The Innovator’s Dilemma, Toyota edition

280px-1st_Toyota_Prius_--_07-28-2011

This car — yes, this car — has impeded Toyota’s electric efforts

My post on how The Innovator’s Dilemma explains why Toyota lags in electric vehicles — and how Kleiber’s Law explains there’s nothing for them to worry about (yet), is now up on GreenCarReports.

While the Tesla stats were cooler to have dug up, and will probably enjoy a broader readership, this particular piece was more gratifying to write; the Innovator’s Dilemma is a fairly well-known concept in business circles, but there’s a tendency to incorrectly think that all industries get changed and disrupted quickly. To adapt from yesterday’s screed, the world of software changes a lot more quickly than the world of stuff.

And Kleiber’s Law probably (partially) explains why.

The GCR article had to be edited down, and some of the rejected detritus included this little comparison of hybrid and EV adoption rates below. Think of it as rounding out the “complete and unabridged” version of the article.

Note: I thought electric vehicles would have roughly the same adoption rate as early hybrids, figuring that greater sales due to a broader product selection from various manufacturers, would be offset by lower sales due to the higher sticker price. Boy, was I wrong. :)

Though I might claim that gov’t rebates “distorted the market” (in a very positive way, mind you) I’m not so egotistical as to be unable to admit to mistakes, so I’ll file that for future learnings… after taking this quick religious diversion. :)

A quick religious diversion

On the topic of “complete and unabridged” versions, people who peruse the Christian scriptures (the “New Testament”) will notice that the Gospel of Mark is a lot shorter than the Gospels of Matthew and of Luke. This is most likely due to the fact that back in the day, there were two standard scroll lengths: a short one, and a long one. Kind of like how we have letter paper (8.5″ x 11″) and legal paper (8.5″ x 14″) today.

Mark, chronologically the first of the three to be written, was written on a short scroll, and Matthew and Luke wrote on the longer ones.

A more interesting case is that of the book, Acts of the Apostles, commonly credited to Luke — whose name almost certainly wasn’t Luke, because people tended to assign famous works, to more famous people. The same tends to happen in our modern era — for instance, this British revocation of the American Declaration of Independence  is commonly attributed to John Cleese, though he didn’t write it.

Acts exists in two commonly-circulated versions, one about 10% longer than the other. While this is less impressive “genetic variation” than one finds in other texts — the Buddhist Dhammapada has more variants, possibly because it was translated into multiple languages early on, before anyone with overarching authority tried to establish a “canonical” version, as happened in Christianity. There, someone identified by scholars as “The Ecclesiastical Redactor” (possibly Polycarp of Smyrna) created a standard edition fairly early on. There are many reasons for hypothesizing this, not the least of which is that essentially all manuscripts available to us share the same abbreviations of key terms (from memory, Theos is abbreviated Ts and Iesous is abbreviated Is).

All of which is a phenomenally long-winded, trivia-filled way of saying that the text appended below would form the “10% longer” version of my GreenCarReports article.  It originally was included before the paragraph “The Innovator’s Dilemma – why Toyota’s tepid on electrics”.

Hybrid history and the plug-in path

Plug-in electric vehicle enthusiasts have exchanged many a high-five over the fact that in the United States and probably elsewhere, plug-in adoption rates have thus far surpassed hybrid adoption rates. Here again, context is valuable.

In the first four years of hybrid availability in the United States (2000-2003) oil was cheap, and consumers could choose between three hybrid vehicles — two small (the Prius and the Civic Hybrid) and one even smaller (the Insight). These were sold by Toyota and Honda, who shared about 17 percent of the automotive market between them.

In retrospect, it’s unsurprising that electric vehicles are being adopted faster, given the greater awareness of our environmental challenges, higher oil prices improving the cost/benefit equation, government incentives, and — perhaps most crucially of all — widespread automaker participation.  

By the four-year anniversary of the Nissan Leaf and Chevy Volt’s December 2010 retail debut, ten carmakers will offering production plug-in electrics stateside: BMW, Daimler (Smart), Ford, GM, Honda, Mitsubishi, Nissan, Tesla, Toyota and VW.  (Fiat is excluded from the preceding list, as the 500e is a compliance car available only in California.)

These automakers control about 75 percent of the US auto market, and by December 2014 their product offerings will range all the way from subcompact commuter cars to SUV‘s. To adapt Alfred Sloan’s old phrase, there’s now a plug-in “for every purse and purpose”. Fierce competition has already resulted in lower prices, which will only accelerate sales volume, which will itself improve economies of scale.

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