’t be available for at least another year.
然而,许多EV模型我看到在2019年的汽车Show are selling at much slower rate than Tesla’s models, and it’s not hard to see why. Let’s look at a couple of examples of EVs and EV makers that were at the auto show that are emblematic of current issues in the EV market.
Kia and Hyundai:Kia在展会上显示出两辆全电动汽车(Niro和Soul EVS),但它们是现有汽油车的版本有限的可用性,特别是在所采用的国家之外零排放车(ZEV)调节. Sister company Hyundai’s Kona and Ioniq EVs have similar availability issues. Is this a half-hearted effort by Kia and Hyundai to meet the minimum regulatory requirements?
VW:大众汽车很有希望many more EVs worldwide,但在将它们带到美国的时候正在对冲。现有电动大众出售的是电子高尔夫,与许多其他EV型号一样,是现有汽油汽车的版本,也不在该国的各地都没有。
雷克萨斯:Lexus (a Toyota brand) had a concept EV on display at the show, but no sign of an EV model for sale in the United States now or anytime soon. Just a week after the LA Auto Show, though,雷克萨斯宣布了明年将于明年出售的中国人,欧洲和日本市场的新型全电力交叉。所以公司可以制作电池电动车;它只是选择没有把它带到这里。
斯巴鲁:Despite its自我确认的“树 - Hugger”客户群,斯巴鲁一直抵抗展望。
Its sole offering is the Crosstrek PHEV, a version of its gasoline-only modelwith reduced cargo space due to the location of the batteries. And like other manufacturers, the plug-in version isn’t available everywhere where other Subarus are sold.
某些品牌的EVS遍布全国各地。例如,特斯拉和宝马在纽约,佛罗里达州和德克萨斯州等大型人口州具有重要的销量。然而,许多汽车制造商只能强调ZEV规则的州。一些,如斯巴鲁和大众,不是在ZEV国外销售EVS。如果不能在其州提供,买家根本无法选择EV。
特斯拉在批量销售,丰田和通用电机(具有较小的特异性)很快就具有新的,更高销售的卷模型。但要减少空气污染和限制气候变化的排放,EV销售需要大大加速。为了避免气候变化的最严重影响,California has set a goal of net zero emissions by 2045, only 25 years from now. In order to reach that target, the vast majority of cars on the road by that time will need to be electric drive (either fuel cell or battery electric).
下十年来,远离汽油的过渡至关重要,它将需要超过公告和“合规性”模型。
We’ll need to move quickly to achieve this target, much more quickly than we’re moving now. If consumers are to make their next car electric, automakers need to make those cars available and market them more aggressively than they market their gas engine cars. Many automakers are currently meeting the bare minimum to comply with regulations while at the same time pushing a narrative that blames individuals for their purchase decisions instead of the marketing machine that brings only certain models to the forefront.
The end of 2010 marked the introduction of the first mass-market EVs in the United States (the Nissan LEAF and Chevrolet Volt). Since then, the last nine years have seen quite a few EV models announced, but only a handful have sold in meaningful numbers. This next decade will be crucial for the transition away from gasoline and it will take more than announcements and "compliance" models. It will take cars that are as compelling (or more so) than gasoline models and electric-drive models that are sold and marketed effectively across the country.
I’m confident the engineers and designers at these auto companies can deliver, but less so in their corporate leaders. In a time when many companies (如丰田和通用汽车)正试图使他们的汽油汽车更污染,我们真的可以依靠它们在他们的新模型的电气化中实现巨大进步,缺乏来自调节的任何压力吗?我觉得不是。大多数(如果不是全部)我们今天看到的低批量,有限可用性EVS是基于加利福尼亚州和其他10个州的ZEV法规等规定。
This is why we need higher sales standards in the future. The current ZEV regulation increases until 2025, where compliance will require less than 8 percent ZEV sales. Setting a much stronger ZEV standard for after 2025 will be vital to move automakers from low-volume compliance models to competitive electric vehicles across their product portfolios. Both EV incentives and more ambitious regulation targets will be needed to accelerate not only development of new EV models, but to ensure significant change in the number of EVs on our nation’s roads in the next decade and start the necessary switch from petroleum to clean electricity to power our mobility needs.