Ev200

EXECUTIVE SUMMARY: The second comeback of the electric vehicle (EV) in little more than a decade has a much greater likelihood of success and will have a transformative effect on driving habits as well as the automotive and electric power industries. Automakers are planning to produce hundreds of thousands of vehicles per year that plug in, By 2015 more than 1 million plug-in hybrid electric vehicles (PHEVs) and EVs will be sold annually around the world, and during that year, more than 3 million Evs sold to date will be plugging in to recharge their batteries.

Pike Research forecasts

ENGINE TYPE ELECTRIC

POWER(PS) 30.53 PS

TORQUE(NM) 60 NM

TRANSMISSION AUTOMATIC

KERB WEIGHT 830 KGS

FUEL TYPE ELECTRIC (lithium ion battery)

DRIVE TYPE FRONT-WHEEL DRIVE

GROUND CLEARANCE 180 MM

INTERNAL ENVIRONMENT The concern for the environment has never been

bigger than at the turn of the century.

This plus the unpredictable oil price spikes and hikes, is intensifying the race to build the ideal car of the future at a greater height.

The small car market is set to grow by about 50% over the next ten to twelve years from the 8.4 million units sold in 2012.

Many customers will not compromise safety, quality, driving characteristics, and individuals. Though EV200 currently caters to the premium automotive market, other high-end competitors such as Mercedes also have products

positioned to capture the entry market.

Customer Environment

Who are the potential first movers most likely to buy an electric vehicle?

They are generally well-educated, with a higher-than-average number holding post-secondary degrees. They tend to live in urban areas, though suburbanites in the United States and Japan are also represented among the first movers. They are marginally more likely to be male than female and represent the middle or upper class. They tend to see themselves as environmentally conscious, tech savvy, trendsetting, and politically active. potential first movers are also sensitive to government

Among the potential first movers and might be willing is a subset, the early adopters, who will actually purchase an electric vehicle in the near future.

External environment HEAVYWEIGHT COMPETITORS :

Nissan began selling its LEAF all-electric car last November

and has plans to sell more than 200,000 of them a year by 2013.

Mitsubishi began selling the all-electric i-MIEV in select

locations around the globe last year and will start selling it on the North American market at the end of 2011.

Technological Advancements :

Advent of hydrogen powered vehicles in the near future

Improving battery and charging standards Universal charging standards and cables

 Strength:

 Strong technological expertise in electric transmissions & drive train

Their current platform developed has the ability to be used for their future crossover models

Ability to  develop vehicles completely in house including the sub-assemblies required

Weakness

High cost of production

Higher prices

Low top speed (120km/Ph) and Small driving range compared to combustion powered vehicles

Opportunities:

The growing support by governments across the globe for eco friendly vehicles (exemptions from duties & other support)

growing demand of green technologies

growing road congestion in urban cities and raising fuel cost

Threats:  Advent of hydrogen powered

vehicles in the near future

Competition from auto heavyweights like BMW, Mercedes, and Lexus

Availability of hybrid vehicles

Target market

GEOGRAPHIC URBAN & SUBARBAN POPULATION OF MAJOR AND MAINSTREAM CITIES

DEMOGRAPHIC STRIVERS AND ACHIVERS AGED B/W 20-50 YEARSWHO ARE WELL EDUCATED

PSYCHOGRAPHIC

MIDDLE OR UPPER CLASS WILLING TO PURCHASE IN THE NEAR FUTURE

BEHAVIORAL LIGHT AND MEDIUM USERS WHO ARE WELL AWARE AND ENTHUSIASTIC

PRODUCT FEATURES AND BENEFITS

Smaller Frame- make the driver feel more in control.

Sporty frame- boost self confidence, increased status satisfaction

Eye Catching Bright Colors (Red, Yellow, Green)

Side Impact Airbags- feeling safe and

secure.

Dual Sunroof- feeling fun

Larger exhaust tip- feeling sporty, quick.

EV2OO

ONLINE STORE

EV200

RETAIL OUTLET

S

Promotion strategy Automotive direct mail: News states that

these direct mails are effective because around 75 percent of car buyers respond to this kind of advertisement.

Social media advertisement: for clients and target audience to interact with a dealership or manufacturer. an easy, low cost mean to deliver data to a huge number of people at the same time.

advertisements and sales pitches: that connect a

vehicle’s benefits instead of its features. Ads must be both appealing and realistic. They must be also fit with the impression the business wishes to create

Marketing objectives

EV200’s marketing intent is to capitalize on safety and efficiency and provide the global markets with awareness and interest of their new electric vehicles to ultimately influence trial and action.

As a result, an increase in global market share and brand equity will provide EV200 with increased revenues and leverage against competitors and their hybrid campaign.

Will continue to expand the product line by introducing new hybrid models to EV200 current markets

Provide high quality automobiles for the average middle

class citizen in the global market

Satisfy each customer’s need and demands with the right

car and safety features

Continue to invest in safety features and environmental

benefits

Deliver end product to consumers quicker by improving the

distribution and manufacturing systems through implementing RFID and other technologies

Core Competencies

Energy solutions

Charging solutions

Resedintial fast charge

Sincere thanks and special acknowledgements to:

TUTOR -- PROF. SUNIL D ANTO & DR. JAY TRIVEDI

DDT GLOBAL AUTO SURVEY

PIKE RESEARCH

CLEANTECH MARKET INTELLIGENCE

SCIENTIFICAMERICAN

WIKIWEALTH