Electric Vehicle Market Options

Electric vehicles are a new technology that is fast becoming a viable alternative to vehicles that are power by fossil fuels.

One of the early developers and technological leaders in EV development is THINK. THINK is a company that started in 1973 in Norway as a reaction to the 1973 international energy crisis. Since 1973, the company has gone bankrupt three times. However, as a result of their nearly 30 year history, THINK is loaded with the latest battery technology, can pass the American crash test standard, and has the potential for future USA government funding for alternative vehicles.

There are several positive reasons to launch the vehicle in the USA. The primary reason is that they can be the first to market with their third generation EV technology, where other car manufacturers are just beginning to develop their own EVs. In addition, as a result of their one time ownership by Ford, the car is certified to pass the stringent crash test standards for vehicles sold in the USA. This can also be a weakness, as the standards are continually improving, which requires significant funding to maintain certification. This development can drain cash fairly quickly and could potentially result in a fourth bankruptcy.

In the United States, the suggested long-term target group is the consumer market. The consumer segment to target is environmentally sensitive urban professionals. This group includes young “trend setters” who are seeking ways to demonstrate individuality, as well as, baby boomers who are seeking environmental alternatives to the traditional automobile. The long-term geographic target segment is metropolitan areas where air quality and congestion concerns are evident, focused mainly on the west coast.

With a specialized product like an EV, and in particular the US launch of the THINK City model, you must ensure that you correctly define the initial target segment who is most likely