Now manufacturers have to prove what they can do
The price spiral continues to climb. The general pull has long since had an impact on electric cars as well: the purchase is becoming more and more expensive. Are e-cars already in crisis?
A comment by Felix Gräber
Prices are going up just about everywhere doesn’t stop at electric cars either. Manufacturer after manufacturer is announcing higher prices with staggering regularity. Most recently, Audi and Porsche were at the forefront when it came to price increases. At Tesla, it’s going to be difficult to keep track of how often sales prices are adjusted upwards. Scarce availability and long waiting times do their part to take away the last bit of anticipation for the new Stromer from the battered customers.
On top of that, the environmental bonus will be revised in the foreseeable future. It is already certain that it is will soon give less moneywhen buyers decide to buy an e-car. Finance Minister Christian Lindner (FDP) wants to abolish the subsidy altogether, better yesterday than today. The purchase of an e-car would then cut into savings by up to 9,000 euros.
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Hard times for e-car buyers: Price increases are waiting everywhere
These are tough times for passionate e-mobilists and interested customers. In the meantime, the car manufacturers can’t complain: despite the chip crisis, material shortages, delivery problems and plant closures, many companies have made record profits by preferring to build and sell expensive models to have. At least the customers paid for it.
But how does it look now, what’s next? With rising inflation, customers in Germany and many other markets have less and less money left, especially for large purchases such as a new electric car. It will be a while before prices start to fall again, as should actually be the case as technology progresses.
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Inflation is becoming the acid test for electric cars
The current situation is a test for electric cars and their manufacturers. Whether with declining or no state subsidies, with rising purchase prices and even electricity costs, there is only one thing left in the end: The e-car itself has to convince. Now, and not just in a few years, e-cars must deliver what the manufacturers have long promised in the usual advertising campaigns: the e-car must clearly be the better choice for every potential buyer.
How can this succeed? A study by the University of Geneva has recently shown that it does not always have to be more range. Instead, e-car builders should focus on Converting customers from skeptics to e-car fans with facts.
E-Cars: When hardware is scarce, manufacturers should score points with software
Ultimately, however, the product must be convincing – enough so that customers are willing to pay higher prices in the medium term. One way to get there, however, would require an about-face from manufacturers. The e-car manufacturers should urgently Rethink software strategy and offer at least part of the offers without extra charge, for which one previously gladly takes money.
Is an electric car worth buying? The higher the prices rise, the harder it is to answer:
Software subscriptions are seen in the industry as a way of the future that can be used to make good money. The necessary hardware is usually already on board to be able to use assistants for autonomous functions or entertainment systems. Enabling such features even with basic versions can really make a difference in addition to flawless quality and high-level customer service.
Will one or more manufacturers take such a radical path? Hard to predict. But one thing is certain: in one way or another, e-cars have to deliver, now more than ever.
