Current Situation of the Electric Car at Renault-Nissan

Renault

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Christophe DHOME MASTER 2 CONTROLE DE GESTION Résultat d’images pour logo renault nissan

CURRENT SITUATION OF THE ELECTRIC CAR AT RENAULT-NISSAN

Initiated in 2009 after the launch of the Mitsubishi I-MIEV city car on the Japanese market, the electric strategy OF RENAULT-NISSAN is starting to bear fruit. Since the launch of the Nissan LEAF at the end of 2010, the Alliance has sold more than 350,000 electric vehicles around the world. In Europe, 1 out of every 4 electric cars is a Renault. 50% of sales of electric vehicles worldwide come from the RENAULT-NISSAN Alliance.

RENAULT-NISSAN ALLIANCE

Renault owns 43.4% of the share capital of Nissan. Nissan holds a 15% stake in Renault. A cross-shareholding model.

Renault-Nissan: Number 4 in the world.

THE ELECTRIC CAR MARKET

Approximately 70 models of all-electric vehicles exist in the world. A market that is growing. The electric vehicle segment is the fastest growing automotive market with + 63% in France in 2015, + 70% in the world. All the manufacturers go into the electric race. However, this is a niche market. In terms of market share, the electric car remains marginal with 0.6% of the market share in the world and 0.9% of the market share in France. This is due to two major problems that manufacturers should tackle: autonomy and price.

* Electric car in Europe : first world market

France is the biggest market with nearly 18,000 registrations of electric models in 2016. It is the second largest in Europe ahead of the United Kingdom and Germany. Norway remains at the top of the European market. The most popular models in Europe are the Nissan LEAF followed by the Renault ZOE and the Tesla Model S.

* The Electric car in the world

The United States is the second largest market for electric vehicles in the world. Despite a federal tax credit of up to $ 7,500, the dynamism is far from being distributed equally across the country. Some states and municipalities are much more committed than others, such as California, which provides additional assistance of $ 2,500 at the time of the purchase. In China, the market is beginning to grow.

* Electric cars in France in 2016.

Sales of Electric Vehicles increased by 50% in March 2016 in France compared to the previous month. Or 1.3% of the French market. To date, the electrical supply in France focuses on 15 models. The Renault-Nissan alliance in the lead: three-quarters of the electric cars sold in France are Renault Zoe or Nissan LEAF. Other manufacturers have chosen different policies like Tesla or BMW, which attack the market with premium vehicles.

* The Electric segment at Renault-Nissan

The LEAF is the best-selling electric car in the world, enabling RENAULT-NISSAN to dominate the global market. Renault is the leading brand of electric cars in Europe. The ZOE is the best-selling electric model in France and in Europe in 2016, enabling RENAULT to control more than 50% of the electric car market in France; If Nissan LEAF sales in France are added, the group holds almost 70% of the market share.

Success of ZOE is because this vehicle corresponds to a different use. This car is intended for drivers who drive daily but whose car rides are reduced (problem of autonomy). Vehicles affected by this type of car rides (home work, home shopping, school trips) are often the second car of the home. It is rarely used for large trips. This vehicle must recharge on the network, which can be a real economic advantage, but requires the presence of charging infrastructure.

ENVIRONNMENT OF THE ELECTRIC VEHICLE

POLITICAL

The electric car market is artificially supported by government subsidies. Ecological bonus in France (6300 €), Go Ultra Low in the United Kingdom which grants up to 5 000 £ in the United Kingdom, a federal tax credit in the United States. Purchase of numerous electric vehicles. The markets supported by government subsidies allow Renault-Nissan to sell electric cars in large numbers. The French market illustrates this. This aid partially compensates for the price differential. If such aid were to be abolished, the impact could be very significant. In addition, governments encourage alternative solutions to the car: public transport, car-pooling, etc.

ECONOMICAL

The economic situation is complicated throughout the world. The consequence is purchasing power which is rather low. Consumers are increasingly taking a different approach with regard to the car. They are looking for cheaper vehicles to buy and especially to use.

SOCIOCULTURAL

The relationship to the automobile is evolving towards almost solely functional use: consumers are looking for more practical, reliable and secure models. Moreover, the sensitivity to the ecological and environmental issues of consumers increases in degree of more or less important depending on the part of the world in which we are.

TECHNOLOGY

Electrical technology is now under control. It is reliable and requires maintenance. Today, it faces a major challenge, which is the autonomy of batteries.

ENVIRONMENTAL

Environmental problems structurally impact the automotive industry. Indeed, the deterioration of the environment, the scarcity of petroleum, the emission of greenhouse gases and particles, are all ecological problems facing the automobile industry. The search for clean technology has become a major issue.

LEGAL

Pollution control standards are strengthening and leading the automotive industry towards the development of clean technologies.

CONCLUSION

This macro-economic analysis allows us to evaluate the context in which Renault-Nissan finds itself and in particular the electric vehicle segment. Thus, we can conclude that the electric car market fits into a