Can a battery electric vehicle (BEV) compete with a traditional car on the basis of fossil fuels? The requirements of a customer concerning a car have continuously increased towards a complex setting of preferences: From an affordable transport medium, over security, quality and reliability to a life-style product, price-benefit-ratio and entertainment the demands have finally reached a new step of customer requirements with environmental friendliness, infotainment, interconnectedness and a combination of car, office and home. Adjacent to measurable total costs, that are the result of the purchase and the usage-dependent and usage-independent costs, are also qualitative requirements important. According to Kano (Kano 1984) these requirements can be classified into basis criteria, performance characteristics and enthusiasm features. Schütz (Schütz 2009) explains that because of the fact that the first ones evocate disaffection by not being fulfilled while their fulfilment does not lead to affection, basis criteria cannot be used for standing out from the competitors. By reason that features of enthusiasm are endowing features that are not expected by the customer, they are also neglected by the purchase of a car. In contrast, performance characteristics are relevant product features for the customer. Their under-fulfilment leads to disaffection and their over-fulfilment leads to satisfaction. Therefore, performance characteristics play an important role for the purchase of car, but they are hard to asset. Considering a decreasing availability of fossil fuels, increasing ecological needs and legal conditions, the development of sustainable driving technologies on the basis of renewable energy sources gains more and more in importance. Besides the fact that the performance characteristics are hard to determine per se, battery electric vehicles constitute a new driving technology and both their costs and their benefit for the fulfilment of a performance bond have not been adequately evaluated. Consequently, the problem for customer as well as car manufacturer arises: How can the performance characteristics for these two driving technologies systematically be compared?
Are battery electric vehicles competitive? The development of a customer value-based model
2011
8 Seiten, 3 Bilder, 3 Tabellen, 27 Quellen
Aufsatz (Konferenz)
Englisch
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