The Universal EV Platform : why your next car won't have brand

 "The electric vehicle revolution is more than environmental options and green energy. Electric vehicles are changing the face of the industry with regards to the way vehicles are designed, manufactured, and marketed. With the growing market size, automaker companies are racing ahead in terms of innovation. One of the most revolutionary changes is not associated with the look or functionality of the vehicle. This change is associated with the platform on which the vehicle is constructed."

“Enter the universal EV platform. It’s a concept that could turn the entire industry on its head with the potential to make the manufacturer irrelevant altogether, so that rather than purchasing based on the badge gracing the front grille, the next generation car will choose the platform inside and the traditional automotive brand will become obsolete. So, what exactly constitutes the universal EV platform, and how could it potentially turn the industry on its head?”

What is a Universal EV Platform?

Essentially, a universal electric vehicle platform refers to a standardized and modular framework that is flexible and versatile to suit different models of electric vehicles. You could say that this platform is what is commonly referred to as a “skeleton” that would be capable of holding everything from a city car to an SUV or even a delivery van, with an electric vehicle powertrain and battery layout, of course. This platform not only refers to the hardware components, such as the battery, electric motor, and suspension, but also other software components.

For example, the electric vehicle platform could comprise the following:

• Modular battery technology that can range from small to large depending on the scale of the car
• A motor unit which can be modified to function for a front-wheel drive, rear-wheel drive, and all-wheel drive systems
• A standardized electrical architecture that would deal with everything from power distribution to advanced driver assistance systems 

Volkswagen, from the German automobile giant Volkswagen Group, and Hyundai from the Hyundai Motor Group, are two manufacturers who have already started to implement the use of a modular platform, which enables the building of more than one automobile model based on the same platform. This encompasses the fact that instead of building a different chassis for every automobile model, the companies are using the same chassis and molding it according to different requirements.

Why the Universal EV Platform Will Render Brands Obsolete

1. Lower Production Costs and Economies of Scale

The major advantage that comes with the universal electric vehicle platform is that it is capable of reducing the costs of production. This is because with the universal platform, car models are produced at a lower cost since the major parts, which include the body, battery, and motor, are standardized. The advantage comes with the fact that different car models are produced using the same platform with slight variations in design and performance.

For instance, a car brand like Volkswagen may be able to offer several models of cars like the ID.3, ID.4, or the ID Buzz while operating on a single platform named MEB. There will be economies of scale involved in this case, and subsequently, this may help in reducing the price of cars. Most importantly, in this scenario, there will be a reduced need to develop unique platforms for cars.

2. Better Customization Across Brands

A universal platform also allows automakers to pay more attention to what consumers actually care about—customization options, features, and brand experience. Instead of having to develop an entire platform from scratch, the automaker takes a platform and tailors it to suit particular needs.

Take, for instance, the Volkswagen ID.4, sitting on the same platform as the Audi Q4 e-tron and the Škoda Enyaq. The basic architecture may be the same, but the parent brands stamp their own individuality into them: Audi with its premium interior finishes, Volkswagen more value-oriented. This gets around all that wasted development time by letting each brand focus on things such as design, luxury features, infotainment systems, and driving experience rather than reinventing the wheel every time a model is introduced.

3.  Increasing Focus on Software Over Hardware

This will also bring a new era wherein software will be playing an even more crucial role than ever. For instance, Tesla has already shown how everything-from vehicle performance to in-car experiences-can be controlled through software. On the other hand, a universal EV platform would also enable automakers to focus on software innovations that will deliver real-time updates, enable autonomous driving, and provide personalized user interfaces.

When unique hardware gives way to standardized platforms, software is the real differentiator. The idea of "brand" starts to blur in this respect, as it's the software and resulting experience that define the vehicle rather than the mechanical bits below. And companies such as Tesla have already leveraged this by offering OTA updates and showcasing innovative software features to change how we use our cars.

4. A More Collaborative Automotive Industry

The move to universal platforms is also expected to make the car sector a collaborative one. Car manufacturers could partner with other firms to enable sharing of platform technology or even production facilities. This is exactly what is happening in the industry, where car manufacturers such as Ford Motor Company and Volkswagen have allied to work on joint designs involving platforms for electric vehicles.

This would give rise to a world where the auto brands are seen working together on EVs, rendering irrelevant who manufactured the vehicle. Consumers are going to buy vehicles based on their capabilities and tech rather than the company that develops the vehicle platform.

5. The Demise of the Traditional Dealership Model

Car dealerships are highly branded these days. Consumers go to the dealership, pick the vehicle they like, and then pick the particular variant of that vehicle. But this will change completely in the future. With the increase in modularity of EVs and their standardization, the need to visit a dealership only dealing in a particular brand of vehicles will end. Consumers will visit the website or the application and pick the variant of the EV they wish to buy.

Since there wouldn’t be much emphasis on the brands, the entire purchasing process could become streamlined, almost the same way people purchase their smartphones today. Do they want a range of 300 miles? Done. Do they want the smart assistant? Done. Do they want the interior to be customized? Done.

6. Sustainability and Shared Platforms Across Manufacturers

Universal platforms are also in line with sustainability. There would be waste reduction and increased efficiency with shared platforms and manufacturing facilities. Carmakers will also avoid setting up supply chains for every vehicle model. Different manufacturers can join forces to achieve sustainable production.

This reduced complexity may enable car manufacturers to assemble EVs in a more sustainable fashion, ranging from the use of recyclable materials to the use of renewable sources of energy within the manufacturing plant.

The Shift in Consumer Thinking: It’s No Longer About the Badge

Eventually, consumers become comfortable with the standardized platform and the modular car solution, and they become less interested in the brand identity. The days when consumers purchased a car strictly according to the badge on the front of the vehicle may be numbered. Consumers become interested in the platform underneath the car.

Think about buying a car by the range, technology spec, and performance attributes it possesses, independent of whether it’s a Ford, BMW, or a Toyota. This overall EV platform would imply that the attributes mentioned above would be standardized across brands, and the brand itself would matter less than it actually ever did.

Conclusion: The End of Car Brands as We Know Them?

The gravitation to a universal EV platform marks a revolution in how we think of cars. Brands abandoning traditional platforms in favor of modular, flexible designs-perhaps the very concept of brand loyalty will fade into obscurity. For consumers, there will be greater focus on which features, performance, and technology come with the platform, not from which company the car was built.

In a world where everyone is on the same base technology, it could be that soon car brands will be irrelevant in our choices. As this universal platform continues to evolve, it's not just the cars that are different; the whole ecosystem is different. Which means your next car may not have a brand, but it'll still have the features, performance, and experience you want.

Posted by : umk.unbox

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