Electric Vehicles in INDIA IE7830: Management of Technology Change Sreeshanth Pillai

Agenda  Background  Introduction  Features  Attributes of Technology  Intended Adopters  Potential Resistors  Diffusion Curve  Contextual Analysis  Recommendations  What Next?  Reference

Background  India ranks 3 in the Most Polluted country category  Increasing Fuel Price  Crowded Public Transport  Congested Roads  Alternative fuel at an expense of Boot space

Introduction  Mahindra & Reva launched e 2 o in March 2013  Between $12,000 - $16,000  Max speed of 50 miles/hr  Range – 60 miles in one full charge  Charging time – 5 hrs for full charge / 1hr for 12 miles

Features of Mahindra Reva e 2 o  Clean 1. Zero emissions 2. Born in a Green Plant 3. Solar Charging  Connected 1. Via Mobile Apps 2. Remote Diagnostics 3. Updates via SMS, , etc

Features of Mahindra Reva e 2 o (contd)  Convenient 1. Automatic Transmissions 2. Easy Home/Office Charging 3. Home Service  Clever 1. Intelligent Energy Management Systems (iEMS) 2. Driver Information System 3. Safe Mode 4. Regenerative breaking

Attributes of Technology Relative Advantage:  Positive attributes a) Eco friendly b) Replaces expensive fuel c) Low maintenance d) Automatic Transmission  Negative attributes a) Costs (both EV and Battery) b) Poor Battery Range

Attributes of Technology (contd) Compatibility:  Positive Attribute a) Compact Size b) Did NOT change the Paradigm of Driving  Negative Attribute a) Ensuring battery condition before a drive b) Long drives are not possible

Attributes of Technology (contd)  Complexity a) Two door model b) Charging of the car at regular intervals c) Availability of Charging stations d) Availability of select service centers  Observability a) Advertisements in Media and Social Networking sites b) International Motor Show c) Reviews of the car in Blogs d) ‘electric’ logo

Attributes of Technology (contd)  Trialability a) Free Test Drives b) Availability in Rental Companies like ‘Carzonrent.com’

Intended Adopters Why will they adopt? Early Birds Range of technology enthusiasts would be the early adopters for such products. Excessive travelling upper middle class employees They can travel as far as they can without worrying about the steep increase in fuel price. Eco Conservatives As there won't be any emissions neither the car depends on the natural resources, this car would be the best bet for Eco Conservatives. Taxi Company An upgrade from the local taxis would definitely attract commuters who can commute at lower price. New Delhi Residents As the government will provide 29% subsidy to the capital city residents, this would attract a lot of customers. Car Reviewers Shows and Magazines like TopGear, could be the initial adopters. Diffusion of Innovation up to a certain degree depends on them too. Individuals with higher income than average As they can easily afford this product they are one of the potential adopters. Individuals with higher education Education play an important role for an innovation to reach to an individual.

Potential Resistors Underlying Assumptions Value Driven Customers As the cost of the vehicle is higher than other gasoline powered cars, people may think twice to buy this car. People with higher standard of living On the assumption that, this car would come at a cost of luxury that other high end car models possess. Orthodox thinkers It will be problematic for them to adhere to battery powered cars than the conventional gasoline cars based on the assumption that this car would have lower performance and ergonomics.

Diffusion Curve

Contextual Analysis  Organizational Attributes: 1. Major breakthrough in Alternate Transport Solutions 2. As being the only manufacturers of EV’s in India 3. Considered as the future of mobility  Societal Attributes: 1. No dependence on costly fuels (petrol/diesel) 2. Do not have to rely on over-crowded public transport system 3. Best alternate for within the city commute  What hurts adoption? 1. Costs (EV and Battery) 2. Battery Range 3. Availability of Charging station

Recommendations  Research on Cheaper Battery with longer range  Changing 2-door model to 4-door model compact car  Expediting installation of charging station in every city and should be strategically located  Ensuring availability of service centers with trained technicians  Demand Government to provide incentives to other states as well

What Next? Formula E Racing

Reference  – Official site of Mahindra Reva  – Official site of Mahindra & Mahindra  – Unbiased review of Automobile in the Indian Market  – Largest Internet property covering only plug-in vehicles  - Formula E Racing website

Thank you for your attention Questions / Comments ?