INDUSTRY ANALYSIS: ELECTRIC VEHICLE INDUSTRY

Comprehensive Industry Analysis and Competitor Dynamics Unveiled to Chart the Path for Sustainable Growth
VENTURING INTO THE ELECTRIC VEHICLE INDUSTRY M A R K E T A N A LY S I S
120 110.74
 Government policies worldwide, such as The Inflation Reduction Act
(IRA) and Buy America requirements, bolster EV adoption efforts.
In Billion Dollars

100
% $34.8  Over 10 million EV sales were recorded in 2022, with projections
80 .0 5
60
26 Bn indicating dominance in new car sales by 2030.
40 34.8
dollar industry q influence consumer preference
 Environmental concerns significantly
20 26.05% towards EVs.
CAGR (2024-29)
 The rapidly expanding charging infrastructure, reaching over 2.3
0
2024 2029 million stations globally, supports the growth of EVs.
 Governments in China, EU, and the USA implement incentives to
TESLA MODEL 3 drive EV adoption.

Dual Motor Charging COMPETITORS’ MATRIX

0-60 mph in 4.2 seconds Supercharger network, High Market Adoption
Market Excellence High Market Adoption Leaders
fast DC charging High Customer Ratings
Long Range
Driver assistance
Up to 341 miles
Autopilot
Safety
Top ratings from NHTSA
& IIHS 325,000+
pre-orders at launch
Low Market Adoption Fair Market Share
Product Excellence Fair Customer Validation Challengers 1
High Customer Ratings

ANALYSIS STRATEG 4-WHEELER 3-WHEELER IMPLEMENTATION MARKETING

 IMPLEMENTATION PROCESS
Step by step process for New Energy Mini

Value Proposition Communication

Flexible Pricing Options:
Provide leasing and financing options to  Let's consider the savings over twenty years for an average
accommodate different financial situations EV owner compared to a gas-powered vehicle.
for purchasing a Model 3.
 Assuming an average annual mileage of 14,000 miles and a
fuel cost of $2.50 per gallon, with an average fuel efficiency
Limited-Time Promotional Events of 25 miles per gallon for the gas-powered vehicle and 3
Offer discounts and incentives during special miles per kWh for the EV. The calculation would be:
events to make the Model 3 more affordable
for price-sensitive buyers. Cost Components EV Petrol Car
Purchase Price $ 40,000.00 $ 35,000.00
ONE TIME COST $ 40,000.00 $ 35,000.00
Trade-In for Sustainability Program Insurance $ 1,600.00 $ 1,500.00
Encourage trading in old vehicles for Maintenance / Repairs $ 500.00 $ 1,000.00
enhanced values toward a new Model 3, Fuel / Electricity $ 1,680.00 $ 2,100.00
promoting sustainability and affordability. Road Tax $ - $ 150.00
Depreciation $ 2,000.00 $ 3,000.00
TOTAL ANNUAL COST $ 5,780.00 $ 7,750.00
Battery Recycling and Repurposing
Tenure 20 years $ 1,15,600.00 $ 1,55,000.00
Program
Establish infrastructure, invest in technology, Battery Replacement
cost $ 13,000.00 $ 6,000.00
offer incentives, and collaborate to recycle / Working cost
and repurpose batteries effectively.
Total Cost $ 1,68,600.00 $ 1,96,000.00
Source:Team Analysis , McKinsey, Deloitte, Bloomberg NEF, International Energy Agency, Electric Vehicle Outlook 2

ANALYSIS STRATEG 4-WHEELER 3-WHEELER IMPLEMENTATION MARKETING

IMPLEMENTATION PROCESS
Setting up charging stations at strategic locations Smart Charging Navigation
Tesla's strategic establishment of charging points at malls, corporates, and eateries transforms electric Introduce a new "Smart Charging Navigation" segment
The BIG Idea vehicle charging, facilitating a seamless transition to sustainable transportation. in the Tesla app

In daily routines, electric vehicle users face the challenge of finding Real-time Charging Station Locator:
Display nearby charging stations
convenient charging spots. Tesla can strategically set up ev stations
with availability, charging speeds,
near malls, corporates, and restaurants to address this issue. and user reviews.

60% of EV drivers
find charging station
availability information crucial
for trip planning

70% of EV drivers
would be willing to use a
navigation app that
recommends charging stops

Dynamic Route Optimization:

Integrate charging stops based on
Tesla's strategic establishment of charging points at malls, battery level, station availability,
corporates, and eateries not only boosts sustainability efforts and charging speeds, maximizing
but also enhances foot traffic by 20%, driving revenue growth efficiency and minimizing range
for businesses while promoting eco-friendly transportation. anxiety.
3

ANALYSIS STRATEG 4-WHEELER 3-WHEELER IMPLEMENTATION MARKETING

MARKETING STRATEGIES
Providing Marketing Strategies for EV for models taken in near future

 Partner with influential personalities to  Tesla transforms bus stops into

amplify brand presence. innovation hubs.

 Conduct campaigns in Tier 1 cities  Stations feature interactive displays of

offering test rides up to 1 km. Tesla tech.

 Extend reach and engagement through  Electric vehicle charging stations

influencer-led initiatives. provided.

 Utilize social media platforms for  Architectural elements reflect Model 3

brand storytelling and engagement. design.

 Deploy brand ambassador programs  Aims to captivate, drive curiosity,

to enhance credibility and visibility. reinforce brand image.
 Conduct targeted email campaigns for
 Enhances commuter experience,
personalized communication and brand
emphasizes innovation, sustainability.
advocacy.
4

ANALYSIS STRATEG 4-WHEELER 3-WHEELER IMPLEMENTATION MARKETING

MARKETING STRATEGIES
Providing Marketing Strategies for EV for models taken in near future

Community Event 4 Wheeler

BRAND ADVOCACY:
PUBLIC TRANSPORT AGENCIES
Host exclusive Model 3 owner trips to eco-conscious
Selling to agencies, encouraging them to
destinations, incentivizing referrals with personalized Tesla
incorporate “Gat-E” in their fleet
gear.
Further operations will be governed by the
agency’s guidelines
THRILLING EV RACE
EV event featuring Tesla owners' friendly
competition, exciting marketing, generous prizes, PUBLIC TRANSPORT
fostering camaraderie, sustainability, and technology. AGENCIES
Selling to agencies, encouraging them to
SUSTAINABILITY TALKS: incorporate “Gat-E” in their fleet
Further operations will be governed by the
Organize community clean-up drives alongside talks, agency’s guidelines
showcasing real-time energy savings achieved by local
Model 3 owners.
RIDE-
HAILING SERVICE
EMPOWERING EDUCATION:
Offering “Gat-E” to drivers associated with
Provide immersive Model 3 events featuring solar-powered the existing ride-hailing service
charging stations and interactive displays showcasing CO2 savings. Operations according to the regulations of
the service offered
4

ANALYSIS STRATEG 4-WHEELER 3-WHEELER IMPLEMENTATION MARKETING

PROPOSED STRATEGIES

Membership Club Financing Solutions

Establish an exclusive membership Offer competitive financing options,
club for Tesla owners, offering perks reducing upfront costs, increasing
such as early access to new models, sales by 25%, targeting price-sensitive
priority reservations for service consumers, and fostering affordability.
appointments.

Collaborative R&D
Partner with established tech firms for
R&D, accelerating product development,
enhancing technological prowess, and
staying ahead in the competitive
landscape.

Charging Infrastructure After-sales Service

Partner for efficient charging Provide comprehensive after-sales
support, including maintenance
solutions. 80% of EV drivers contracts and 24/7 helplines, ensuring
demand accessible charging fleet uptime, customer satisfaction,
infrastructure. and repeat business
5

ANALYSIS STRATEG 4-WHEELER GAT-E

3-WHEELER IMPLEMENTATION MARKETING
4 - WHEELER: Pacing towards the future
Revolutionary service with custom meters, entertainment, and safety features for optimal commuting

Digi-Board
Objectives Top Speed Advertisement

• 80 km/h
Providing enhanced short-distance experience
and improved safety and comfort Charging
• Sold to cab/ auto agencies like Uber, Ola, etc. making
Style
it the revolutionary auto Power Output
• Further providing it to corporates and societies for Ternary Lithium
easier and lavish commute 34 Kwh Battery

Feature Pool
Digi-Board:
Metering System:
A digital sign board on top of the
A customized meter vehicle will indicate whether the
system pertaining to the driver is accepting passengers or
needs of Fleet-owners not
Seating
Motor Horsepower Capacity
Air Prerequisites:
46 Horsepower 4 people
This car has top speed of
Conditioning: 80km/hr with Ternary Lithium
Battery, better than other
100% Tier 1
Inc
reased comfort
to Safety Features:
batteries with 46 Horsepower
COST
riders in all Lifetime warranty of Targeted cities for
we
Safety of riders
through rear seatbelts batteries ₹6,99,999 expansion
athers
3
8
ANALYSIS STRATEG 4-WHEELER 3-WHEELER IMPLEMENTATION MARKETING IMPACT & FEASIBILITY
3-WHEELER: Har Ghar Sewa
Introducing the new and improved electric 3 Wheeler, customized for short distances

Unrivalled Features: Objectives

25 • Ensure safety of personnel
• Promote Sustainability in the long run
• Reduce fuel costs
• Alignment with government mandates
Charger Type

Half & Half Growth Drivers

charging Range
• Government Policies
70km
Single charge • Increased Customer Awareness
• Increased Prices of Fuel
• EV Market Boom
Load up to • Long Term Solution for Short distance
routes
400 kg
Charging Style
Swappable Battery

35% Tier 1
less maintenance cost Targeted cities for
Enhanced Auto Cooling
Anti Theft SBS Braking SOS Auto-Weather expansion
Dashboard Battery

4
9
ANALYSIS STRATEG 4-WHEELER 3-WHEELER IMPLEMENTATION MARKETING IMPACT & FEASIBILITY
IMPLEMENTATION PROCESS
Step by step process for New Energy Mini

A proper B2B Model (Stage 1)
Sold to cab/ auto agencies like Uber, Ola, etc. and
government to use for feeder services making it
the revolutionary auto
Providing it to another niche (Stage 2)
Further providing it to corporates
and societies for easier and lavish commute
Objectives
• Ensure safety and sustainable development of
economy
• Reduced costs in operating the car
• Alignment with government mandates
• Easy rentals and benefits on credit cards,
charging stations, etc.

Growth Drivers
Partnership • Government Policies
Roping in charging infrastructure providers, and • Increased Customer Awareness
Banks to provide credit cards/EMI options easily • Increased Prices of Fuel
• EV Market Boom
• Long Term Solution for Last-Mile Delivery
Strategies Opted Services
Organizing test drives for customer’s experience
and providing after sale services in a much
better way can be a positive
FAME 42 L
scheme by govt for Units, Projected Sales
faster adaption by 2033

5
10
ANALYSIS STRATEG 4-WHEELER 3-WHEELER IMPLEMENTATION MARKETING IMPACT & FEASIBILITY
PORTER’S 5 FORCES FRAMEWORK AND KPI’s
Key Performances Indicators PORTER’S 5 FORCES MODEL
Threat of New Entrants:
Ve h i c l e R a n g e LOW HIGH
Measures the distance an EV can travel on a single • Increasing number of new entrants in e2w, e3w & e4w categories driven by conducive govt policies
charge, influencing user perception and the practicality • Several incumbent ICE players with strong brands are developing their EV offerings to launch in the market
of EVs. • However, capex requirements could discourage new entrants.

Bargaining Power of Suppliers:

Charging Time LOW HIGH

• Supplier concentration to firm concentration ratio is high due to the many suppliers
Time required to charge an EV battery, with shorter • With the current dependency on foreign suppliers for lithium-ion batteries, these suppliers have significant
charging times enhancing convenience bargaining power Govt’s push for local manufacturing can decrease this dependency.

Bargaining Power of Buyers:

B a tt e r y E ffi c i e n c y LOW HIGH

•Bargaining Power of
Logistics/cargo companies, Suppliers:
transport agencies, fleet operators & individuals are buyers
Determines the proportion of the market a specific EV • With reducing TCO, more buyers are expected to prefer EVs due to savings
manufacturer captures, indicating its competitiveness • Lack of charging infrastructure and range anxiety, buyers are not fully convinced about the practicality of Evs.
and popularity among consumers.
Threat of Substitute Products or Services:
Production Cost Per Vehicle HIGH
LOW
• Hybrid vehicles and those running on Gas also pose a threat as they have a balance of eco-friendliness & Performance
• Customers may choose shared mobility services with improvement in public transport & increasing popularity of ride
A crucial KPI for evaluating the cost-effectiveness of EV
sharing.
manufacturing.
Intensity of Competitive Rivalry:
LOW HIGH

C u s t o m e r S a ti s f a c ti o n • Intense competition from existing international & domestic OEMs like Tesla, BYD, M&M, & Tata Motors
• Most new age EV players have introduced technologically advanced products at premium pricing as compared to ICE
Reflects the satisfaction of EV users and their overall incumbents.
experience with the vehicles.
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ANALYSIS STRATEG 4-WHEELER 3-WHEELER IMPLEMENTATION MARKETING IMPACT &
IMPLEMENTATION PROCESS
Setting up charging stations at strategic locations Smart Charging Navigation

Partnering with restaurants strategically located along travel routes provides Introduce a new "Smart Charging Navigation" segment
The BIG Idea in the Tesla app

Real-time Charging Station Locator:

Display nearby charging stations
with availability, charging speeds,
and user reviews.

60% of EV drivers
Tesla strategically places charging stations at restaurants, with 52% of find charging station
consumers viewing restaurant charging as vital for EV adoption availability information crucial
for trip planning

70% of EV drivers
These alliances boost restaurant would be willing to use a
revenue by 40% per visit, as shown by navigation app that
the National Restaurant Association. recommends charging stops

Dynamic Route Optimization:

Integrate charging stops based on
Tesla cultivates a sustainable battery level, station availability,
charging ecosystem, driving further and charging speeds, maximizing
EV adoption and societal impact. efficiency and minimizing range
anxiety.
5

ANALYSIS STRATEG 4-WHEELER 3-WHEELER IMPLEMENTATION MARKETING IMPACT & FEASIBILITY

MARKETING STRATEGIES
Providing Marketing Strategies for EV for models taken in near future

 Partner with influential personalities to  Demonstrates EV performance,

amplify brand presence. solidifies brand leadership, and
promotes wider adoption. Exciting and
 Conduct campaigns in Tier 1 cities
engaging, it captivates enthusiasts and
offering test rides up to 1 km. attracts potential buyers effectively.
 Extend reach and engagement through
influencer-led initiatives.

 Utilize social media platforms for  Engage in collaborative efforts with

brand storytelling and engagement. governmental bodies for sustainable
mobility.
 Deploy brand ambassador programs
 Align initiatives with government
to enhance credibility and visibility.
sustainability goals for maximum
 Conduct targeted email campaigns for impact.
personalized communication and brand  Co-create solutions through strategic
advocacy. investments and shared objectives.
4

ANALYSIS STRATEG 4-WHEELER 3-WHEELER IMPLEMENTATION MARKETING