The Battery Electric Vehicle „Dilemma“

Munich, March 2024

The Battery Electric Vehicle "Dilemma"?

Munich, March 2024


ow OEMs successfully navigate an insecure environment with volatile incentives and reluctant customers as well as retailers.

In 2024, the automotive industry is supposed to be at the tipping point of the transformation to the battery electric vehicle (BEV). This paradigm shift is exemplified by the imminent launch of over 50 new battery electric vehicle models in Germany alone, coupled with more than 15 Chinese brands operating in the fiercely competitive European market.

But will the shift happen, or will it be dismissed? The dramatic drop of BEV sales in December 2023 (compared with 2022), shows clear signals of a weakening commitment and volatile demand. So how do you navigate through this difficult time without wasting effort and budget?

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Berylls Insight
Berylls Mad Media Insight: The BEV "Dilemma"
Jonas Wagner

Partner & Managing Director

Sascha Kurth


Nikolas Schoenenwald

Senior Associate

Henri Laux


Jonas Wagner

Jonas Wagner, born in 1978, is a Partner and Managing Director of Berylls by AlixPartners (formerly Berylls Mad Media). With around 20 years of consulting experience in the automotive industry, Jonas is a trusted advisor for top management, specializing in strategy, organizational development and large transformation programs for leading, global automotive manufacturers.

Jonas excels in guiding automotive companies through the transformation of their sales and marketing functions. He has a proven track record in digitalizing customer interfaces to enhance customer experience, sales conversion and loyalty. His expertise includes introducing and implementing new sales and business models tailored to the evolving market landscape and developing data-driven sales and marketing organizations to optimize performance and efficiency. His expertise includes all on- and offline touchpoints as well as business segments, ranging from sales, after-sales, financial services to new business models.

Before joining Berylls, Jonas was a leading consultant within the Automotive Practise of Oliver Wyman, where he worked with global automotive manufacturers, enhancing their strategic initiatives and operations.

Jonas holds a degree in Business Administration from the Aarhus School of Business and the University of Mannheim, with a focus on International Management, Marketing, and Controlling. Combining deep industry knowledge with strategic acumen, Jonas Wagner is a valuable partner for automotive leaders navigating complex transformations.

Sascha Kurth

Sascha Kurth (1987) is a Partner at Berylls by AlixPartners (formerly Berylls Mad Media), a company specializing in the automotive industry. He is an expert in building, transforming, and restructuring sales and marketing organizations and has experience from more than 30 projects in this context. From his perspective, it is particularly important for sales and marketing organizations to have clear and measurable goals and a clear and comprehensible strategy for achieving them. Subsequently, the focus is on creating an effective, efficient, and self-optimizing organization from the right people, processes, partners, and necessary governance. Technology and data are crucial enablers for leveraging the efficiency and effectiveness of the resources used multiple times. This is essential to be competitive, remain competitive, and develop competitive advantages for the future. However, they are not an end in themselves but always enablers to achieve the goals (better). Sascha Kurth is convinced that building effective and efficient sales and marketing organizations is a crucial long-term competitive advantage for the entire company and that paid advertising (especially increasing the budget) should be one of the last initiatives to achieve strategic goals.

Sascha Kurth has been supporting automotive manufacturers in a global context since 2013. He has extensive expertise in goal-oriented sales and marketing planning, Paid, Earned, Owned- funnel management, data management platforms & customer data platforms, e-commerce platforms, programmatic advertising, customer relation management, smart KPIs, and management dashboards.

Prior to joining Berylls Mad Media, he supported leading OEMs, e-mobility start-ups, telecommunications companies, and fast-moving consumer goods manufacturers in their sales & marketing transformation at various consulting firms.