Limited perspectives for electric cars: Auto industry facing new challenges

Thèmes abordés

Car industry - Electric cars - Renault

Résumé du document

The Earth is warming up. This assessment has been highlighted by numerous scientists for several decades and is currently one of the main concerns all around the world. Even if the causes are not objectively acknowledged, the fact is unquestionable: During the 20th century, the average temperature on Earth had increased by 0.74°C. Arctic ice floe has lost one third of its thickness. And within a hundred years, sea-level has gone up by 17cm. In order to avoid such climatic peaks, with catastrophic human, social and economical consequences, it is essential to take drastic measures to reduce greenhouse gas emissions all around the world. If those gases exist at a natural state, the human activity increases their amount in the atmosphere, causing the atmosphere to warm-up, therefore leading to non-reversible damages such as devastating cyclones, vast scale floods or tidal waves. The core greenhouse gas in the atmosphere is carbon dioxide. Each and every human activity directly generates carbon dioxide. To the top of those activities are fossil fuels combustion, human and animal breathing. According to the report of the GIEC1 on global warming, published in 2007, the concentration of greenhouse gases in the atmosphere has been increasing for ten years and faster than usual from the past 40 years. According to this same report, greenhouse gases' emissions would increase from 25 to 90% between 2000 and 2030. Because of this very high concentration of greenhouse gases in the atmosphere, plants photosynthesis is not sufficient enough to absorb as much carbon dioxide. The global ecological balance is therefore endangered. In 2005, numerous countries signed Kyoto's agreement. They therefore have committed to reduce their global greenhouse gases' emissions by 20% from 1990 to 2020. Way of life is consequently changing, and the repercussions are felt in each citizen's daily life. Sustainable development is the new credo of the 21st century. Such a global issue obviously has an impact on how people consume goods, and on how companies do business. New norms are regulating each industry, having a huge impact on companies' strategies.

As far as transportation is concerned, it appears that this industry produces around 10% of global greenhouse gases' emissions into the atmosphere2. Even if cars are nowadays ten times "cleaner" than those at the beginning of the nineties, car industry remains the most polluting transportation, as shown in figure 1 in appendix. In order to reverse the trend, new norms to preserve the environment are being laid down in the car industry. From Euro 1 in 1992, making catalytic converter compulsory on each car, to Euro 5 in 2009, imposing particle filter on each car, cars are getting more and more "environmental focused". Carbon di oxide emissions had even in Europe fallen from 186g/km in 1995 to 145.42g/km in 2009.

It even appears that the French motor vehicle fleet is "cleaner" in Europe, with an average CO2 emission of 132.8g/km3. The objective for 2012 with the Euro 6 norm is to go down to a 130g/km emission in Europe.

Extraits

[...] As we saw, petrol resources are limited are its price is consequently getting higher and higher. Moreover, ecological footprint is more highlighted than ever. Although particularly expensive, electric cars benefit from low using cost (less than for 100km9), equivalent dynamic performances (notably during acceleration) and a silent functioning. Consumers are looking for environmental-focused products, at a reasonable cost and with similar performance. What a challenge! For several years, Renault has been trying to launch a whole range of electric cars. [...]

[...] And consumers are the leading characters of such a change. As a result, in its new advertising campaign, Renault explains the major issues car manufacturers have to face (answering the needs of Data coming from Renault coroporate website available at http://www.renault.com/en/groupe/chiffrescles/pages/chiffres-cles.aspx and accessed on October Data coming from Renault coroporate website available at http://www.renault.com/en/groupe/chiffrescles/pages/dates-cles.aspx and accessed on October emerging countries and environmental awareness) and shows that the company has always been there to accompany customers all along their lives. Renault's message is that the brand will continue accompanying customers throughout sustainable development by manufacturing Zero Emission Vehicle that best answer consumers' expectations. [...]

[...] - The second and most relevant recommendation is to communicate sharply to companies and authorities to promote the use of electric cars. Such cars seem to answer companies' expectations especially because they give them a good brand image. Driving in electric cars enables a company to be considered as “eco-friendly”, and numerous companies would be willing to buy electric cars for such a stake. For instance, the French mail company La Poste seems to be the perfect target for electric cars' manufacturers. Regarding authorities, public transportation also constitutes an interesting opportunity. [...]

[...] This organization was set up in 1988 upon request of the G7 then composed of the USA, Japan, Germany, France, Great-Britain, Canada and Italy. According to the CCFA-MEEDDM, French ministry for Ecology, Energy, Sustainable Development and Sea. Data published in a publication of the CSIAM (Chambre Syndicale Internationale de l'Automobile et du Motocycle), Vers l'automobile décarbonée, published in in 2009. It even appears that the French motor vehicle fleet is the cleaner in Europe, with an average CO2 emission of 132.8 g/km3. The objective for 2012 with the Euro 6 norm is to go down to a 130g/km emission in Europe. [...]

[...] Will electric cars truly replace regular cars? If yes, how long will it take to have such a reshaping of car industry? Does electric car set new rules on the market? Was this innovation predictable? So many questions to better understand whether or not electric cars can be considered as a disruptive technology that changes the face of the industry that has always been, and will remain an essential progress factor in our societies A strong competition on the French market With around 2.7 million vehicles sold in 2009, France is the seventh market worldwide behind China, United States, Japan, Germany, South Korea and Brazil6. [...]