Global electric vehicle market and prospects for Ukraine’s contribution to its development

Industry is also adversely affected by the sharp rise in prices for raw materials, particularly lithium and nickel. All this leads to an increase in the cost of electric cars themselves and an increase in the cost of maintenance. As a result, the growth rate of sales of electric cars may slow down, and in some regions even stop.

Analysts stress that several years after the outbreak of the COVID-19 pandemic, automakers still cannot foresee the end of the shortage of semiconductor chips. In addition, market participants continue to experience difficulties in purchasing materials for key components of electric vehicles, including batteries. Instead, we emphasize that this period of decline will provide an opportunity for automobile companies to increase their share due to the introduction of advanced IT technologies.

The main goals of 4.0 programs are accelerated growth, modernization and improvement of competitiveness of key sectors, growth of new segments through better preparation for digitalization, adoption of innovations, and new business models. All these facts emphasize that the further a country lags behind Industry 4.0, the less likely it is to produce and consume electric vehicles, as there is no infrastructure to service electric vehicles.

The impact of institutional factors, such as the lack of favorable conditions for the production of electric vehicles (preferential lending and taxation, stimulation of investment processes, etc.), as well as the lack of factors stimulating the demand for these cars (subsidies for the purchase of electric vehicles, tax preferences, “green tariff'), will create obstacles for the development of the electric car market.

III. Peculiarities of the development of the national automotive industry and potential opportunities for the production of electric vehicles in Ukraine.

The development of the Ukrainian automotive industry is characterized by cyclicality. This industry was created over decades from scratch, but during the transition to market-based management, it was almost destroyed completely in a few years. Subsequently, it took a decade to restore it, bringing it to a new technological level. After the global financial crisis of 2008-2009, even more destructive changes took place. After the recession, the gradual recovery of the global economy, the impact of global trends on the development of the automotive industry, and the European integration vector of the national economy began to have a positive effect on the functioning of the automotive industry in Ukraine.

It is worth noting that in the early 90s, Ukraine was among the top 20 countries in the world in terms of passenger car production. The industry was represented by Zaporizhzhia and Lutsk automobile plants, which together produced more than 200 thousand cars. Ukraine entered the year 2022 with only one working manufacturer of passenger cars, the Zakarpattia-based Eurocar, whose activities, like 20 years ago, were again limited to assembling Skoda cars. Production is carried out in small volumes. By the end of 2021, the plant assembled only 3476 cars. From March to May 2022, the plant was idle due to active hostilities, but in June it resumed assembling cars. Currently, the national passenger car production is represented only by “Eurocar”.

The first electric vehicles in Ukraine were officially introduced in 1993. The Zaporizhzhia automobile plant “Komunar” assembled a batch of electric cars based on the “Tavria” ZAZ-1102 for Switzerland. These models were demonstrated at the Swiss exhibition. Unfortunately, there was no continuation of this experiment and the production of electric vehicles was suspended.

The demand in the Ukrainian consumer market for new electric vehicles is satisfied by imports. Unfortunately, there is no national production of electric vehicles at the moment, although there is a potential, as we noted above. The national market is seeing an increase in sales of imported electric vehicles. In particular, in 5 months of 2023, sales of new passenger electric cars in Ukraine amounted to 3.7 thousand units. Comparing these figures with sales in European countries, Ukraine ranks 19th of the electric car market. It is worth noting that the demand for electric cars is higher than the overall new car market, where Ukraine ranks 23rd among European countries. The share of consumption of imported electric cars in the Ukrainian market is at the level of the leading European countries and amounts to 15.6%. It is important to note that this is on par with the markets of developed countries: UK (15.7%), Portugal (15.6%), Germany and France (15% each). It should be emphasized that the most developed European automotive markets in terms of electrification are Norway (83.3% share of new electric cars), Iceland (39.2%), Sweden (36.9%), Finland (32.4%), and Denmark (30%). The Netherlands, Luxembourg, Austria, and Switzerland are also among the leaders [14].

In the first half of 2023, the national consumer demand for electric vehicles was satisfied by the following models: (Fig. 4).

Fig. 4. TOP-5 new electric vehicles in the Ukrainian market in the first half of 2023 [14]

Volkswagen ID.4 has again become a bestseller on the new car market. In a month, the Ukrainian fleet was replenished with 134 new cars of this model. Second place went to Dongfeng (Honda) M-NV with 86 units. Volkswagen ID.6 is in third place with 33 units. The fourth most popular model is the compact Honda E-27. The top 5 of the February market is closed by Mercedes- Benz EQC - 16 units. Since the beginning of the year, 708 new electric vehicles have been sold in Ukraine, which is 164% more than in the same period last year. Statistics show that middle-class electric vehicles are in demand on the national market.

Ukraine has potential for the production of electric vehicles, as our country is one of the few countries in the world with a full cycle of automotive production. Using the latest Industry 4.0 technologies and research and production potential, Ukraine can produce cars of a new generation, and developments in this area continue.

An example can be the “Engineering - Automation - Machinery” cluster, which is actively exploring the possibility of creating a joint product that would maximize the existing potential of its participants and become competitive in domestic and foreign markets (Fig. 5). Together with business, scientists of the National University “Zaporizhzhia Polytechnic”, and experts of the Zaporizhzhia CCI, they are working on creating an industrial park in the region [15].

The Zaporizhzhia Regional “Engineering - Automation - Mechanical Engineering” Cluster sees great potential for the development of Zaporizhzhia's industrial complex in setting up its own electric vehicle production.

The potential ofthe domestic production of electric vehicles is also evidenced by the activities of “INFOCOM LTD” [16]. The company is headquartered in Zaporizhzhia. The company is the leader in the Ukrainian market in the development of automated process control systems. As for the automotive industry, the company develops charging stations for electric vehicles, autonomous solar power plants, unmanned technologies for cars and robotics, automation of technological processes (autopilot system, driver assistance in identifying obstacles, signs, road markings), and also develops a new generation of batteries used to power electric motors. The company also has significant achievements in the production of unmanned technologies in the defense sector (protection of state borders, use in combat operations, reconnaissance, transportation of the wounded, ammunition, demining, etc.) This company's activities once again confirm the potential of the national economy in the field of advanced technologies. It is worth noting that the company's products are in great demand on the global market.

The future of Ukraine lies in the integration ofscience, education and business, the production of the latest technologies and innovative economic development, and in the access to world markets with high-quality and branded products with high added value.

Fig.5. Algorithm of Zaporizhzhia regional cluster “Engineering - Automation - Mechanical Engineering” activities

IV. Implementation of a trademark for a new generation Ukrainian electric car (based on the Ruthenian font).

Forecasting the development of the national electric car prompts us to develop a trademark, which is a passport that certifies the official registration of a trademark or brand. A trademark indicates the fact of its existence and that it is the intellectual property of a person or company. Analyzing the global market of electric cars, experts use not only quantitative and qualitative indicators, but also trademarks that testify to the recognition and originality of a given product. The practical use of a trademark makes it possible to distinguish not only goods, but also their manufacturers. In the globalized economic space, a trademark is a hallmark of a firm, corporation, enterprise or company.

When developing a trademark for a national electric vehicle, in our opinion, it is advisable to use the graphics of the Ukrainian alphabet “Ruthenia” [17]. This graphic has national, artistic and aesthetic features and emphasizes the symbolism of our statehood. In the context of globalization processes, national goods, services, and technologies will be increasingly produced and enter national and world markets, so their trademarks must be original and meaningful. The use of the Ruthenia font in the development of a trademark will allow it to effectively use the functions of individualization of goods, increase the recognition of the country of origin of a product or service, and increase visual perception. A trademark should be informative and easy to decipher. Looking at the automotive industry, we can see that the most common trademarks are letter- based marks. Based on the graphics of the Ukrainian alphabet “Ruthenia”, we have proposed a sample trademark for a national electric vehicle (Fig. 6).

Fig. 6. Trademark for a Ukrainian electric vehicle

This trademark is a combined one because it includes letters and an image. You can also add colors, but this is the work of designers. The proposed trademark reflects the latest product (electric car), intellectual property, national identity, as well as the ability of this mark to be distinguished from other trademarks on cars. The registration procedure must be carried out in accordance with the requirements of Ukrainian law.

electric vehicle trademark market

Conclusions

The study shows that the market for electric vehicles in the global economy is growing. Electric cars are an environmentally friendly form of transport, which is not a prospect, but a production necessity in the context of globalization challenges. An analysis of the global electric vehicle market shows that growth has increased more than sixfold over the past five years. The geographical structure of global consumption of electric vehicles is becoming more diverse every year. China is the leader in global sales of electric vehicles, surpassing the United States and European countries. The main incentive for the popularization of electric vehicles in the world was environmental problems and energy shortages, as well as the latest technologies in the automotive industry.

The restoration of the national automotive industry on a new technological basis remains a very complex and multifaceted issue that requires a comprehensive and balanced solution. The analyzed potential opportunities for the production of Ukrainian electric vehicles indicate the possibility of restoring domestic production in the medium term.

On the basis of the Ukrainian alphabet graphic “Ruthenia”, a sample trademark for a national electric vehicle has been developed and proposed. It is substantiated that this graphic best corresponds to the functions and requirements of developing a national trademark. The proposed trademark reflects the features of the national manufacturer, indicates the latest technologies and will attract the attention of consumers.

Areas of further research may be related to the increasing demand for electricity, the problems of utilization of batteries for electric vehicles, and other pressing issues arising from the development of the global electric vehicle market.

Bibliography

1. Олешко Т.І., Касіротська К.О. Сучасний стан і перспективи розвитку ринку електромобілів. Бізнес Інформ. 2020. №2. C. 480-485.

2. Шевчук Я.В., Лалакулич М.Ю. Перспективи експлуатації та конкурентна спроможність електромобілів в Україні. Науковий вісник Херсонського державного університету. 2016. №21. С. 43-46.

3. Гірін В.С., Гірін І.В. Сучасний стан електромобільного транспорту та його перспективи в Україні. Гірничий вісник. 2017. №102. С. 21-25.

4. .Najmeh Neshat, Murat Kaya, Sara Ghaboulian Zare (2023). Exploratory policy analysis for electric vehicle adoption in European countries: A multi-agent-based modelling approach. Journal of Cleaner Production, № 414, 15-17.

5. Kathrin Monika Buhmann, Josep Rialp Criado (2023). Consumers' preferences for electric vehicles: The role of status and reputation. Transportation Research, № 114, 1-22.

6. Barkenbus J. (2020). Prospects of electric cars. Sustainable development, № 12 (14), 58- 63.

7. N. Adnan, S.M. Nordin, I. Rahman (2017). A new era of sustainable transport: An experimental examination on forecasting adoption behavior of EVs among Malaysian consumer. Transportation Research Part A Policy and Practice. № 103, 279-295.

8. General Motors.

9. Volkswagen.

10. Tesla: Electric Cars, Solar & Clean Energy.

11. Clean Energy Ministerial. «Electric Vehicles Initiative (EVI)»

12. International Energy Agency. “EV30@30 Campaign”

13. International Energy Agency (IEA). “The Global EV Outlook 2019”

14. International Energy Agency (IEA) “Global EV Pilot City Programme (EVI-PCP)”

15. Запорізький кластер EAM.

16. «Автоматизація технологічних процесів та виробництв»: «Інфоком ЛТД».

17. Василь Чебаник, Аліна фон Ерцен-Глерон, Анжеліка Корнієнко. Графіка української мови. Рутенія. Київ. Друкарський двір Олега Федорова, 2022. 184 с.

References

1. Oleshko T.I., Kasirotska K.O. (2020). Suchasnyi stan i perspektyvy rozvytku rynku elektromobiliv [The current state and prospects for the development of the electric vehicle market]. Biznes Inform [Business information], № 2, pp. 480-485. (in Ukrainian).

2. Shevchuk Y.V., Lalakulych M.Yu. (2016). Perspektyvy ekspluatatsii ta konkurentna spromozhnist elektromobiliv v Ukraini [Prospects for operation and competitiveness of electric vehicles in Ukraine]. Naukovyi visnyk Khersonskoho derzhavnoho universytetu [Scientific Bulletin of Kherson State University], no. 21, pp. 43-46. (in Ukrainian).

3. Girin V.S., Girin I.V. (2017) Suchasnyi stan elektromobilnoho transportu ta yoho perspektyvy v Ukraini [The current state of electric vehicle transport and its prospects in Ukraine]. Hirnychyi visnyk [Mining Herald], no. 102, pp. 21-25. (in Ukrainian).

4. Najmeh Neshat, Murat Kaya, Sara Ghaboulian Zare (2023). Exploratory policy analysis for electric vehicle adoption in European countries: A multi-agent- based modelling approach. Journal of Cleaner Production, no 414, pp.15-17 (in English).

5. Kathrin Monika Buhmann, Josep Rialp Criado (2023). Consumers' preferences for electric vehicles: The role of status and reputation. Transportation Research, № 114, pp 1-22 (in English).

6. J. Barkenbus (2020). Prospects of electric cars. Sustainable development, no. 12 (14). pp.58- 63 (in English).

7. N. Adnan, S.M. Nordin, I. Rahman (2017). A new era of sustainable transport: An experimental examination on forecasting adoption behavior of EVs among Malaysian consumer. Transportation Research Part A Policy and Practice. no. 103,:pp. 279-295 (in English)

8. General Motors. (in English)

9. Volkswagen. (in German)

10. Tesla: Electric Cars, Solar & Clean Energy. (in English)

11. Clean Energy Ministerial (2023), «Electric Vehicles Initiative (EVI)», (in English)

12. International Energy Agency (2019), “EV30@30 Campaign”, (in English)

13. International Energy Agency (IEA) (2023), “The Global EV Outlook 2019”, (in English)

14. International Energy Agency (IEA) (2023), “Global EV Pilot City Programme (EVI-PCP)”, (in English)

15. Zaporizkii klaster EAM. (in Ukrainian)

16. «Avtomatyzatsiia tekhnolohichnykh protsesiv ta vyrobnytstv»: «INFOKOM LTD». (in Ukrainian)

17. Chebanyk V., Alina fon Ertsen-Hleron, Korniienko A. (2022). Hrafika ukrainskoi movy. Ruteniia. [Graphics of the Ukrainian language. Ruthenium]. Kyiv: Oleg Fedorov Printing House,184 p. (in Ukrainian)

Размещено на Allbest.ru