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High Performance Electric Outboard Motor System and Supply Chain Innovation

Periodic Reporting for period 1 - eOutboard (High Performance Electric Outboard Motor System and Supply Chain Innovation)

Reporting period: 2018-05-01 to 2018-07-31

pHatching has developed a solution that overcomes the cost constraints related to the electrification of high-performing outboard motors, utilizing a newly developed power train design and innovative use of existing supply chains.
The innovative design of the transmission enables stacking of multiple motors, which in combination with internal know-how from the electric automotive industry enables pHatching to take advantage of an established high-volume component supply and re-purposing of used electric vehicle batteries.
The result is a high-performance electric outboard motor of up to 200hp, priced at 53% less than current electric outboards.
The transition towards environmentally friendly solutions is moving faster at a growing pace among many traditionally fossil fuel intense industries. However, this has not been the case for all industries and the electrification of the boating industry has been slow.
There are currently around 6 million commercial and pleasure boats in Europe with only 1% constituting of electric or hybrid solutions. Limitations in performance and high costs among present solutions has acted as a barrier for a large market uptake.
The favourable performance / cost ratio of eOutboard has the potential to accelerate the marine transition towards electric powertrains.
The general objective of the innovation project is to validate, and demonstrate eOutboard in real market conditions in order to commercialise it in the global marine powertrain market.
The project included the following activities, market analysis, technical analysis and update of business plan. The market analysis and the technical analysis has run in parallell as inputs and new insights from each area have been useful in the other.
The market analysis was divided between desktop research which was conducted throughout the entire project but with the bulk in the beginning. Our sales manager has in collaboration with our development team been in contact with 18 boat manufacturers and 8 boat distributors, to a) develop a better understanding of what the market look like and, b) establish relationships with potential customers.
The market analysis resulted in better understanding of what the market looks like and which countries that are most suitable as entry markets. It also provided insights on where the best entry point is to get a fast market uptake as well as what aspects that are percieved as important by boat manufacturers and what their requirments are.
The technical analysis is based on experiences from the stakeholder interviews and has focused on the most crucial areas. A GAP analysis was conducted in order to understand what steps are needed to bring the state of the current prototype to the state that is asked for by the market. The analysis confirmed and emphasized our existing theory regarding what should be included in the total offering and the importance of “enablers”. It also resulted in the conclussion to modularize more parts of the product to enable increased installation abilities.
During the project, pHatching has organized a customer event where potential customers were invited to explore our prototype and its benefits.
The eOutboard has so far proved a drastic improvement in perforamance / cost ratio for marine power trains.
pHatching’s innovations have enabled the creation of a prototype of a marine outboard engine that can compete with conventional engines in terms of performance and cost.
A commercialization of the solution has the potential to disrupt a market that today has not been able to adopt renewable power trains due to limitations in performance.
The innovation has the potential to improve the environment on both macro and micro levels.
Changing from fossil engines to electric engines will result in a reduced amount of Greenhouse Gases. It will also improve the local environment on coasts and in lakes thanks to reduced noise and leakages.
Electric propulsion for leisure boats