KNOWLEDGE SEMINAR

Negotiation Skills: Former FBI Negotiator Chris Voss At the

Australia Real Estate Conference

Submitted to:

Dr. (Lt Col) Prasad S.N

Submitted by:

M S Vijayeendra (20089)

Submitted on:
15th March 2021
 TABLE OF CONTENTS
Sl. No Topic Page No.
1. INTRODUCTION 2
2. PURPOSE AND CONTEXT OF THE SPEECH 2-3
3. BACKGROUND OF THE SPEAKER 3-5
4. CONTENT 5-10
5. RELATED TOPICS WHICH ARE CURRENT AND RELEVANT IN TODAY’S 10-11
ENVIRONMENT
6. LEVEL OF IMPORTANCE OF THE ISSUES COVERED IN THE SPEECH TO 11-12
AN EXECUTIVE
7. ANALYSIS OF THE SPEECH 13-14
8 CONCLUSION 15

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 ACKNOWLEDGEMENT

We are grateful to all those who inspired and guided us in completing this project. The work
would have been incomplete without the contributions of several people, both directly and
indirectly, for which we are grateful. The group's team members put in a lot of effort and
coordination to make this project report a success. Prof. Chandan Palaksha's project completion
guidance, ongoing assistance, and support are greatly appreciated. The report was made possible
thanks to the knowledge we gained from regular lectures and our experience working on several
case studies. Shri Dharmasthala Manjunatheshwara Institute for Management and Development,
Mysuru, has also been a constant source of inspiration for us. Finally, we are grateful to our
companions and those who helped us.

COMPANY BACKGROUND

With Electra, we want to demonstrate the value of a product that meets 90% of our daily
transportation needs and falls into a sort of middle segment. This is one step up from riding a
bicycle and one step closer to a more rational and appropriate solution than driving a car.

Electra is a three-wheeled fully electric vehicle with room for a driver and two passengers. All
three seats have safety belts, and the ridged, specially developed fiberglass body ensures the
passengers' safety. It can be charged directly from any outlet; it's just plug-and-play, and you'll
always be able to plug it in as soon as you find an outlet with at least a 4.5A fuse.

Characteristics

Lockable gross

Flatbed with D rings for securing cargo

Locked luggage compartment (50 liters)

Widescreen wipers with water fluid

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Electrically defrosted widescreen

Thermos isolating front seat

Multifunctional Rear sat

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Why to chose Electra

• Electra is a three-wheeled fully electric vehicle with room for a driver and two passengers.
• All three seats have safety belts, and the ridged, specially developed fiberglass body ensures
the passengers' safety.
• It can be charged directly from any outlet; it's just plug-and-play, and you'll always be able to
plug it in as soon as you find an outlet with at least a 4.5A fuse.
• The service requirement is minimal; there is no need for regular service as the electric power
train is maintenance-free. It has virtually no moving parts except for e.g., the rear wheels,
which are made up of two-wheel motors.

• Electra only consists of 270 parts in total.

• When compared to a traditional three-wheeler vehicle, where the average is R0,04 per km,
the operating cost is extremely low at 0.04 kWh/km. That's a 5x increase in inefficiency. The
size and weight of the vehicle are the most important factors in achieving low energy
consumption. With a weight of 280kg and a width of about 1.2m, it is the lightest and leanest
vehicle in its class.

Mode of entry

• We'd enter the South African market by way of exports.

• We've found a distributor/dealer who will buy all of our cars and sell them through their
retail locations.
• We would also send certain parts of the vehicle to the country to make vehicle maintenance
easier.

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• Once the vehicles have gained market acceptance and we have gained experience, we will
enter the market by establishing manufacturing and service centers throughout the country.

• Because the electric power train requires very little maintenance, it does not require routine
maintenance. It has almost no moving parts, except for the two-wheel motors that make up
the rear wheels. Electra is made up of only 270 individual parts. So that our third-party
distributor or service center can perform motor maintenance.

Why we chose south Africa

The fleet profile of South Africa’s Road transport vehicles, as well as the future population
of motorcars

Automobile population

From 8.6 million in 2009 to 11.5 million in 2019, the number of road vehicles in South Africa
has increased by a third. Automobiles account for nearly two-thirds of the country's vehicle fleet.
By 2050, if current trends continue, there will be over 14 million automobiles on the road. In
2015, new automobiles accounted for more than half of the 615 658 new units produced in the
country. In 2035, global new unit production is expected to increase to between 1.2 million and
1.5 million units, representing 0.68 percent to 1% of global output. According to e Natis annual
reports, between 2009 and 2019, an average of 350 000 new cars were registered on national
roads.

The drop in car sales between 2014 and 2018 was linked to the country's economic downturn,
and this link is still important for the country's future vehicle population growth. New
automobiles accounted for about 5% of the total population in the previous decade, and by 2050,
they are expected to number over 0.8 million.

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Fig. 1. Historical and projected (a) total number of motorcars in South Africa, (b) new motorcars
sales.

Battery electric vehicles (BEVs) and plug-in hybrid vehicles (PHEVs) in South

Africa, 2013–2018 (thousands of vehicles)

2013 2014 2015 2016 2017 2018 2019

PHEVs 0.13 0.40 0.53 0.61 0.68

BEVs 0.03 0.05 0.17 0.27 0.33 0.40 0.56

Total 0.03 0.05 0.29 0.67 0.86 1.01 1.24

Publicly accessible chargers

Slow chargers 87 158 113

Fast chargers 37 81 133

Total 124 239 246

During the same year, the number of electric two-wheelers, electric buses, electric light
commercial vehicles, and electric trucks reached 260 million, 460 0 0 0, 250 0 0 0, and 1 0 0 0 to
2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 In 2017, more than a third of these
populations were sold. China has the largest EV market, accounting for 42 percent of the global
population, while Europe and North America each account for a quarter of the total. In 2018,
there were 5.2 million light-duty vehicle chargers worldwide, 540 0 0 of which were publicly
accessible, and 157 0 0 fast-charging stations for buses. This results in a higher charger-to-
vehicle ratio. In 2017, global inventories of electric buses and two-wheelers were 370 0 0 0 and
250 million, respectively. In the 1970s, electric vehicles were first reported in South Africa.

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However, the country's industrial development was not adequately promoted, and it faded away
until it was revived in 2013. By the end of 2018, South Africa had over 100,000 electric vehicles
and 100 charging stations. Despite efforts in developed countries to developing electric vehicles
for all modes of transportation, South Africa's current plans are limited to private passenger and
light commercial vehicles.

Electric vehicles in the world and in South Africa, as well as their potential to reduce
greenhouse gas emissions

GHG emissions from road transport in South Africa

With current mitigation activities in mind, the emissions were higher than the 54 Mt CO 2 that
was projected for 2020. South Africa’s Road transport emissions increased from Mt CO 2 e in
2010 to 43.4 Mt CO 2 e in 2011. Road transport consumes nearly all petrol and 76 percent of
diesel in the country. The small difference between this study's results and those of DEA is due
to the different methods used to calculate emissions. South Africa accounts for roughly half of all
transport emissions in Sub-Saharan Africa. In South Africa, road transport accounts for over
90% of all transportation emissions and has the greatest mitigation potential. Gross domestic
product, which controls disposal of incomes as well as the movement of people and goods, has
an impact on transportation emissions in the country. In South Africa, automobiles are the most
significant source of road transport emissions. In 2019, they accounted for 45.74 percent of all
GHG emissions from road transport. They previously accounted for 41.1 percent of total road
transport emissions in 2009, up from 27 percent in 20 0 0. Between 2010 and 2019, their
emissions increased by 3.14 percent per year. Between 2000 and 2009, this increased rate was
higher than 2.60 percent per year. Heavy-duty vehicles are the second-largest source of road
emissions in South Africa. South Africa's profile matches global emissions, which show that
passenger and freight vehicles are the primary sources. The rapid growth of their population has
resulted in an increase in the contribution of automobiles to total emissions over time.

The average emissions per vehicle for each mode of road transportation are steadily increasing
[51]. Heavy-duty vehicles have the highest rates, while motorcycles have the lowest. In 2009,
annual average emissions of road transport modes ranged from 39 tones CO 2 e vehicle1 for
buses and trucks, 8 tonnes CO 2 e vehicle1 for minibuses, 4 tonnes CO 2 e vehicle1 for light-
duty vehicles, and 3 tones CO 2 e vehicle1 for automobiles. For all road transport, the annual
average was 5.1 tones.

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Fig. 2. Projected carbon intensity of new motorcars in South Africa.

CO 2 e vehicle −1 in 2009 and 5.4 tones CO 2 e vehicle −1 in 2015. At this rate, road transport
emissions in South Africa would be over 100 Mt CO 2 by 2050. It is therefore important that
several energy-saving interventions in the transport sector are needed in South Africa, failing
which the transport energy demand and associated CO 2 emissions will more than double by

2050.

Electric vehicles' mitigation potential and the carbon intensity of the national electricity
grid.

In the estimation of EV GHG emissions, the electricity grid is an important input. The carbon
intensity of South Africa's electricity grid (950 g CO 2 kWh1) is twice that of the European
Union (429 g CO 2 e kWh1). As a result, with 1 002 g CO 2 e kWh, South Africa's battery
charging for EVs has the highest and twice the average carbon intensity in the world. This means
that charging a 2019 EV model with a battery capacity of 60 kWh for 300 km in a single charge
produces around 200 g CO 2 km 1, which is higher than the emissions rates of new ICE vehicles.
In 2015, CO 2 emissions from automobiles (both gasoline and diesel) averaged 148 g km1.
These figures are lower than the 1999 figures of 190 g CO 2 km1 for petrol light commercial
vehicles and 245 g CO 2 km1 for diesel light commercial vehicles. In 2018, EVs produced an
average of 95 g CO 2 e km1 of well-to-wheel emissions worldwide, which was 60% and 40%

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less than gasoline ICE and hybrid vehicles, respectively. In the medium term, the carbon
intensity associated with charging EVs with grid electricity may fall below the fuel economy rate
of new ICE motorcars, assuming that the average fuel economy of new motorcars is reduced by
1%.New motorcars that will be introduced into the national fleet will emit less pollution as
technology improves. According to current trends, new ICE automobiles will reduce emissions
by approximately 20 Mt CO 2 e (63 percent) by 2050, while electric automobiles will reduce
emissions by an additional 11 Mt CO 2 e. (19 percent). These emissions are comparable to those
predicted by Ahjum et al., who predicted that by 2050, electric cars will emit 9 Mt CO 2 e. The
findings of this study also show that electrified motorcars play a role in the overall 8 percent net
reduction in emissions by EVs in South Africa by 2040, as Pillay et al. investigated. The large
share of emissions abatement by ICE vehicles over electric vehicles will be due to differences in
the number of vehicles, with the former's fraction expected to remain higher than the latter. If the
country's electric vehicle (EV) absorption is optimal, road transport emissions in South Africa
could peak around 2030. Electric vehicles' cumulative mitigation potential is expected to surpass
that of their internal combustion engine counterparts by 2050. For the transportation sector to
make a significant contribution to the achievement of the Paris Agreement, at least a third of new
vehicle sales in 2030 must be electric. Electrification of vehicles must accelerate, with ICE
vehicles accounting for no more than 30% of new fleets in developing countries by 2050. If no
new technologies are used in new automobiles and no electric automobiles are available, baseline
emissions for automobiles purchased between 2020 and 2050 will be nearly 57 Mt CO 2 e. By
this time, total emissions reductions from automobiles could be around 32 Mt CO 2 e. By 2050,
electric vehicles are expected to have a global mitigation potential of 1.5 billion tones of CO2.
EVs have a large potential for reducing GHG emissions from the use of fossil fuels by ICE
vehicles all over the world [34]. However, by 2060, it is expected that electricity will have
surpassed oil as the primary source of energy for automobiles.

Fig. 3. Mitigation analysis for new motorcars in South Africa by (a) motorcar technology and (b)
total abatement of emissions.

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Electric vehicles that run on non-renewable energy sources will become significant indirect
emitters in the future. By 2050, electric vehicles will account for a third of all new vehicle
emissions. Currently, charging electric vehicles with the current grid, which is over 70% coal-
dependent, produces 23% more carbon emissions than charging with gasoline. South Africa,
which has a high carbon-intensive electricity grid, has higher well-to-wheel emissions than
batteries recharged with renewable energy sources. In this situation, decarbonizing the electricity
grid must take precedence over electrifying the vehicle fleet. Clean energy has the potential to
reduce EVs' projected 30% energy requirements from total transport fuels by 2045 (Ahjum et
al.). This time frame coincides with the period when new electric vehicle sales will overtake
existing vehicle sales, resulting in a greater reduction in emissions. This is in line with the IEA's
projections. When used strategically, potential insolation in South Africa can provide enough
renewable energy to offset the carbon footprint of electric vehicles. EVs are expected to abate
155 Mt CO 2 e by 2050, even though their mitigation potential may not be realized due to the
carbon intensiveness of the electricity grid. This compares to the 190 Mt CO 2 e estimated for
all-electric vehicles in the country between 2015 and 2050. (DEFF, 2020). If the batteries are
recharged with renewable energy sources, the avoided emissions can be increased even more.
Non-renewable energy-powered vehicle electrification in the European Union will fall far short
of the Paris Agreement's net-zero emissions target of 2050.

Impacts of adoption of electric vehicles on the national energy mix

Coal (69 percent), crude oil (14 percent), and renewables and waste (11 percent) are the three
main sources of primary energy in South Africa. By 2050, EV adoption is expected to reduce
annual liquid fuel demand by 40%, from 1 0 0 PJ to 660 PJ. The current rate of EV adoption
makes it unlikely that they will be able to reduce national liquid fuel requirements by 90% to
75% by 2030 [2]. This reduction necessitates the conversion of nearly the entire transportation
sector from fossil fuels to electricity. South Africa's energy supply constraints necessitate rolling
load-shedding, and electric vehicles would put additional strain on the national electricity grid.
Using current power points (3.4 kW), the country's electricity supply can simultaneously
recharge 14 million electric vehicles if all other consumers are disconnected. Currently, charging
four million electric vehicles could exceed the available electricity supply. Between 2030 and
2045, charging electric vehicles would necessitate an additional 10–20 GW of power.

For EVs to be environmentally sustainable, future electricity generation may need to be more
than 60% renewable. Before EVs can provide mitigation benefits, the electricity grid must be
decarbonized with renewables. The importance of decarbonizing the power grid has been
demonstrated, and it is a requirement for EVs to contribute to global mitigation targets. In terms
of energy, the success of electric vehicles in South Africa is contingent on how quickly the
country transitions from its current carbon-intensive energy supply to renewable sources.

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Solar-powered EV charging has the potential to store energy for use at night for purposes other
than transportation. By 2050, ten million electric vehicles could harvest, store, and deliver up to
100 GWh of solar energy per day to the national grid. This new but significant energy generation
dynamic can be realized in the long run

Manufacturing

Our manufacturing facility will be in Cochin. We will invest a total of 300 crores, which will be
raised through Series A funding and debt. The manufacturing facility will be 35000 square feet
in size and will be equipped with world-class production plants and machinery. The
manufacturing plant will be able to produce between 2000 and 2500 products per year. We plan
to export all our manufactured vehicles to Cochin to gain a better understanding of the global
market. We will expand our operations once we have gained sufficient knowledge of the global
market for electric vehicles. We would design three types of vehicles for the market based on our
research into the country. Since we will export from cochin it will save our transportation cost

Pricing of the vehicle

The price will be determined by considering all of the factors that will be involved in the
vehicle's production. Everything will be considered when calculating the price of electric
vehicles, from the transportation of raw materials from the port to the factory to the final finished
goods that leave the Indian borders and are eventually sold there. There are currently no trade
barriers for exporting goods from India to Mongolia, which will significantly reduce our costs.
The remaining expenses must be calculated, such as all operating costs, office expenses, or
administrative expenses; everything must be taken into account when determining the price.

Cost Estimation for Producing 200 E-Rickshaw/Day In cochin

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 Plant Capacity  200.00 Nos./day

Land & Building Rented/Owned

Plant & Machinery Rs. 1.50 Cr

W.C. for 1 Month Rs. 29.95 Cr

Total Capital Investment Approx Rs. 32 Cr

Rate of Return 62%

Break-Even Point 24%

Establishing the market

Since all the survey and the market testing and preliminary screening is already done, now the
launching strategy is left where through various types of marketing strategies we will penetrate
the South African market. The very first step is to set up an exhibition where the demonstration
of the product will be done in the various parts of the South African market. Then with the help
of the government and local news agencies, the ad for the EVs will be broadcasted starting with
all the reasons why EVs are better than the vehicle they are using over there for logistics. Then
through exhibitions and government links, we’ll try making the necessary contact and mediators
or suppliers who can supply and sell our product in South Africa.

Acquiring a letter of credit.

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A letter of credit will be written proof of our product reaching South Africa safely with our
payments being made within a certain period. For this, we will contact a bank in South Africa
itself for taking the guarantee and proving us with the letter of credit as it plays a major and
important role in all the export activities.

Dispatch

After conducting all the promotional activities we’ll again contact the bank for assistance in
clearing the customs and dispatching EVs for south Africa.

Launch of the product

Contacting the local distributers there and hiring a space for the warehouse to store the vehicles
and showrooms for the display and earlier sales and by contacting the government we’ll start
selling the EVS with the help of the local distributors present over there.

Taking follow up

After the product starts getting sold in the market, well keep on taking the follow-ups and the
feedback so s to enhance the experience of the drivers even more after making corrective and
necessary changes is required

Supply Chain:

EV Supply chain and R&D

Components of EV Supply chain

• Electric Vehicle manufacturing

• Lithium-Ion Batteries
• Electric Motors Chargers
• Charging Network Operators
• Post Sales
• Support Recycling

Manufacturing of electric vehicles:

The increased production of new energy vehicles, such as hybrids and fully electric vehicles, has
resulted in a significant change in automotive engineering and manufacturing practices. On the
road to EV, production flexibility and adaptability are critical to commercial success as
technologies are refined. We can help you quickly adapt your production to this electric future
with the help of manufacturing and inspection processes that are smart enough to correct process
drift and flexible enough to deal with multiple design iterations.

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Lithium-Ion Batteries:

Because of their high energy per unit mass compared to other electrical energy storage systems,
lithium-ion batteries are currently used in most portable consumer electronics such as cell phones
and laptops. They also have a high power-to-weight ratio, excellent high-temperature
performance, and low self-discharge.

Charging Network Operators:

Provides end-to-end charging solutions.

. Overview of Battery Segment

• The market is currently ruled by Lead Acid batteries

• There are close to 2500 odd players making batteries in India in the lead-acid market, which
could be close to another 10,000 odd small and unorganized players in the market.
• A market dominated by two key players: Exide Industries and Amara raja
• The battery market is an INR 177 billion industry.
In terms of types of battery:

• EMF batteries account for 67% market

• VRLA batteries account for 31 % market
• Low maintenance batteries account for 2% market

Overview of Motor and Charger Segment:

• 15 Suppliers Currently Supplying EV chargers in India

• 3 wheelers –AC chargers –RRT Electro power, Chennai; Mass tech controls,
• Mumbai; EXICOM New Delhi.
• 5-6 Key Global firms eyeing the EV chargers’ market closely
• Firms like ABB, Delta India, Schneider India.

Channel Of Distribution-

The EV 3-wheeler market has a reasonable number of layers between producers at the top and
customers at the bottom. Products are sold directly to end-users via e-commerce channels, as
well as to a variety of repair and maintenance businesses (workshops, quick fitters, beauty shops,
4S-shops, charging stations, and accessory stores), where they are used to maintain customers' or
on-display for sale automobiles.

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Because foreign manufacturers do not have a physical presence in South Africa, they usually
work through one or a few general distributors. General distributors, on the other hand, have a
wide range of capacity, quality, and penetration. Most end channels are accessed through tier-1
or city-level dealers and are sold directly to supermarkets. As DIY product distribution
platforms, online stores and supermarkets are gaining traction, they will play a bigger role in the
future. Due to the difficulty in determining the overall value of online sales, they are no longer
suitable for concrete research. However, a review of the competition revealed that both channels
are useful. According to market research in South Africa, we intend to enter the market through
wholesalers and retailers. We would contact auto companies and showrooms to sell our electric
three-wheeler and assist us in breaking into the market. We'd also contact supermarkets and
shopping malls to advertise our product for sale. We would also investigate E-commerce
channels for sales.

SWOT ANALYSIS

Strengths

• Government-to-government and agency-to-agency agreements

• EV stimulation has been politically accepted in the form of targets and incentives.

• The country contributes financially to the establishment of an electric vehicle charging network
• E-chargers are installed

• Providing free parking spaces

• National organizations’ support

• Tax reductions

• Cities with electric vehicles are healthier and quieter.

• Improved way of life

• Environmental sensitivity

• In the Stockholm area, there is a higher concentration of customers.

• The use of public transportation is increasing.

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• The EV-charging network requires an already developed power grid.

Weakness

• Many ambitious political decisions result in a slew of issues.

• A misalignment of transportation policy with economic and political decisions

• Limited use of electric vehicles due to high investments, purchase prices, and operational costs
• Low expected second-hand value as a result of technological advancements

Opportunities

• Developing a national supercharger network 

• Cheaper transportation 
• Good economic potential 
• Job opportunities due to local electricity production 
• Producing own fuel reduces costs and risks 
• Tourism opens the door for Electric Vehicles
• Developing a national supercharger network
• Cheaper transportation
• Good economic potential
• Job opportunities due to local electricity production

Threats include: 
• Environmental conflicts 
• Municipal procurement models
•Budget constraints 
• Public transportation, walking, and cycling are all impacted by low-cost private mobility.
• Inadequate local power distribution makes it difficult to change habits and attitudes.
• There is less power supply security when using local sources.
• With rapid technological changes, there is a risk of becoming obsolete.

South Africa's PESTLE Analysis

South Africa is improving the environment for new businesses. Companies from outside the
country, on the other hand, are unsure whether or not to expand into the country due to a number
of issues. This PESTLE analysis will look at the various situations that South Africa is currently
facing and how they may affect businesses in the country.

Political factors include crooked politicians.

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Local elections are currently taking place in South Africa. This is a good thing right now.
Councilors from the African National Congress (ANC) are attempting to oust corrupt politicians.
However, there are those who want the corrupt to remain in power in every election. Until all
corrupt politicians are removed from office, their current positions may pose a problem for new
businesses (depending on the politician's personal agenda). Those attempting to build a business,
as well as those on the fence about investing in South African businesses, are hampered by their
involvement in questionable politics.

Crooked politicians are one of the political factors.

In South Africa, local elections are currently taking place. Right now, this is a good thing.
African National Congress (ANC) councilors are attempting to oust corrupt politicians. There
are, however, those who want the corrupt to remain in power at all costs. Until all corrupt
politicians are removed from office, their current positions (depending on the politician's
personal agenda) may pose a problem for new businesses. Those trying to start a business, as
well as those considering investing in South African companies, are hampered by their
involvement in shady politics.

High entrepreneurship spirit is one of the social factors.

The depreciated rand currency, combined with South Africa's 25% unemployment rate, has a
negative impact on people's purchasing power. Despite the difficulties, people are moving
toward starting their own businesses. However, with such a high unemployment rate, people are
unable to purchase products from these startups. This could stifle the growing interest in starting
a business.

Low budgets are a result of technological factors.

Manufacturing and supply chain technological advancements may be sparse.With the

government preoccupied with lowering unemployment rates and removing corrupt politicians
from local elections, as well as the devalued Rand, technology may be more stagnant in South
Africa than in other countries, such as the United States.

Laws and VAT are two legal factors to consider.

Many labor laws are similar to those in the United Kingdom, especially when it comes to
exporting to South Africa. Businesses established in South Africa are subject to the Value Added
Tax (VAT) (VAT).

Other taxes to think about in South Africa include:

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• Stamp duty is a tax that is levied
• Duties on customs and excise
• a transfer of responsibility
• Skills development levy Capital gains tax

Factors affecting the environment: a good location

South Africa was identified as a low-risk investment destination at the G20 summit. Commercial
activity, such as the addition of Uber and Airbnb, demonstrates that South Africa is open to new
business ventures from abroad. The location is ideal, but the country's ailing economy has
brought businesses to a halt.

PORTER'S FIVE FORCES MODEL

New entrants as a threat

Finding charging stations, the high initial purchase cost, and the high cost of replacing batteries
all pose a threat to this industry. At the same time, there is a growing demand for electric
vehicles due to benefits such as convenience, safety, low maintenance costs, and no emissions.
This, in turn, encourages businesses to develop their own versions of electrical counterparts, as
well as new business ventures. Chinese companies dominate electric vehicles because they have
a larger customer base, government support, and a well-established supply chain. At the same
time, traditional businesses are converting to electric vehicles because the South African
government sees EVs as a threat. Barriers to entry can be increased and thus the threat of new
entrants is reduced by bringing differentiated products and services and lowering supply chain
risk by strategizing on vertical integration.

Supplier bargaining power

Because there is a limited supply chain network, suppliers have some bargaining power. Because
the industry is new and developing, there are a limited number of suppliers. Most motors and
controllers are imported from China, with only a few available in India. Suppliers have
bargaining power in this context because they are key components of E 3 wheelers. Other
component suppliers, on the other hand, are plentiful in India. Supplier bargaining power can be
reduced by diversifying the supplier base to avoid shortages and delays, adopting advanced
technologies, and developing vertical integration to improve cost leadership and manufacturing
capabilities.

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Buyers' bargaining power

Individual buyers have limited bargaining power. Aggregators, on the other hand, wield
significant power because they are more knowledgeable about the industry and technology. They
also buy in large quantities. As a result, they can set the price. Providing different subscription
models than traditional financing or leasing, increasing the reliability, safety, and autopilot
capability, and providing unique services, can help to reduce buyers' bargaining power.

Substitutes' threat

E auto is a direct replacement for E rickshaw. E auto, on the other hand, is much more expensive.
Competitors already in place

As a result of traditional companies switching to electric vehicles and a slew of other startups,
there is fierce competition among competitors. Competitive pricing and differentiation strategies
are used by competitors to stifle profit growth and market penetration. Customers are deterred
from switching to electric vehicles by fluctuating oil prices and government policies. The electric
vehicle industry is harmed by problems such as battery life, reliability, and a lack of charging
stations.

Existing competitors

South Africa's Zbee is a company that provides electric transportation. The Zbee, which is a
three-wheeler, is their flagship product. It has a unique design, as well as a battery swapping
program and modular manufacturing capabilities.

Adopting novel marketing strategies, transforming showrooms into interactive technology hubs,
differentiating products, locations, prices, and promotions, providing a variety of services, and
building a strong social media presence are all examples of innovative marketing tactics.

Marketing
The positioning of the brand

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Focus on different themes to create a value proposition for E 3 wheelers. At the same time, the
value proposition will be defined and aligned with the overall brand. Also available are
integrated mobility bundles. Various products and services that focus on the overall experience
are included. Consider the following scenario: Along with the vehicle, a package will be
available that includes on-demand services, financing options such as battery leasing, mobility,
charging stations, and after-sales services. These will aid in improving customer satisfaction and
attracting new customers. 

Digital campaigns will assist in reaching out to and educating customers.

Ecosystem recharging

• Create cost-effective charging systems with single access points.

• Offer to charge the network directly through mobility or charging service providers.
• Collaborate with local governments and infrastructure providers.
• Collaborate with tourist attractions and businesses along travel routes so that charging breaks
can be used to take in the scenery.
• Customers should be able to see charging systems in action both online and in person.
generating revenue

Offering on-demand services and features after the purchase will assist in generating revenue.
Advanced driver assistance systems, performance and battery-boosting software, and on-street
parking information are among the services available.

Creating a presence on social media

In today's world, social media is the most effective way to reach out to customers. It aids in
reaching out to people all over the world, resulting in a larger customer base. Maintaining a
social media presence will aid in attracting customers.

Refocus and reskill the sales force on a large scale.

The sale of Electric Vehicles is affected by a lack of knowledge among salespeople about the
benefits of Electric Vehicles, as well as lower Electric Vehicles dealer margins and after-sales
revenues. This problem can be avoided by assisting dealers in constructing the necessary
infrastructure as well as providing incentives that make sales more economically attractive in the
long run. This motivates salespeople to close deals. By providing incentives to dealers, you can
encourage them to increase the number of test drives. More customers will be attracted as a

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result of this. Encourage dealers to make contact with taxi and mobility companies. This aids in
the acquisition of new customers. Customers should be able to access the entire portfolio using
digital tools, which should be displayed in all showrooms.

Optimizing the strategy

Focus on building a digital presence to provide easy access to information about important
customer concerns. Reduce the complexity of purchase by providing simple, worry-free
configuration and ownership options. Subscription models that allow for more personalization
are also possible. With a single click, users can book services. Sharing content with other
customers earns you various rewards. More than half of potential customers would be willing to
purchase online, so implement online sales approaches and create a cost-effective retail channel
with direct access to customers.

Services provided after the sale

Services provided after the sale of a product Electric vehicles are less expensive than other
vehicles and require different maintenance. To comprehend battery and high-voltage technology,
highly qualified individuals are required. As a result, qualified technicians must be assigned.
Parts and tools, such as battery leak detectors, are readily available.

provide service management via the internet

• Customers should be given a service warranty.

• Additional warranty services include "battery care" packages.
• Providing emergency services in the event of a low battery

Changing the business model to achieve scale profitability

Because of higher production costs, various uncertainties, investments in charging infrastructure,

and lower after-sales revenues, EVs will be less profitable than traditional vehicles. To achieve
scaled profitability, the business model must be transformed. Because people are increasingly

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conducting research and making purchases online, a new one will require more online-offline
integration. It must be cost-effective. By introducing new after-sales concepts and establishing
large service centers on the outskirts of cities, they can ensure service quality.

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