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While still a relatively new and small segment, all signs point to a bright future for electric vehicles (EVs). Big name brands, including Jaguar and Mercedes-Benz, have announced new EVs hitting dealership lots all over the country. While it could take more than 20 years before EVs own a significant market share, there are four reasons why the auto industry should be enthusiastic about the electric vehicle segment’s future, including new business opportunities, growing market share, a budding loyal customer base and a commitment to sustainability by the auto industry. New business opportunities New tech innovations typically create innovative new jobs — and in the case of EVs, these jobs aren’t just for the folks on the assembly line. EV owners will need to charge their vehicles at home, so there will be increased demand for overnight charging. But, what about the EV owners while they are on the road? Charging stations dotting the roads like gas stations—or, even new innovations that could change the way we think about charging altogether—will start to become a reality. For car dealers, service business will get a boost from the future influx of all-electric cars. No oil change? No problem. As NADA chairman Wes Lutz told reporters at a recent Automotive Press Association luncheon in Detroit, his dealership actually loses money on every oil change. EVs have tires, suspensions and electrical systems, which are among the most profitable service business for car dealers. As more EVs start to flood the streets, the possibilities for new business ideas to support this growing segment will be nearly limitless – both for dealers and other entrepreneurs. Customer conquest can lead to growing market share Dealers stand to profit from EV sales, as well. Wes Lutz again drove this point home in his APA presentation. There are more than 270 million gas-powered vehicles on the road. Dealers would be crazy not to want to sell EVs to replace every gas-powered car on the road. That would be a lot of new sales and money in the bank for savvy dealers. Where can dealers find these customers? As we blogged about previously, individuals with higher education and high home values are currently more likely to purchase EVs. These individuals are also more likely to be found on the west coast. Smart dealers who do an EV data deep-dive can find segments fitting the EV customer profile. Using Experian demographic and psychographic data including Mosaic USA lifestyle segmentation, dealers can develop highly targeted marketing programs to get EV customers in to showrooms. EV Customers Show Propensity for Loyalty Once dealers have customers in an EV, there’s a good chance they get them back again in the future. Electric Vehicle customers are showing early signs of being a highly loyal customer segment. When EV customers return to market, 62 percent buy another EV. Tesla owners show an even higher make loyalty rate than EV customers as a whole. More than 4 in 5 Tesla customers — 80.5 percent – buy or lease another Tesla when they return to market. Tesla has the highest level of make loyalty in the industry, ahead of Subaru at 72.1 percent and Ford at 72 percent. Environmentally Friendly Ultimately, EVs will fulfill consumer demand for more environmentally friendly transportation. Most people prefer internal combustion engines because they are more affordable and have more utility than today’s EVs. But, as battery costs continue to come down, EV performance will more closely mimic today’s vehicles. All things being equal, customers are likely to opt for a more environmentally friendly option in the future and eventually, the scales will tip in the favor of EVs. Despite its relatively small share of the market, there are many forces that could expedite the growth of the electric vehicle market in the near future. Dealers and manufacturers would be wise to keep a close on the data and trends to make the right decisions and find growth opportunities for the bottom line.

Picking up where we left off, online fintech lenders face the same challenges as other financial institutions; however, they continue to push the speed of evolution and are early adopters across the board. Here’s a continuation of my conversation with Gavin Harding, Senior Business Consultant at Experian. (Be sure to read part 1.) Part two of a two-part series: As with many new innovations, fintechs are early adopters of alternative data. How are these firms using alt data and what are the results that are being achieved? In a competitive market, alternative data can be the key to helping fintechs lend deeper and better reach underserved consumers. By augmenting traditional credit data, a lender has access to greater insights on how a thin-file consumer will perform over time, and can then make a credit decision based on the identified risk. This is an important point. While alternative data often helps lenders expand their universe, it can also provide quantitative risk measures that traditional data doesn’t necessarily provide. For example, alternative data can recognize that a consumer who changes residences more than once every two years presents a higher credit risk. Another way fintechs are using alternative data is to screen for fraud. Fraudsters are digitally savvy and are using technology to initiate fraud attacks on a broader array of lenders, in bigger volumes than ever before. If I am a consumer who wants to get a loan through an online fintech lender, the first thing the lender wants to know is that I am who I say I am. The lender will ask me a series of questions and use traditional data to validate. Alternative data takes authentication a step further and allows lenders to not only identify what device I am using to complete the application, but whether the device is connected to my personal account records – giving them greater confidence in validating my identity. A second example of using alternative data to screen for fraud has to do with the way an application is actually completed. Most individuals who complete an online application will do so in a logical, sequential order. Fraudsters fall outside of these norms – and identifying these patterns can help lenders increase fraud detection. Lastly, alternative data can help fintech lenders with servicing and collections by way of utilizing behavioral analytics. If a consumer has a history of making payments on time, a lender may be apt to approve more credit, at better terms. As the consumer begins to pay back the credit advance, the lender can see the internal re-payment history and recommend incremental line increases. From your perspective, what is the future of data and what should fintechs consider as they evolve their products? The most sophisticated, most successful “think tanks” have two things that are evolving rapidly together: Data: Fintechs want all possible data, from a quality source, as close to real-time as possible. The industry has moved from “data sets” to “data lakes” to “data oceans,” and now to “data universes.” Analytics: Fintechs are creating ever-more sophisticated analytics and are incorporating machine learning and artificial intelligence into their strategies. Fintechs will continue to look for data assets that will help them reach the consumer. And to the degree that there is a return on the data investment, they will continue to capitalize on innovative solutions – such as alternative data. In the competitive financial marketplace, insight is everything. Aite Group recently conducted a new report about alternative data that dives into new qualitative research collected by the firm. Join us to hear Aite Group’s findings about fintechs, banks, and credit unions at their webinar on December 4. Register today! Register for the Webinar Click here for more information about Experian’s Alternative Data solutions. Don’t forget to check out part one of this series here. About Gavin Harding With more than 20 years in banking and finance Gavin leverages his expertise to develop sophisticated data and analytical solutions to problem solve and define strategies across the customer lifecycle for banking and fintech clients. For more than half of his career Gavin held senior leadership positions with a large regional bank, gaining experience in commercial and small business strategy, SBA lending, credit and risk management and sales. Gavin has guided organizations through strategic change initiatives and regulatory and supervisory oversight issues. Previously Gavin worked in the business leasing, agricultural and construction equipment sectors in sales and credit management roles.

Depending on who you talk to, the electric vehicle (EV) market will significantly impact the automotive industry for years to come. There are some industry pundits who wholeheartedly believe EVs have altered consumer buying behavior, while others believe the trend is drastically overstated. Two very contrasting opinions. The reality is, both can be right – it just depends on perspective. And frankly, it comes down to geography. While EV market share for the entire country during the first half of 2018 was only 0.9. percent, 3.6 percent of all new registrations in California were EVs. If we dig a bit deeper, the blossoming vehicle segment made up 7.9 percent of the San Francisco/Oakland market. In fact, six of the top 10 DMAs* for EV market share are in California and not a single top 10 DMA is east of the Rocky Mountains. By comparison, EVs may seem somewhat of a myth in the Midwest. The only DMAs east of the Mississippi River cracking the top 20 for EV market share are Charlottesville, Virginia, Washington D. C. and Atlanta. Top 10 DMAs by Electric Vehicle Market Share San Francisco, Oakland, San Jose: 7.9% share San Diego: 4% share, Juneau: 3.5% share, Seattle Tacoma: 3.4% share Santa Barbara: 2.9% Monterey Salinas: 2.9% Los Angeles: 2.8% share Honolulu: 2.2% share Portland: 2% share Sacramento, Stockton, Modesto: 1.8% share Local Market Knowledge Key to Success With EVs At the end of the day, are there specific implications for dealers and manufacturers? It comes down to understanding the local market to determine how much emphasis should be placed into EVs. Some in the industry may not view Juneau, Alaska as a hotbed for EVs, but the data tells a different story. Dealers and manufacturers cannot rely solely on “feel” and “pre-conceived notions.” They need to dig deep into the data to make the right decisions. It’ll provide a better sense of where they can focus inventory, as well as marketing campaigns. *DMA® is a registered service market of The Nielsen Company. Used under license.


