The Value for Money: a Key Strategic Driving Force to Alternative Vehicle Development At the Carmakers Worldwide

Alternative powered vehicles, such as HEVs, and fuel cells may provide outstanding performance in the area of fuel economy and/or emissions, but they are expensive due to their technical complexity. This paper discusses the possible strategic choices facing the carmakers in Europe, Japan and the USA when selecting the appropriate optimum between content and cost to guarantee a successful market introduction of the alternative vehicle.