My presentation at the Eco2 Transport show - Earls Court 16 - 18th November.

1. “The
electric
two-
wheelers
market –By: Victoria Atherstone

2. - Will electric two-wheelers start to dominate our city
roads?
- Will they ever have market share?
- Identifying the “early adopters”
- What are the current barriers to entry

3. MARKET RESEARCH

4. Global warming and reducing our individual carbon footprint
is top of the social agenda and arguably the biggest
challenge for this and future generations. Balancing the
need to travel to work with the need to be socially aware is
a high priority. The need especially in dense urban areas to
reduce emissions and pollution while easing congestion is
also paramount.

5. Frost & Sullivan are a business
research & consulting firm, offering in-
depth market analysis, market
research, and reports.
MARKET RESEARCH

6. European E2W market is forecasted to reach 220k vehicles by 2016
-electric scooters are estimated to account for 75% of sales in the E2W
market
Flexibility in design and higher range are expected to drive application
of electric scooters in fleet businesses
Courier and retail networks to contribute approximately 60% of E2W
fleet business by 2016
While electric scooters are expected to find high application in rental
schemes & commercial entities, electric motorcycles are expected to
be niche segment aimed only at eco conscious two-wheeler customers
Sourced: Frost & Sullivan
MARKET RESEARCH
EUROPE

7. China - ETW are selling very fast -
they have become the 'must have'
purchase of the new middle class
•with already over 100 million ETW
•Producing around 20 million units
a year
New York unveiled city's first
public ChargePoint EV charging
station, in July the first of over
100 stations planned for the five
boroughs in the near future
In 2008, Berlin announced plans to
install 500 charging points
MARKET RESEARCH
WORLDWIDE
Sourced: Professor Julia King, Vice Chancellor Aston University

8. France is some way ahead of the competition, having
installed hundreds of charge points nationwide in the
1990s
In July, Paris began a city-wide electric car sharing
scheme – based on the Velib Bikeshare
France - La Poste have enthusiastically taken on
electric scooters
•resulting in reduced sickness absence amongst
postmen and women
MARKET RESEARCH
WORLDWIDE
Sourced: Professor Julia King, Vice Chancellor Aston University

9. LA POSTE RESEARCH
Sourced: Professor Julia King, Vice Chancellor Aston University

10. To reduce
accidents &
reach zero CO2
emissions
MARKET RESEARCH
WORLDWIDE
Sourced: Professor Julia King, Vice Chancellor Aston University
Carried
weight
per day (kg)
0 – 40 0 – 40 0 - 60 0 - 620
Distance per
day (km)
1 – 5 5 - 15 10 – 25
(6 – 15
Miles)
20 - 100
2007
2010 - 2015

11. Rising cost of petrol
Depleting resources of traditional fossil fuels
Global concern on climate change and noxious gases
Higher tax brackets for polluting vehicles
Pressure on commercial entities to green up fleets
Corporate pressures to improve social responsibilities
WHY GO ELECTRIC?
MARKET RESEARCH
UK
Electric
scooters
compete with
their 125cc
petrol
counterparts

12. Registered: Number of electric
mopeds, scooters and
motorcycles in the UK over past 2
years:
2009 = circa 400
2010 = circa 500
Five motorcycles can park in a
space occupied by one car
SMART’ guide, MCIA 2002
MARKET RESEARCH
UK
Sourced: MCIA
By converting all 75,000
(circa) petrol scooter owners
in London alone to electric,
would see a reduction of
7,275,000 CO2 emissions
g/km for every kilometre
travelled!

13. MAYOR’S ELECTRIC
VEHICLE DELIVERY PLAN
25,000 charging points across
London by 2015
22,500 charging points in
workplace car parks
Network of 2,500 publicly
accessible charging points
2,000 in public car parks
500 on-street
All Londoners within one mile
of a charging point by 2015

14. Electric Vehicle Roadmap
Public familiarity and acceptance: Formula
3
2010 2012 2016 2020
100s of EVs 100,000+ vehicle fleets
??? 10 — 15%
new vehicle sales
1st
models
available
2nd
Gen EVs
‘Real’ electric innovation
Mass market EVs
Maintain current
momentum
Real ‘electric innovation’
● Early adopters
● Government
procurement
‘● Clean Cities’
Current industry
focus
Current
government
focus
● Fleet experience
reliability
driver response
● Infrastructure stdn
● Cost reduction
● Acceleration of
consumer interest
and uptake
Phase 1
Recession, EU and US regulations… CO2, energy security……
Phase 2

15. EDUCATION &
AWARENESS
LEADING BY EXAMPLE

16. Kingston University Team Agni Imperial TTXGP
MRB Racing TORK INDIA Electric Hussar
Morris Motorcycles Racing Team 2010
Team ManTTx Racing
Muench Racing Team Team Z
Campus Francorchamps SMP Racing
CRP RACING LiFeBATT/LiFeTech Racing
Team Hikari
TTXGP 2010
WORLD ELECTRIC RACE SERIES - eGrandPrix
www.egrandprix.com

17. EXHIBITIONS &
RALLYS
Eco-Rally (Ace Café to Hyde Park)
Intermot – Koln
Start Eco Cars – Prince of Wales
initiative
Motorcycle Trade Expo – NEC Jan 2011
LowCVP – Millbrook Proving Ground
Eco2 Transport & Travel
35% Discount for ETW:
Code: L2SEXPO2K11

18. EDUCATION &
COMMUNICATION
Communication is critical to kick start the electric vehicle market
education programme to create behaviour change
Workplace travel planning
Business Fund to assist with the provision of charging infrastructure
1,000 electric vehicles in the London government fleet by 2015
Support adoption by councils, businesses, car clubs and Londoners
20% of car parking spaces in new developments must be equipped with
charging facilities
Commitment to maintain Congestion Charge exemption
Harmonise parking and other incentives across London

19. EARLY ADOPTERS

20. Electric scooters are suitable for a wide variety of cliental;
Commercial fleets
Corporate fleets
Local authorities
Leisure and entertainment sectors
Urban dwellers / city commuters
EARLY ADOPTERS
MARKET SEGMENTS
21 % of London drivers
would consider an EV
in the next 2 years

21. EARLY ADOPTERS
Identified as “urbanites”
-The X Y generation
-Urban Professionals
-Like distinctive styling
-Setting trends
-Living & working in UK’s top city centres
URBAN DWELLERS / CITY COMMUTERS

22. MAYOR’S ELECTRIC
VEHICLE DELIVERY PLAN
Estimating Early Adopters in
2015...
1,000 EVs or more
600-1000 EVs
400-600 EVs
Fewer than 400 EVs

23. RANGE ANXIETY & RECHARGING NETWORK

24. Electric Vehicles particularly well suited to urban trips
90% of return trips in London are less than 10 miles
99% are less than 100 miles
*Average range for current ETW circa 25-35 miles
Charged when parked - vehicles parked 92% time
Superior BMS*
Accurately display current state of charge
Location of nearest charging station ** - showing availability
Analyse driving behaviour for optimal performance
RANGE ANXIETY
Buy:
Motorbike
Parking in
London
App for
your
iPhone
£1.19
Download from
iTunes

25. "Through the
development of
Source London,
we are seeking to
create the fertile
conditions for
electric vehicles
to flourish to
make our city the
electric driving
capital of
Europe.”
The Mayor of
London, Boris
Johnson
ON-STREET RECHARGING
LOCATIONS
EXISTING NETWORK

26. PARKING BAYS IN WESTMINSTER
MOTORCYCLE PARKING

27. “SOURCE LONDON” - ONE-STOP NETWORK FOR
RECHARGING EV’S
• ONE Pan London brand
• ONE card to access any charge point on the scheme
• ONE recognisable logo to help you spot the points – “Source London”
• ONE dedicated call centre
• ONE registration process
• annual fee of £100 per vehicle
• no extra cost for electricity
• ONE website to locate charging points www.SourceLondon.net
NOTE - no Congestion Charge for EVs or two-wheelers register:
cclondon.com
FREE parking for electric two-wheelers in Westminster
RECHARGING NETWORK
LONDON

28. LONDON LOCAL AUTHORITIES
“SOURCE LONDON”
Barking & Dagenham - Brent
Camden - City of Westminster
Croydon - Ealing - Greenwich
Hackney - Haringey - Harrow
Havering - Hounslow - Islington
Kingston upon Thames - Lambeth
Lewisham - Redbridge - Southwark
Richmond upon Thames
Tower Hamlets - Wandsworth
London’s
Plugged-In
Places bid - 21
Boroughs have
signed a
statement of
intent that they
will install
retrofit existing
or new charge
points as part of
the Source
London network

29. PiP provides
match funding
from the
Department
for Transport
(up to 50%) for
the
installation of
publicly-
accessible
electric
vehicle charge
points for
partners in the
consortium
TfL’S CURRENT LONDON CONSORTIUM
PLUGGED-IN PLACES (PiP)

30. The West Midlands
Greater Manchester
South Yorkshire
Cumbria
Cornwall
Belfast
Working with the
DfT to develop
plans for the second
round of bids.
WINNING GRANT BIDS
PiP NATIONWIDE
North East, Milton Keynes & London
Their plans will result in over 2,500
charge points in the first year
11,000 in the next three years
At publicly accessible car parks,
transport hubs and workplaces

31. BARRIERS TO ENTRY

32. Some boroughs / councils may be slow to adopt recharge points
across the capital and regionally
-May take few years fully establish Infrastructure plans
Government must introduce a purchase subsidy for Electric Two-
Wheelers
In some cases quality management needs to be defined
Easily accessible regional R&D Grants
Outstanding reliability
THREATS & WEAKNESSES
BARRIERS TO ENTRY

33. Better value for money
Fashionable / desirability may allow higher price tag
Younger trained engineers – job growth area
Nationwide servicing
Electric vehicle charger standardisation
Improved safety for two-wheels
THREATS & WEAKNESSES
BARRIERS TO ENTRY

34. “…still at the pioneering stage, with none of the major players
even participating, leaving the field open for a motley
collection of strange brands, rebadging, a very wide mix of
quality and no clear leader or single growing force…”
Quote: Kevin Ash, The Telegraph
MEDIA QUOTE
Thoughts from Telegraph Journalist, Kevin
Ash

35. ELECTRIC SCOOTERS & STREET MOTORCYCLES
MARKET PLAYERS

36. Cheap to run: Electricity £320 Vs Petrol £3700
Minimal maintenance - no spark plugs, oil changes & filters
Superior battery technologies
High performance specifications – 55 mph / Ave range 30 miles
Tax exempt
Zero tailpipe emissions and noxious gases
Long battery life – circa 60,000 miles
Desirable social image
TECHNOLOGY & PERKS
ELECTRIC SCOOTERS

37. MARKET PLAYERS
ELECTRIC SCOOTERS & STREET
MOTORCYCLES
www.egrandprix.com

40. www.love2scoot.com
QUESTIONS
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Twitter:
@Love2sc00t
Facebook Page:
love2scoot
LinkedIn:
VictoriaAthersto
ne