Swot Analysis of Electric Vehicles

In order to gain insight into the opinions of prospective customers, we held a focus group of 10 people and also talked directly to residents of the UK who drive. The results for both were pretty consistent. The key needs of consumers are getting a car that fits all purposes at an affordable price. Currently these needs are being met with regular cars, but there are many disadvantages such as: the rising price of gasoline, declining quality of air in cities, and having to pay taxes, parking, and congestion charges within cities. Initially, when we introduced the idea of electric cars, people were most concerned about the limited range, and time it takes to charge, as well as the expensive price. We then discussed the advantages that A Better Place offers against its competitors such as the switchable battery, which would overcome the problem of long charging times, and the value of the subscription which includes: charge spots in front of your house, unlimited use of public charge spots, unlimited battery switches, customer care, and "Oscar", the driver support system that offers roadside assistance. Prospective customers were also not aware of the money they would could on parking and congestion charges, however, once they understood the uniqueness of A Better Place and the added value that it could offer, most said that they would be willing to try switching, especially with the bonus of feeling like they were contributing to helping the environment. Those who were still reluctant said that it was mainly due to the design, and overall valued the option of purchasing a luxury car with a trendy image more than the price, and being environmentally friendly. We recognized that this was not an issue that could be addressed immediately, but perhaps in the future, by partnering having A Better place partner with other luxury brands.