In a recent comparative study, the Center of Automotive Management (CAM), together with the British data analysis company YouGov, analysed both the real innovation strength and the innovation perception of the major electric car OEMs, whereby the investigation of perception focused on a European target audience. For this purpose, consumers had to rate the different car brands in terms of innovativeness in the field of e-mobility.
The innovation strength calculated by CAM in the technology field of electric mobility (EV), consisting of electric passenger cars (BEV) and plug-in hybrids (PHEV), comprises the three innovation fields of range, power consumption and charging performance, cumulated in one index value.
With an innovation strength of 178 index points, Tesla emerged from the study as the industry leader in the BEV sector. Elon Musk's company leads by a wide margin ahead of the Chinese brand BYD (59 points). The Volkswagen brands Porsche (53 points) and Audi (49 points) follow in third and fourth place in the innovation strength ranking. BMW comes in 5th place with 42 points.
The ranking of the most innovative plug-in hybrids, on the other hand, is led by German brands: BMW is in first place with 69 index points, Mercedes in second place with 54 points and Audi in third place with 45 points. The Chinese brand BYD ranks 4th with 33 points and Ford 5th with 27.2 points.
According to the study, YouGov data show a clear correlation between the innovative strength of brands in the EV sector, i.e. both BEVs and PHEVs, and the corresponding perception among consumers in the countries surveyed (r = 0.79). Consumers therefore also perceive innovative car brands as such.
In the perception ranking, Tesla, as mentioned above, climbs to first place. Toyota lands in second place in the consumer perception of innovative strength, but is more in the midfield in the area of actually