Driving adoption for Electric Vehicles -

At scale for Personal Mobility

[Grade 8]

Worksheet #2
 Reasons that can be
addressed + Solves

Now that you have reasons for low adoption drafted and categorised, it’s time to
solve for them. But before we get started, let’s separate them into two:
Type 1: Product, Price & Others (Product / Infrastructure etc)
Type 2: Motivation & User Behaviour

Step 3: First, let’s look at 3 Type-1 reasons that are linked to product, pricing,
infrastructure etc. Put down possible solutions to address those. Once you have
solutions, rank them in order of importance and viability. 1 is the solution most
critical to address and likely to get implemented.
We have given you an example below:

PRODUCT

Idea Ranking

TheIncrease
EV’s should be optimized
number for all temperatures.
of charging points

The EV’s should be properly tested and tried before launching.

The EV’s should have more performance than IC engine vehicles.

Please tell us why you think the idea ranked#1 will work.
Right now, the EV’s battery’s performances changes a lot when exposed to extreme
temperatures. If this is
reduced there will be an increase in sales in places with extreme temperatures. There have also
been
reported incidents that EV’s batteries are exploding when exposed to high temperatures. This is
discouraging
a lot of people from buying EV’s. Thus, if EV’s were optimized for all temperatures the sales in
places with
 INFRASTRUCTURE

Idea Ranking

Companies should collaborate and make a universal charger for EV’s.

Increase number of charging points.

Batteries should be swappable at charging points to save time from

charging.

Please tell us why you think the idea ranked #1 will work.

If there is a universal charger for EV’s, all the charging station would give only 1
type of charger and the number of charging stations would automatically increase as
you can go
to any charging station with your EV and not just the charging station of the brand
of your EV.

PRICING

Idea Ranking

The battery of EV’s should last longer and sellable to other companies.

The EV’s should have higher quality material as there are high tech functionalities and if
anything breaks, we have to replace directly from company which will be costly.

The EV’s should have higher driving range for less money as most cars which are affordable
have low driving range.

Please tell us why you think idea ranked #1 will work.

If the battery of the EV lasts longer than people will think that they can get a new
car before replacing the battery which will save a lot of money as the batteries of
EV’s are very expensive. This belief will make them buy EV’s so that they think
it’s a onetime investment and that they don’t need to spend too much money for
repair, servicing etc. after buying.
Step 4: Now, let us look at Type-2 reasons that are linked to motivation and user
behavior. Our objective is to shift people from the cars/2-wheelers they are using
now, brands they know to Electric Vehicles, which are new. And they need a very
good reason to make this change.

Intrinsic motivation comes from within. If you are intrinsically motivated to do

something, it’s because you enjoy it and it gives you personal satisfaction. E.g., You
want to switch to EV because you care for the planet and got to know that EVs are
good for the planet.
Extrinsic motivation is when you are doing something for an external reward. E.g.:
You get a tax-credit if you switch your existing car/bike for an EV

If you want to make a massive shift among the masses, it is important to have
enough reasons and rewards. List down 3 top ideas that can help users get
convinced and make a switch:

Idea #1

The general belief among most people considering to switch electric

vehicles is that the cost of electricity required to run the vehicle will be
more comparatively to petrol or diesel. This is not the case in India;
throughout India there are total of 173 working coal power plants, 197
Hydro powered plants, more than 40 Major Solar power plants, 6 major
nuclear energy plants and over 800 wind power station to produce
electricity for urban areas, this makes electricity up to 25 times cheaper
than fossil fuel based vehicles.
To tackle this blind assumption, a simple solution will be to advertise the
cost and effects of electric vehicles against fossil fuel based vehicles to the
large masses of people through the help of media sources.
Advertisements could also include that the EVs are good for the environment
but also have great performance and distance with cheap fuel alternative
 Idea #2
Exclusivity with niche then generality To boost sales of EV, a lesson out of expensive cars
could be used. This phenomenon is known as “Exclusivity then Generality”, this was and
still is used by large car companies (like Porsche, B.M.W., Ferrari, Hyundai, etc.) and
even technological companies. This dictates, when a product or item is released, in the
first few months (5 to 6 months at average) the price is hiked to an amount where a certain
group of people cannot afford it, giving the product an exclusive or a first-class status.
After the certain time, the product is re-released and re-marketed to the population but
with a lower price (but still making a large margin of profit), so now a larger group of
people can use/ buy the product.
Many companies release higher powered versions of their products,
E.g.- How Apple(.inc) releases ‘Pro’ and “Max’ version of their devices to show
exclusivity and drive up sales.

Idea #3
A) Brand, category and marketing.Finally, to produce more customers, it will help
keeping costs low as the vehicle may be a 1 time investment but the charging cost
will cost the users. This can be tackled by very simple agendas:
1)Receiving government subsides especially towards building and maintaining
charging stations.
2) Strong and reliable batteries, so the costumer doesn’t spend on visits to the
mechanic.
3) In-house repair and customizations store, this ensures revenue is going towards
a singular parent company instead of 3rd party mechanics and making the
customers experience with their vehicle as they are insured with their mechanics
and who mends their vehicle.
4) Partnering of Indian EV companies to ensure a single type of charger and
charging stations are used nationally to help with cost for all electric vehicle users.
B) Catering especially to the Indian vehicle market and modifying the product as that
it would better fit Indians and India’s various environments, will be very beneficial
as:
1)making larger internal space would help sales and an average Indian family
includes many members.
2)Enclosing the battery so that no water(or snow in northern regions) enter them,
ensuring better batter usage.
3)keeping the price range such that middle-class households can afford the
vehicles.