Strategic analysis of the U.S. American EV charging network industry and the derivation of strategic recommendations : players, technologies and market drivers

Abstract

Sales numbers of electric vehicles (EVs) lag far behind their initial forecasts on a global scale. One major generally accepted reason for the hitherto failure of EVs is their restricted range. The therefrom resulting "range anxiety" of (potential) EV drivers is closely linked with recharging possibilities, i.e. with effective charging infrastructures. Especially in the U.S. where (intercity) distances are comparatively long, range restriction plays a significant role.Taking long distance travel and a comparatively low petrol price into account, it does not surprise that the U.S. is one of the countries where "gas guzzlers" with high displacements sell best. Nevertheless, the U.S. also ranks amongst the most advanced countries regarding e-mobility activities - including the setup of according charging possibilities. Commercial charging networks are a core part of the nationwide charging infrastructure. The U.S. charging network industry is still in its infancy and its structure is relatively blurry. Against this background, the aim of this thesis is to provide a comprehensive analysis of this evolving industry and to give a clearly structured overview of it. Within the framework of this thesis, relevant influence factors of the EV charging network industry in the U.S. areidentified and their different degrees of impact are outlined and evaluated. The thesis is based on two theoretical concepts: According to Porter's Five Forces model, network providers, their suppliers and clients, new market entrants and potential substitutes of charging networks are identified and analyzed in detail. The go-to-market approaches of network providers are evaluated and their resulting market potentials are examined. Porter's micro perspective is complemented by the examination of industry macro drivers:<br />The PEST analysis considers political, economic, social and technological influence factors. The combination of both views (i.e. the micro and macro view) provides a holistic framework which allows the intended comprehensive analysis of the still young U.S. EV charging network industry. Political and technological factors are identified as the market drivers with the highest impact. Based on the results, recommendations for network providers are derived. The theoretical part of this thesis is based on a comprehensive analysis of technological and economics literature. In order to illustrate the current market situation, an extensive secondary research via press and internet research was conducted.<br />The analysis in this thesis is limited to the U.S. Nevertheless, the results have a significant relevance for other markets and thus for the worldwide diffusion of e-mobility.