COURSE: LEADING CHANGE FOR SUSTAINABLE FUTURES

CASE STUDY: ELECTRIC VEHICLES IN INDIA

Project Submission Template

Student name (full name): Alap Kavishwar

Part I

Question 1 Identify the change….

Tata motor’s initiative is laudable, they have pioneered the creation of

the ecosystem for EVs and are ensuring that the right measures are
taken to promote the adoption of these vehicles in the India market.
Moving away from internal combustion engines was the need of the
hour given the shortage of petroleum products and the plethora of
damage that fossil fuel has inflicted on the environment.

This initiative will transform the Indian Automotive sector, it will

involve changing the way people perceive private transport and would
also lead to infrastructural changes moving gradually moving from
fuel pumps to charging stations.

Hence the change type is “Transformational change”

Which company among….

Question 2a
The global automotive industry is going through a phase of
technological and sociological changes. Disruptive ideas like shared
mobility, clean energy, autonomous and smart vehicles are gaining
momentum.

Global concern over fossil fuel crises is pushing them to adopt newer
more sustainable and greener energy sources.
Initiatives like creating an overall infrastructure for EVs gives a new
direction to the automobile industry and provides a competitive
 advantage to the early birds. Affordable greener vehicles will attract a
lot of consumers and government initiatives like providing subsidy on
EVs etc. will help them capture a good chunk of the market share and
also attract Global investors.

Based on your SWOT analysis….

Question 2b
SWOT Analysis of TATA Motors EV:

(S) Strength:
• Renowned Brand with diverse product range
• Commendable performance of Jaguar Land Rover
• Efficient Customer support and service network

(W) Weakness: Tata Motors heavily relies on the JLR segment, if this
go south, it may impact the business and its profitability.

(O) Opportunities:
TATA motors can capitalize on their innovative legacy and
accelerate their market share growth in the EV segment. TATA Power
has the capability to create an entire environment for EVs by installing
additional charging stations.

(T)Threats:
• Increasing competition from other automobile manufacturers
• Environmental policies on pollution may pose a threat to Tata.
• Motors product portfolio.

SWOT Analysis of Mahindra Electric:

(S) Strength:
• Strong Market presence
 • Innovative Concept design and adoption
• Well established Business Model
• Large customer base and diverse geographical penetration

(W) Weakness:
• Deficiency of fiscal and technical resources
• Depreciation of Mexican currency
• Limited expertise in operating in U.S markets

(O) Opportunities:
• Increased demand of theme parks.
• Growing internet penetration
• Increased Celluler phone consumption

(T) Threats
• Currency devaluation
• Tough domestic and international competition

Based on your analysis:

Based on the study, SWOT analysis of Tata Motors EV and Mahindra
Electric, I find that Tata Motors is better than Mahindra Electric.

Tata Motors is better than Mahindra Electric how?

Because:
1. Tata Motors has the larger order volume of vehicles that they supply
EESL.
2. Mahindra Electric supplies 4800 units of the Verito Sedan to
EESL a top executive Mumbai based company, Tata Motor’s contract
entitles them to supply 5050 EVs.

Part II
 Going by the statements….
Question 3
The key features of the leader’s vision statement are as follows:

1. Simple: Limited user of jargons coupled with an easy-to understand

choice of words helps the audience to understand the vision with a
greater degree of acceptance.

2. Authentic: Use of original ideas in with relatable examples ensures

that you reach the hearts of the audience. Keeping it real and heart to
heart with honest stories captivates the audience.

3. Multichannel: Use multiple channels to communicate your message.

Leaders must ensure that their change vision is communicated through
diverse channels to ensure that they reach the maximum possible
audience.

4. Repetitive: All changes have an after effect that is bound to stay till
the time the change is completely rationalized. Hence it is imperative
for leaders to sensitize the organization at regular intervals on the
forthcoming change and its long-term benefits.

5. Consistent: Consistency is the key to bring in any change, most

changes are deployed in phases and each of them needs to be delivered
with the same rigor and energy consistently.

6. Engaging: Leaders should choose mediums of communication that

transmit their passion about the change and the rationale to the
employees and encourage them to take part in it.

A vision should be transparent, concise, and crisp. The description of a

foreseeable future with a constructive connotation associated with it.

Below are a few features of a change vision.

1. Inclusive: it should connect with people from all backgrounds,

skills, culture, and geography. Keeping the communication
simple, easy to understand and relatable will ensure that this
connect gets established.

2. Logical and passionate: The vision should make instant sense

and the message should invoke passion in both the change
deliverer and the recipient.
 3. Flexible: The vision should encompass a fair deal of flexibility
to adopt to minor external changes and thought through
internal feedback,

Benefits of a change vision:

• Precise objectives allow you to make quick decisions and
reduce the possibility of pursuing wasteful projects.
• A clear objective motivates people to choose the necessary set
of actions to achieve it.
• A vision helps in strengthening the coordination and the efforts
of the parties involved.
• Change initiatives are the steppingstones required to achieve
the vision.
 Recommend the various communication strategies…before the change
Question 4a
1. Keep it simple with storytelling:
It is a potent strategy for communicating the vision behind the change.
It helps the audience understand and engages employees with the
present state and the future vision, storytelling invokes the emotional
relatability which is needed to stimulate employee engagement.

2. Be authentic:
Trust creates the feeling of authenticity in the leadership, it is built with
transparency and display of complete ownership. This encourages
employees to discuss their point of views and
issues, thereby enables a leader or manager to relieve fears and
reassure that the organisation values its employees and their
contribution towards achieving the vision.

Recommend the various communication strategies…during the change

Question 4b
Communicating vision through multiple channels:
Communicating vision should be an ongoing practice and must be
executed ritualistically before, during and after the change. It should
also be communicated at regular intervals.

Solicit feedback:
Feedback is a powerful tool that helps leaders understand the pulse of
the change recipients. It allows them to take care of questions, doubts
and any altercations that the recipients may have with the ongoing
change. It allows them to bring course corrections, bring additional
inclusions like training, access etc. to ensure that friction points are
neutralized.

Act consistently with the vision:

Leaders must act inline with the vision, they should walk the talk and
take equal part in the changes and ensure that they pass the vibe of
being in sync with the change and the same would be expected from the
employees.
 Critically analyses the major…
Question 5
The main factor behind the success of Nexon are the performance of this
vehicle with a cost of 11 lacs v.s. its competitors like TESLA, HYUNDAI
etc.
Some other reasons are Tata’s merger with international brands like
jaguar which has helped the brand, build emphasis on technological
changes and design changes required, collaboration of next gen
engineers and the ability to understand the Indian market. Their
commendable R and D team has played the major role and proved to be
a game changer for the tata motors.

• Limited infrastructure and costly EVs. In addition to that

inadequate charging infrastructure, long recharge time,
dependency imports for battery and other components, lack of
quality maintenance and repair options were some of the
restraining aspects.

• Uninspiring bottom-end engine performance. This up-rated

turbocharged petrol motor was quite powerful vs. the one in the
older model

• Mediocre fuel efficiency. Due to the weak bottom-end engine

performance and a kerb weight of 1,260kg, the Nexon ends up
 giving a fairly poor fuel efficiency.

Recommend the potential solutions for…. new sales pitch for selling
Question 6a
EVs to customers.

New sales pitch:

Come up with a new campaign like “Cleaner, Greener, Meaner” is now
super affordable. Bring home the future of personal commutation.

Train the employees end to end on features, benefits and pride of owning
an EV. Create customer centric support teams right from engineering to
sales, each team should be sensitized towards looking at the product
from a customer’s perspective and answer questions accordingly. Each
conversation that they have should reinforce trust and reliability with a
promise of unmatched service.

Potential solutions to overcome roadblocks:

1. People-oriented: Special incentives to best performers, hold quizzes
celebrate champions. Help them understand that they are contributing
to a larger picture.

2. Process-oriented: EV purchase journeys should be a special

experience for the customer and the employees both. Each
 process right from demo to booking to delivery should be
clearly crafted and enforced through the system. These
processes should be updated on the basis of the customer
experience.

People related roadblocks:

1.Active resisters:
Active resisters will always be present in all systems, these people
need to be explained the bigger picture, the market scope and
growth opportunities. They should be given a fair idea of what is in
it for me aspect.

3. Passive resisters:
These people are difficult to catch as they may pretend to take part
but may just be tagging along. There should be an employee pulse
activity which allows them to anonymously express their feedback
and concerns that can be weeded out cyclically.

4. Confused individuals:
Providing clarity of purpose and explaining the end to end vision to
these individuals would help overcoming their confusion.
 Recommend the potential solutions for…. against a standard
Question 6b
onboarding timeline of 3 months.

Vendor onboarding refers to the process of completing the due

diligence needed to sign up a company as a supplier and approving
your organization to conduct business, purchase goods and services,
and make payments to them. One of the most important aspects of
the vendor onboarding is ensuring that the prospective supplier is
compliant with laws, regulations, and standards prescribed by your
organization.
• mitigate risks build contingencies
• streamline processes and optimize efficiency.
• ensure regulatory compliance mechanisms are established and
followed.
• create an assertive reputation in the industry.
• Build measures to give better return of investments.
• constrain redundancies.
• Standardize reporting and business intelligence.
• Explore automation opportunities and execute them
• optimize time to approve and onboard new suppliers.
• Limit human error by creating cleaner processes and leveraging on
Automations.

Battery is the heart of an EV, the standard time of 3 months would

encompass running a complete background and performance check
using third party QAs along with the inhouse team, customers and
simulated online data. Dealers and suppliers who have a proven and
verified track record should be given a fair chance. Capability and
regulatory prowess of the dealer would be examined, feedback would
be gathered from existing clients and end users.
 The Tata Group….
Question 7
Tata Nexon has achieved substantial success and hence the company is
planning to expand its production, below are some ideas

1. To reach more common man.

A brand-new campaign, which showcases the affordability and the
benefits of owning an electric vehicle. Demo vehicles to be made
available at malls, near office premises that explain the benefits of
owning an electric vehicle including the cost of maintenance and
recharging giving a rupee per KM picture.

2. Collaborate with government to provide more subsidies on the EV

market.
The current situation forces the customer to avoid EVs as they are
expensive, this could be balanced with special subsidies from the
government for customers and reduction in taxes if we own a green EV.
This would encourage people to buy an EV rather than an IC engine
car.

3. Training of all the after-sales service Centre and of sales

department.
The purpose of the organization should be training all the empployees
in showroom and in the after-service center. Customer should be able
to reach out easily if any issues occur. The sales department should be
able to pitch the customers on the benefits of owning a Tata EV.

Also, top three recommendations to TATA motors EV to expand its

short
term wins to long term success:
1.Breaking Barriers: Despite losing the first quarter due to the
lockdown, the industry sold 3,000 electric cars (2,959 units
precisely) during the April-November 2020 period. This is without the
fleet segment, which reported 80-85 per cent decline as it was
underutilised. So, the entire growth was driven by the personal
segment, which was perceived as a slower adopter due to some
barriers.
2.Attracting users: The Nexon model itself is stylish and the safest car
with the highest rating. Combinations all these factors helped change
buyer perception about EVs. Today, if anyone is planning to by a car in
10-15 lakh range in big cities, he/she ₹ will consider Nexon
EV.”
Bold decisions: Tata Motors took the bold decision of entering
personal segment when all pointers were directing towards fleet for
growth.