Assessing the market of light electric vehicles as a potential application for electric in-wheel drives

The market-entry strategy of a highly innovative product, such as an electric in-wheel drive for light electric vehicle applications, is best supported with a profound knowledge of these emerging markets. The focus of this article lies on the market analysis respectively the market forecast. The electric scooter market in Western Europe is chosen in a case study to illustrate the use of a proposed methodology to forecast scenarios for sales growth rates and sales volumes. The suggested approach is one element of an overall assessment of the global market for electric light vehicles, which also includes definition of client and user profiles, the identification of competing powertrain technologies to the evaluation of current and potential sales channels and structures. Together, these elements will serve as a basis for developing a comprehensive marketing and commercialization strategy for a small organization that develops innovative electric in-wheel motors.