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  Passenger vehicle segment leads electric vehicle (EV) sales in India
 Growing demand for passenger vehicles fuels EV market growth
In Billion Dollars

100
% $34.8  Indian government's sustainable transportation commitment boosts EV
80 .0 5
60
26 Bn adoption
40 34.8
dollar industry  q of Hybrid and Electric Vehicles
Faster Adoption and Manufacturing
20 26.05% 
(FAME) program accelerates market expansion
Subsidies, environmental concerns, and rising use of EVs in public
0 CAGR (2024-29)
2024 2029 transport drive market growth
 Rapid expansion anticipated, with sustained growth in the Indian EV
market expected in the future.
COMPETITORS’ MATRIX
Market Excellence Leaders
High Market Adoption High Market Adoption
B2C model B2B model
High Customer Ratings
Customer
Segmentation

Cabs &
Porter Corporates,
Services Firms

Low Market Adoption Fair Market Share

High Customer Ratings Fair Customer Validation
Product Excellence Challengers 1
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ANALYSIS STRATEG 4-WHEELER 3-WHEELER IMPLEMENTATION MARKETING IMPACT & FEASIBILITY
 PROPOSED STRATEGIES

Te s t D r i v e s Financing Solutions
Offer tailored test drive experiences, Offer competitive financing options,
showcasing EV benefits. 92% of reducing upfront costs, increasing
drivers are likely to switch to EVs sales by 25%, targeting price-sensitive
after a positive test drive experience. consumers, and fostering affordability.

Rental Cars Collaborative R&D

Provide flexible rental options, Partner with established tech firms for
easing entry. 60% of businesses R&D, accelerating product development,
enhancing technological prowess, and
consider renting EVs for short-term
staying ahead in the competitive
needs. 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
Source:Team Analysis , McKinsey, Deloitte, Bloomberg NEF, International Energy Agency, Electric Vehicle Outlook 2
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ANALYSIS STRATEG 4-WHEELER GAT-E
3-WHEELER IMPLEMENTATION MARKETING IMPACT & FEASIBILITY
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
3
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
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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
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  Forge alliances with charging stations

amplify brand presence. for seamless accessibility.
 Establish a robust EV charging
 Conduct campaigns in Tier 1 cities
infrastructure across key locations.
offering free rides up to 1 km.  Ensure convenience and reliability for
EV drivers through strategic
 Extend reach and engagement through
collaborations.
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.
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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 &