Electric Scooter/Bike : Market & Product Study

6 min readJul 13, 2020

by Rahul Malik : Linkedin

Market Landscape

The electric scooter and motorcycle market is projected to reach 7.92M units by 2027 from an estimated 684K units in 2019, at a CAGR of 35.8%. Rising emission concerns, privatization of charging infrastructure, new govt. regulations and subsidies are likely to propel the overall market.

Customer : Use Case

● Short trips such as going to work, leaving children to schools etc.

● Services industry for delivery purposes

Region : Market

Asia Pacific — High demand for e-scooters

Europe — High demand for e-motorcycles

North America — Average demand for e-motorcycles

Segment : Type

Vehicle type : e-scooter/e-moped, e-motorcycle

Battery Type : Sealed lead acid, Lithium Ion

Voltage Type : 36V,48V,60V,72V

Distance Covered(Km): <75, 75–100, >100

Technology Type : Plug-in, Battery

Opportunity

■ Asia Pacific market is projected to experience steady growth owing to the high demand for energy-efficient and emission-free electric two-wheelers

■ European market is the fastest growing market due to the government initiatives and investment

■ Reduction of GST on electric vehicles from 12% to 5% in July 2019 and govt. subsidy of $150 per kWh(post certification) is expected to drive India electric scooter and motorcycle market volumes in the medium term

Competition

China : Niu, SuperSoco, Gogoro

Europe : Govecs, Etergo, Vespa

India : TVS iCube, Ather 450X, Bajaj Chetak, Pure EV Epluto

Survey : BEV vs ICE vehicle owners

Battery Electric Vehicle (BEV) owners

● Are on average five years younger

● Are more likely to live in urban areas

● Have a 32 percent longer commute time

● Earn 30 percent more

● Are six times more likely to have bought their last car online

Survey Results : Electric vs Combustion Engine vehicle owners — Survey : Electric vs Combustion Engine vehicle owners

Why Electric Scooters/Bikes?

Market Drivers

■ Quiet, Clean Driving Experience

■ High Performance

■ Tax and electric subsidies by Govt

■ Lower TCO(Total Cost of Ownership)

■ Environmentally Friendly

■ Energy Security

■ Convenience of charging battery from home/office and save time

Survey : Benefits perceived by consumers who considered Electric Vehicle in last purchase

Benefits & Concerns

Six key dimensions of E2W Sales :

■ Superior In-store experience to attract undecided consumers

■ E2W driving experience and offering test drives

■ Customers need to be convinced that E2Ws are on equal footing with ICE vehicles on some dimensions and outperform ICE vehicles in other dimensions

■ Explain TCO know-how

■ Improve charging know-how

■ Help understand battery details

Survey : Benefits and concerns perceived by EV considerers and EV owners

Who are the stakeholders?

Product : Applications

Connectivity

Technology involving connectivity based solutions make use of wireless based technologies to communicate in real time from vehicle to vehicle (V2V) and from vehicle to infrastructure (V2I)

Integrated Connectivity

■ Applications in an E2W are connected through a smartphone . Vehicle hardware is solely used for displaying and interface purposes. This is mainly used for infotainment services, notifications and traffic management services

■ Many drivers expect to have the same experience and connectivity when on the move as in their personal and professional lives

■ E2W continuously exchange information with the environment through which they pass. This presents a huge opportunity for an emerging ecosystem of companies — from automakers and OEMs through banking and financial services and insurance providers and retailers — to generate new streams of linear and nonlinear revenue while providing a unique experience to customers

■ The technology comes with its own drawback as the peril of distraction to driver is enormous during driving

Navigation

● Get directions and maps in real time with traffic optimization : Preferred routes

● Congestion, accident alerts and re-routing advice based on position, speed and points of origin and destination

● Real time information about unoccupied charging stations/batteries nearby

● Weather and road condition alerts : vehicles can work as moving sensors and can provide information to other applications

● Women safe routes based on crime rate and lighting at night

● Parking guidance and find my E2W app

● Points of interest, events and stores etc. on the move : Bookmarking/Saving

Fleet Management :

● Tracking and tracing, delivery notifications

● Optimal routing and journey management

● Trip records, schedules and alerts with resting time violation

Performance

■ Improved performance of drivetrain with the help of signals received from sensors

■ Improved efficiency of battery by signals received from sensors for cell temperature, current, voltage by adjusting to different modes

■ Reverse parking assist : helps move the E2W slowly backward on inclined surfaces

■ OEM can use sensor data for vehicle testing in various conditions. e.g. weather like ice, rain, heat and help in improving future models

Power Management

● Energy management based on modes

● Nearest charging station with tariff information

● Scheduling a charging slot/battery

● Remote smartphone charging management

● Estimate driving range, battery charge status

● Carbon footprint display

● Smartphone/smartwatch app controlled E2W power on/off

Safety & Security

■ Max Speed Control : Speed and distance advice

■ Vehicle breakdown rescue

■ Battery or part breakdown warning/alerts

■ Smartphone lock/ unlock

■ E2W vehicle tracking

■ Theft alerts

■ Geo-fencing

■ Traffic sign violation warnings

■ Automatic call for assistance in the event of an accident (i.e., eCall)

■ Automatic turn lights

■ Auto-Lock based on device proximity

■ Shared access request on app

■ Adaptive lights

Service & Maintenance

● Battery and drive train performance measurement

● Brake and Clutch performance data

● Service appointment, check-in

● Maintenance notification alerts to individuals, service center

● Remote diagnostics

● Emergency call on breakdown

● Driver performance analysis

OEM :

● Vehicle lifecycle management

● Integration with business systems

● Customer profiling

● Spare parts marketplace

Entertainment

■ Access or play music, podcasts, radio

■ Take meetings, calls with use of helmet mic

■ Voice controlled access to apps on smartphone

■ Ecommerce notifications

■ Social network and banking notifications etc

■ Dash camera in front for recording live journey videos

Personalization and AI Prediction

● Analyze driver riding patterns to optimize power management by generating dynamic torque profiles for each user

● Predict destination and adapt torque to match available battery levels

● Detect irregular driving patterns to warn/alarm

● OEM can predict and improve spare parts and logistics management

● OEM can perform field analysis and issue identification based on vehicle data and push software fix

● Analyze the daily commute pattern and look for areas when the driver applies brakes. Identifying the pattern, vehicle can accelerate and deaccelerate in the most energy efficient way

● Predictive maintenance to fix problems before they happen like part damage

● Avoid accidents by spotting risks and suggesting obstacles

● Driver profiling for insurance, vehicle data for used vehicle pricing

● Contextual advertising based on vehicle location

Feel free to download a PDF version

Rahul Malik

#DOSHARE

#electricvehicle #electricscooter #electricbike #batteryscooter #scooter #electric #transportation #BEV #EV #battery #electriccar #electriccharging #chargingstation #productmanagement #productmanager #product #auto #niu #gogoro #hero #ather #SuperSoco #Govecs #Vespa #TVS #Bajaj #PureEVepluto #bosch #ampere

Read Similar Stories:

Strategy in Turbulent Times of COVID

BACER -Product Prioritisation Framework for B2B products

How to increase revenue by using versioning strategy to design a software product line

Product Manager interview guide for Leaders

Social Commerce in India : Market & Product Study

Key Mobile App Metrics you need to track to measure app success

How to use versioning strategy to design a software product line

How to estimate Customer Demand and Willingness to Pay

OKR’s : a Learning Framework