The German national conference for e-mobility underlined once more the national goal of having 1 million electric cars on Germany’s roads by 2020. The German government has suggested purchase incentives that could initiate the breakthrough of the new technology. The speakers admitted that the goal of 1 million cars was ambitious. Nevertheless, they maintain that objective. Thomas Becker, an automobile expert at Arthur D. Little, points out that the German market is extremely price sensitive. German car buyers calculate the price-performance ratio very carefully. Electric cars are still more expensive than those with combustion engines.

Becker believes that it will take more than an ecological idea to convince German buyers. Nevertheless, he points out that infrastructure and technology have improved a lot within recent years. Still, a bigger number of electric cars will be required to spread the e-mobility infrastructure. Becker believes that monetary incentives will help the new technology to escape from that vicious circle. Company cars may be a particular key for achieving a sustainable breakthrough for e-mobility.