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<section style="box-sizing: border-box;font-style: normal;font-weight: 400;text-align: justify;font-size: 16px;"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;width: 50%;box-shadow: rgb(0, 0, 0) 0px 0px 0px;box-sizing: border-box;"><section style="margin: 20px 0% 0px;text-align: right;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;box-sizing: border-box;"><section style="width: 0.7em;height: 0.7em;margin-right: 5px;margin-top: 0.5em;display: inline-block;vertical-align: top;background-color: rgb(160, 160, 160);box-sizing: border-box;line-height: 0;"><br  /></section><section style="display: inline-block;vertical-align: top;text-align: center;font-size: 18px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section></section><section style="display: 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161);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="text-decoration: none;box-sizing: border-box;">2020年08月06日期</span></strong></p></section></section><section style="color: rgb(227, 169, 124);line-height: 1.8;font-size: 14px;padding: 0px 5px;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="text-align: center;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="font-size: 12px;box-sizing: border-box;">原文/ Andreas Tschiesner, Ruth Heuss, Russell Hensley, Ting Wu, Patrick Schaufuss, Patrick Hertzke, Stefan M. Knupfer, Thomas Gersdorf  </span></p><p style="text-align: center;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="font-size: 12px;box-sizing: border-box;">翻译/ 沈晟印、李霄    编辑/ 众山小</span></p><p style="text-align: center;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="letter-spacing: 0px;font-size: 12px;box-sizing: border-box;">文献/王欣妤  排版/众山小 校核/众山小  </span></p><p style="text-align: center;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="font-size: 12px;box-sizing: border-box;">微博 | weibo.com/</span></p><p style="text-align: center;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="text-align: center;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: 76.5781px;flex: 0 0 auto;height: auto;align-self: flex-start;box-sizing: border-box;"><section style="text-align: center;margin: -30px 0% 10px;justify-content: center;transform: translate3d(-10px, 0px, 0px);-webkit-transform: translate3d(-10px, 0px, 0px);-moz-transform: translate3d(-10px, 0px, 0px);-o-transform: translate3d(-10px, 0px, 0px);opacity: 0.23;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 30%;height: auto;box-sizing: border-box;"><img data-ratio="3.845" data-w="400" src="http://mmbiz.qpic.cn/mmbiz_png/9nRGBwBibc5qicFTKcPgzG9hxibHkTEBO0SKLbaoVsDr41EAC9hakUffBbxZp5baL3eIpSTkxhIM8JFuzK6rgfpnQ/640?wx_fmt=png/format,webp" style="vertical-align: middle;max-width: 100%;width: 100%;box-sizing: border-box;" width="100%" data-type="png/format,webp"  /></section></section></section><section style="display: inline-block;vertical-align: top;width: 10%;flex: 0 0 auto;height: auto;align-self: flex-start;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section><section style="display: inline-block;vertical-align: top;width: auto;flex: 100 100 0%;height: auto;align-self: flex-start;box-sizing: border-box;"><section style="text-align: right;opacity: 0.35;justify-content: flex-end;transform: translate3d(20px, 0px, 0px);-webkit-transform: translate3d(20px, 0px, 0px);-moz-transform: translate3d(20px, 0px, 0px);-o-transform: translate3d(20px, 0px, 0px);margin: 15px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 120px;height: 53px;vertical-align: top;overflow: hidden;border-bottom: 1px none rgb(242, 207, 201);border-bottom-right-radius: 100px;border-left: 0px none rgb(242, 207, 201);border-bottom-left-radius: 100px;background-color: rgb(248, 231, 214);border-right: 0px dashed rgb(62, 62, 62);border-top-right-radius: 0px;box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section></section></section><section style="display: inline-block;vertical-align: top;width: 17%;background-color: rgb(216, 223, 224);align-self: flex-start;height: auto;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="transform: rotateZ(270deg);-webkit-transform: rotateZ(270deg);-moz-transform: rotateZ(270deg);-o-transform: rotateZ(270deg);box-sizing: border-box;" powered-by="gulangu"><section style="text-align: left;justify-content: flex-start;opacity: 0.23;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 70px;height: 35px;vertical-align: top;overflow: hidden;border-bottom: 1px none rgb(242, 207, 201);border-bottom-right-radius: 100px;border-left: 1px none rgb(242, 207, 201);border-bottom-left-radius: 100px;background-color: rgb(99, 182, 196);box-sizing: border-box;line-height: 0;"><br  /></section></section></section><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(242, 207, 201);box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="margin: 15px 0% -60px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;width: 33%;height: auto;box-sizing: border-box;"><section style="text-align: left;opacity: 0.17;justify-content: flex-start;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 65px;height: 130px;vertical-align: top;overflow: hidden;border-bottom: 1px none rgb(242, 207, 201);border-bottom-right-radius: 100px;border-left: 0px none rgb(242, 207, 201);border-bottom-left-radius: 0px;background-color: rgb(242, 207, 201);border-right: 0px dashed rgb(62, 62, 62);border-top-right-radius: 100px;box-sizing: border-box;line-height: 0;"><br  /></section></section></section><section style="display: inline-block;vertical-align: top;width: 24%;height: auto;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section><section style="display: inline-block;vertical-align: top;width: 43%;height: auto;box-sizing: border-box;"><section style="text-align: right;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: bottom;width: 14%;background-color: rgba(216, 223, 224, 0.32);align-self: flex-end;margin: 0px 0px -20px;height: auto;box-sizing: border-box;"><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section><section style="display: inline-block;vertical-align: bottom;width: 52%;background-color: rgb(242, 241, 235);padding: 5px 0px;align-self: flex-end;box-sizing: border-box;"><section style="text-align: center;font-size: 18px;color: rgb(186, 146, 143);letter-spacing: 2px;box-sizing: border-box;" powered-by="gulangu"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">一览导读</strong></p></section></section><section style="display: inline-block;vertical-align: top;width: 14%;background-color: rgba(242, 207, 201, 0.28);align-self: flex-start;margin: -20px 0px 0px;height: auto;box-sizing: border-box;"><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="margin: 15px 0%;text-align: center;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 95%;vertical-align: bottom;height: auto;align-self: flex-end;padding: 0px 12px;border-left: 2px dashed rgba(227, 169, 124, 0.43);border-bottom-left-radius: 0px;border-bottom: 2px none rgb(227, 169, 124);border-bottom-right-radius: 0px;border-right: 2px none rgba(227, 169, 124, 0.43);border-top-right-radius: 0px;box-sizing: border-box;"><section style="margin: 7px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;padding: 0px;letter-spacing: 0px;line-height: 1.8;color: rgb(146, 118, 116);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">随着各国政府在政策方面持续推动电动汽车的使用，汽车行业也面临着如何在销售过程中吸引更多消费者的问题。麦肯锡于2020年初推出了这份报告，里面包含了他们调研电动汽车市场后得出的见解，或许能为汽车制造商提供一些新的思路。</p></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: center;justify-content: center;margin: -22px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: bottom;width: 16%;height: auto;align-self: flex-end;box-sizing: border-box;"><section style="justify-content: center;margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 25%;vertical-align: top;height: auto;background-color: rgb(242, 207, 201);box-sizing: border-box;"><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section></section><section style="display: inline-block;vertical-align: bottom;width: 42%;background-color: rgba(239, 233, 207, 0);padding: 10px;height: auto;align-self: flex-end;box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(206, 174, 161);padding: 0px;box-sizing: border-box;" powered-by="gulangu"><section style="margin: -20px 0% 20px;transform: translate3d(20px, 0px, 0px);-webkit-transform: translate3d(20px, 0px, 0px);-moz-transform: translate3d(20px, 0px, 0px);-o-transform: translate3d(20px, 0px, 0px);box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 100%;vertical-align: top;padding: 10px;background-color: rgb(242, 207, 201);box-sizing: border-box;"><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="1.0076046" data-w="263" src="http://mmbiz.qpic.cn/mmbiz_jpg/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4LibbnrVlfbqSVHs3Fr8iaphiaC7N61Dic1KFPHePicnew9ib8rIgMkevMDbQ/640?wx_fmt=jpeg" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="jpeg"  /></section></section></section></section></section></section><section style="display: inline-block;vertical-align: bottom;width: 42%;padding: 15px 15px 15px 5px;background-color: rgba(239, 233, 207, 0);height: auto;align-self: flex-end;border-top: 2px none rgba(227, 169, 124, 0.43);border-top-left-radius: 0px;box-sizing: border-box;"><section style="margin: -52px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 100%;vertical-align: top;box-sizing: border-box;"><section style="opacity: 0.15;box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 20px;color: rgb(110, 65, 157);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="text-decoration: none;box-sizing: border-box;">一览众山小</span></strong></p></section></section><section style="opacity: 0.15;box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 20px;color: rgb(110, 65, 157);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="text-decoration: none;box-sizing: border-box;">团队成员</span></strong></p></section></section></section></section><section style="display: inline-block;width: 100%;vertical-align: top;box-sizing: border-box;" powered-by="gulangu"><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 90%;height: auto;box-sizing: border-box;"><img data-ratio="1" data-w="265" src="http://mmbiz.qpic.cn/mmbiz_jpg/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4g9NFuia86xLjQ0PPGAZJFibeD7E33y3MotFW6QBuCb4ScCpYTzSXZwTQ/640?wx_fmt=jpeg" style="vertical-align: middle;max-width: 100%;width: 100%;box-sizing: border-box;" width="100%" data-type="jpeg"  /></section></section></section><section style="transform: translate3d(13px, 0px, 0px);-webkit-transform: translate3d(13px, 0px, 0px);-moz-transform: translate3d(13px, 0px, 0px);-o-transform: translate3d(13px, 0px, 0px);text-align: right;justify-content: flex-end;margin: 10px 0% 0px;opacity: 0.3;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 75%;vertical-align: top;background-color: rgb(242, 207, 201);height: auto;box-sizing: border-box;"><section style="text-align: justify;line-height: 1.2;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="margin: 10px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: auto;vertical-align: top;border-style: solid;border-width: 1px;border-radius: 1px;border-color: rgb(179, 221, 233);overflow: hidden;padding: 0px 10px;min-width: 10%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;margin: -8px 0px 0px;align-self: flex-start;box-sizing: border-box;"><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: left;font-size: 34px;color: rgb(255, 255, 255);letter-spacing: 3px;line-height: 1;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">导读</strong></p></section></section><section style="text-align: right;font-size: 0px;justify-content: flex-end;margin: 0px 0% -4px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 25px;height: 8px;vertical-align: top;overflow: hidden;background-color: rgb(180, 230, 244);border-width: 0px;box-sizing: border-box;line-height: 0;"><br  /></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;padding: 5px 0px 5px 10px;flex: 100 100 0%;align-self: flex-start;height: auto;box-sizing: border-box;"><section style="margin: 0px 0%;text-align: left;justify-content: flex-start;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 5px;line-height: 1.8;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px, rgb(255, 222, 23) 2px 2px, rgb(255, 222, 23) 3px 3px, rgb(255, 222, 23) 3px 1px, rgb(255, 222, 23) 1px 3px, rgb(255, 222, 23) 1px 1px, rgb(255, 222, 23) 2px 3.4px, rgb(255, 222, 23) 2px 0.6px, rgb(255, 222, 23) 0.6px 2px, rgb(255, 222, 23) 3.4px 2px;box-sizing: border-box;"><p style="text-align: left;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"></strong><em style="box-sizing: border-box;">导读和关键信息</em><strong style="box-sizing: border-box;"></strong></p></section></section></section></section></section></section></section><section style="text-align: center;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 95%;vertical-align: top;height: auto;padding: 0px 13px 13px;border-left: 2px none rgba(227, 169, 124, 0.43);border-bottom-left-radius: 0px;border-bottom: 2px none rgba(227, 169, 124, 0.43);border-bottom-right-radius: 0px;border-right: 2px none rgba(227, 169, 124, 0.43);border-top-right-radius: 0px;box-sizing: border-box;"><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="1" data-w="1080" src="http://mmbiz.qpic.cn/mmbiz_jpg/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4561cnpyA8qCPqiaa26xq1yCR2PaSI4fWePQeot2Jia7ibTOlwR8Wk8GVw/640?wx_fmt=jpeg" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="jpeg"  /></section></section></section></section><section style="text-align: center;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 95%;vertical-align: top;height: auto;padding: 0px 13px 13px;border-left: 2px none rgba(227, 169, 124, 0.43);border-bottom-left-radius: 0px;border-bottom: 2px none rgba(227, 169, 124, 0.43);border-bottom-right-radius: 0px;border-right: 2px none rgba(227, 169, 124, 0.43);border-top-right-radius: 0px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">尽管电气化代表了数十年来汽车动力总成技术发展的最大成果，但电动汽车（EV）会在何时普及仍存在很大的不确定性。我们对电动汽车的定义是：一个装备电子动力总成的轻型载具。本报告最关注的两个电动汽车的分支是只用电池供电的纯电动汽车（BEV）和插电式混合动力电动汽车（PHEV）。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">当前，市面上明显缺乏针对电子化出行行业的系统性的、基于事实的调查，这样的调查对于理解以下问题是必要的：（i）哪些因素仍阻碍着电动汽车在大众市场的普及，以及（ii）电动汽车最终能成为主流的决定因素是什么。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">可以肯定的是，所有汽车制造商都是提高电动汽车的普及率的获利者，这不仅是因为政府正在施加更大压力，使得电动汽车在出行领域中占据更大的份额。在此背景下，作为麦肯锡最新研究（见表1）的一部分，本报告提出了全新的见解，涉及整个汽车行业面临的四个核心且紧迫的问题：</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><ol class="list-paddingleft-2" style="list-style-type: decimal;box-sizing: border-box;"><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">电动汽车的市场成熟度如何？</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">目前消费者对购买电动汽车有何看法？自2016年以来，消费者的看法有怎样的变化？</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">汽车制造商及其经销商销售电动汽车的准备情况如何，以及如何改善？</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">汽车制造商如何为快速、大规模的电动汽车普及做出贡献，并改善其与电动汽车相关的业务？</p></li></ol></section><section style="margin: 20px 0% 10px;text-align: right;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 98%;vertical-align: top;border-style: solid;border-width: 1px;border-radius: 0px;border-color: rgb(127, 127, 127);box-shadow: rgb(227, 185, 138) -3px 3px 0px;padding: 0px 20px 15px;height: auto;box-sizing: border-box;"><section style="margin: -10px 0% 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: left;font-size: 20px;padding: 0px;letter-spacing: 0px;line-height: 1;box-sizing: border-box;"><p style="text-align: right;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="background-color: rgb(255, 255, 255);box-sizing: border-box;"><strong style="box-sizing: border-box;">表1 · <span style="color:#e3b98a;box-sizing: border-box;"><span style="background-color: rgb(254, 255, 255);color: rgb(227, 185, 138);font-size: 16px;box-sizing: border-box;">麦肯锡电动出行研究</span></span></strong></span></p></section></section><section style="text-align: justify;font-size: 15px;letter-spacing: 1px;line-height: 1.8;color: rgba(0, 45, 72, 0.65);box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">——消费者偏好：</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">2019年麦肯锡在中国、德国、挪威和美国对超过12,000名消费者发起了一项全面的消费者调查（有关更多详细信息，请参阅文本框二）。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">——销售成绩：</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">麦肯锡进行了一项神秘购物调查，对来自三个国家的8家汽车制造商的销售点进行了42次暗访（进一步详细信息，请参阅表5）</p></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">通过研究和分析，我们得出了以下关键见解，本报告将对此进行详细说明：</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">1.电动汽车销量上升，汽车制造商计划发布数百种新车型。市场研究显示电动汽车全球销量接近230万辆，2019年的市场占有率为2.5％。汽车制造商的电动汽车型将前所未有的丰富：约有400种新型纯电动汽车将在2020年至2025年间投放市场。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">2.尽管越来越多的消费者在考虑购买电动汽车，但真正购买的人并不多。我们的电动汽车消费者调查显示：在过去三年中，消费者对电动汽车诸多优势的认可平均增长了约21％。尽管如此，消费者对电动汽车仍存在重大顾虑，例如对有关电池/充电、续航里程以及与燃油车相比更高的成本的担忧，这些原因阻碍了电动汽车被消费者大规模接纳。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">3.商家在吸引消费者购买电动汽车方面还有很大的改进空间。我们的神秘购物调查给出了10条实用建议——阐述了汽车制造商应当如何通过系统性地评估销售准备情况来提升并促进电动汽车销售业务。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">4.吸引消费者有五个决定成败的关键点。从我们的角度来看，汽车制造商需要在五个关键点或与消费者的关键互动上取得成功，才能促使更多消费者购买电动汽车。</p></section></section></section><section style="margin: 10px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: auto;vertical-align: top;border-style: solid;border-width: 1px;border-radius: 1px;border-color: rgb(179, 221, 233);overflow: hidden;padding: 0px 10px;min-width: 10%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;margin: -8px 0px 0px;align-self: flex-start;box-sizing: border-box;"><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: left;font-size: 34px;color: rgb(255, 255, 255);letter-spacing: 3px;line-height: 1;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">01</strong></p></section></section><section style="text-align: right;font-size: 0px;justify-content: flex-end;margin: 0px 0% -4px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 25px;height: 8px;vertical-align: top;overflow: hidden;background-color: rgb(180, 230, 244);border-width: 0px;box-sizing: border-box;line-height: 0;"><br  /></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;padding: 5px 0px 5px 10px;flex: 100 100 0%;align-self: flex-start;height: auto;box-sizing: border-box;"><section style="margin: 0px 0%;text-align: left;justify-content: flex-start;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 5px;line-height: 1.8;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px, rgb(255, 222, 23) 2px 2px, rgb(255, 222, 23) 3px 3px, rgb(255, 222, 23) 3px 1px, rgb(255, 222, 23) 1px 3px, rgb(255, 222, 23) 1px 1px, rgb(255, 222, 23) 2px 3.4px, rgb(255, 222, 23) 2px 0.6px, rgb(255, 222, 23) 0.6px 2px, rgb(255, 222, 23) 3.4px 2px;box-sizing: border-box;"><p style="text-align: left;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"></strong><em style="box-sizing: border-box;">电动汽车被大众市场接纳的舞台几乎完备了</em><strong style="box-sizing: border-box;"></strong></p></section></section></section></section></section></section></section><section style="text-align: center;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 95%;vertical-align: top;height: auto;padding: 0px 13px 13px;border-left: 2px none rgba(227, 169, 124, 0.43);border-bottom-left-radius: 0px;border-bottom: 2px none rgba(227, 169, 124, 0.43);border-bottom-right-radius: 0px;border-right: 2px none rgba(227, 169, 124, 0.43);border-top-right-radius: 0px;box-sizing: border-box;"><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.795082" data-w="366" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4A2cYp7XSETKE9XBAaz7nMty51ZnbVLfK5Jfu5GQibCXNPyTla1TJLkg/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="margin: 20px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px 5px;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">电动汽车已经存在了一个多世纪，但大规模生产和销售才开始了几年。尽管起步时间还很短，但计划生产、销售、市场占有率的前景和行业动态是非常积极的。</p></section></section><section style="justify-content: center;margin: 10px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: auto;vertical-align: top;min-width: 10%;max-width: 100%;height: auto;border-top: 1px solid rgb(92, 107, 192);border-top-left-radius: 0px;padding: 0px 20px;box-sizing: border-box;"><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none none none solid;border-width: 1px 5px 1px 0px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(223, 46, 0);padding: 5px 10px;background-color: rgb(92, 107, 192);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">1.1 全球电动汽车销售正在接近临界点</p></section></section></section></section></section><section style="margin: 20px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="letter-spacing: 0px;box-sizing: border-box;">2018 年，全球电动汽车销量总计208万辆。在2016年至2018年快速增长之后（每年62％），销售增长已经开始放缓，到2019年达到230万（图表一）。但是，考虑到与整个轻型车市场的放缓是有关联的（轻型车总数市场估计将在2019年萎缩4.5％），尽管电动汽车销售放缓，却导致电动汽车市场在2019年份额大幅增长。电动汽车市场占有率从2016年的0.9％稳步提高到2019年的2.5％（年复合增长率为39％）。2019年电动汽车市场增长最快的是欧洲。</span><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">同时，有多种迹象表明，欧洲的需求将在2020年更加强劲。多个国家的消费者可能会在2020年之前获得更高的补贴（例如在德国）。同时，欧盟对于二氧化碳法规将于2020年生效，这将鼓励（在现有的基础上）汽车制造商销售更多的电动汽车。</p></section></section></section></section><section style="text-align: center;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 95%;vertical-align: top;height: auto;padding: 0px 13px 13px;border-left: 2px none rgba(227, 169, 124, 0.43);border-bottom-left-radius: 0px;border-bottom: 2px none rgba(227, 169, 124, 0.43);border-bottom-right-radius: 0px;border-right: 2px none rgba(227, 169, 124, 0.43);border-top-right-radius: 0px;box-sizing: border-box;"><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.8869969" data-w="646" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4WdLl8zibpZRUG7nFcu06kcP902ar9icsEbjcyT9Wb3ZfjTAbvpyluYNg/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图一、全球电动汽车销售和市场占有率持续增长</p></section></section></section></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="margin: 10px 0%;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid none none;border-width: 1px 2px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192);padding: 0px 5px 0px 0px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(92, 107, 192);padding: 5px 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">1.2 汽车制造商的电动汽车车型规模比以往任何时候都强大</p></section></section></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.5095652" data-w="575" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge40WNOicneeK2FVafriaQ4JZ0CHIwzvBH61fSbtZONmnUnvYOhtBw4RyxQ/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="margin: 20px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">到2025年， 大约有400款纯电动汽车车型计划进入市场，汽车制造商和新参与者已经展示出他们将致力于提高电动汽车产量并推动新的车型进入市场（图二）。<br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">事实上，我们看到电动汽车车型规模比以往更全面，各细分市场突显了向大众电动汽车市场的转变。通过先进的电池技术，具有更大的电池和更长的续航时间的大型车辆预计也会推向市场。在2017年之前，大多数进入市场的纯电动汽车型都是中小型车辆（例如，雷诺 Zoe，奇瑞QQ，宝马i3和日产Leaf），在2018年，我们发现汽车制造商在大型电动汽车车型（例如捷豹I-Pace，蔚来ES8和北汽新能源 EU5）上投放市场的数量显著增长。新推出的大尺寸纯电动汽车车型从2017年的39个中的7个（18％）增加到2018年的23个中的69个（33％），2019年为96中的35（36％）。同样的，到2025年，纯电动汽车的车型数量规模在图二中（另请参见图二）显示了在主要细分市场显著增加。</p></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.7015873" data-w="630" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4y1OFROcl3ev7vtxWib5fdvqdFxoIK7ek9rqDhpFUKBPZxeoqaf1ZVVQ/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图二、汽车制造商计划到2025年推出约400辆新BEV，重点放在中型和大型车辆</p></section></section></section></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="margin: 10px 0%;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none none none solid;border-width: 1px 5px 1px 2px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192);padding: 0px 0px 0px 5px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(92, 107, 192);padding: 5px 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">1.3 消费者对电动汽车的需求是“最后一个未知数”</p></section></section></section></section><section style="margin: 20px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">电动汽车行业的三个关键方面正在以明显支持电动汽车普及的方式发展：监管和激励措施，电池技术和充电基础设施。但是，在第四个关键方面，消费者对电动汽车的需求仍然难以预测（图三）。<br style="box-sizing: border-box;"  /></p></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.7104851" data-w="639" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge47CQuicp4o1JFgibbFGq4ODFfnQcSMy2bgabHSRfVaz8fVcD8wAaMOx1g/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图三、消费者需求是电动汽车行业的“最后一个未知数”</p></section></section></section></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;align-self: flex-start;border-width: 0px;margin: 0px 2px 0px 0px;box-sizing: border-box;"><section style="text-align: right;margin: 0px 0%;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid;border-width: 1px 1px 1px 0px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192) rgb(223, 46, 0);padding: 5px 10px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="text-align: justify;font-size: 19px;color: rgb(92, 107, 192);font-family: Optima-Regular, PingFangTC-light;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;"><strong style="box-sizing: border-box;">0</strong></span><strong style="box-sizing: border-box;">1</strong></p></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;border-width: 1px 0px 0px;flex: 100 100 0%;align-self: flex-start;height: auto;border-top-style: solid;border-top-left-radius: 0px;border-top-color: rgb(92, 107, 192);padding: 0px 10px;box-sizing: border-box;"><section style="margin: 3px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;font-size: 17px;color: rgb(92, 107, 192);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">各国政府正在收紧法规并提供激励措施，以鼓励更多电动汽车被接纳</strong></p></section></section></section></section></section><section style="margin: 20px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">世界各国政府对二氧化碳的排放规定越来越严格。例如，在欧盟，全车二氧化碳排放量目标将从2020年开始分阶段实施。到2021年时，汽车制造商需要完全遵守每公里95克的行业标准二氧化碳排放目标以避免重大的罚款。这些任务正给汽车制造商将电动汽车推向市场施加额外压力。在消费者方面，政府激励接纳电动汽车。例如，德国联邦政府最近宣布了其计划，从2020年开始，将电动汽车的购买价格补贴从2019年的4,000欧元增加到6,000欧元，有效期至2025年。<br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">非货币激励措施包括越来越多的城市计划对电动汽车部分豁免减少拥堵的政策（即限制车辆进入市中心）。仅在目前中国的一线城市中，到2025年预计将有10至20个城市处于拥堵缓解计划。类似地，越来越多的美国联邦州（十二个州）加入了加州的零排放车辆（ZEV）计划，该计划要求汽车制造厂商出售的电动汽车份额稳步增加以继续销售燃油汽车。</p></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;align-self: flex-start;border-width: 0px;margin: 0px 2px 0px 0px;box-sizing: border-box;"><section style="text-align: right;margin: 0px 0%;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid;border-width: 1px 1px 1px 0px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192) rgb(223, 46, 0);padding: 5px 10px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="text-align: justify;font-size: 19px;color: rgb(92, 107, 192);font-family: Optima-Regular, PingFangTC-light;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;"><strong style="box-sizing: border-box;">0</strong></span><strong style="box-sizing: border-box;">2</strong></p></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;border-width: 1px 0px 0px;flex: 100 100 0%;align-self: flex-start;height: auto;border-top-style: solid;border-top-left-radius: 0px;border-top-color: rgb(92, 107, 192);padding: 0px 10px;box-sizing: border-box;"><section style="margin: 3px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;font-size: 17px;color: rgb(92, 107, 192);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">重大的技术进步提高了电动汽车的大众市场兼容性</strong></p></section></section></section></section></section><section style="margin: 20px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">技术的一些发展使拥有电动汽车更容易。一，电池价格下降和动力总成供应链的巨大变化使电动汽车的价格进一步降低。特别的是，欧洲的A和B型车细分市场的电动汽车在三年内的拥有成本已经低于燃油汽车。第二，在当今的某些细分市场中，对于某些消费者群体来说，不断降低的电池价格使纯电动汽车成为总拥有成本最低的选择。例如，在过去三年中，中国市场上最便宜的五款小型电动汽的平均标价（补贴前）下降了16％至约人民币8.6万元（约12,300美元）。第三，先进的电池技术也导致续航里程的增加，这会使消费者越来越舒适。具体来说，当前市场上顶级的电动汽车车型每次充满电可提供超过350英里（560公里）的行驶里程。</p></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;align-self: flex-start;border-width: 0px;margin: 0px 2px 0px 0px;box-sizing: border-box;"><section style="text-align: right;margin: 0px 0%;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid;border-width: 1px 1px 1px 0px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192) rgb(223, 46, 0);padding: 5px 10px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="text-align: justify;font-size: 19px;color: rgb(92, 107, 192);font-family: Optima-Regular, PingFangTC-light;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;"><strong style="box-sizing: border-box;">0</strong></span><strong style="box-sizing: border-box;">3</strong></p></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;border-width: 1px 0px 0px;flex: 100 100 0%;align-self: flex-start;height: auto;border-top-style: solid;border-top-left-radius: 0px;border-top-color: rgb(92, 107, 192);padding: 0px 10px;box-sizing: border-box;"><section style="margin: 3px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;font-size: 17px;color: rgb(92, 107, 192);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">充电基础设施得到进一步改善和扩展</strong></p></section></section></section></section></section><section style="margin: 20px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">随着一些参与者开始建立密集的充电网络，基础设施的跨地区部署正在加速。到2020年，欧洲五家大型汽车制造厂商正在建立一个由400个加油站组成的快速充电网络。在美国，某汽车制造商对39个联邦高流量沿线以及17个大都会地区的快速充电桩投资20亿美元。在中国，国家电网公司计划到2020年建立12万个公共充电站并且目前正在加快在中国中部和东部的部署计划。</p></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;align-self: flex-start;border-width: 0px;margin: 0px 2px 0px 0px;box-sizing: border-box;"><section style="text-align: right;margin: 0px 0%;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid;border-width: 1px 1px 1px 0px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192) rgb(223, 46, 0);padding: 5px 10px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="text-align: justify;font-size: 19px;color: rgb(92, 107, 192);font-family: Optima-Regular, PingFangTC-light;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;"><strong style="box-sizing: border-box;">0</strong></span><strong style="box-sizing: border-box;">4</strong></p></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;border-width: 1px 0px 0px;flex: 100 100 0%;align-self: flex-start;height: auto;border-top-style: solid;border-top-left-radius: 0px;border-top-color: rgb(92, 107, 192);padding: 0px 10px;box-sizing: border-box;"><section style="margin: 3px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;font-size: 17px;color: rgb(92, 107, 192);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">目前仍不清楚多少消费者会真正转向电动汽车</strong></p></section></section></section></section></section><section style="margin: 20px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">政府支持、技术和基础设施的发展显然有利于电动汽车的普及，但是在大规模接纳电动汽车时，消费者对电动汽车的担忧似乎是一个症结所在。消费者通常会问一些有关EV技术的关键问题，以描述他们的担忧：</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><ul class="list-paddingleft-2" style="list-style-type: disc;box-sizing: border-box;"><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">电池容量是否可以提供我需要的行驶距离？</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">如果无法在家中安装充电插座，如何为电动汽车充电？</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">如果我今天购买电动汽车，明天该技术会过时吗？</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">电动汽车的电池可以使用多长时间并能一直保持电池容量不衰减吗？</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">我的电动汽车的价值如何贬值的？</p></li></ul><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">在令人信服地回答这些问题之前，电动汽车现有阶段将保持不变，但潜在的电动汽车数量将达到临界值。为奠定潜在突破的基础，报告下一章研究了什么汽车制造商可以而且应该这样做来吸引消费者。</p></section></section></section></section><section style="margin: 10px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: auto;vertical-align: top;border-style: solid;border-width: 1px;border-radius: 1px;border-color: rgb(179, 221, 233);overflow: hidden;padding: 0px 10px;min-width: 10%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;margin: -8px 0px 0px;align-self: flex-start;box-sizing: border-box;"><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: left;font-size: 34px;color: rgb(255, 255, 255);letter-spacing: 3px;line-height: 1;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">02</strong></p></section></section><section style="text-align: right;font-size: 0px;justify-content: flex-end;margin: 0px 0% -4px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 25px;height: 8px;vertical-align: top;overflow: hidden;background-color: rgb(180, 230, 244);border-width: 0px;box-sizing: border-box;line-height: 0;"><br  /></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;padding: 5px 0px 5px 10px;flex: 100 100 0%;align-self: flex-start;height: auto;box-sizing: border-box;"><section style="margin: 0px 0%;text-align: left;justify-content: flex-start;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 5px;line-height: 1.8;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px, rgb(255, 222, 23) 2px 2px, rgb(255, 222, 23) 3px 3px, rgb(255, 222, 23) 3px 1px, rgb(255, 222, 23) 1px 3px, rgb(255, 222, 23) 1px 1px, rgb(255, 222, 23) 2px 3.4px, rgb(255, 222, 23) 2px 0.6px, rgb(255, 222, 23) 0.6px 2px, rgb(255, 222, 23) 3.4px 2px;box-sizing: border-box;"><p style="text-align: left;margin: 0px;padding: 0px;box-sizing: border-box;"><em style="box-sizing: border-box;">了解消费者的喜好是关键</em><strong style="box-sizing: border-box;"></strong></p></section></section></section></section></section></section></section><section style="text-align: center;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 95%;vertical-align: top;height: auto;padding: 0px 13px 13px;border-width: 0px;border-left-style: none;border-left-color: rgba(227, 169, 124, 0.43);border-bottom-left-radius: 0px;border-bottom-style: none;border-bottom-color: rgba(227, 169, 124, 0.43);border-bottom-right-radius: 0px;border-right-style: none;border-right-color: rgba(227, 169, 124, 0.43);border-top-right-radius: 0px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">在麦肯锡2019年电动汽车消费者调查（参见表二）中有一个有趣的发现：一方面，最早接纳电动汽车的消费者中有很多人觉得满意并有很高的购买意愿；另一方面，其他普通消费者依旧对电动汽车持有很多顾虑，并缺乏对电动汽车的了解。这些关键见解和调查结果的其他一些发现表明，如何理解当前消费者对电动汽车以及过去三年中这些观点的发展对于改善电动汽车销售经验和电动汽车销售的不断增长至关重要</p></section><section style="margin: 20px 0% 10px;text-align: right;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 98%;vertical-align: top;border-style: solid;border-width: 1px;border-radius: 0px;border-color: rgb(127, 127, 127);box-shadow: rgb(227, 185, 138) -3px 3px 0px;padding: 0px 20px 15px;height: auto;box-sizing: border-box;"><section style="margin: -10px 0% 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: left;font-size: 20px;padding: 0px;letter-spacing: 0px;line-height: 1;box-sizing: border-box;"><p style="text-align: right;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="background-color: rgb(255, 255, 255);box-sizing: border-box;"><strong style="box-sizing: border-box;">表2 · <span style="color:#e3b98a;box-sizing: border-box;"><span style="background-color: rgb(254, 255, 255);color: rgb(227, 185, 138);font-size: 16px;box-sizing: border-box;">麦肯锡电动车消费者2019调查</span></span></strong></span></p></section></section><section style="text-align: justify;font-size: 15px;letter-spacing: 1px;line-height: 1.8;color: rgba(0, 45, 72, 0.65);padding: 0px 5px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">——面向普通消费者的100多个问题包括电动汽车车主有关他们的汽车使用习惯，驾驶感受， 对电动汽车的担忧以及对电动汽车和购车流程和服务的偏好</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">——三大洲的四个主要电动汽车市场（图四）</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">——来自11,100多项消费者调查回复以及来自1,200多个电动汽车车主的回复</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">——与麦肯锡电动车消费者调查2019的比较，以此来识别趋势</p></section></section></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.6146789" data-w="545" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4hB4o4zZHNibm7H5efJ6T4CpKrMNs73SNuWHDa7m0EXH1mxcoJDqP4UQ/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图四、电动汽车消费者调查涵盖的4个主要市场</p></section></section></section></section><section style="margin: 10px 0%;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none none none solid;border-width: 1px 5px 1px 2px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192);padding: 0px 0px 0px 5px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(92, 107, 192);padding: 5px 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">2.1 考虑购买电动汽车的消费者有所增加，但电动汽车的销售转化率仍然很低</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"> 电动汽车销售呈现漏斗模式，基于这种模式下的消费者态度和行为，我们提出了包含了从打造产品知名度到产品销售的一系列明确建议（参见图五）。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">不变的全民意识。几乎所有消费者都知道电动汽车的存在。自2016年调查以来，在所有主要市场中，认知度均超过90％，并且在很大程度上没有变化。中国的消费者认知度最高，为99％。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">适度更改对技术/现有车型的熟悉程度和知识。消费者熟悉电动汽车“基本技术”的比例约为43-47％。从地区来看，在美国这一比例为43％，在中国占74％。这比我们2016年的调查所占份额略有下降，但并没有必然表明消费者对电动汽车的一般了解有所减少。在过去的三年中，许多新型号投放市场，与2016年相比，2019年消费者对更多的技术细节和不同的功能熟悉程度更高。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">自2016年以来，考虑购买电动车大幅增长。在那些具有电动汽车基本知识的人中，考虑购买的数量已大大增加。2016年， 虽然只有29％至44％的中国境外的消费者表示愿意考虑购买电动汽车， 36％至51％表示会购买。这些数据对混动电动汽车和纯电动汽车都相当适用。区域差异非常明显，在美国消费者中观察到的是最低水平（尽管三年增加了大约四分之一已经最强了）。中国的消费者最有可能考虑购买电动汽车。有关中国和美国电动汽车消费者的更多详细信息，请参见表和信息图三和四。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">已完成的购买仍然很低。总体而言，有很小一部分的消费者会真正到场购买。2019年在购买阶段，最大消费者购买率的代表是挪威为44％，高于2016年的24％。所有其他地区的市场份额都只有个位数，而中国以5％排名第二。我们观察到适当的增长，但选择电动汽车的购车者所占百分比（BEV或PHEV）在挪威以外仍为个位数。鉴于这些发展，考虑电动汽车的人增加了但电动汽车持续低迷的原因是什么？购买率？</p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="1.2455859" data-w="623" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4BKRnPkNFjvShepxLjuBHfsJ0QeeBjozdo8nEbId5yiaPXOIdemV94Ng/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图五、尽管越来越多的消费者在考虑电动汽车，但转换为实际电动汽车的购买量仍然很低</p></section></section></section></section><section style="margin: 10px 0%;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid none none;border-width: 1px 2px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192);padding: 0px 5px 0px 0px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(92, 107, 192);padding: 5px 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">2.2 电动汽车的良好的的体验优势仍然被担心所抵消</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">人们对电动汽车优势的认识不断提高，这说明人们对电动汽车的重视程度不断提高。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">随着越来越多的电动汽车上路，越来越多的消费者开始意识到其优势。口口相传使越来越多的人认识拥有电动汽车的人。在所有已知的电动汽车收益中，包括约三分之一的消费者回应驾驶体验是最受欢迎的（图六）。消费者赞赏几乎无声的驾驶体验以及高加速率（高端电动汽车在不到三秒钟的时间内可以从0加速到100公里每小时（每小时62英里））</p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.9063032" data-w="587" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4RfOmKQw09qaqUvvMxFA0wxickNm6ibDoic0hHj8ALRQxEAZVosmIRD3PA/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图六、消费者意识到，电动汽车的驾驶体验从电动汽车的多重优势中脱颖而出</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">越来越多的消费者意识到的另一个好处是成本优势。具体来说，关于消费者在考虑电动汽车时所提及的好处中有一半与总拥有成本或补贴有关。政府提供的直接和间接补贴最高可达车辆购买价格的40％。中国的消费者最清楚地表达了这种利益，地方政府和中央政府目前都在大力激励电动汽车（请参见表和信息图三）</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">尽管媒体上经常讨论电动汽车的环保优势，电动汽车的本身零排放量为零，相比今天的燃油车辆，二氧化碳在整个汽车使用周期排放减少多达50％。这仅是消费者第四受欢迎的好处。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">尽管只有6％的消费者提到了好处还包括在家中为电动汽车充电的便利，但这与我们观察到的消费者提到了几个与电池和充电的担忧相反。显然，电动汽车由电池供电，需要使用特定的充电器充电是许多尚未承诺购买电动汽车的消费者所重点担忧的。但是，一些消费者已经将其视为一种好处（例如，因为它消除了需要在加油站停车，因为电动汽车可以在家中充电）。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">越来越多的人意识到这些好处，这是当今对越来越多的事实的最合理解释：消费者进入了电动车购买渠道的考虑阶段。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;align-self: flex-start;border-width: 0px;margin: 0px 2px 0px 0px;box-sizing: border-box;"><section style="text-align: right;margin: 0px 0%;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid;border-width: 1px 1px 1px 0px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192) rgb(223, 46, 0);padding: 5px 10px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="text-align: justify;font-size: 19px;color: rgb(92, 107, 192);font-family: Optima-Regular, PingFangTC-light;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;"><strong style="box-sizing: border-box;">0</strong></span><strong style="box-sizing: border-box;">1</strong></p></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;border-width: 1px 0px 0px;flex: 100 100 0%;align-self: flex-start;height: auto;border-top-style: solid;border-top-left-radius: 0px;border-top-color: rgb(92, 107, 192);padding: 0px 10px;box-sizing: border-box;"><section style="margin: 3px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;font-size: 17px;color: rgb(92, 107, 192);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">持续存在的担忧使许多客户无法购买电动汽车</strong></p></section></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">尽管对收益的认识不断提高，使消费者进入了电动汽车购买渠道的考虑阶段，但与电动汽车相关的担忧似乎阻碍了电动汽车购买渠道的发展，从而使消费者难以自拔在那个阶段，购买水平因此仍然很低。<br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">在过去三年中，与电池/充电相关的问题日益加深，这一点尤其如此，因此电池/充电和行驶里程占考虑电动汽车的消费者提及的所有问题的一半以上（图）。详细地说，电池/充电问题占所有报告问题的38％，而2016年为13％。早先讨论的关于行驶里程的焦虑仍然存在，但在过去三年中一直保持稳定，为16％。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">但是，这种担心在很大程度上是没有根据的。大多数消费者每天行驶的距离比充满电的电动汽车允许的总行驶距离短得多。现代电动汽车可以提供200至500公里的“真正”行驶里程，这意味着充满电的电池可以持续数天的平均行驶时间。例如，2019年德国市场上所有细分市场的车型均提供200 km的续驶里程，而18种车型中有4种的续驶里程均超过500 km。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">即使消费者开车长途旅行（例如在度假时），他们也会定期休息，可以使用快速充电为车辆充电。例如，在德国，一项代表性调查中74％的受访者表示，他们在开车的前四个小时内休息。</p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.9425837" data-w="627" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4kp9ONeGSTNFibGayjnXwiaOpusDahs6HHAzLWBk8OPxoZ3MEWoUS3oew/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图七、在过去3年中，与电池，充电和续驶里程相关的担忧有所增加</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">三年前，车辆可用性是最主要的问题。今天，它是最小的，从26％下降到只有9％。同时，市场上的纯电动汽车数量增长了四倍，消费者已经清楚地看到了这一事实。为了利用消费者越来越多地考虑电动汽车的势头，汽车制造商将需要解决持续存在的（在某些情况下是不断深化的）使转换率处于较低水平的问题。</p></section><section style="margin: 20px 0% 10px;text-align: right;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 98%;vertical-align: top;border-style: solid;border-width: 1px;border-radius: 0px;border-color: rgb(127, 127, 127);box-shadow: rgb(227, 185, 138) -3px 3px 0px;padding: 0px 20px 15px;height: auto;box-sizing: border-box;"><section style="margin: -10px 0% 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: left;font-size: 20px;padding: 0px;letter-spacing: 0px;line-height: 1;box-sizing: border-box;"><p style="text-align: right;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="background-color: rgb(255, 255, 255);box-sizing: border-box;"><strong style="box-sizing: border-box;">表3 · <span style="color:#e3b98a;box-sizing: border-box;"><span style="background-color: rgb(254, 255, 255);color: rgb(227, 185, 138);font-size: 16px;box-sizing: border-box;">深入了解中国消费者的见解</span></span></strong></span></p></section></section><section style="text-align: justify;font-size: 15px;letter-spacing: 1px;line-height: 1.8;color: rgba(0, 45, 72, 0.65);box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">中国电动汽车购买趋势：全面且仍在上升</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">在中国，约有80％的消费者在购买最新的汽车时会考虑电动汽车，而且年龄和地区的差异相对较小，即67％至85％（图表八）。无论是在大城市还是年轻人群中，考虑购买电动汽车的消费者比例都仅略高。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">展望未来，在所有城市阶层和年龄段中，甚至更多的消费者希望使用电动汽车，总体平均有86％的消费者表示他们将在下次购买汽车时考虑使用电动汽车。从“上次购买”到“下一次购买”的最大跃升是在45岁及以上的二线城市消费者中，有11个百分点的增长（从67％增至78％）</p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.8704062" data-w="517" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4cmicicQglhmF1jB9Oxwb00BuFo7yHibP3nRF8lp0yf9PTrSuvPBCJZmkg/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图表八、考虑电动汽车比例一直很高，约为80％，并且还会进一步增加。</p></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 1 1 0%;height: auto;background-color: rgba(255, 255, 255, 0);margin: 20px -16px 0px 0px;z-index: 1;box-sizing: border-box;"><section style="text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-style: solid;border-width: 1px;border-radius: 100%;border-color: rgb(92, 107, 192);background-color: rgb(255, 255, 255);box-sizing: border-box;"><section style="margin: -1px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 19px;color: rgb(92, 107, 192);font-family: Optima-Regular, PingFangTC-light;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">01</p></section></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;flex: 0 0 0%;height: auto;align-self: flex-start;margin: 0px 6px 0px 0px;border-width: 0px;box-sizing: border-box;"><section style="margin: 0px 0%;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid;border-width: 1px 1px 1px 0px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192) rgb(223, 46, 0);padding: 0px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;border-width: 1px 0px 0px;flex: 100 100 0%;align-self: flex-start;height: auto;border-top-style: solid;border-top-left-radius: 0px;border-top-color: rgb(92, 107, 192);padding: 10px 10px 10px 15px;box-sizing: border-box;"><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;font-size: 15px;color: rgb(57, 69, 139);letter-spacing: 0px;line-height: 1.8;padding: 0px;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">电动汽车的市场普及率增速放缓，转向中产车</p></section></section></section></section></section><section style="text-align: justify;font-size: 15px;letter-spacing: 1px;line-height: 1.8;color: rgba(0, 45, 72, 0.65);box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">从2018年到2019年上半年，中国的电动汽车销售和市场占有率几乎翻了一番（图表九），通过研究四个关键市场，中国成为增长最快的市场。在此期间，市场占有率从3.2％增加到5.8％。但是，考虑到中国政府正在继续减少财政补贴（自2014年以来购买价格补贴每年都在减少），电动汽车的销售将继续增加，但极有可能以较低的速度增长。中国大部分的电动汽车销售仍是A级及以下级别的小型车（例如，A级的BYD E5或A级以下的宝骏 E100 / E200型）。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">2019年的额外增长主要来自A，B和C类车辆。此外，入门A级以下车辆的份额已从53％降至35％，并且有望进一步下降。一个驱动因素可能与上述货币补贴的减少有关，因为考虑到补贴相对于较低的购买价格而言，相对于较小的车辆，它们代表了较大的折扣。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">随着中央政府和地方政府都在增加非货币激励措施，例如在市中心使用电动汽车的特权，其他汽车细分市场的客户也出于非财务原因而转向电动汽车。同时，国外高端品牌正在向市场推出更多的电动汽车，到目前为止，该市场一直由国内小型汽车制造商主导。然而，目前尚不清楚，如果没有重大的财政激励措施，中国的电动汽车市场能否持续增长。鉴于电动汽车市场的未来阶段和规模，中国的发展将为电动汽车大众市场的发展提供早期迹象。</p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.6043557" data-w="551" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4P6VTaFRUxgB9dlARickX3xk8RworqS085G4YM7EKXIElvDRTrO4fGjg/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"> 图九、由于A级和B级车辆的增长，市场占有率显着提高</p></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;align-self: flex-start;flex: 1 1 0%;height: auto;background-color: rgba(255, 255, 255, 0);margin: 20px -16px 0px 0px;z-index: 1;box-sizing: border-box;"><section style="text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;border-style: solid;border-width: 1px;border-radius: 100%;border-color: rgb(92, 107, 192);background-color: rgb(255, 255, 255);box-sizing: border-box;"><section style="margin: -1px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 19px;color: rgb(92, 107, 192);font-family: Optima-Regular, PingFangTC-light;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">02</strong></p></section></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;flex: 0 0 0%;height: auto;align-self: flex-start;margin: 0px 6px 0px 0px;border-width: 0px;box-sizing: border-box;"><section style="margin: 0px 0%;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid;border-width: 1px 1px 1px 0px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192) rgb(223, 46, 0);padding: 0px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;border-width: 1px 0px 0px;flex: 100 100 0%;align-self: flex-start;height: auto;border-top-style: solid;border-top-left-radius: 0px;border-top-color: rgb(92, 107, 192);padding: 10px 10px 10px 15px;box-sizing: border-box;"><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;font-size: 15px;color: rgb(57, 69, 139);letter-spacing: 0px;line-height: 1.8;padding: 0px;box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">公共充电网络发展迅速</p></section></section></section></section></section><section style="text-align: justify;font-size: 15px;letter-spacing: 1px;line-height: 1.8;color: rgba(0, 45, 72, 0.65);box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">中国拥有最大规模的充电设备（主要位于东部大城市的州）。尽管如此，公共充电桩供应不足仍然是中国消费者最关注的问题，有50％的人将其列为他们不考虑购买纯电动汽车的主要原因。与这一担忧密切相关的事实是，有26％的消费者认为纯电动汽车每次充电的续驶里程应超过500公里。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">中央政府的目标是到2020年底安装500,000个公共充电站。在过去几年中，安装数量迅速增长，达到每年84％。到2019年10月已达到487,000。但是，公共充电服务仍然面临挑战：电动汽车车主有时发现公共充电站无法工作或被其他（燃油汽车）车辆阻塞。同时，充电基础设施运营商担心利用率低至10％使其利润损失。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">此外，关于半公共和私人充电站的可用性也取得了进展。新能源汽车发展总体规划2021-2035（草案）鼓励在封闭式住宅社区内使用共享充电站，以及在商业场所使用智能充电设施。2019年7月，中国最大的房地产开发商与中国国家电网公司合作，为其房地产开发智能充电服务。</p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.8404669" data-w="514" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4xjgPc0HtI2kETqlQSM7NtMczq0sDicwIT7NmnVx76cUbWGJ7oSoHibOQ/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图十、过去几年中，公共充电网络发展迅速</p></section></section></section></section></section></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="justify-content: center;margin: 10px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: auto;vertical-align: top;min-width: 10%;max-width: 100%;height: auto;border-top: 1px solid rgb(92, 107, 192);border-top-left-radius: 0px;padding: 0px 20px;box-shadow: rgb(0, 0, 0) 0px 0px 0px;box-sizing: border-box;"><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none none none solid;border-width: 1px 5px 1px 0px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(223, 46, 0);padding: 5px 10px;background-color: rgb(92, 107, 192);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">2.3今天的电动汽车购买者与燃油汽车购买者大不相同</p></section></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">推动电动汽车普及的一个关键可能是，了解当今电动汽车和燃油车辆购买者之间的明显差异。我们的研究表明，人口统计，态度和看法相关的几个领域存在关键差异。在以下五个主要人口特征方面，电动汽车所有者与燃油车购车者不同（图十一），具体而言，纯电动汽车所有者：</p><ul class="list-paddingleft-2" style="list-style-type: disc;box-sizing: border-box;"><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">平均年轻五岁<br style="box-sizing: border-box;"  /></p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">更有可能住在市区</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">通勤时间延长32％</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">多赚30％</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">在线购买最后一辆汽车的可能性高出六倍</p></li></ul></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.8384491" data-w="619" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4yo52JymwMR2hK2elVStRopSumkQicgO8MZBBwwyccvAviczhjteKhdcQ/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图十一、5个主要特征将电动汽车主与燃油车车主区分开</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">电动汽车的早期接纳者似乎是特定的一部分消费者，他们可以说是精通技术的，收入高于平均水平的城市消费者，并且更习惯于在线购物。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">当前的纯电动汽车车主上下班时间范围很广，但其中很大一部分每天的行车时间少于10英里：电动汽车车主将其视为主要家用车辆，其中24％的人将其作为电动汽车的主要家用车辆（图十二）。电动汽车车主中只有12％的人每天通勤时间超过25英里。</p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.7478705" data-w="587" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4J0Oxd0jLzZEqOtEaqnMQjwxr2wGS0A1bsZhRcFUZxlNib0LSlZLo3lA/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图十二、当前的纯电动汽车所有者大部分都是短途行驶，无论作为他们的主要还是次要车辆</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">通过观察对电动汽车的态度和看法，电动汽车所有者描述拥有电动汽车的主要好处是驾驶体验。具体而言，电动汽车所有者认为其中有三分之一与电动汽车驾驶体验有关-高于三年前的五分之一。显而易见，电动汽车拥有者提到在电动汽车体验的吸引力的感受与早期考虑阶段的消费者几乎比例一样，这表明一旦消费者购买并体验电动汽车，就可以实现他们的预期。</p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 100%;height: auto;box-sizing: border-box;"><img data-ratio="0.7156398" data-w="211" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge45o9CcmJMEbJZTLvRdXvDWkQ5B7dMBCMwaTEPQbfJhzrCiaJn9PHU4Jg/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;width: 100%;box-sizing: border-box;" width="100%" data-type="png"  /></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">早期接纳者还更有可能找到适应新电池和充电技术的方法，因为他们将其作为一种收益（占8％，而不是6％，图13）得到更多的提及，而将其作为关注点的频率却很少（35％） 而不是38％）。但是，到目前为止，与电池和充电有关的问题仍然是最常提及的问题。<br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">鉴于电动汽车的性能正在改善并超出了消费者的期望——十分之九的电动汽车车主将考虑再次购买电动汽车-汽车制造商及其经销商的一项主要任务是说服普通消费者使用电动汽车的好处，并减轻任何其关于电动汽车的担忧。如今，典型的电动汽车购买者居住在城市并购买电动汽车，因为他们旅行距离很短，因此，续航的担心并不是主要问题。至少在某些市场中，购买电动汽车的另一个推动因素是，大城市越来越多地限制市中心的燃油车辆。为了将电动汽车的接纳范围扩展到容易习惯电动汽车的城市，精通技术的消费者，汽车制造厂商需要调整其销售方式，以教导并说服其他通勤距离较长，年龄较大或不精通技术，或者对于电动汽车能否真正满足其出行需求存在着重大担忧的消费者。</p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.9165303" data-w="611" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4EeJ0aWoGAaoVPfuWSqibHqoBuJQCtjYq5fhIm8Eqmg8ibDFEibaX6rBfA/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图十三、电动汽车考虑者和电动汽车所有者认为的好处和担忧</p></section></section></section></section><section style="margin: 20px 0% 10px;text-align: right;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 98%;vertical-align: top;border-style: solid;border-width: 1px;border-radius: 0px;border-color: rgb(127, 127, 127);box-shadow: rgb(227, 185, 138) -3px 3px 0px;padding: 0px 20px 15px;height: auto;box-sizing: border-box;"><section style="margin: -10px 0% 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: left;font-size: 20px;padding: 0px;letter-spacing: 0px;line-height: 1;box-sizing: border-box;"><p style="text-align: right;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="background-color: rgb(255, 255, 255);box-sizing: border-box;"><strong style="box-sizing: border-box;">表4 · <span style="color:#e3b98a;box-sizing: border-box;"><span style="background-color: rgb(254, 255, 255);color: rgb(227, 185, 138);font-size: 16px;box-sizing: border-box;">深入了解美国消费者的见解</span></span></strong></span></p></section></section><section style="text-align: justify;font-size: 15px;letter-spacing: 1px;line-height: 1.8;color: rgba(0, 45, 72, 0.65);box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">在进行最近一次购车时，美国约39％的消费者考虑电动汽车，这是四个主要研究市场中最低的（图十四）。但是，该平均值掩盖了各个消费者群体之间的较大差异和显着差异。具体而言，在考虑电动汽车的人群中，城市地区的年轻消费者比例最高（约占65％），而农村地区的老年消费者的比例则最低（18％）。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">关于下次购买汽车，现在，有52％的美国消费者期望他们将考虑购买电动汽车，这比最近购买电动汽车的比例增加了33％。总体而言，所有细分消费者，城市阶层，和年龄群体的增长都可以观察到，但从考虑电动汽车最少（老年人，农村消费者）的细分人群代表了从“最后一辆车”到“下一代车”的最大跃升。（增加100％）。汽车制造商应该针对此类消费者调整其进入电动车市场的方法。</p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.8632813" data-w="512" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge41fZJicjrGxgJlN7icIibMs7CbUO4gjhHiceVykM95aZVYOQF3ticJVYWWhw/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图十四、考虑电动汽车更多的年轻，城市人口</p></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;align-self: flex-start;border-width: 0px;margin: 0px 2px 0px 0px;box-sizing: border-box;"><section style="margin: 0px 0%;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid;border-width: 1px 1px 1px 0px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192) rgb(223, 46, 0);padding: 5px 10px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="text-align: justify;font-size: 19px;color: rgb(92, 107, 192);font-family: Optima-Regular, PingFangTC-light;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;"><strong style="box-sizing: border-box;">0</strong></span><strong style="box-sizing: border-box;">1</strong></p></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;border-width: 1px 0px 0px;flex: 100 100 0%;align-self: flex-start;height: auto;border-top-style: solid;border-top-left-radius: 0px;border-top-color: rgb(92, 107, 192);padding: 0px 10px;box-sizing: border-box;"><section style="margin: 3px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;font-size: 17px;color: rgb(92, 107, 192);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">电动汽车普及率：非常低，但仍在增长</strong></p></section></section></section></section></section><section style="text-align: justify;font-size: 15px;letter-spacing: 1px;line-height: 1.8;color: rgba(0, 45, 72, 0.65);box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">美国的年度电动汽车市场总规模约为310,000辆（BEV和PHEV在2019年），略小于中国年度电动汽车市场（约120万辆）的四分之一。2019年上半年，美国纯电动汽车的市场占有率上升至1.3％，并且正在稳定增长。增长主要来自D / E / F级细分市场的大型汽车，这与中国A级和A级以下细分市场的增长形成鲜明对比。具体来说，2019年上半年在美国所有BEV销量中有70％是D- / E- / F级轿车。</p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.6050269" data-w="557" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4RGIfva9Pk2iawOIsUB6B8BI1njnTbLssBMPooEeib01h3HnmYH3HicI2Q/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图十五、纯电动汽车销量增长主要来自D / E / F级细分市场的大型汽车</p></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 10px 0%;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;align-self: flex-start;border-width: 0px;margin: 0px 2px 0px 0px;box-sizing: border-box;"><section style="margin: 0px 0%;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid;border-width: 1px 1px 1px 0px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192) rgb(223, 46, 0);padding: 5px 10px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="text-align: justify;font-size: 19px;color: rgb(92, 107, 192);font-family: Optima-Regular, PingFangTC-light;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="box-sizing: border-box;"><strong style="box-sizing: border-box;">0</strong></span><strong style="box-sizing: border-box;">2</strong></p></section></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;border-width: 1px 0px 0px;flex: 100 100 0%;align-self: flex-start;height: auto;border-top-style: solid;border-top-left-radius: 0px;border-top-color: rgb(92, 107, 192);padding: 0px 10px;box-sizing: border-box;"><section style="margin: 3px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;font-size: 17px;color: rgb(92, 107, 192);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">充电是一个关键问题-即使在充电网络最密集的状态下</strong></p></section></section></section></section></section><section style="text-align: justify;font-size: 15px;letter-spacing: 1px;line-height: 1.8;color: rgba(0, 45, 72, 0.65);box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">与其他地区一样，电池/充电和行驶里程是美国消费者中最担心的问题（约47％的消费者对其所表达的与电池/充电和行驶里程有关的担忧做出回应）。更具体地说，在美国，主要问题是公共充电站的充电速度和可用性。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">在美国，充电网络的分布非常不均衡。到目前为止，加利福尼亚州是美国所有州中公共充电桩数最多的。即使考虑到规模或人口，加利福尼亚的收费网络也是最密集的。但是，加利福尼亚州的消费者与相当于仅使用加利福尼亚州充电网络一小部分的州的消费者一样担心充电站的使用（大约20％）。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="1.4912621" data-w="515" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge43LwVL4SBWmVdays1lmibI6wG3hwpXjDqiawibiaZkvqI9gGVXoic7BIkfXw/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图十六、到目前为止，加州拥有最密集的充电网络；消费者同样关心充电的便利性</p></section></section></section></section></section></section></section></section><section style="margin: 10px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: auto;vertical-align: top;border-style: solid;border-width: 1px;border-radius: 1px;border-color: rgb(179, 221, 233);overflow: hidden;padding: 0px 10px;min-width: 10%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;margin: -8px 0px 0px;align-self: flex-start;box-sizing: border-box;"><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: left;font-size: 34px;color: rgb(255, 255, 255);letter-spacing: 3px;line-height: 1;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">03</strong></p></section></section><section style="text-align: right;font-size: 0px;justify-content: flex-end;margin: 0px 0% -4px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 25px;height: 8px;vertical-align: top;overflow: hidden;background-color: rgb(180, 230, 244);border-width: 0px;box-sizing: border-box;line-height: 0;"><br  /></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;padding: 5px 0px 5px 10px;flex: 100 100 0%;align-self: flex-start;height: auto;box-sizing: border-box;"><section style="margin: 0px 0%;text-align: left;justify-content: flex-start;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 5px;line-height: 1.8;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px, rgb(255, 222, 23) 2px 2px, rgb(255, 222, 23) 3px 3px, rgb(255, 222, 23) 3px 1px, rgb(255, 222, 23) 1px 3px, rgb(255, 222, 23) 1px 1px, rgb(255, 222, 23) 2px 3.4px, rgb(255, 222, 23) 2px 0.6px, rgb(255, 222, 23) 0.6px 2px, rgb(255, 222, 23) 3.4px 2px;box-sizing: border-box;"><p style="text-align: left;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><em style="box-sizing: border-box;">衡量消费者的购车体验——为汽车制造商的电动汽车销售准备工作提供启示</em></strong><strong style="box-sizing: border-box;"></strong></p></section></section></section></section></section></section></section><section style="text-align: center;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 95%;vertical-align: top;height: auto;padding: 0px 13px 13px;border-left: 2px none rgba(227, 169, 124, 0.43);border-bottom-left-radius: 0px;border-bottom: 2px none rgba(227, 169, 124, 0.43);border-bottom-right-radius: 0px;border-right: 2px none rgba(227, 169, 124, 0.43);border-top-right-radius: 0px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">正如第二章中对当前电动汽车消费者调查的结果所示，自2016年以来，消费者对电动汽车的态度有了显着改善。因此，汽车制造商应做出系统性的努力，以确保消费者对电动汽车的各个方面都持积极态度（例如驾驶体验和购车补贴），并证明他们担心的情况不会在现实中发生（例如里程焦虑）。同时，汽车制造商还需要解决一些紧迫且务实的问题（例如充电站的普及），这些问题可能会因地区而异。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">为帮助汽车制造商及其下属的经销商做好销售电动汽车的准备，我们开发了一项六维衡量工具（图十七），并针对一些主流汽车制造商经销商进行了神秘购物调查，以详细分析其电动汽车销售准备情况。调研结果指明了一些经销商可以对其销售流程做出改善的方向，从而使他们与最成功的竞争对手保持步调一致，并对电动汽车消费者的态度产生积极影响（请参见表五）。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="margin: 20px 0% 10px;text-align: right;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 98%;vertical-align: top;border-style: solid;border-width: 1px;border-radius: 0px;border-color: rgb(127, 127, 127);box-shadow: rgb(227, 185, 138) -3px 3px 0px;padding: 0px 20px 15px;height: auto;box-sizing: border-box;"><section style="margin: -10px 0% 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: left;font-size: 20px;padding: 0px;letter-spacing: 0px;line-height: 1;box-sizing: border-box;"><p style="text-align: right;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="background-color: rgb(255, 255, 255);box-sizing: border-box;"><strong style="box-sizing: border-box;">表5 · <span style="color:#e3b98a;box-sizing: border-box;"><span style="background-color: rgb(254, 255, 255);color: rgb(227, 185, 138);box-sizing: border-box;">2019年麦肯锡针对电动汽车的神秘购物调查</span></span></strong></span></p></section></section><section style="text-align: justify;font-size: 15px;letter-spacing: 1px;line-height: 1.8;color: rgba(0, 45, 72, 0.65);box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">这项调查采用暗访门店的方式，并使用六个可衡量维度来评估电动汽车销售准备情况。该调查包括：</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><ul class="list-paddingleft-2" style="list-style-type: disc;box-sizing: border-box;"><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">八家汽车制造商</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">三个主要市场中三个大都市区（洛杉矶、杜塞尔多夫/科隆、上海）的42次门店暗访</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">六个维度来评估电动汽车销售准备情况，包括对29个子项目的评估</p></li></ul><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">该调查有助于按国家、汽车制造商和单个经销商分别对电动汽车的销售准备情况进行详细分析。通过对29个子项目中的销售准备情况进行分析，可以为汽车制造商识别出能够进行改善的一些方向。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="margin: 10px 0%;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none none none solid;border-width: 1px 5px 1px 2px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192);padding: 0px 0px 0px 5px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(92, 107, 192);padding: 5px 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">3.1 量化汽车制造商电动汽车的销售准备情况</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">我们确定了六个关键维度来概括汽车制造商电动汽车的销售准备情况，并识别出了在销售过程中能促进电动汽车销售的关键点（图十七）。<br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;"><strong style="box-sizing: border-box;">店内体验。</strong></span>出色的店内体验可以吸引对电动汽车持不确定态度的消费者，并缓解他们的担忧。通过设计先进的店内体验，汽车制造商及其合作经销商可以用令人激动和安心的方式来展示电动汽车。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;"><strong style="box-sizing: border-box;">试驾。</strong></span>通过对当前电动汽车所有者和正在考虑购买的消费者的分析表明，试驾电动汽车的体验可以提升交易成功率。通过积极营销电动汽车驾驶体验并提供试驾，经销商可以更有效地说服客户。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">销售流程。</span></strong>向消费者展示和说明电动汽车的方式至关重要。经销商应当使用精心设计且可靠的推销辞令来说服消费者使用电动汽车有诸多好处，并缓解我们在第二章中指出的紧迫问题。如果能说服消费者电动汽车在一些方面和燃油汽车处于同等地位，而其他方面电动汽车性能优于燃油汽车的话，那么说明经销商销售电动汽车的准备程度比较高。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">关于总体拥有成本的专业知识。</span></strong>对拥有电动汽车所产生的真实全面的开销有详细了解，是汽车制造商的优势。想要赢得关心汽车总寿命成本的消费者的认可，最重要的是能清晰地宣传电动汽车的总体拥有成本优势。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">关于电池的专业知识。</span></strong>经销商如果能够准确回答出与电动汽车电池相关的问题（例如保修和续航时间），将有助于缓解消费者的一些重要顾虑。这其中包括了大多数消费者关注的一个问题——在电池保修期结束或者在电池寿命终结时，需要怎么处理。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">关于充电的专业知识</span></strong>。尽管很大程度上是杞人忧天，但“里程焦虑”在消费者中很常见。汽车制造商应该着力于帮助消费者了解充电的工作原理，包括充电器的安装和使用，并根据个人驾驶方式提供个性化的建议，告诉他们应该如何为车辆充电。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="1.4270016" data-w="637" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4jrqbvMseYYc4BFtBnEgiaL6IAUarPk1aGtD8EVVhPdjyAfDibcdSYUuQ/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图十七、我们定义了六个电动汽车的销售准备就绪维度，用于分析经销商在多大程度上解决了普遍存在的阻碍消费者购买电动汽车的不确定因素</p></section></section></section></section><section style="margin: 10px 0%;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid none none;border-width: 1px 2px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192);padding: 0px 5px 0px 0px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(92, 107, 192);padding: 5px 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">3.2 汽车制造商电动汽车的销售准备情况存在显着差异</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">我们的神秘购物调查的结果向汽车制造商及其经销商揭示了电动汽车的销售陷阱，并总结出了说服更多消费者购买电动汽车的方法。对德国、中国、美国的汽车制造商经销商销售电动汽车的准备情况进行跨国对比所得出的一些关键结论，会在图十八中展示。图十九进一步详细介绍了所选子项目的研究结果。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">这些结论将在以下10项实用的电动汽车销售准备建议中得到印证。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;"><strong style="box-sizing: border-box;">电动汽车的店内体验</strong></span></p><ol class="list-paddingleft-2" style="list-style-type: decimal;box-sizing: border-box;"><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">在所有经销网点中展示出完整的电动汽车产品组合。尽管几乎所有的中国经销点（12个中有11个）都在展厅中展示了电动汽车车款，但只有两家店在展厅（展厅内或展厅外）展示了整个产品组合。在美国，绝大多数经销商（15个中有12个）都配备电动汽车车款可供消费者现场查看（例如停在展厅外），但是其中的多数（15个中有10个）并没有在展厅内展示电动汽车。随着电动汽车逐渐成为主流，需要各式各样的电动汽车车款来满足消费者的不同需求，这就要求汽车制造商展示出完整的电动汽车产品组合。</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">将电动汽车的地位提升至能与燃油汽车相提并论的“特殊阶段”。为了获得最佳的店内体验，应在展厅中将所有的电动汽车与燃油汽车并排展示，并作为一种新技术进行特别推广，因为许多消费者对电动汽车并不熟悉。但我们在调查中发现许多相反的案例。除中国的经销点以外，电动汽车通常被放置在展厅的角落里，或根本不放置在展厅内。在其中一个店里，可供展示的唯一一辆电动汽车竟然是销售人员的私家车。</p></li></ol></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="1.4301413" data-w="637" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4rZwweNZ4KhBAzgBrdGY7xyNPUA0n1MfUaKXE4ZHicq6ZvJS9PG0vr4A/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图十八、销售准备情况的跨国对比说明了各国经销商在总体拥有成本和电池的专业知识上存在巨大差异</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;"><strong style="box-sizing: border-box;">电动汽车的试驾体验</strong></span></p><ol class="list-paddingleft-2" style="list-style-type: decimal;box-sizing: border-box;"><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">让试驾更容易。尽管调查的三个国家（尤其是美国）几乎所有门店都提供电动汽车试驾，但消费者真正能试驾到电动汽车需要花费的时间存在明显差异。在德国，一些客户需要等汽车制造商将电动汽车从总部运至经销商处后才能进行试驾，等待时间非常长，并且需要经过数百公里的运输。最佳状态应该是消费者能够在销售现场毫无障碍地进行试驾（理想情况下试驾应为免费，并能通过线上、打电话或者到店进行临时预约）。</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"> 主动发布试驾广告。我们发现各个经销商宣传试驾的方式有很大区别。几乎所有的被调查的美国经销商（15个中有14个）都主动提供了立即可行的试驾，但德国只有三分之一的经销商（15个中有5个）能做到。不主动提供试驾或消费者需要等待很久才能试驾（要求他们提前很久预约）的经销商将无法更好地向消费者宣传电动汽车的驾驶体验。</p></li></ol><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">电动汽车的销售流程</span></strong></p><ol class="list-paddingleft-2" style="list-style-type: decimal;box-sizing: border-box;"><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">让销售人员掌握电动汽车的所有优势。我们发现，许多经销商只能说出电动汽车的一种优势，例如政府补贴或者环境优势。单独来看，这确实都是电动汽车的重要优势，但是每一项只是众多优势中的一小部分。正如我们在第二章中指出的那样，消费者会被各种各样的优势所吸引。要想成功推销电动汽车，销售人员应该掌握关于所售电动汽车的大量知识，要能针对每个消费者的需求给出相应的车型建议，以符合每个消费者的利益。尽管在调查区域的几个经销点都有销售人员能够像推销燃油汽车一样专业且有针对性地推销电动汽车，但并非所有地方的情况都如此。例如，全球42家经销商中只有25家（占60％）的销售人员向消费者介绍了电动汽车的技术优势（例如能快速加速）。</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">激发全体销售人员的热情，并要求他们具备专业精神。销售人员的知识储备和专业水平差异很大。尽管多家汽车制造商经销商在电动汽车的销售过程中似乎做得不错，但我们发现某些销售人员在没有询问消费者驾驶行为的情况下就说出了较为负面的推销辞令，例如“电动汽车尚未准备就绪”或“ 电动汽车并不能满足您的需求”。在42家经销商中，只有23家（占55％）的销售人员和客户探讨过每种动力系统的优劣势。汽车制造商应该持续关注直属和第三方经销商的业绩，以确保每个经销商都能最专业地进行电动汽车的销售宣传。</p></li></ol><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;"><strong style="box-sizing: border-box;">关于总体拥有成本的专业知识</strong></span></p><ol class="list-paddingleft-2" style="list-style-type: decimal;box-sizing: border-box;"><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"> 准备好向消费者说明电动汽车的保养成本和折旧情况。中国和德国的经销商虽然能向消费者说明电动汽车在总体拥有成本上的优势，但仍比较缺乏有关电动汽车保养、预期折旧和转售价值[1]等重要知识。经销商需要加强对相关知识的掌握，才能令人信服地回答与总体拥有成本和保养相关的问题。我们发现有一些陈述很模糊，既不完整也不令人信服，例如“电动汽车的保养成本可能更低”。在我们的调查中，有几个经销商无法在这些方面提供任何建议，而这将令消费者感到不安。有几次经销商甚至向我们的暗访人员传达了错误的信息，例如“电动汽车的保养成本与燃油汽车相同”。</p></li></ol><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="font-size: 12px;color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">[1] 鉴于电池技术的不确定性，当前确实很难预测电动汽车的剩余价值。但经销商可以在不同场景下解决这些不确定性（例如，假设行驶十万英里后电池有一个特定价值）。</span></p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="1.4161491" data-w="644" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4Tafia8jsoo3RBhiaibibXbR40K1UCicv1x8Huiao0alY2mtrjzoic4uypGTZw/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图十九、对电动汽车销售准备情况的深入分析（摘录）：通过对神秘购物调查所涵盖的子项目进行详细分析所得出的有待改进的地方</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;"><strong style="box-sizing: border-box;">关于电池的专业知识</strong></span></p><ol class="list-paddingleft-2" style="list-style-type: decimal;box-sizing: border-box;"><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">培养销售人员掌握有关电池寿命和质量的专业知识。只有中国的经销商对电池的寿命、容量、“报废”情况具有扎实的知识。美国和德国的暗访人员通常只能得到标准答复，例如“电池保修期为7年”。为了最大程度地减轻消费者的担忧，经销商需要能详细回答出每个消费者问出的所有有关于电池的问题（包括不同的保修选项和在电池寿命期间容量减少的问题）。</p></li></ol><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">关于充电的专业知识</span></strong></p><ol class="list-paddingleft-2" style="list-style-type: decimal;box-sizing: border-box;"><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;">对消费者进行互动式教育，让他们了解在日常使用中如何充电。除了关于充电的基本知识（例如公共充电设施、各种家用充电产品、正常情况下的行驶里程）之外，某些经销商有别于其他经销商的地方在于销售人员能够给消费者提供量身定制的建议。要想出类拔萃，知识渊博的销售人员应该给消费者详细讲解购买电动汽车之后的日常事项，例如，根据每个消费者可能遇到的特殊场景，向其解释在家里、工作地点或在购物的时候如何充电。</p></li><li style="box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"> 通过量身定制的建议和解决方案来应对消费者的焦虑。我们发现不同国家的大多数经销商都会使用标准回答来回应消费者对续航里程和充电的担忧。全球只有不到一半的经销点（42个中有19个）的销售人员能够回答类似这样的问题：电池电量意外耗尽的话消费者应该怎么做。如果要想说服消费者购买电动汽车，就必须对在这种情况下应采取的措施提供明确的指导，并配套优质的服务（例如提供应急电源等）。此外，经销商应为消费者提供一些便利服务，让他们能在度假时需要长途驾驶的情况下获得替换用车（例如每年一张免费换车券）。</p></li></ol><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">我们的研究表明，汽车制造商和经销商必须立即采取上述行动，才有机会提升消费者的购车体验。更好的购车体验对于吸引消费者购买电动汽车来说至关重要。</p></section></section></section><section style="margin: 10px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: auto;vertical-align: top;border-style: solid;border-width: 1px;border-radius: 1px;border-color: rgb(179, 221, 233);overflow: hidden;padding: 0px 10px;min-width: 10%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;width: auto;min-width: 10%;max-width: 100%;flex: 0 0 auto;height: auto;margin: -8px 0px 0px;align-self: flex-start;box-sizing: border-box;"><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: left;font-size: 34px;color: rgb(255, 255, 255);letter-spacing: 3px;line-height: 1;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">04</strong></p></section></section><section style="text-align: right;font-size: 0px;justify-content: flex-end;margin: 0px 0% -4px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 25px;height: 8px;vertical-align: top;overflow: hidden;background-color: rgb(180, 230, 244);border-width: 0px;box-sizing: border-box;line-height: 0;"><br  /></section></section></section><section style="display: inline-block;vertical-align: top;width: auto;padding: 5px 0px 5px 10px;flex: 100 100 0%;align-self: flex-start;height: auto;box-sizing: border-box;"><section style="margin: 0px 0%;text-align: left;justify-content: flex-start;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 5px;line-height: 1.8;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px, rgb(255, 222, 23) 2px 2px, rgb(255, 222, 23) 3px 3px, rgb(255, 222, 23) 3px 1px, rgb(255, 222, 23) 1px 3px, rgb(255, 222, 23) 1px 1px, rgb(255, 222, 23) 2px 3.4px, rgb(255, 222, 23) 2px 0.6px, rgb(255, 222, 23) 0.6px 2px, rgb(255, 222, 23) 3.4px 2px;box-sizing: border-box;"><p style="text-align: left;margin: 0px;padding: 0px;box-sizing: border-box;"><em style="box-sizing: border-box;">汽车制造商可以通过改善消费者体验来促进电动汽车的普及</em><strong style="box-sizing: border-box;"></strong></p></section></section></section></section></section></section></section><section style="text-align: center;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 95%;vertical-align: top;height: auto;padding: 0px 13px 13px;border-left: 2px none rgba(227, 169, 124, 0.43);border-bottom-left-radius: 0px;border-bottom: 2px none rgba(227, 169, 124, 0.43);border-bottom-right-radius: 0px;border-right: 2px none rgba(227, 169, 124, 0.43);border-top-right-radius: 0px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">根据对专家和客户的访谈、调研、专项分析，我们确定了用以吸引新的或维系现有的电动汽车消费者的五个关键点（图二十）：线上体验的关键点、店内体验的关键点、驾驶体验的关键点、充电的关键点和服务的关键点。在这一章中，我们将讨论汽车制造商在每一个关键点中应采取什么行动，才能赢得消费者的认可。</p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="1.0815308" data-w="601" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4LiaE1Lg3iaib4L5lK3VH079y0iaLlnM9tcdJcvl2Qf4QCYa10xIDIYBYow/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图二十、为了提高电动汽车的普及率，汽车制造商应该精通这五个关键点</p></section></section></section></section><section style="margin: 10px 0%;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none none none solid;border-width: 1px 5px 1px 2px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192);padding: 0px 0px 0px 5px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(92, 107, 192);padding: 5px 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">4.1 创造卓越的线上体验</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;"><strong style="box-sizing: border-box;">因为大多数消费者（80％以上）在考虑购买汽车时都会在网上进行搜索，所以应该给他们提供卓越的线上体验。</strong></span>在一个消费者购买汽车之前，平均会花费14个小时在网上搜索，而在线下门店通常只会花费1个小时[1]。在线上体验这一步，便捷是关键，需要设计个性化及现代化的在线商店。豪华汽车品牌的网站通常以车辆配置选择为中心，用复杂的配置选项为消费者提供数百万种可能[2]，但很少向消费者介绍未来的驾驶体验。相比之下，新兴的纯电动汽车公司只会给出几种简单直观的车辆配置，这些选项虽然数量较少，但更容易被理解。例如，他们可能只提供“基本”、“标准”、“性能”三种版本的引擎和动力系统配置，并在购买汽车后提供更进一步的客制化，这使得消费者在选购汽车时就像选购智能手机一样容易[3]。对于每个配置选项，汽车制造商可以用交互的方法来阐述该配置车型的预期表现，以及在日常生活中的具体应用（例如，针对每个选项详细说明一个典型消费者每周需要给车充几次电）。在保证以电动汽车体验为中心，并用交互的方式来向消费者展示如何驾驶电动汽车和为其充电的情况下，汽车制造商应当利用线上体验作为宣扬电动汽车优势并降低消费者潜在担忧的机会。<br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;"><strong style="box-sizing: border-box;">创建电动汽车线上商店，因为50％的汽车消费者愿意接受线上签约。</strong></span>我们的研究表明，优质的线上体验对于潜在的电动汽车购买者而言可能更为重要。平均来说，电动汽车消费者更精通科技，美国有12％的纯电动汽车消费者在线上完成了实际购买交易。同样重要的是线上商店应当与线下销售渠道无缝配合。这种无缝配合可以为消费者提供价值，也为汽车制造商提供了弥补经销商利润损失的机会。在市中心或大型购物商场设置展厅可以与线上商店进行互补，并为消费者在网上购买车辆之前提供低门槛的与车辆互动的机会。通过将线上销售与线下推广相结合，汽车制造商可以做到既为消费者提供了现代便捷的购车体验，又节约了成本。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">开发具有竞争力的租赁模式，并在订阅式出行服务中提供电动汽车，以适应不断变化的消费者偏好。</span></strong>由于目前电动汽车的租赁比例比燃油汽车的租赁比例高（美国约有80％的纯电动汽车是租赁合约），因此汽车制造商必须为消费者提供具有竞争力的租赁模式。提供便利的租赁模式并保障消费者的机动性，可以消除消费者对电动汽车转售价值和电池保修的顾虑。同时，随着订阅式出行服务（即共享汽车应用和叫车应用）变得越来越普遍，汽车制造商也应与出行服务提供商合作，以电动汽车作为卖点。在共享出行服务中提供电动汽车不仅使汽车制造商打入了一个正在增长的市场，而且还是一个向消费者宣传电动汽车驾驶体验的机会。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">提供数字化建议和服务应用程序以反击普遍存在的谬论，并增强客户体验。</span></strong>提供额外的电子服务，通过特定的应用来帮助客户在购买电动汽车之前校准其驾驶行为或者管理车辆（比如利用智能充电应用来确定何时给电动汽车充电）已经非常普遍。几家电动汽车制造商甚至推出了“应用商店”，将车辆无缝集成到消费者的移动设备上。这样的定制化体验是一种有效的、节约成本的方法，可以满足消费者对个性化和连接互联网的需求。同时，它为今后持续的货币化改革铺平了道路，这种货币化改革将在未来的出行领域中变得越来越普遍。考虑到今后汽车行业的趋势是越来越智能及越来越多自动驾驶汽车，消费者也将越来越愿意为首次购车后即可使用的附加软件中的功能付费。未来的电动汽车消费者将会希望他们的数字化生活不仅限于移动设备，还能包括汽车。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br  /></p></section><section style="margin: 10px 0%;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid none none;border-width: 1px 2px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192);padding: 0px 5px 0px 0px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(92, 107, 192);padding: 5px 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">4.2 创造新颖的店内体验</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">应当从汽车销售商转变为可信赖的顾问，使用交互式的方法来打消消费者的疑虑并使用创新的方法提供建议。</span></strong>想要让正在考虑电动汽车的消费者下定决心购买，需要汽车制造商完全主动地解决消费者的疑虑。许多经销商仅仅提供标准回答，而不提供为消费者量身定制的可信赖的建议。想要在这方面有突出表现，可以借助科技来实现，例如用平板电脑展示针对个人驾驶行为量身定制的用车成本，或是在店内演示壁挂式充电器的使用方法。至关重要的一点是，在消费者提出问题之前就主动解答潜在问题，并且能预见和消除消费者的顾虑。随着线上购物占据越来越重要的地位，经销点中销售人员的作用也得到了增强。销售人员不应该只以卖出尽可能多的电动汽车做为目标，而应该成为知识渊博、可信赖的消费者顾问。店内体验的优劣有可能决定了经销商是赢得还是永远失去消费者。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">由于70％的消费者到店是为了进行实车体验，所以应当充分地在显眼的位置展示出整个电动汽车的产品组合。</span></strong>随着消费者越来越多地从互联网获取信息，对配套的实车体验的需求也在提升。想要更好地利用这一点的话，经销商应该将产品展示（“展厅”）作为消费者店内体验的重点，而不是像传统布置那样把几辆车放置于大量的办公桌之间。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">通过在城市中心区域/大型购物商场内布设客制化销售点和“体验店”，为年轻的、精通技术的城市消费者（最早接纳电动汽车的那批人）提供服务。</span></strong>因为我们发现当前的电动汽车所有者（最早接纳电动汽车的那批人）主要居住在城市，所以汽车制造商应该在城市经销点内提供出色的店内体验，并在市中心设立旗舰店，以此来吸引城市里的消费者。这类型的消费者最容易被说服购买电动汽车，因为他们通常只需要短距离驾驶（也就是说里程焦虑在这群人中并不是问题），并且随着全球越来越多城市推出了针对电动汽车的利好政策，他们将受益更多。一旦成功吸引了这个消费者群体，他们将会对宣传电动汽车的优势起到推波助澜的作用。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br  /></p></section><section style="justify-content: center;margin: 10px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: auto;vertical-align: top;min-width: 10%;max-width: 100%;height: auto;border-top: 1px solid rgb(92, 107, 192);border-top-left-radius: 0px;padding: 0px 20px;box-sizing: border-box;"><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none none none solid;border-width: 1px 5px 1px 0px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(223, 46, 0);padding: 5px 10px;background-color: rgb(92, 107, 192);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">4.3 用电动汽车的试驾体验来锁定消费者</p></section></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">借助线上预订工具，将试驾体验从“难以预约”转变为“即时可用”。</span></strong>考虑到电动汽车试驾体验对不同区域的重要性，以及在某些区域预约试驾所遇到的麻烦，汽车制造商应当着眼于改善预约体验，让线下和线上预约都尽可能便捷。从而使消费者能够在短时间内通过互联网、电话或到店免费预约试驾。<br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">积极向所有消费者宣传电动汽车试驾，而不是让客户来提出要求。</span></strong>经销商应该主动提供试驾，并尽量减少障碍。例如，可以通过特别活动来主动推广电动汽车技术以吸引更多的普通消费者。与那些更精通科技、更愿意接纳新技术的年轻人不同，经销商需要主动向普通消费者介绍新技术，并且引导他们消费。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">除试驾之外，经销商还需要创造其他方便并且能亲身参与的“电动汽车体验”机会。</span></strong>与出租车公司和共享出行服务提供商（例如，共享汽车应用和叫车应用）合作，是另一种吸引消费者来体验电动汽车的重要方法。平均而言，有32％的消费者在预订出行时愿意为电动汽车支付更多费用，这说明电动汽车有吸引并影响消费者的潜力。通过这种方式来接触电动汽车的消费者会对其驾驶体验有所了解，就算在乘坐共享汽车的情况下也能了解到电动汽车是如何充电的。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br  /></p></section><section style="margin: 10px 0%;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none none none solid;border-width: 1px 5px 1px 2px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192);padding: 0px 0px 0px 5px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(92, 107, 192);padding: 5px 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">4.4 提供无缝的充电体验</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">在公共、半公共和私人空间中提供无缝的充电体验。为消费者提供无缝的私人和公共充电体验，可以解决他们对电动汽车最关心的两个问题——电池/充电和续航里程。</span></strong>无缝的充电体验是指消费者能够轻松地找到充电站，在没有技术困难的情况下使用充电设备，并能清楚地知道充电的花销。当前，随着越来越多的充电商家进入市场，这些充电设施不能互通成为了主要问题：各充电商家共计开发了数十种不同的智能手机应用以供消费者支付充电费用，但每个应用都有各自的注册流程，这样的体验让消费者感到非常麻烦。此外，在某些地区，尤其是在德国，消费者最关注的问题是充电如何收费（图二十一）。想要在这些区域吸引消费者，尤其是从长期来看，必须对公共充电桩设置透明且合理的收费标准。总体而言，最终要消费者接纳电动汽车，就必须让他们能很容易并且以一个合理的价格在周边的充电桩上充到电。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">增加（半）公共充电设施的密度。尽管目前有许多电动汽车车主都在家里充电，但只有做到让无法在家安装充电器的消费者也可以轻松地为其车辆充电时（例如街趴时），才有可能吸引更多的消费者。</span></strong>由于当前纯电动汽车车主表示有43%的概率会在公共充电站进行充电，所以可以认为关键点在于使电动汽车车主随时随地都可以使用充电设施，这就需要充电设施可用、可达。为了创建密集的充电设施网络，汽车制造商需要与政府和基础设施提供商建立伙伴关系，同时还需要与商店、办公地点、居住区合作建造充电站。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">增加快速充电桩的可用性，以应对消费者最致命的痛点。在我们分析的四个区域中有两个区域（即挪威和美国，图二十一）的消费者的主要需求是快速充电，所以提供快速充电桩以满足他们的需求至关重要。</span></strong>为了使消费者能够使用电动汽车进行长途的越野旅行（例如公路旅行），在高速公路沿线扩展快速充电站变得至关重要。同时，通过宣传一种新的“充电-生活方式”，即在午休或参观景点期间花费30分钟就可以给车辆充满电，能将消费者的主要痛点转变为机会。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">提供智能充电，因为64％的纯电动汽车车主希望或已经使用智能充电服务。</span></strong>大力推广智能充电不仅仅因为这是消费者的需求（其中一个原因是消费者可以在非高峰时段以较低的电价来充电），还因为它可以有效管理越来越多的电动汽车车主的充电习惯，并以此来平衡电网的稳定性。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="1.2706645" data-w="617" src="http://mmbiz.qpic.cn/mmbiz_png/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4AdnN5AbIzujKMHzubUMlQGiasIPw9K7WPiavaYiauNAmeOibqBp792AD5A/640?wx_fmt=png" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="png"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: flex;flex-flow: row nowrap;margin: 0px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: middle;width: auto;flex: 0 0 0%;height: auto;align-self: center;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="transform: rotateZ(45deg);-webkit-transform: rotateZ(45deg);-moz-transform: rotateZ(45deg);-o-transform: rotateZ(45deg);box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 0px;margin: 0px 0%;box-sizing: border-box;"><section style="display: inline-block;width: 8px;height: 8px;vertical-align: top;overflow: hidden;border-width: 1px;border-radius: 0px;border-style: solid none none solid;border-color: rgb(31, 196, 253);box-sizing: border-box;line-height: 0;"><br  /></section></section></section></section><section style="display: inline-block;vertical-align: middle;width: auto;flex: 100 100 0%;align-self: center;height: auto;padding: 0px 0px 0px 10px;box-sizing: border-box;"><section style="text-align: justify;color: rgb(188, 188, 188);font-size: 12px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">图二十一、大部分电动汽车车主对充电速度和公共充电桩的可用性感到不满意</p></section></section></section></section><section style="margin: 10px 0%;justify-content: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;transform: matrix(1, 0, -0.2, 1, 0, 0);-webkit-transform: matrix(1, 0, -0.2, 1, 0, 0);-moz-transform: matrix(1, 0, -0.2, 1, 0, 0);-o-transform: matrix(1, 0, -0.2, 1, 0, 0);border-style: none solid none none;border-width: 1px 2px;border-radius: 0px;border-color: rgba(255, 255, 255, 0) rgb(92, 107, 192) rgb(92, 107, 192);padding: 0px 5px 0px 0px;background-color: rgba(255, 255, 255, 0);box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px;line-height: 1;letter-spacing: 0px;width: auto;height: auto;box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;background-color: rgb(92, 107, 192);padding: 5px 10px;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 4px;line-height: 1;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">4.5 提供最先进的服务体验</p></section></section></section></section><section style="text-align: justify;color: rgb(146, 118, 116);line-height: 1.8;letter-spacing: 1px;padding: 0px;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">汽车公司应当以客户为中心，但是约70％的汽车消费者并没有感受到这一点。</span></strong>售后服务需要逐步进行改善。对电动汽车而言，汽车制造商可以提供更高水平的、以客户为中心的服务。汽车制造商可以考虑在自有经销网点以外再建立一个密集的认证服务商家网络，用于快速提供有保障的电动汽车服务，例如更换电池或其他电池相关的重要服务。此外，这些认证服务商家还可以在电池没电的情况下提供充电服务或是为长途旅行（例如度假途中）提供替换车辆。有了这种形式的服务，消费者会更愿意相信汽车公司在交易完成后依然会为他们着想，因此也会更愿意将他们的主要使用车辆改换为电动汽车。<br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgba(0, 45, 72, 0.65);box-sizing: border-box;">因为40％的消费者会为了更好的网络连接而更改汽车品牌，所以可以通过提供持续的网络连接及数字保养计划来独树一帜。</span></strong>车辆在线管理已成为一些汽车品牌的标准配置，并且这将继续成为许多消费者购车的重要条件。我们可以确定电动汽车的主要消费者都是精通科技的人，但这不仅仅适用于对车辆的研究和购买，他们还期待汽车制造商提供最先进的可以随时通过智能手机来操作的售后服务。这其中包括线上管理所有售后服务，并且可以通过互联网对软件进行更新。例如，提供一个可以通过智能手机应用和网站访问的在线帐户来管理所有电动汽车的服务信息，并且可以在需要更换零件（例如刹车）时提醒客户，还能在线更新软件的新版本或新功能。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">汽车制造商及其经销商可以采取有针对性的措施，以确保他们完成了这五个关键点——这有助于为电动汽车的销售在消费者心里打下基础。但是，每个因素的决定作用取决于地区和汽车品牌本身，因此每个汽车制造商在制定实施方向时应该进行探讨验证。</p></section></section></section><section style="text-align: center;justify-content: center;margin: 20px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 100%;vertical-align: top;padding: 0px;border-style: none solid;border-width: 1px 8px;border-radius: 0px;border-color: rgb(62, 62, 62) rgb(212, 239, 246);height: auto;box-sizing: border-box;"><section style="margin: -10px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 100%;vertical-align: top;padding: 10px;border-style: solid none;border-width: 8px 1px;border-radius: 0px;border-color: rgb(212, 239, 246) rgb(0, 0, 0);height: auto;background-color: rgba(0, 175, 236, 0);box-shadow: rgb(212, 239, 246) 0px 0px 0px;box-sizing: border-box;"><section style="justify-content: center;margin: 10px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;width: 50%;border-style: none none solid;border-bottom-width: 1px;border-radius: 1px;border-bottom-color: rgb(179, 221, 233);overflow: hidden;border-top-width: 0px;box-sizing: border-box;"><section style="margin: 0px 0% -10px;box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 19px;color: rgb(255, 255, 255);letter-spacing: 3px;line-height: 1.8;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">前景</strong></p></section></section></section><section style="display: inline-block;vertical-align: top;width: 50%;border-style: solid none none;border-top-width: 1px;border-radius: 1px;border-top-color: rgb(179, 221, 233);overflow: hidden;margin: 0px 0px 0px -30px;box-sizing: border-box;"><section style="margin: -10px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="font-size: 19px;color: rgb(255, 255, 255);letter-spacing: 3px;line-height: 1.8;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">前景</strong></p></section></section></section></section><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;font-size: 15px;letter-spacing: 1.6px;line-height: 1.8;padding: 0px 5px;color: rgb(120, 169, 184);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">在全球范围内环保意识增强和消费者对清洁城市需求的推动下，世界各国政府将进一步推动电动汽车的使用。许多国家政府和地方政府都实施了各种各样的“惩罚”（与燃油汽车相关的限制政策和额外收费）和“诱导”（与电动汽车相关的购买补贴和更多的街道通行权）措施，以促进电动汽车更广泛的使用。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">随着所有激励措施的实施，电动汽车将迅速步入广泛使用的轨道。实际上，汽车制造商计划在未来几年内向市场推出大量电动汽车——到2025年将有400个新的纯电动汽车车型。现在的挑战是使更广泛的消费者群体参与其中。一小部分精通科技的消费者已经在引领使用电动汽车的浪潮，但是更关键的大部分消费者需要在了解电动汽车可以将他们可靠且舒适地从A地运载至B地以后才会更愿意使用电动汽车。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br  /></p></section></section><section style="margin: 10px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: auto;vertical-align: top;border-bottom: 8px solid rgb(212, 239, 246);border-bottom-right-radius: 0px;padding: 0px 0px 0px 10px;min-width: 10%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="margin: 0px 0% -8px;text-align: left;justify-content: flex-start;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 5px;line-height: 1.8;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px, rgb(255, 222, 23) 2px 2px, rgb(255, 222, 23) 3px 3px, rgb(255, 222, 23) 3px 1px, rgb(255, 222, 23) 1px 3px, rgb(255, 222, 23) 1px 1px, rgb(255, 222, 23) 2px 3.4px, rgb(255, 222, 23) 2px 0.6px, rgb(255, 222, 23) 0.6px 2px, rgb(255, 222, 23) 3.4px 2px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><em style="box-sizing: border-box;">开始改善汽车制造商 电动汽车的销售准备情况</em></strong></p></section></section></section></section><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;font-size: 15px;letter-spacing: 1.6px;line-height: 1.8;padding: 0px 5px;color: rgb(120, 169, 184);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">现在是一个让电动汽车吸引大规模消费者的最佳时机。为了使电动汽车的普及成为现实，需要使消费者更相信拥有电动汽车所带来的好处。从我们的研究中可以明显看出，只有消费者的需求得到满足时，他们才会愿意转为使用电动汽车。对于汽车制造商而言，好消息是（i）客观来看，电动汽车的优势明显大于人们的顾虑，并且（ii）汽车制造商在说服消费者相信电动汽车适合他们时处于主导地位。换句话说，汽车制造商可以在为消费者了解电动汽车优势这方面做出决定性贡献，而电动汽车能带来的好处多过消费者的担忧。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">同时，汽车制造商应该迅速采取行动来创造一个生态系统，并通过了解消费者的需求尽早使自己突出重围。那些以消费者为中心的汽车制造商将能够吸引到新的消费者。此外，那些提供优质的电动汽车体验的汽车制造商很可能可以重新选择并培养长期的客户关系，尤其是在豪华车市场。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">在我们开发的分析工具包（即电动汽车消费者调查和衡量电动汽车销售准备情况的六个维度）的协助下，发现了汽车制造商有很多机会（线上、展厅、上路体验和维修店等）来教育和引导消费者去了解电动汽车，并让他们相信电动汽车是一种可靠且支付得起的未来出行趋势。汽车制造商会想要评估自己的优势，思考面临的选择，并寻找一条明智的途径来确保越来越多的消费者会购买他们推出的电动汽车。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br  /></p></section></section><section style="margin: 10px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: auto;vertical-align: top;border-bottom: 8px solid rgb(212, 239, 246);border-bottom-right-radius: 0px;padding: 0px 0px 0px 10px;min-width: 10%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="margin: 0px 0% -8px;text-align: left;justify-content: flex-start;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;color: rgb(255, 255, 255);font-size: 17px;letter-spacing: 5px;line-height: 1.8;padding: 0px;text-shadow: rgb(120, 169, 184) 1px 1px, rgb(120, 169, 184) 1px -1px, rgb(120, 169, 184) -1px 1px, rgb(120, 169, 184) -1px -1px, rgb(120, 169, 184) 0px 1.4px, rgb(120, 169, 184) 0px -1.4px, rgb(120, 169, 184) -1.4px 0px, rgb(120, 169, 184) 1.4px 0px, rgb(255, 222, 23) 2px 2px, rgb(255, 222, 23) 3px 3px, rgb(255, 222, 23) 3px 1px, rgb(255, 222, 23) 1px 3px, rgb(255, 222, 23) 1px 1px, rgb(255, 222, 23) 2px 3.4px, rgb(255, 222, 23) 2px 0.6px, rgb(255, 222, 23) 0.6px 2px, rgb(255, 222, 23) 3.4px 2px;box-sizing: border-box;"><p style="margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;"><em style="box-sizing: border-box;">电动汽车的出现标志着汽车行业的第二个转折点</em></strong></p></section></section></section></section><section style="margin: 0px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="text-align: justify;font-size: 15px;letter-spacing: 1.6px;line-height: 1.8;padding: 0px 5px;color: rgb(120, 169, 184);box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><span style="letter-spacing: 1.6px;background-color: rgba(1, 175, 236, 0);box-sizing: border-box;">20世纪初，汽车取代了马车，在短短几年内成为了风靡城市的交通工具，这是汽车行业的第一个转折点。</span><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">电动汽车的问世标志着汽车行业的第二个转折点，并且这将是通往汽车行业未来的关键里程碑。这次，电动汽车对传统燃油汽车的冲击将在城市中体现得淋漓尽致。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">因此，汽车制造商应当将推广电动汽车出行的重点放在大城市。掌握了电动汽车五个关键点的汽车制造商将能率先提出可盈利的电动汽车商业模式，并获得竞争优势。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">尽管这些技术发展为汽车制造商、供应商和售后服务商家带来了无数在新市场中取得成功的机会，但他们也将不得不转变其原本的商业模式。汽车行业未来发展的关键技术包括车联网与自动驾驶汽车、共享汽车生态、更多车辆与驾驶员及其设备之间的互联。更擅长电动汽车技术的汽车制造商可能会在竞争中处于更有利的位置，也更容易从传统过渡到这些未来的商业模式。</p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;">从“汽车商品”到“出行服务”的转变将为消费者带来新的体验，并为整个价值链中的厂商提供充足的机会，以推动他们将现有的商业模式转变为订阅模式，并完成生命周期货币化革命。在未来的十年中，汽车制造商需要开发新技术和转变新商业模式齐头并进，才能取得成功。</p></section></section></section></section></section></section><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img data-ratio="0.5636364" data-w="605" src="http://mmbiz.qpic.cn/mmbiz_jpg/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4q6aGcaAH6GjhExPc9QtYTHlpraVP3EHbKkLEgqTbicORXmvZxz6q2YQ/640?wx_fmt=jpeg" style="vertical-align: middle;max-width: 100%;box-sizing: border-box;" data-type="jpeg"  /></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="color: rgb(186, 146, 143);box-sizing: border-box;" powered-by="gulangu"><p style="text-align: center;white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">～ THE END ～</strong></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: right;justify-content: flex-end;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 45%;vertical-align: top;height: auto;border-bottom: 2px dashed rgba(227, 169, 124, 0.2);border-bottom-right-radius: 0px;box-sizing: border-box;"><section style="margin: 0px 0% -13px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;width: 33%;box-sizing: border-box;"><section style="text-align: center;margin: 0px 0%;justify-content: center;opacity: 0.3;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;background-color: rgb(216, 223, 224);border-radius: 100%;border-width: 2px;border-style: dashed;border-color: rgba(239, 233, 207, 0);padding: 0px;box-sizing: border-box;line-height: 0;"><br  /></section></section></section><section style="display: inline-block;vertical-align: top;width: 33%;box-sizing: border-box;"><section style="text-align: center;margin: 0px 0%;justify-content: center;opacity: 0.23;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 30px;height: 30px;vertical-align: top;overflow: hidden;background-color: rgb(239, 205, 175);border-radius: 100%;border-width: 2px;border-style: dashed;border-color: rgba(239, 233, 207, 0);padding: 0px;box-sizing: border-box;"><section style="opacity: 0.43;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: middle;width: 1%;box-sizing: border-box;"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 1px;height: 150px;vertical-align: top;overflow: hidden;box-sizing: border-box;line-height: 0;"><br  /></section></section></section><section style="display: 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powered-by="gulangu"><section style="display: inline-block;width: 1px;height: 150px;vertical-align: top;overflow: hidden;box-sizing: border-box;line-height: 0;"><br  /></section></section></section><section style="display: inline-block;vertical-align: middle;width: 99%;padding: 0px 15px;box-sizing: border-box;line-height: 0;"><section style="line-height: 0;width: 0px;"><svg viewbox="0 0 1 1" style="vertical-align:top;"></svg></section></section></section></section></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="margin: 10px 0%;text-align: center;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 90%;border-width: 7px;border-style: none;border-color: rgb(255, 255, 255);padding: 10px;border-radius: 0px;background-image: url("http://mmbiz.qpic.cn/mmbiz_png/gR5ZcWUtF2B32NpSg2w4YgvaLEpVRo3bpmbYpvR7ljvQYzpEPH1OwM3qqD87NM9CnBY4mGXhtOD4PS30DyXgYA/640?wx_fmt=png");background-position: 50% 50%;background-repeat: no-repeat;background-size: cover;background-attachment: scroll;box-sizing: border-box;"><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: top;width: 50%;box-sizing: border-box;"><section style="margin-top: 10px;margin-bottom: 10px;transform: translate3d(5px, 0px, 0px);-webkit-transform: translate3d(5px, 0px, 0px);-moz-transform: translate3d(5px, 0px, 0px);-o-transform: translate3d(5px, 0px, 0px);box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 90%;box-shadow: rgb(0, 0, 0) 0px 0px 0px;box-sizing: border-box;"><img data-ratio="1" data-w="1080" src="http://mmbiz.qpic.cn/mmbiz_jpg/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4561cnpyA8qCPqiaa26xq1yCR2PaSI4fWePQeot2Jia7ibTOlwR8Wk8GVw/640?wx_fmt=jpeg" style="vertical-align: middle;max-width: 100%;width: 100%;box-sizing: border-box;" width="100%" data-type="jpeg"  /></section></section></section><section style="display: inline-block;vertical-align: top;width: 50%;box-sizing: border-box;"><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="margin: 30px 0% 10px;transform: translate3d(-5px, 0px, 0px);-webkit-transform: translate3d(-5px, 0px, 0px);-moz-transform: translate3d(-5px, 0px, 0px);-o-transform: translate3d(-5px, 0px, 0px);box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 90%;box-sizing: border-box;"><img data-ratio="1.282967" data-w="728" src="http://mmbiz.qpic.cn/mmbiz_jpg/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4xveHRzP5En4d6mQ9IUJGHnbdAZos2u37ibYotdr060iaGmzjPEKhxc1Q/640?wx_fmt=jpeg" style="vertical-align: middle;max-width: 100%;width: 100%;box-sizing: border-box;" width="100%" data-type="jpeg"  /></section></section></section></section><section style="text-align: justify;box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="transform: translate3d(60px, 0px, 0px);-webkit-transform: translate3d(60px, 0px, 0px);-moz-transform: translate3d(60px, 0px, 0px);-o-transform: translate3d(60px, 0px, 0px);box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;vertical-align: middle;width: 40%;background-color: rgb(254, 217, 126);height: auto;align-self: center;box-sizing: border-box;"><section style="transform: translate3d(60px, 0px, 0px);-webkit-transform: translate3d(60px, 0px, 0px);-moz-transform: translate3d(60px, 0px, 0px);-o-transform: translate3d(60px, 0px, 0px);box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="display: inline-block;vertical-align: middle;width: 40%;height: auto;align-self: center;box-sizing: border-box;"><section style="margin: 20px 0%;text-align: center;justify-content: center;transform: translate3d(-60px, 0px, 0px);-webkit-transform: translate3d(-60px, 0px, 0px);-moz-transform: translate3d(-60px, 0px, 0px);-o-transform: translate3d(-60px, 0px, 0px);box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: auto;vertical-align: top;border-top: 1px dashed rgb(60, 70, 46);border-top-left-radius: 0px;border-bottom: 1px dashed rgb(60, 70, 46);border-bottom-right-radius: 0px;padding: 0px 10px;min-width: 10%;max-width: 100%;height: auto;box-sizing: border-box;"><section style="margin: -5px 0%;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 100%;vertical-align: top;border-left: 1px dashed rgb(60, 70, 46);border-bottom-left-radius: 0px;border-right: 1px dashed rgb(60, 70, 46);border-top-right-radius: 0px;padding: 5px 10px;box-sizing: border-box;"><section style="text-align: justify;font-size: 24px;font-family: Optima-Regular, PingFangTC-light;color: rgb(82, 97, 76);box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><strong style="box-sizing: border-box;">ONE</strong></p></section></section></section></section></section><section style="text-align: center;justify-content: center;margin: -60px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 35%;vertical-align: top;background-image: url("http://mmbiz.qpic.cn/mmbiz_png/gR5ZcWUtF2B32NpSg2w4YgvaLEpVRo3bpmbYpvR7ljvQYzpEPH1OwM3qqD87NM9CnBY4mGXhtOD4PS30DyXgYA/640?wx_fmt=png");background-position: 0% 0%;background-repeat: repeat;background-size: auto;background-attachment: scroll;height: auto;box-sizing: border-box;line-height: 0;"><section style="line-height: 0;width: 0px;"><svg viewbox="0 0 1 1" style="vertical-align:top;"></svg></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><p style="white-space: normal;margin: 0px;padding: 0px;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section><section style="text-align: right;justify-content: flex-end;margin: 10px 0% 0px;box-sizing: border-box;" powered-by="gulangu"><section style="display: inline-block;width: 88%;vertical-align: top;height: auto;box-sizing: border-box;"><section style="text-align: center;margin: 0px 0%;transform: translate3d(1px, 0px, 0px);-webkit-transform: translate3d(1px, 0px, 0px);-moz-transform: translate3d(1px, 0px, 0px);-o-transform: translate3d(1px, 0px, 0px);box-sizing: border-box;" powered-by="gulangu"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;border-style: solid;border-width: 0px;border-radius: 0px;border-color: rgb(62, 62, 62);width: 100%;height: auto;box-sizing: border-box;"><img data-ratio="1.4312796" data-w="633" src="http://mmbiz.qpic.cn/mmbiz_jpg/mee9Bdh9Tia8SRxMS6mkoniah5iaw7g4Ge4SsmSKXGk22Rl3LuOkJqZDqCmoXGtlubLaeAaAVvOQY73DR8fr8w97A/640?wx_fmt=jpeg" style="vertical-align: middle;max-width: 100%;width: 100%;box-sizing: border-box;" width="100%" data-type="jpeg"  /></section></section></section></section><section style="text-align: left;justify-content: flex-start;margin: -70px 0% 0px;box-sizing: border-box;" 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