Fuel cells constitute an energy conversion technology that has the potential for achieving a considerable increase in energy efficiency in many areas of energy utilisation over the next decades. But the pending market entry of fuel cells is a struggle of a new and somewhat unproven technology to replace a well established, cost-effective adversary of long standing. Upon entrance to the first markets the necessarily higher costs will need to be offset by added value to the consumer. The market entry problem is not inherent to fuel cells but affects them more severely than other technology. Due to costly materials and manufacturing processes initial costs are very high. If environmental issues constitute one of the mainstays of fuel cell advantages and marketing background it is essential that these be very clearly defined, well documented and proven. The question is, whether consumers will buy into commodities on these two decision criteria alone (high efficiency and environmental benefits). With many of the successful new technologies of the past the cost issue was not the driving force in market introduction. These technologies when first introduced were definitively not cheaper than existing technology, and did not in all cases offer any extra consumer performance. What they did offer was some 'added value' that was estimated so high by the consumers that the extra cost for the new product was accepted. From these examples it can be hypothesised that the consumer or end user 'added value' of a product plays a decisive role in the monetary value assigned to a product. The authors outline how it is possible to optimise the added value of fuel cells. The higher additional marginal costs will be achievable from lifestyle oriented issues including recreational applications and remote owner. Also some market potential can be expected from environmentally oriented clientele. Only if this performance is convincing fuel cells will be able to claim a substantial part of their potential market.


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    Titel :

    Not cost minimisation but added value maximisation


    Weitere Titelangaben:

    Markteintritt von Brennstoffzellenfahrzeugen. Nicht Kostenminimierung sondern Maximierung des Mehrwertes


    Beteiligte:

    Erschienen in:

    Erscheinungsdatum :

    2003


    Format / Umfang :

    8 Seiten, 2 Bilder, 3 Tabellen, 20 Quellen




    Medientyp :

    Aufsatz (Zeitschrift)


    Format :

    Print


    Sprache :

    Englisch