electric vehicles in india ie7830: management of technology change sreeshanth pillai
TRANSCRIPT
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 e2o 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 e2o Clean1. Zero emissions2. Born in a Green Plant3. Solar Charging
Connected1. Via Mobile Apps2. Remote Diagnostics3. Updates via SMS, email, etc
Features of Mahindra Reva e2o (contd) Convenient1. Automatic Transmissions2. Easy Home/Office Charging3. Home Service
Clever1. Intelligent Energy Management Systems
(iEMS)2. Driver Information System3. Safe Mode4. Regenerative breaking
Attributes of TechnologyRelative 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 Attributea) Compact Sizeb) Did NOT change the Paradigm of Driving
Negative Attributea) Ensuring battery condition before a driveb) Long drives are not possible
Attributes of Technology (contd) Complexity
a) Two door modelb) Charging of the car at regular intervalsc) Availability of Charging stationsd) Availability of select service centers
Observability
a) Advertisements in Media and Social Networking sitesb) International Motor Showc) Reviews of the car in Blogsd) ‘electric’ logo
Attributes of Technology (contd)
Trialability
a) Free Test Drivesb) Availability in Rental Companies like
‘Carzonrent.com’
Intended AdoptersIntended Adopters Why will they adopt?
Early BirdsRange 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 educationEducation play an important role for an innovation to reach to an individual.
Potential Resistors
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
2013 2015 2017 2019 2021 2023 2025 2027 2029 2031 20330
10
20
30
40
50
60
70
80
90
100
Sale of Mahindra Reva e2o
Year
Rate
of
Adopti
on in %
Current state of Innovation
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 www.mahindrareva.com – Official site of Mahindra Reva www.mahindra.com – Official site of Mahindra & Mahindra www.teambhp.com – Unbiased review of Automobile in the Indian
Market www.insideevs.com – Largest Internet property covering only plug-
in vehicles www.fiaformulae.com/teams/mahindra - Formula E Racing website
Thank you for your attentionQuestions / Comments
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