Fuel cells for cars - a competitive analysis

Specific competitive conditions will decide on the successful introduction of proton exchange membrane (PEM-) fuel cells as an automotive traction system substitute. Porter's competitive analysis methodology the so-called "five forces model of competitive structure" was used to develop an overview of possible competitive forces in the newly built fuel cell industry. Porter's model places emphasis on external factors by examining the nature of the market environment. A company is considered to be in a favorable competitive position if the five threatening forces are not too strong. The five forces are threat of market entrants, the power of suppliers, competitive rivalry in market, power of buyers and the threat of substitute products. The second part of the presentation will give an overview of some success factors that may contribute to a break-through for fuel cell technology from the niche-market to the mass-market in the automotive industry.