Please use this identifier to cite or link to this item:
https://repository.iimb.ac.in/handle/2074/20852
DC Field | Value | Language |
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dc.contributor.advisor | Krishnan, Rishikesha T | |
dc.contributor.author | Sahu, Amarendra | |
dc.contributor.author | Mohanty, Satprem | |
dc.date.accessioned | 2022-03-30T12:03:03Z | - |
dc.date.available | 2022-03-30T12:03:03Z | - |
dc.date.issued | 2010 | |
dc.identifier.uri | https://repository.iimb.ac.in/handle/2074/20852 | - |
dc.description.abstract | The concept of electric cars dates back to the 1890s when they competed with gasoline cars to become the standard for motoring. They lost the race as gasoline powered vehicles started massproduction and were relegated to being collector’s items. Since the 1990s the debate on global warming and sustainable mobility has brought electric cars to the fore again, though the development has been spasmodic. But, recent developments in electric cars in terms of battery technologies have led to diffusion of criticisms against them being limited in range and engine power. Ranges upto 250 miles per charge and top speeds of 160 mph have been achieved. Reduction in price of electricity globally alongside rising gasoline prices has led to significant differences in running costs i.e. $ 0.10 per mile for gasoline cars vs. $ 0.03 per mile for electric cars. Electric car prices have reduces significantly; with the government providing tax-credits it is far more affordable than a decade ago. Nissan Leaf a premium electric hatchback now costs $25280 post tax credits putting it in the same price bracket as similar gasoline cars. Hence, Electric cars are no longer science fictions or collector’s items, they are a market reality. Unlike in earlier cases, global automotive majors have invested heavily in development of electric cars and are set to aggressively compete in a dynamic market. Another major concern for electric car adoption-adequate charging facilities-is being addressed suitably by both market actions such as battery swap stations, and government initiatives. Governments are incentivizing electric cars through providing low interest loans and tax-credits to companies as well as to buyers. Organizations like Better Place are playing a key role by introducing service innovations to make the transition to electric cars smoother. Technology forecasts undertaken as a part of this study claim that battery costs-the biggest component of electric car’s cost-are set to drop below $300/KWh by 2013, which would make electric car costs similar to comparable gasoline cars leading to mass adoption. The study explores the Indian automobile market as a destination for electric cars. The passenger vehicles segment growing at 12% is poised to reach 3.75 million units per year by 2014 and there is huge scope for electric cars in this market. The market forecasts using Bass Model reveal that sale of electric cars in India would reach 1.2 million per year by 2020. The industry analysis and understanding of key success factors lead to development of strategies for mass adoption of electric cars in India. A broad differentiation strategy is suggested for electric car makers in the medium term as economies of scale are difficult to achieve in the initial phases. Niche strategies can be suggested for some players as a short term market entry tactic. The study focuses on Reva Electric Car Company, India, to understand key challenges faced by electric car makers in the Indian market and explores its resources and capabilities. Since, Reva is now acquired by the Mahindra group, an analysis of the group’s position has been done to understand how Reva fits in with its strategies. The study concludes by proposing suitable strategies for Mahindra Reva in a competitive environment both for the Indian and global markets. | |
dc.publisher | Indian Institute of Management Bangalore | |
dc.relation.ispartofseries | PGP_CCS_P10_048 | |
dc.subject | Transportation | |
dc.subject | Green technology | |
dc.subject | Sustainable transportation | |
dc.subject | Electric car | |
dc.subject | Electric vehicles | |
dc.subject | Evs | |
dc.subject | Market entry strategy | |
dc.title | Green technology innovation in sustainable transportation: Reva Electric car’s journey | |
dc.type | CCS Project Report-PGP | |
dc.pages | 38p. | |
Appears in Collections: | 2010 |
Files in This Item:
File | Size | Format | |
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PGP_CCS_P10_048_CSP.pdf | 641.62 kB | Adobe PDF | View/Open Request a copy |
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