Most of today’s automakers are betting big on an electric future. General Motors has promised to introduce 20 new electric vehicles (EVs) by 2023. Ford has set aside US$11bn for EV investment by 2022 and has established a separate unit, Team Edison, to spearhead development. Mercedes-Benz is investing about €10bn (US$11.4bn) to expand its electric EQ portfolio in the coming years. Other rivals have similarly ambitious plans. Offering a range of different models at different price points will be key to building up volumes, but variety alone won’t ensure sales. Many buyers still need to be convinced that charging an EV can be as convenient as filling up with gasoline.

…