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A study by WHU Otto Beisheim School of Management and TU Darmstadt published in the Journal of Business Economics shows purchase incentives on exclusive mobility services have a much stronger effect than buying incentives on pricing.
Recently bonus buyer concluded by the German federal government and the auto industry, in the amount of EUR 4 000 for electric cars, can increase demand for electric cars by a small amount at mid-range to five digits a study by WHU Otto Beisheim School of Management and TU Darmstadt published in the Journal of Business Economics expects the impact of incentives such as price reductions on sales volumes According to the researchers' findings, the premium of the adopted buyer recent increase demand for electric cars no longer from 10 000 to 50,000 units per year; this figure represents just 1 percent of projected March 2 million new registrations.
Prof. Dr. Christian Schlereth WHU explains Unlike the premium environmental or scrapping adopted in 2009, that the new bonus buyer is limited to electric cars, all tend to be offered in the premium segment and are interesting for customers who can imagine buying a second car for shorter trips, but the price elasticity of demand is significantly lower for this group of customers; in other words, the price is the ultimate purchase argument.
Yet, the study identifies an incentive even stronger for the purchase of electric cars exclusive mobility services that enhance the driving experience of electric cars and the driving experience Regarding the effort to encourage purchasing decision making, our data show that innovative concepts, such as location Parking space and payment of intelligent charging stations and augmented reality services integrated into the windshield are four times more powerful than price reductions of, say, 10 000.
The study was published by Prof. Dr. Christian Schlereth WHU in collaboration with Prof. Dr. Oliver Hinz and Wenyan Zhou TU Darmstadt times in the recent November issue of the Journal of Business Economics.
Hinz, Oliver Schlereth, Zhou Christian, Wenyan 2015 Promote the adoption of electric vehicles an application of best worst level and dual response on the role of complementary mobility services, Journal of Business Economics, 85 8, 921-951.
Buyer Bonus for electric cars WHU - Otto Beisheim School of Management, buyer premium electric cars.