Mahindra Reva sees power in electric cars

Electric mobility pioneer Mahindra Reva Electric Vehicles, part of the $15.9 billion Mahindra & Mahindra (M&M) group, is upbeat about the prospects of electric cars becoming a popular mode of transportation in India.

In this regard, Mahindra Reva, which launched the ‘e2o’ electric car in Bangalore on Wednesday, has planned a meticulous campaign to make the car popular in the country.

Having already rolled out the e2o in eight cities, the company has roped in 24 out of 200 Mahindra dealers to sell the car.

Talking to Deccan Herald on Wednesday, Mahindra Reva Chief of Strategy and Technology Chetan Maini said, “There are many markets which need to be penetrated. A robust distribution network is required if this is to be achieved.”

Mahindra Reva, which is the country’s only electric car manufacturer, has invested around Rs 100 crore towards the development of the e2o concept, including a new plant near Bangalore with a capacity to manufacture 30,000 cars.

Game-changer

When the e2o concept was first announced (as Reva NXR), one of the major challenges the company had to contend with was to sensitise people about the importance of electric mobility. “Electric vehicles may emerge as game-changers. But the need of the hour is to educate customers about shifting to electric mobility, from the conventional fuel-run vehicles,” Maini said.

“Around 85 per cent of oil in India is imported. Hence, people will begin to realise the importance of electric vehicles against conventional fuel-run vehicles. With electric cars expected to become popular and more players foraying into the market, there is scope for greater development of electric mobility. This, coupled with more awareness, infrastructure and government support, will change everything,” he added.    

Prime Minister Manmohan Singh had recently rolled out the National Electric Mobility Mission Plan 2020 to encourage the extensive shift towards electric mobility. “Going by the Plan, in the next five years or so, I see a growing number of electric vehicles on the road. By 2020, 5-10 per cent of all cars will run on (electric) power,” Maini said
With the e2o launched, the company has gone all out with tapping those parts of the market which it deems ready to take on the new trend.

According to Mahindra Reva Chief of Operations R Chandramouli, “The e2o (with an on-road Bangalore price tag of Rs 7,01,045) will attract early adopters of technology, who are responsible about the environment and also leaders in their respective fields. Even people, with higher purchasing power, would opt for the e2o as a second family car.”

Mahindra Reva has also set up 100 charging points across Bangalore, and is in talks with corporate and IT firms to have such points on their campuses.