Tejaswi Project Final Draft PDF

INTRODUCTION
CONSUMER
The consumer is the one who pays something to consume goods and services produced. As
such, consumers play a vital role in the economic system of a nation. Without consumer
demand, producers would lack one of the key motivations to produce: to sell to consumers.
The consumer also forms part of the chain of distribution. Recently in marketing instead of
marketers generating broad demographic profiles and Fisio-graphic profiles of market
segments, marketers have started to engage in personalized marketing, permission marketing,
and mass customization. Largely due to the rise of the Internet, consumers are shifting more
and more towards becoming "prosumers", consumers who are also producers (often of
information and media on the social web), influence the products created (e.g. by
customization, crowd funding or publishing their preferences), actively participate in the
production process, or use interactive products.
PERCEPTION
In biology, perception refers to the senses that any organism uses to collect information about
its environment. The senses corresponding to the human sense organs have been categorised at
least since Aristotle's time as: vision (our eyes), hearing (our ears), taste (our tongues), touch
(our skin) and smell (our noses). In consumer behaviour, however, perception refers to much
more than just the biological use of our sense organs. It includes the way stimuli are interacted
and integrated by the consumer. Several factors can influence our perception, causing it to
change in certain ways. Perception involves a person who interprets through the senses
something, event, or relation which may be designated as the percept. A person's frame of
reference consists of his previous held experiences, beliefs, likes, dislikes, prejudices, feelings
and other psychological reactions of unknown origin.
1
CONSUMER PERCEPTION
Consumer perception is any attempt to understand how a consumer’s perception of a product
or a service influences their behavior. Those who study consumer perception try to understand
why consumers make the decisions they do, and how to influence these decisions. Usually,
consumer perception theory is used by marketers when designing a campaign for a product or
brand. In marketing, perceptions are more important than reality because they affect
consumer’s actual behavior. Perception is a process by which a consumer select, organize, and
interpret information through their senses. However, some people study consumer perception
in order to understand psychology in a much more general way.
2
NEED FOR THE STUDY
From the days of industrial revolution when goods & services were produced to the present
day, the emphasis has shifted from the producers to the consumer and his needs, and with the
consumer becoming more involved, in the marketing process there is greater need for
information regarding the consumer needs. Preferences and making them satisfied of the
products & services, has led to a constant but increasing need to conduct marketing research.
This research is an insight into the mind of the consumer, with the help of which the
organizations will become aware of their pitfalls and in turn can also make improvements in
the product regarding the level of satisfaction of the consumers towards their offerings in the
market place.
The basic need of this project is to know the” CONSUMER PERCEPTION”

amongst the respondents, with regard to “ELECTRONIC VEHICLES.”
3
OBJECTIVES OF THE STUDY:
 To study the company profile of Okinawa electric vehicles.

 To find out the awareness of consumers towards E-vehicles.
 To find out the factors influencing the sales of E-vehicles.
 To suggest measures to increase sales on E-vehicles.
4
RESEARCH METHODOLOGY
One of the important tools for conducting marketing researching is the availability of
necessary and useful data. Data collection is more of an art than science. The methods of
marketing research are in a way the methods of data collection. The sources of information
fall under two categories.
INTERNAL SOURCES:
Every company has to keep certain records such as accounts, records, reports, etc.,
these records provide sample information which can organizations usually keeps collecting
in its working.
EXTERNAL SOURCES:
When internal records are insufficient and required information is not available, the
organizations will have to depend on external sources. The external sources of data are:
PRIMARY DATA:
Primary data are data gathered for a specific purpose or for a specific research report.
For systematically collecting the data the closed end questionnaire is used. The
questionnaire consists of questions relating to various aspects of the study for proper data
collection the questionnaire is divided into 2 sections. Both the sections are meant for the
respondent only.
SECONDARY DATA:
Secondary data are data that are collected for another purpose and already exist
somewhere. Data pertaining to company is collected from company web site company
catalogues and magazines. The company profile gives a detailed report of history various
products manufacture by its etc.
5
METHOD OF RESEARCH:
SURVEY METHOD:
A survey is a complete operation, which requires some technical knowledge survey methods
are mostly personal in character. Surveys are best suited forgetting primary data. The researcher
obtains information from the respondents by interviewing them.
SAMPLING:
It is not always necessary to collect data from whole universe. A small representative
sample may serve the purpose. A sample means a small group should be emanative cross
section and really “representative” in character. This selection process is called sampling.
SAMPLE SIZE:
Samples are devices for learning about large masses by observing a few individuals. The
selected sample is 100.Iin that sample 58 is males and 42 are females.
SAMPLING
RANDOM SAMPLING METHOD
The method adopted here is random sampling method. A random sample is one where each
item in the universe has as equal chance of known opportunity of being selected.
RESEARCH INSTRUMENT:
QUESTIONNAIRE:
A Questionnaire is carefully completed logical sequence of question directed to a

define objective. It is the outline of what information is required and the framework on which
the data is built upon. Questionnaire is commonly used in securing market information that
its preparation deserves utmost skill and care.
6
LIMITATIONS:
 Opinions expressed by the respondents in the questionnaire may be genuine

or what they actually feel and there is every chance of bias coming onto play.
 The study is restricted to Visakhapatnam city only.
 The conclusion drawn out of the respondents may not be applied to the whole
Indian market.
 Some of the respondents had not cooperated in filling up the questionnaire.
 The period of the study is only 8 weeks, which is a major constraint.
7
INDUSTRY PROFILE
ELECTRIC VEHICLES INTRO

An electric vehicle, also called an EV, uses one or more electric motors or traction motors for
propulsion. An electric vehicle may be powered through a collector system by electricity from
off-vehicle sources, or may be self-contained with a battery, solar panels or an electric
generator to convert fuel to electricity. EVs include, but are not limited to, road and rail
vehicles, surface and underwater vessels, electric aircraft and electric spacecraft.
EVs first came into existence in the mid-19th century, when electricity was among the preferred
methods for motor vehicle propulsion, providing a level of comfort and ease of operation that
could not be achieved by the gasoline cars of the time. Modern internal combustion
engines have been the dominant propulsion method for motor vehicles.
The importance for emission-free mobility especially in congested city traffic is recognized in
Asia, and especially in China where only electrified 2-Wheeler are permitted to enter
downtown traffic area. A similar trend also can be seen in Europe, not only for electric bicycles,
but also strong public interest for electric mopeds and strong e-Bikes. The electrified 2-Wheeler
offers a very big potential in this specific attempt for environmental friendly mobility as well
as convenience and fun to drive.
Whereas only comparably small volumes of electric cars have been sold all around the globe,
the electrified 2-Wheeler already have been sold in millions of units. This easily can be
understood, because such vehicles offer a very high degree of mobility at comparably small
investment and operational cost.
BACKGROUND
E-scooters are two-wheeled motorized vehicles that are similar to gasoline-powered scooters
and motorcycles, except that they operate solely on battery power. As an alternative to the
gasoline-powered scooter and motorcycle, the e-scooter offers efficiency gains and, as they
have zero local tailpipe emissions and are virtually silent, air and noise pollution reductions.
8
There are 3 types of electric vehicle: Battery Electric Vehicle (BEV), Plugin Hybrid
Electric Vehicle (PHEV) and Hybrid Electric Vehicle (HEV) and each are described in more
detail below. With 39 electric vehicles available in Canada there is a good chance there is one
that meets your requirements.
BATTERY ELECTRIC VEHICLE (BEV)
A battery electric vehicle (BEV) runs entirely using an electric motor and battery, without the
support of a traditional internal combustion engine, and must be plugged into an external source
of electricity to recharge its battery. Like all electric vehicles, BEVs can also recharge their
batteries through a process known as regenerative braking, which uses the vehicle’s electric
motor to assist in slowing the vehicle, and to recover some of the energy normally converted
to heat by the brakes.
PROS
 No emissions
 No gas or oil changes
 Ability to conveniently charge at home
 Fast and smooth acceleration
 Low cost of operation - about $30 a month.
CONS
 Shorter range than gasoline vehicles, although most people drive well within the range of
today’s BEV and could rent a hybrid for the rare long trips.
 Slightly more expensive than their gasoline equivalent although the gasoline savings pay off
the difference in typically 2-3 years.
PLUG-IN HYBRID ELECTRIC VEHICLE (PHEV)
Plug-in hybrids (PHEVs) use an electric motor and battery that can be plugged into the power
grid to charge the battery, but also has the support of an internal combustion engine that may
be used to recharge the vehicle’s battery and/or to replace the electric motor when the battery
is low. Because Plug-in Hybrids use electricity from the power grid, they often realize more
savings in fuel costs than tradition hybrids electric vehicles (HEV).
9
PROS
 Longer range than BEV
 Less gas consumption than gas only vehicle
 Fewer emissions
 Very simple mechanics, less to go wrong.
CONS
 Produces tailpipe emissions
 Needs gas and oil changes
 More expensive to operate than Battery Electric Vehicle (BEV) but less than traditional
hybrid vehicle (HEV).
HYBRID ELECTRIC VEHICLE (HEV)
Hybrid Electric Vehicles (HEVs) have two complementary drive systems: a gasoline engine
with a fuel tank; and an electric motor with a battery. Both the engine and the electric motor
can turn the transmission at the same time, and the transmission then turns the wheels. HEVs
cannot be recharged from the electricity grid – all their energy comes from gasoline and from
regenerative braking.
PROS
 Longer range than BEV
 Less gas consumption than gas only vehicle
 Fewer emissions than gas only vehicle
CONS
 Still produces emissions
 Complex mechanics – Gasoline + Electric
 Expensive to operate (8-10 times more expensive than BEV) but less than traditional gasoline
vehicle.
 No ability to conveniently charge at home.
10
Electric vehicles (EVs) have been around since the early days of the automotive
industry. In recent years, however, with the rise in oil prices and growing concerns about the
environment, the interest in EVs has increased worldwide. Consumers are looking for a
transportation alternative that is cheaper and “greener” while having the same performance of
a traditional car.
Plug-in electric vehicles (PEVs) are in an early stage of market entry. Nevertheless, there are
now more than 2 million PEVs in use globally. PEVs result in lower energy consumption,
greenhouse gas emissions, and urban air pollution compared to internal combustion engine
vehicles (ICEVs).
LACK OF AWARENESS IS SURPRISINGLY STILL THE

BIGGEST PROBLEM FOR ELECTRIC VEHICLE ADOPTION
A recent survey found that what’s stopping car buyers from choosing electric vehicles is the
perceived lack of charging stations, something 85% of respondents mentioned, followed by the
high costs (83%), and concerns over the range (74%).
That’s unsurprising, but what is more surprising is that those are not actually the main issue
slowing down electric vehicle adoption. According to the same survey, 60% of the more than
2,500 American drivers said they were “unaware of electric cars”.
Electric two-wheelers, which include vehicles ranging from electric bicycles to electric
scooters, are becoming increasingly popular and important forms of urban transport in Asian
cities. While electric two-wheelers popularity is evident in the CHINA, their acceptance and
adoption in other Asian countries is much more modest.
The potential environmental benefit to Asian cities of electric two-wheelers could be

significant, especially if electric two-wheelers replaced gasoline scooters and motorcycles.
Electric two-wheelers are much cleaner than their gasoline-powered two-wheeled counterparts
on most metrics. Gasoline two-wheelers emit approximately double the CO2, an order of
magnitude more nitrogen oxides and particulate matter 10, and several orders of magnitude
more volatile organic compounds and carbon monoxide. Particulate matter 2.5 and sulfur
dioxide emissions are unknown for gasoline two-wheelers, but electric two-wheelers could
have higher emission rates of these pollutants because of reliance on fossil fuel power plants.
Electric two-wheelers in India have higher emission rates because of India’s higher reliance on
11
coal power plants and higher electricity transmission loss rates. Viet Nam derives much of its
electricity from natural gas power plants.
Electric two-wheelers have the potential to improve local air quality and greenhouse gas
emissions compared to gasoline two-wheelers. They can also reduce noise pollution to the
extent that they can compete in the market against gasoline two-wheelers. There are some
fundamental performance issues that put them at a disadvantage, including speed, range, and
recharging time.
Their operating costs can be significantly lower, however, thus counteracting some of the
performance issues. A strong preference for gasoline two-wheelers, regardless of price and
performance, indicates that the electric two-wheeler industry and government and
nongovernment organizations should engage in active marketing and public awareness, aside
from developing supportive electric two-wheeler policy. In addition, supportive electric two-
wheeler policy should be coupled with a robust battery manufacture and recycling policy that
would support all transportation. Electric two-wheelers can provide low-cost, low-noise, and
low-emission vehicles, but are currently competing in a difficult market against a more mature,
but less environmentally friendly mode—gasoline two-wheelers. Working with the electric
two-wheeler industry to improve their image, improve performance, and provide supportive
policy could be the impetus to begin wide-scale adoption of electric two-wheelers in these large
markets.
INSTRUMENTS TO IMPROVE ELECTRIC SCOOTER ADOPTION

There are many ways to support e-scooter adoption, including removing fuel subsidies for
gasoline two-wheelers and subsidizing clean battery technology, preferential taxation and
registration fees. While operating costs (electricity) are very low, the up-front cost of batteries
is prohibitive for many consumers, even though the average cost over time could be
significantly lower than that of a gasoline two-wheeler.
Alternative financing models could potentially overcome this problem, like leasing or
financing batteries, but these models are unproven in this context. Without marketing to inform
the public and address negative perceptions of e-scooters, or shifts in the economics of vehicle
choice (like major gasoline price shifts), e-scooters will only constitute a small portion of
vehicles on the street. As technology advances and prices drop, coupled with improved
performance, e-scooters can begin to become more widely used. Until then, government
12
intervention to improve the economic advantage of e-scooters relative to gasoline two-wheelers
could be a cost-effective pollution mitigation strategy.
FACTORS INFLUENCING THE GLOBAL ELECTRIC VEHICLES

MARKET GROWTH
The growth of electric vehicles is attributed to the ever increasing production and sales of
automobiles. Vehicles are becoming an increasingly affordable commodity owing to the
growing disposable incomes across the world. Though the percentage share of electric vehicles
in the automotive industry is extremely small in the current scenario, it is highly likely to
expand at a faster rate than expected due to rise in fuel prices owing to higher current usage
and growing rate of depletion, the government regulations to reduce the amount of greenhouse
gases emitted by vehicles, high fuel efficiency offered by the electric vehicles and soundless
operation of the electric vehicles. Another important factor which is pushing the surge of
electric vehicles market is the attractive incentives provided by the governments of various
countries with a motive to push the sale of electric vehicles. Customers are offered benefits
such as tax exemption, reduced selling prices, and free charging of electric vehicles at various
charging points.
Though electric vehicles have proven to be advantageous over conventional vehicles, the
market is not without restraints hindering the growth of the market over the forecast period.
Electric vehicles come along with a high price tag which might evoke customer apathy towards
this market. Scarcity of charging points within major cities is a massive hurdle in the growth
of the global electric vehicles market. The electric vehicles lack alternate source of fuel which
often put the schedule of the commute in jeopardy. The complete drainage of the battery can
stall the car and can put the traveller at risk. These loopholes in the electric vehicles are a major
drawback for the market.
Electric vehicles provide excellent torque at low speeds but its performance drops at higher
speed in comparison with conventional vehicles, this difference in performance can also act as
a restraint to the growth of the global electric vehicles market.
13
GLOBAL ELECTRIC VEHICLES MARKET SEGMENTATION AND
FORECAST
On the basis of technology, the electric vehicles market is divided into hybrid electric vehicles,
plug-in hybrid electric vehicles and battery electric vehicles. Though plug-in hybrid electric
vehicles hold the least amount of share in the market, it is projected to grow at the fastest rate
with a CAGR of 17.9% in the forthcoming years owing to higher flexibility in terms of its
usage.
GLOBAL ELECTRIC VEHICLES MARKET ANALYSIS, BY PRODUCT

TYPE
Passenger cars, commercial vehicles, two wheelers, and others comprise the vehicle type
segmentation. In terms of volume, two wheelers segment to dominate the market due to
astonishing rise of sale in China. Passenger cars segment is predicted to expand at a CAGR of
15.1% within the forecast period. Battery powered electric vehicles do not follow the system
architecture of parallel hybrid, series hybrid and combined hybrid, which make up the
powertrain segment. Hence, this segment excludes market volume numbers of battery electric
vehicles leaving the market value far less than the overall market value. Parallel hybrid
powertrain is currently dominating the market and is also projected to grow faster than series
and combined hybrids with a CAGR of 16.8% till 2030.
GLOBAL ELECTRIC VEHICLES MARKET ANALYSIS, BY REGION
The use of electric vehicles is highly prevalent in North America, Europe and Asia Pacific
regions. Well developed and extensive charging infrastructure along with the incentives
provided by the governments of these regions are expediting the growth of the electric vehicles.
In contrast, Latin America and Middle East & Africa regions show a slower adoption of electric
vehicles owing to the availability of flexible fuel. Latin America is projected to create a total
incremental opportunity of US$ 1,332.6 Mn between 2016 and 2030. The segment is expected
to account for 0.3% share of the global market absolute $ incremental opportunity during the
same period.
Nevertheless, these regions will show growth in the market for electric vehicles although on
slower note.
14
KEY PLAYERS DOMINATING THE GLOBAL ELECTRIC VEHICLES
MARKET
Almost all the major manufacturers of automobile with a global reach have manufactured and
supplied electric vehicles.
 Honda Motor Co., Ltd.,
 Toyota Motor Corporation,
 Tesla Motors, Inc.,
 Ford Motor Company,
 Nissan Motor Corporation Ltd.,
 Bayerische Motoren Werke AG
-are some of the prominent companies engaged in the manufacture of electric vehicles
releasing hybrids, plug-in hybrids or pure battery electric vehicles variants.
Most prominent factors driving the growth of electric vehicles, provides potential opportunities
for the manufacturers to harness its growth, changing trends and developments shaping the
dynamics of the market and relevant insights covering important key segments.
Prominent strategy adopted by major electric vehicles manufacturers is by leveraging on the

disadvantages caused by conventional vehicles thereby using it as a medium to aggressively
advertise the electric vehicles as the vehicles of the future to the customers. The market is
categorically divided into six segments based on Technology, Power Source, Vehicle Type,
Powertrain and Region. The market value of electric vehicles is presented in terms of US across
all the segments. However, from the perspective of powertrain segment, it does not represent
the overall market numbers i.e., market volume and market value, owing to the fact that the
battery powered electric vehicles do not require the capabilities of a powertrain, which is
usually limited to vehicles that have both the internal combustion engine and electric motor to
run the wheels. This holds true for all the regions as well. The report also presents important
drivers as well as roadblocks affecting the market growth over the forecast period. Ever
changing trends and buying patterns of the customers are also taken into account and
scrutinized, which is thus integrated in the study to provide the client with relevant
comprehensive information about the dynamics of the market leading to better decision making
of the client. Other important parameters such as macrocosmic factors, comparative study
between the conventional vehicles & electric vehicles, regulations affecting its usage in
15
prominent regions and forecasting factors are also added in the report to provide more value-
added intelligence to the client.
The market segmentation presented in this report study is given below
COMPANY PROFILES
 Nissan Motor Corporation Ltd.
 Bayerische Motoren Werke AG
 Honda Motor Co., Ltd.
 Mitsubishi Motors Corporation
 Toyota Motor Corporation
 Volkswagen AG
 Tesla Motors, Inc.
 Groupe Renault
 Ford Motor Company
 Daimler AG
 General Motors Company
ADVANTAGES AND DISADVANTAGES OF EV’S

ENVIRONMENTAL:
EVs release no tail pipe air pollutants at the place where they are operated. They also typically
generate less noise pollution than an internal combustion engine vehicle, whether at rest or in
motion. The energy that electric and hybrid cars consume is usually generated by means that
have environmental impacts. Nevertheless, adaptation of EVs would have a significant net
environmental benefit, except in a few countries that continue to rely on older coal fired power
plants for the bulk of their electricity generation throughout the life of the car.
There are special kind of electric vehicles named SAFA TEMPO in Nepal that help lower the
pollution created by vehicles. These vehicles are powered by electricity - usually charged
batteries - rather than oil or gas and currently heavily promoted by the government to facilitate
16
environmental and vehicle management issues. Electric motors don't require oxygen, unlike
internal combustion engines; this is useful for submarines and for space rovers.
A study by Cambridge Econometrics shows the potential air pollution benefits of EVs.
According to one of the scenarios in the study, Europe would be on track to reduce CO2
emissions from cars by 88% by 2050. The associated technology improvements would cut toxic
nitrogen oxides (NOx) from cars from around 1.3 million tonnes per year to around 70,000
tonnes per year.
MECHANICAL
Electric motors are mechanically very simple and often achieve 90% energy conversion
efficiency over the full range of speeds and power output and can be precisely controlled. They
can also be combined with regenerative braking systems that have the ability to convert
movement energy back into stored electricity. This can be used to reduce the wear on brake
systems (and consequent brake pad dust) and reduce the total energy requirement of a trip.
Regenerative braking is especially effective for start-and-stop city use.
They can be finely controlled and provide high torque from rest, unlike internal combustion
engines, and do not need multiple gears to match power curves. This removes the need
for gearboxes and torque converters.
EVs provide quiet and smooth operation and consequently have less noise and vibration than
internal combustion engines. While this is a desirable attribute, it has also evoked concern that
the absence of the usual sounds of an approaching vehicle poses a danger to blind, elderly and
very young pedestrians. To mitigate this situation, automakers and individual companies are
developing systems that produce warning sounds when EVs are moving slowly, up to a speed
when normal motion and rotation (road, suspension, electric motor, etc.) noises become
audible.
ENERGY RESILIENCE
Electricity can be produced from a variety of sources, therefore it gives the greatest degree
of energy resilience.
ENERGY EFFICIENCY
EV 'tank-to-wheels' efficiency is about a factor of 3 higher than internal combustion engine

vehicles. Energy is not consumed while the vehicle is stationary, unlike internal combustion
engines which consume fuel while idling. However, looking at the well-to-wheel efficiency of
17
EVs, their total emissions, while still lower, are closer to an efficient gasoline or diesel in most
countries where electricity generation relies on fossil fuels.
Well-to-wheel efficiency of an EV has less to do with the vehicle itself and more to do with
the method of electricity production. A particular EV would instantly become twice as efficient
if electricity production were switched from fossil fuel to a wind or tidal primary source of
energy. Thus, when "well-to-wheels" is cited, one should keep in mind that the discussion is
no longer about the vehicle, but rather about the entire energy supply infrastructure - in the case
of fossil fuels this should also include energy spent on exploration, mining, refining, and
distribution.
COST OF RECHARGE
The cost of operating an EV varies wildly depending on location. In some parts of the world,
an EV costs less to drive than a comparable gas-powered vehicle, as long as the higher initial
purchase-price is not factored in. In the US, in states which have a tiered electricity rate
schedule, "fuel" for EVs today costs owners significantly more than fuel for a comparable gas-
powered vehicle. A 2011 study done by Purdue University found that in California most users
already reach the third pricing tier for electricity each month, and adding an EV could push
them into the fourth or fifth (highest, most expensive) tier, meaning that they will be paying in
excess of $.45 cents per kWh for electricity to recharge their vehicle. At this price, which is
higher than the average electricity price in the US, it is dramatically more expensive to drive a
pure-EV than it is to drive a traditional pure-gas powered vehicle. "The objective of a tiered
pricing system is to discourage consumption. It's meant to get you to think about turning off
your lights and conserving electricity. In California, the unintended consequence is that plug-
in hybrid cars won't be economical under this system," said Tyner (the author), whose findings
were published in the online version of the journal Energy Policy.
STABILIZATION OF THE GRID
Since EVs can be plugged into the electric grid when not in use, there is a potential for battery
powered vehicles to even cut the demand for electricity by feeding electricity into the grid from
their batteries during peak use periods (such as Mid Afternoon air conditioning use) while
doing most of their charging at night, when there is unused generating capacity. This vehicle-
to-grid (V2G) connection has the potential to reduce the need for new power plants, as long as
vehicle owners do not mind reducing the life of their batteries, by being drained by the power
company during peak demand.
18
Furthermore, our current electricity infrastructure may need to cope with increasing shares of
variable-output power sources such as wind and solar PV. This variability could be addressed
by adjusting the speed at which EV batteries are charged, or possibly even discharged.
Some concepts see battery exchanges and battery charging stations, much like gas/petrol
stations today. Clearly these will require enormous storage and charging potentials, which
could be manipulated to vary the rate of charging, and to output power during shortage periods,
much as diesel generators are used for short periods to stabilize some national grids.
RANGE
Most electric designs have limited range, due to the low energy density of batteries compared
to the fuel of internal combustion engine vehicles. The kW per kg of petrol is some 25 to 30
times higher. EVs also often have long recharge times compared to the relatively fast process
of refueling a tank. This is further complicated by the current scarcity of public charging
stations. "Range anxiety" is a label for consumer concern about EV range.
HEATING OF EV’S
In cold climates, considerable energy is needed to heat the interior of a vehicle and to defrost
the windows. With internal combustion engines, this heat already exists as waste combustion
heat diverted from the engine cooling circuit. This process offsets the greenhouse gases'
external costs. If this is done with battery EVs, the interior heating requires extra energy from
the vehicles' batteries. Although some heat could be harvested from the motor or motors and
battery, their greater efficiency means there is not as much waste heat available as from a
combustion engine.
However, for vehicles which are connected to the grid, battery EVs can be preheated, or cooled,
with little or no need for battery energy, especially for short trips.
Newer designs are focused on using super-insulated cabins which can heat the vehicle using
the body heat of the passengers. This is not enough, however, in colder climates as a driver
delivers only about 100 W of heating power. A heat pump system, capable of cooling the cabin
during summer and heating it during winter, seems to be the most practical and promising way
of solving the thermal management of the EV. Ricardo Arboix introduced (2008) a new
concept based on the principle of combining the thermal-management of the EV-battery with
the thermal-management of the cabin using a heat pump system. This is done by adding a third
heat-exchanger, thermally connected with Incentives and promotion. the battery-core, to the
traditional heat pump/air conditioning system used in previous EV-models like the GM EV1
19
and Toyota RAV4 EV. The concept has proven to bring several benefits, such as prolonging
the life-span of the battery as well as improving the performance and overall energy-efficiency
of the EV. Electricity in Europe, they emit less greenhouse gases than a conventional diesel
vehicle.
EV’S IN INDIA
In most Indian cities, gasoline-powered two wheelers (scooters and motorcycles) provide high
mobility to households. While mode split varies by city, two-wheelers are a vital component
of the transport system. Visakhapatnam is the city of Andhra Pradesh state in south India, has
a population of about 5 million. In 2007, 30% of all trips were made by a motorized two- or
three-wheeler, 14% by bicycle, 22% by foot, 16% by public transport, and 17% by car. The
average trip length of all modes was 6.2 km.3
In 2000, motorized two-wheelers constitute 38% of vehicle kilometers traveled with an

average trip length of 6.8 km. Moreover, the average growth rate of the two-wheeler population
in India is 10%.
Interviews with a major e-scooter manufacturer indicate a generally negative public perception
of e-scooters. This is based on early models that performed poorly, along with companies
importing low-quality scooters from the china that cannot operate well in the Indian context
and do not have strong after-sales support. Companies based in India are focusing on
developing more powerful e-scooters to provide higher speeds and more load-carrying capacity
In the 21st century, EVs saw a resurgence due to technological developments, and an increased
focus on renewable energy. Government incentives to increase adoptions were introduced,
including in the United States and the European Union.
India as a geographic and demographic strata functions in different ways, and that logic stands
its ground in this subject as well.
In fact, India has always been a country that’s run on the shared mobility model. “Indians have
mastered shared mobility for years. A 35-seat bus fits more than 60 people. Autos carry 15
people when they have space for 5,” said another analyst present at the event.
While this model has been catapulted in its modern avatar by platforms like Uber, Ola and
Shuttle among others, most of the segment exists because of people who can’t afford to buy
20
cars. This candid statement might pinch a few, but it’s hard to disagree when most of the
population in India exists in the middle-income and lower than middle income segment .
There was a unanimous call for the country to have a technology-agnostic approach with going
for clean energy-powered vehicles.
Experts point out that 85 percent electrification in India is generated via coal right now, with
an installed capacity of 300 giga watts being the country’s existing reality.
Buying an electric vehicle in India is a costly affair right now. You’re spending anywhere close
to $15,000 (Rs. 10.2 lakh approx.) to $20,000 (Rs. 13.6 lakh) for cars like the Mahindra E2O
or the eVerito, which aren’t value for money compared to the petrol or diesel cars at those price
points.
For the buyer, he’s still got no incentive (apart from his environment-conscious mindset) to
switch to electric. The return on investment (ROI) period for an EV is pegged at more than 10
years by analysts and this is where they believe, it doesn’t come out as an economical option.
India as a country is geographically spread across 3.2 million sq. km, as emphasised by one
expert. “And when you consider our current state of electricity supply for regular use-case,
how can anyone expect EVs to become a viable source of daily commute.”
Someone in the audience suggested using solar energy to generate electricity, to which one
analyst said that the per unit cost of solar electricity costs Rs. 16, while the same from thermal
power, like NTPC, comes to Rs. 2-3 per unit. All this points to a need for a different tax model
that caters to needs in the form of subsidies and other benefits.
It’s also intriguing to see that the government, which has been pushing for the electric
revolution, hasn’t been publicly endorsing itself. “Out of 10,000 EVs allotted to the
government, only 250 of them are running on the road. That's 2.5 percent of the total number,”
one analyst cited this as a concern and how reality stands within the ministry itself.
How can one expect a regular tax-paying consumer to go electric when the ministers aren’t
sold on the idea itself. But that’s not all, even those asking for public transport to go electric,
one of the experts pointed out the the cost of ownership for buses in the country.
While a regular CNG bus comes at a cost of Rs. 70 lakh, the same in the electric avatar will
pinch their pockets to the tune of Rs. 2.5 crore.
21
Still puzzled why India hasn’t gone electric? These numbers couldn’t make this point any
clearer. Having said that India’s electric dream isn’t completely up in smoke, yet the industry
believes we should look at making a change, just not a wholesome one.
TWO WHEELERS TO LEAD ELECTRIC VEHICLE MARKET IN INDIA
Two-wheelers are set to outpace four-wheelers in India’s ambitious drive towards all-electric
mobility, as all top scooter and motorcycle manufacturers have lined up their clean-energy
products for launch starting next year.
Hero MotoCorp Honda Motorcycle & Scooter India, TVS Motor, Mahindra Two Wheelers,
Yamaha and Bajaj Auto all have scheduled launches of electric two-wheelers from 2018. The
government has a 2030 target to transition the country
Some 4,50,000 electric two-wheelers were sold in India in the past eight years. The potential
of electric vehicles in this segment is massive, say industry executives, given that more than
17 million two-wheelers are sold annually in the country.
Hero MotoCorp, the world’s largest motorcycle maker by sales volume, is working on
developing electric two-wheelers in-house at its Centre for Innovation & Technology in Jaipur.
This is in addition to its strategic investment in electric two-wheeler startup Ather Energy.
Chennai-based TVS Motor is also developing an electric scooter (codename U218), which may
hit the roads sometime next financial year. Bajaj Auto has reportedly announced plans to launch
a new brand, Urbanite, for electric vehicles
Electric vehicles (EVs) have been around since the early days of the automotive industry. In
recent years, however, with the rise in oil prices and growing concerns about the environment,
the interest in EVs has increased worldwide. Consumers are looking for a transportation
alternative that is cheaper and “greener” while having the same performance of a traditional
car.
Plug-in electric vehicles (PEVs) are in an early stage of market entry. Nevertheless, there are
now more than 2 million PEVs in use globally. PEVs result in lower energy consumption,
greenhouse gas emissions, and urban air pollution compared to internal combustion engine
vehicles (ICEVs).
Hero Electric, which currently has 70 percent market share in the electric two wheeler industry,
feels the progress of the electric two wheeler industry is not worth mentioning.
22
India’s largest electric two wheeler manufacturer, Hero Electric, which is soon going to launch
the country’s first lithium-ion battery-powered electric scooter – Optima DX, has set ambitious
growth targets for it. During fiscal 2016, out of the 20,000 total electric two wheelers sold in
India, 14,000 were Hero Electric models. The company plans to achieve around 25,000 sales
in current fiscal, out of the total 40,000-45,000 expected sales for the electric two wheeler
industry.
Hero Electric, which currently has 70 percent market share in the electric two wheeler industry,
feels the progress of the electric two wheeler industry is not worth mentioning.
Sohinder Gill, Chief Executive Officer ‐ Global Business for Hero Electric, said, “In percentage
terms the progress of the industry is quite encouraging, but in volumes it is too little to talk
about any progress. Our company’s one year production is equal to one day production of say
Hero MotoCorp or Honda Two Wheelers.” Perhaps, this is the reason behind the company’s
not going for a production expansion at its only manufacturing facility in Ludhiana. The plant
currently has an installed capacity of 220 units per day. It’s not just on capacity expansion, the
company is also going slow when it comes to adopting marketing strategies. “Marketing
problem is that we don’t have budget, because we know we will invest Rs. 100 and will get Rs.
2 in return. No one is spending here, neither our competitors nor the government.”
However, there have been periods of encouragement during odd-even-days when the company
gave 18,000 free rides that led to good awareness among the people, and daily sales at that time
also jumped up. Creating a positive mindset among people is significant for the growth of this
industry because as Gill himself said “not more than 10 percent of Indians know that there is
something like electric vehicles.”
Interestingly, Hero Electric has sold around 500 electric two wheelers through Paytm- India’s
mobile payment and commerce platform, with which it has recently collaborated.
Hero Electric, however, is working on its own to improve the situation, especially from the
product side. The recent one being the introduction of Optima DX, which is currently being
marketed in the South and the company is soon going to launch it in other regions.
The company says that it garners most of its sales from the South, and when asked about the
reason behind this, Gill added smilingly, “In my perception, people of South have more
intellect when it comes to decision making; they imbibe these technologies faster.”
23
“However, it is our own limitations which are not allowing us to go everywhere. But if we
percolate down to B-class towns, and deep areas we will see our sales jumping up because for
them needs of speed and distance is not too high,” said Gill.
In Gill's perception, people of South have more intellect when it comes to decision making;
they imbibe technologies faster.
In this regard, when ET Auto asked about the company’s plans for its sales network expansion,
Gill explained, “I am trying a secondary chain because viability is a big issue for me as well as
for my dealers. I would encourage my dealers to have a hub and scope arrangement for selling
little away from where they are.”
This is because electric vehicles have to be sold within a radius of 40 kilometres from the
showroom as these vehicles have a range limitation. “So either you have dealerships at every
60-80 kilometres or have a tertiary or secondary points. This is why I want that one can have a
nucleus of dealers and secondary points so that viability issue is resolved and not much is
invested from their side,” added Gill
At present, the company has 300 dealers across India.
Gill said that there are certain bottlenecks from the government side which needs to be sorted
out soon in order to improve the situation. “EVs are not a solution by themselves intrinsically,
they need outside aid also. The solution lies in inside and outside both.”
But what about the subsidies and incentives which have been implemented to expedite sales of
EVs in the country? “Subsidies and incentives by themselves won’t help because at a price of
Rs. 50,000 or Rs. 60,000 you really don’t know whether you are buying under subsidy or not.
It acts in the mental state of the person. Say the value of the product is Rs 60,000; I am getting
it at Rs. 50,000, so it adds value. But, we should not continue with this for a long time.”
India electric two-wheeler market is forecast to grow at a CAGR of more than 23%, during
FY2018E–FY2023F. India electric two-wheeler market is led by the growing need to curb the
air pollution levels across the country and the incentive schemes by the government to
encourage manufacturing and adoption of electric two-wheelers across the country. Moreover,
with consistently growing affordability of electric two-wheelers and increasing focus on
leading vehicle manufacturers to develop and roll-out technologically advanced products is
expected to positively influence the market during forecast period.
24
Some of the leading players operating in India electric two-wheeler market include Hero
Electric Vehicles Pvt. Ltd., Electrotherm India Ltd., Lohia Auto Industries, Avon Cycles Ltd.,
Okinawa Autotech Pvt. Ltd., Xxplore Automotive Pvt Ltd., BSA Motors, Go GreenEOT Pvt.
Ltd., Enigma Auto, and Lectrix Motors Pvt. Ltd.
In order to perform the study, TechSci Research conducted primary as well as exhaustive
secondary research. Initially, TechSci Research prepared an exhaustive list of electric two-
wheeler manufacturers and companies currently invested in the country’s electric two-wheeler
market. Subsequently, TechSci Research conducted primary research surveys, which included
primary calls, email responses, etc., with the identified companies. While interviewing, the
respondents were also asked about their major competitors. Through this technique, TechSci
Research was able to include system manufacturers which could not be identified due to the
limitations of secondary research. TechSci Research analyzed service offerings, regional
network, and regional presence of all major electric two-wheeler companies across the country.
TechSci Research calculated the market size for India electric two-wheeler market using a
bottom-up technique, wherein the value service data for different vehicle type was recorded as
well as forecast for the future years. TechSci Research sourced these values from industry
experts and company representatives, and externally validated through analyzing historical
data of respective companies to arrive at the overall market size. Multiple secondary sources
such as directories, databases such as OICA, World Bank, Company Websites, company
annual reports, white papers, investor presentations and financial reports were also used by
TechSci Research.
KEY TARGET AUDIENCE:
 India electric two-wheeler manufacturers, distributors and other stakeholders
 Associations, organizations, forums and alliances related to electric two-wheelers
 Government bodies such as regulating authorities and policymakers
 Market research and consulting firms
25
The study is useful in providing answers to several critical questions that are important for
industry stakeholders such as electric vehicle manufacturers, policymakers and other
stakeholders. The study would also help them to target the growing segments over the coming
years, thereby aiding the stakeholders in taking investment decisions and facilitating their
expansion.
REPORT SCOPE:
In this report, India electric two-wheeler market has been segmented into following categories,
in addition to the industry trends which have also been detailed below:
Market, by Vehicle Type:
o Scooter
o Motorcycle
Market, by Battery Capacity:
o <25Ah
o >25Ah
Market, by Battery Type:
o Lead Acid
o Li-ion
Market, by Company:
o Hero
o Yo
o Lohia
o Avon
o Tork
o Emflux
o Others
26
India Electric Scooters and Motorcycles Market to reach $715.9 million by 2025: P&S Market
Research
According to a new market research report titled "India Electric Scooters and Motorcycles
Market by Product (Scooter, Motorcycle), by Battery Type (Sealed Lead Acid, Li-ion), by
Voltage (36V, 24V, 48V), by Technology (by Plug-in, Battery) – Market Size, Share,
Development, Growth and Demand Forecast, 2013-2025" published by P&S Market Research,
the India electric scooters and motorcycles market is projected to reach $715.9 million by 2025.
Increasing pollution awareness among people and increasing government support in the form
of subsidies are the key factors driving the growth of the market.
Electric scooters and motorcycles use electric battery for propulsion and do not produce any
emissions. Moreover, these electric two-wheelers are virtually silent and do not cause noise
pollution. Electric two-wheelers can manoeuvre through congested streets; can be charged
from traditional wall outlets and can have a removable battery.
As per the findings of research, electric scooters occupied the larger share of the market,
however, the share of electric motorcycles is expected to grow in the future. India would follow
tough emission norms Bharat Stage (BS)-VI, from the current BS-IV, by 2020, skipping the
BS-V. Such policies or initiatives to curb pollution levels in the country promises a positive
regulatory environment for the electric two-wheelers industry in coming years.
On the basis of battery type, lead acid battery powered electric scooters accounted for a
majority share in India electric scooters and motorcycles market, owing to their cheaper price.
However, the share of Lithium-ion powered electric scooters is expected to increase
significantly by 2025 due to the declining prices of Lithium-ion batteries and its advantages
27
over lead acid battery. On the basis of voltage, the 48V batteries are the most commonly used
batteries in electric scooters in India. With high end electric scooters and motorcycles expected
to be launched in the country, the share of high voltage batteries (such as 60V) would increase
in the future. On the basis of technology, plug-in accounts for a majority of sales in the country.
It is predicted that the share of battery based electric scooters would increase in the forecast
period.
Stringent emission norms would increase the prices of conventional vehicles making the
electric vehicles more viable to opt. Moreover, a positive regulatory environment is expected
in the future to support the sale of electric vehicles.
Bharat Stage (BS) norms which are currently prevalent in India are similar to the Euro norms
of European Union (EU) countries. For instance, BS IV norms of India (implemented in 2017)
is similar to Euro IV norms in EU countries. India started late but took just 11 years to reach
BS IV, compared to 18 years taken by the EU. Moreover, the government plans to jump directly
to BS VI by 2020, skipping BS V. These stringent emission norms are in line with the
commitments made by India at the Climate Change Conference in Paris in 2015. Government
focus to curb the pollution levels in the country promises a positive regulatory environment for
electric scooters and motorcycles industry in coming years.
The research states that the India electric scooters and motorcycles market is consolidated,
where Hero Electric has been the leading player in the historic period due to good brand
recognition and extensive distribution network. Other important players in India electric
scooters and motorcycles market includes Avon, Lohia Auto, and Electro-therm which offers
electric scooters with a brand name Yo Bikes. The remaining players in this industry are small
and privately-owned companies, such as Ampere Vehicles.
INDIA ELECTRIC SCOOTERS AND MOTORCYCLES MARKET OVERVIEW
India electric scooters and motorcycles market size valued at $24.6 million in 2016, it is
expected to grow at a CAGR of 45.4% during 2017 - 2025. Electric scooters started
commercially selling in India in mid 2000s. However, the sales grew slowly, mainly because
of sub-standard products, lack of government support and high taxes. However, with increasing
government support and rising population awareness electric scooter and motorcycle sales in
the country is expected to grow significantly over the forecast period. The investor’s interest
28
in this market has increased and start-ups, backed up by leading venture capitalists have entered
into the market. Moreover, leading two-wheeler manufacturers too have announced their plans
to launch electric scooters and motorcycles in coming years.
Electric scooters and motorcycles are similar to the gasoline powered ones, except that they
use electric power (from the battery) to propel the vehicle. Electric scooters and motorcycles
are environmentally friendly as they do not have any tailpipe emissions and are virtually silent.
Electric two-wheelers can manoeuvre through congested streets; can be charged from
traditional wall outlets and often have a removable battery, allowing them to be charged
indoors. They are either plug-in or fully battery operated.
DRIVERS
India would follow the toughest global emission norms Bharat Stage (BS)-VI, from the current
BS-IV, by 2020, skipping the BS-V. Such policies or initiatives to curb pollution levels in the
country promises a positive regulatory environment for electric two-wheelers in coming years.
CHALLENGES
Lack of awareness of electric two-wheelers is a major hurdle to the sales of electric scooters
and motorcycles in the India. The majority of people, especially in the rural and semi-urban
areas are still unaware of electric vehicles. Customers in these regions are the most prospective
target for sales due to their short and slow trips in the countryside. Companies would need to
expand their dealerships every 40-50kms to target these customers and also invest in marketing
to increase the awareness.
Unlike electric cars, the batteries of electric two-wheelers could be charged overnight at home.
However, on-the-go recharge stations could go a long way increasing practicality of owning
an electric scooter or a motorcycle. Currently, the recharge stations in India is negligible.
Considerable increase in the number of recharge stations would be required in medium to long
term to support the growth of electric two-wheelers in the country.
 Prices are high; not only cars but raw materials like cobalt for batteries
 Most components for EVs need to be imported
 Range of current EVs limited between 80 and 100 Km
 Infrastructural support; battery, charging stations lacking
29
INDIA ELECTRIC SCOOTERS AND MOTORCYCLES MARKET - COMPETITIVE
LANDSCAPE
The competition is less with only a few players of players operating in the India electric scooter
and motorcycle industry. Few players closed down their operations in the past due to less sales.
Hero-Electric is a clear market leader accounting for close to three-fourth of sales. However,
the competition is set to increase in the coming years. Start-ups and big automobile
manufacturers are expected to introduce electric two-wheelers in India in the next few years.
Over the last decade, start-ups backed up by big venture capitalists have entered the market.
For instance, Ather Energy, formed in 2013, is funded by Tiger Global Management. Other
important players in the market includes Tork and Electrotherm. Big two-wheeler
manufacturers such as Bajaj, Mahindra, TVS and Hyosung also have plans to launch electric
scooters in the next couple of years.
The research offers India electric scooters and motorcycles market size for the period 2013 –
2025.
INDIA ELECTRIC SCOOTERS AND MOTORCYCLES MARKET
 By Product – Scooter and Motorcycle
 By Battery Type – Sealed Lead Acid and Lithium-ion
 By Voltage – 36V, 24V, 48V, 60V, 72V
 By Technology – Plug-in and Battery
ELECTRIC VEHICLE INDUSTRY IN INDIA:
India unveiled 'National Electric Mobility Mission Plan (NEMMP) 2020' in 2013 to address
the issues of National energy security, vehicular pollution and growth of domestic
manufacturing capabilities. Reiterating its commitment to the Paris Agreement, the
Government of India has plans to make a major shift to electric vehicles by 2030. E-commerce
companies, Indian car manufacturers like Reva Electric Car Company (RECC), and Indian app-
based transportation network companies like Ola are working on making electric cars more
common over the next two decades.
30
Industry Association/s related to Electric Vehicles
 Society of Manufacturers of Electric Vehicles (SMEV)
 Leadership in Energy and Environmental Design
Electric vehicle manufacturers in India/ manufacturers of electric vehicles launched in India
The electric cars available in India are:
 Mahindra e2oPlus
 Mahindra e-Verito.
 Tata Tigor Electric
 Mahindra e-KUV 100
 Tata Tiago Electric
HYBRID CARS
Below are some of the hybrid cars available in India:
 Toyota Prius
 Toyota Camry Hybrid
 BMW i8
 Honda Accord Hybrid
MOTORCYCLES AND SCOOTERS
The following companies have launched Electric motorcycles and scooters in India:
 Twenty Two Motors
 Ampere vehicles
 AVERA New and Renewable Energy Moto Corp Tech Pvt. Ltd.
 Okinawa Autotech Pvt. Ltd.
 Ather Energy Pvt Ltd (to be launched) [
 Heroelectric (Hero Motocorp)
 YoBykes (ELECTROTHERM (INDIA) LTD.)
31
 Lohia Auto Industries
 Palatino (Xxplore Automotive Pvt Ltd.)
 Tork Motors (to be launched)
 EMflux motors (to be launched)
 Tunwal E Vehicles private limited
 BSA motors (discontinued)
 BPG
 EKO
 OK PLAY
 Rexnamo
BICYCLES
The following companies have launched Electric bicycles in India:
 Hulikkal Electro India Pvt. Ltd.
 Ampere Vehicles
 BSA Motors
 EBike India
 Electrotherm
 Spero
BUSES
Electric Buses in Bangalore by BMTC
India's first electric bus was launched in Bangalore in 2014.
32
Ashok Leyland launched its electric bus in October 2016.
Tata Motors launched its pure electric bus ‘Starbus Electric 9m’ and hybrid ‘StarBus Electric
12m’ in January 2017.
Goldstone Infratech Supplied Himachal Pradesh Transport Corporation with 25 electric buses
in September 2017
25 ‘Made in India’ Tata Starbus Hybrid electric buses delivered in Maharashtra on march ,2018
MINI PICK UP TRUCKS
The following companies have launched electric pick up trucks in India:
 Mahindra
 Tata Motors, Ace Electric in 2016
 Ashok Leyland, Dost Electric pick up truck
HEAVY DUTY TRUCKS, SEMI-TRAILER AND TRACTOR TRUCKS
There are no known cases of manufacturing and use of electric heavy duty trucks, semi-trailers
or tractor trucks in India.
RICKSHAWS
A Motor Vehicles (Amendment) Bill was passed by the Parliament in 2015, which established
battery-powered e-rickshaws as a valid form of commercial transport in India.With their small
size and small turning radius, E-rickshaw is already a popular mode of transport in Delhi-NCR,
particularly in small lanes and congested areas.
The following companies have launched electric autos in India
 Volta Motors
 Kinetic Green
 Gayam Motor Works
 REEP Industries - REEP Motors
 Mahindra electric
 Ampere Vehicles
 Go Green BOV
33
RAILWAYS
Indian Railways has a long history of electric locomotives, first use in 1925. On 31 March
2017, government announced that the entire rail network in the country will be electrified by
2022.
CHARGING STATIONS IN INDIA:

As India gets ready to take baby steps to electric mobility, companies in the charging
infrastructure are drawing contours of charging stations. The government has initiated a process
to define standards and guidelines for electric charging stations.
One of the key areas to watch out will be the charges that consumers will have to pay for using
these charging station. Operators are likely to charge users on the basis of the time a vehicle
spends at the station to get charged and not on the basis of power consumed. This is because
some batteries take longer to charge, even as the power consumed may be similar to a fast-
charging battery. “If you charge at per unit of power consumed the price will be the same for
slow and fast-charging batteries. If a vehicle spends longer time at a charging station it means
a lower capacity utilisation for the operator,” said Awadhesh Kumar Jha, vice-president (charge
& drive and sustainability) at Fortum India, part of the Finnish firm that operates more than
2,100 charging points globally.
Jha insists that charging should be considered as a service and not just consumption of power
as the operator also makes investment in land, maintenance, back-end support and other
conveniences. “The government seems to have agreed that it will be treated as a service. It
should only determine the price at which a power distribution firm sells electricity to charging
station,” he added. Jha said consumers might have to pay a different charge at different stations
depending on the operator’s cost of running the facility. “A station at Manesar could have a
lower charge than the one in central Delhi, as costs will vary.”
Fortum has set up two charging points with four outlets in the capital as a demonstration project
for use of government departments. But beginning April, the company will roll out stations that
will be open to the public. It aims to set up about 150 charge points across multiple stations in
2018. These electric vehicle charging stations will be an unmanned set up offering a controlled
access to users.
34
Fortum is testing an app that will soon be rolled out to its subscribers where one can locate the
stations and the points that are free for use on a real time basis. The access control feature will
allow only subscribers to activate a charge point by use of a RFID tag. The user’s account
linked to his payment mode will be charged. Users will be able to see their charge history
including the amount paid.
The Department of Heavy Industry has brought a draft notification for charging standards early
this month to seek comments from stakeholders before rolling out the final standards. The draft
states that different kinds of charging standards- Japanese, European and Chinese- can coexist
together in India. This will allow global auto makers to take their electric projects in India
without any significant modification in their manufacturing process. These global standards
meet requirement of high voltage vehicles.
Bharat standards for the existing fleet of vehicles- from local makers like M&M and Tata
Motors- were notified earlier. Fortum’s existing demo charges are Type-2 AC chargers which
can charge existing Indian cars as well. Jha says the different charging points are similar to
different dispensers at current fuel pumps dispensing petrol, diesel or gas.
Dalip Sharma, managing director of Delta Electronics India, a manufacturer of charging points,
said anybody making investments in charging infrastructure would assume that he may not be
able to even service fifty vehicles per day initially at a station. It will take at least a couple of
years before the business will reach any sizeable scale. He, however, said that once the market
opens up this will bring a huge opportunity. “The national capital region alone may require
800-1,000 charging stations,” said Sharma.
LIST OF CHARGING STATIONS IN INDIA:
EV Charging Stations in Delhi
1) EV charging station name is EV PlugIN Charge.

Address of EV charging station: 2nd Floor, 39, Shahpur Jat, Siri Fort, New Delhi, Delhi
110049.
Contact number: 098991 40809.
2) EV charging station name is Z&DZ Advertising Design, Inc.

Address Of EV charging station: Joshi Colony, New Delhi, Delhi 110092.
35
3) EV charging station name is Standard Electric and General Industries
Address of EV charging station: Shop No-B-10/6, Industrial Area, Phase II Rd, Block D,
Jhilmil Colony, Delhi, 110095.
Contact number: N/A
EV Charging Stations in Mumbai
1) EV charging station name is PluginIndia Electrics (OPC) PVT. LTD.

Address of EV charging station: Shop #4, 2nd Hasanabad Lane, Santacruz (West),
Willingdon, Santacruz West, Mumbai, Maharashtra 400054.
Contact number: 098690 85111
2) EV charging station name is EVteQ – Electric Vehicle Charging Solution

Address of EV charging station: 104, Quantum tower, Behind SBI, Rambaug Lane, S.V
Road, Nadiyawala Colony 2, Malad West, Malad West, Mumbai, Maharashtra 400064
3) EV charging station name is Reliance Energy Electric Vehicle Charging Station

Address of EV charging station: P-1, Cross Rd B, Chakala Industrial Area (MIDC), Andheri
East, Mumbai, Maharashtra 400047
Contact number: N/A
EV Charging Stations in Hyderabad

1) EV charging station name is Naskon Soft Solutions Pvt Limited.
Address of EV charging station: Plot No 524, Road No 27, Venkatagiri, Jubilee Hills,
Hyderabad – 500033, Beside Isha Life Restaurant.
2) EV charging station name is Sattar Auto Electricals & Battery Charging Works.
.Address of EV charging station: Shop No 63788/67, Punjagutta, Hyderabad – 500082,
Opposite Gold Spot Company.
Contact number: 9848256052
36
EV Charging Stations in Nagpur
1) EV charging station name is Ola Charging Point.

Address of EV charging station: Sonegaon, Nagpur, Maharashtra 440005
2) EV charging station name is Electric Vehicle Charging Station.

Address of EV charging station: Sitabuldi, Nagpur, Maharashtra 440001.
Contact number: N/A.
EV Charging Stations in Rajasthan
1) EV charging station name is Soni auto electrition.

Address of EV charging station: Koni, Rajasthan 335038.
2) EV charging station name is HERO ELECTRIC- TEJASVI MOTORS.

Address of EV charging station: Subhash Nagar, Bharatpur, Rajasthan 321001.
3) EV charging station name is Shri Akshay Yobyke.

Address of EV charging station: “Indraprastha” bhilwararoad ,kankaroli,Rajasthan,
kankaroli, Rajasthan 313324
EV Charging Stations in West Bengal
1) EV charging station name is Eplanet.

Address of EV charging station: Raninagar, Bhaduri Village, Berhampore, West Bengal
742165.
2) EV charging station name is Shaikh TOTO Stand.

Address of EV charging station: Purulia, West Bengal 723101.
3) EV charging station name is MS toto service.

Address of EV charging station: Balgona, Katwa Bardhaman Road, Burdwan, West Bengal
713125
37
EV Charging Stations in Karnataka
1) EV charging station name is Mahindra Reva Solar Charging Station

Address of EV charging station: Koppa, Bengaluru, Karnataka 560099.
2) EV charging station name is Royal Airavatha Residency – Charging Station.

Address of EV charging station: RV Vidyaniketan, Mailasandra, Bengaluru, Karnataka
560059.
Contact number: NA.
3) EV charging station name is Supreme Ridz.

Address of EV charging station: No 329 CT Bed, Banashankari 2d Stage, Thyagarajanagar,
Thyagaraja Nagar, Basavanagudi, Bengaluru, Karnataka 560028.
EV Charging Stations in Tamil Nadu
1) EV charging station name is ROMAI ELECTRIC SCOOTER.

Address of EV charging station: vadapalani, Kamarajapuram, Nungambakkam, Chennai,
Tamil Nadu 600026.
2) EV charging station name is Yo Battery Scooter.

Address of EV charging station: Ramesh Colony, Thirumurugan Poondi, Avinashi, Tamil
Nadu 641652.
Contact number: NA.
3) EV charging station name is Krish eco tech.

Address of EV charging station: Ram auto petrol punk opp, Palani Rd, Begambur, Dindigul,
Tamil Nadu 624001.
38
INFORMATION ABOUT DIFFERENT EV COMPANIES & THERE MODELS
Hero MotoCorp pavilion at Auto Expo, the Indian auto industry’s schmoozefest, has a busy
crowd – most of them attracted by the XPulse 200 adventure bike. The ushers in their bright
red dresses beside the scooters and bikes are a striking contrast against the white facade,
decorated with thousands of green saplings.
Everything looks perfect, except that Hero, the world’s largest bike maker by volumes, doesn’t
have an electric vehicle – not even a concept – on display. This at a time EVs are becoming
cheaper faster than ever before and a practical alternative to petrol-fired vehicles. The pivot
towards EVs is expected to be sharper in the months and years ahead as prices of lithium-ion
(Li-Ion) batteries plummet, while its efficiency and longevity increases.
At the heart of this upcoming change is India’s two-wheeler industry – the largest in the world
selling 18 million vehicles every year – which few are talking about. Much of the limelight in
electric mobility is hogged by a few car and bus makers. “It’s not only in EVs, the media tends
to write more about four-wheelers. That’s the general trend, (even though) the larger part of
mobility in India is two-wheelers,” says Pawan Munjal, chairman and managing director of
Hero MotoCorp.
Munjal, who wants to build Hero MotoCorp into a transportation technology company rather
than just be a commuter bike maker, EV is the segment to bet on — Hero’s investment of over
Rs 200 crore in Ather, an electric two-wheeler startup from Bengaluru, is a promise in that
direction. “We have close to 30% stake in that company, we are putting our money where the
mouth is. We believe in the future of EVs around the globe and in India,” says Munjal.
Markus Braunsperger, Hero MotoCorp’s CTO believes EVs will open up new opportunities
but is still chasing the perfect electric bike or scooter for Indian customers. Inside its own
stable, too, Hero MotoCorp is working on a few models. “We are experimenting. It is just not
enough to have the electric vehicles in the showrooms. It should fulfil customer needs
otherwise people won’t buy them,” says Markus Braunsperger, its chief technology officer.
On his EV to-do list are: fully electric bikes, hybrid two-wheelers, boosting power through
capacitors, and new technologies like recharging the battery while riding or braking the vehicle.
“It is not about a single solution… you need a bunch of solutions,” says Braunsperger, a BMW
veteran of more than two decades.
39
For Hero, in the EV segment, the focus will largely be on the commuter segment. “This gives
us additional opportunities, but it has to make business sense,” Braunsperger says, without
fussing much on the lack of infrastructure.
Market watchers believe that two-wheelers will help grow the EV segment – after all, sales of
two-wheelers in India outpace those of cars 5:1 (cars sell about three million a year). “We will
see electric two-wheelers as a way to adapt proclivity of electric mobility in India, instead of
forced adoption through four-wheelers,” says Rebecca Lindland, senior director and executive
analyst at California based vehicle valuation and auto research firm, Kelley Blue Book.
Others agree. “It will take some time but two-wheelers will take off much faster than cars,”
says Abdul Majeed, partner at audit and consulting firm PwC India. “In the next two to three
years, a lot of electric scooters will be sold.”
Niti Aayog in a May 2017 report, mentioned that two-wheelers – both private and fleet – will
have a quicker adoption of electric mobility. Consultancy KPMG suggests that electric two-
wheelers adoption will precede that of buses and cars.
According to industry group Auto Component Manufacturers Association and Munich

consultancy Roland Berger, 44,000 electric two-wheelers were sold in 2016-17, more than
double the previous year, in India. A lot of the credit goes to Li-ion batteries.
‘Low Maintenance’, not ‘No Maintenance’
Hero Electric, started by Pawan Munjal’s cousin Vijay Munjal and not a subsidiary of Hero
MotoCorp, rolled out its first electric bicycle in 2001. It bombed. “The mopeds were going out
of the market. We hoped to bridge the gap between cycles and scooters,” says Vijay’s son and
Hero Electric managing director Naveen.
The prices were very high and they were powered by lead-acid batteries, which were not only
expensive but also had a lower power output and a shorter lifespan. The result is a stunted
adoption.
Naveen Munjal, MD, Hero Electric says the players in the EV space today are much more
serious than earlier.
Seven years later, there was a false start. In 2008-09, Naveen remembers, India sold 80,000
electric two-wheelers – most of the bikes with top speeds of 25 kmph but selling because of
the low running cost. Buyers thought these bikes would be maintenance-free but they were not
40
robust and broke down often. Another reason for the demand was that two-wheelers running
at speeds below 25 kmph are not covered by the Motor Vehicle Act and don’t need to be
registered or need a driving licence.
In 2010, three things happened. After the collapse of the Lehman Brothers in 2008, beginning
2010, troubles started in the auto industry in India. The dollar appreciated from Rs 44 to Rs 54
between 2010 and 2011, oil prices crashed, and the government pulled out a subsidy of Rs 34
crore extended by the ministry of non-conventional and renewable energy.
Just like the mobile phone market, which was cluttered by unknown players, the electric vehicle
market was also full of fly-by-night companies. When the market collapsed, they pulled out.
“In 2007, we launched our first electric scooter, and positioned it as technology product… In
2009, everyone started jumping in,” Naveen adds, who interned with Landrover and spent time
in the Silicon Valley in 2000.
Thankfully, Hero Electric had set up service stations. “The vehicles were of low maintenance,
but not no maintenance as people thought… So that people didn’t suffer, we started supplying
parts to our competitors’ products to keep the market alive,” says Naveen.
The government had to act. In 2013, the UPA-II government came up with the National
Electricity Mobility Mission Plan where Rs 13,500 crore would be given as subsidy on EV
purchases and for building infrastructure.
In 2015, the Narendra Modi government put its heft behind EVs and released the so-
called FAME Scheme aimed to provide a subsidy for electric vehicles to boost EV adoption in
the country. By now, globally, lead-acid batteries were being replaced by Li-Ion batteries. It
was a beginning of a new era that would completely change electric mobility.
41
The Li-Ion Revolution
Naveen agrees that the market is changing. “The companies coming into this space are much
more serious… most of them are making vehicles, which run on lithium-ion batteries,” he
added.
Hero Electric will launch two Li-Ion battery scooters, will have Li-Ion variants in its already
existing five models, and is planning to launch eight Li-Ion-battery operated bicycles.
In a country where infrastructure is lacking, lead-acid batteries were heavy and could not be
taken out to charge. A 1 kilowatt per hour battery would weigh more than 25 kg. A comparable
Li-Ion battery is about two-thirds lighter: seven to nine kg. The life of the lead-acid battery in
automotive use is one to two years, while a Li-Ion battery lasts four to five years.
“Electric two-wheelers are much more viable as far as charging in houses are concerned
compared to cars as the batteries are lighter and can be carried into the house,” says Deepesh
Rathore, London-based analyst and director of Emerging Markets Automotive Advisors, an
auto consultancy firm.
Most of the large two-wheeler makers are also drawing up their Li-Ion-battery vehicles. Hero
MotoCorp’s Munjal says that at a recent board meeting, the main question from the directors
was “what is going on in EVs”.
Munjal had his answer. Two years ago at the Auto Expo, Hero MotoCorp had showcased the
e-Duet. “It was more to say that we are starting work in our R&D on EV products. This time
we have not shown because we are not fully ready,” says Munjal.
Hero MotoCorp rival, Bajaj Auto, has plans to launch a new brand, Urbanite, for EVs by 2020.
TVS Motors is developing an e-scooter (codename U218) to be launched in 2018. Honda
Motorcycle and Scooters India, the unit of Honda Motors Co. of Japan, is in discussions with
stakeholders to bring down cost and ensure infrastructure availability to launch products in
India.
TVS and Honda declined to comment for this story. However, a source in TVS gave some
details. The company showcased the Creon concept motorcycle at the Auto Expo. “It is an
eight kilowatt-hour (kWh) lithium-ion battery powered vehicle, which can reach top speeds up
to 115 kmph,” says the senior executive, on condition of anonymity.
TVS has no plans to introduce lead batteries. If the lead battery gets completely drained, its life
comes a fourth of the actual life. “In India, people have the tendency to nearly drain the battery
42
before putting it on charge,” the TVS executive says. “In case of lithium, even if you don’t take
care of the battery, it will last for five years.”
Many among TVS’ 700-strong R&D team work on electric technology like battery, motors and
controllers. “All the design development and technology is indigenous and developed in-
house,” the executive explains.
Parveen Kharb and Vijay Chandrawat, founder of Twenty Two Motors says smart technology
is critical for electric two-wheelers.
Still, Li-Ion batteries cost 2.5 times the cost of lead-acid batteries, even after the rapid drop in
the price of Li-Ion battery packs. Munjal is contemplating if Hero MotoCorp should invest in
battery pack manufacturing. It makes sense. “From Hero’s point of view, 40% (government’s
target of electric vehicles share) by 2030 will be five million units a year for us… We are not
at the stage where we can say that we have fixed our battery suppliers – whether we will get it
from outside, or we will make it ourselves, which can be done with our kind of volumes,” he
says.
Some of the established automakers are differentiating in building the product. For example,
Mahindra and Mahindra is not making a bike but is developing a three-wheeler that will seat
two people. “You will see new ways of mobility. In UDO, there are two front wheels and one
rear wheel,” says Mahesh Babu, CEO of Mahindra Electric. UDO is short for Unique Driving
Object, which was unveiled at Auto Expo.
But it’s not just the Heros and the Bajajs who are at the centre of the action. Several startups
are elbowing their way into electric mobility. Two-wheelers are easier to make compared to
cars, after all, and Li-Ion vehicles have a lot to leverage from the new technology and design.
A new crop of bike makers
Let’s look at the demand. The ACMA-Roland Berger report mentions that by 2025 – seven
years from now – 34.5% of total two-wheelers can potentially be electric. That number is about
11.6 million vehicles. But, does India have the capacity? “Production capacity would be the
major limiting factor for EV penetration in two-wheeler segment,” the report says.
The opportunity is big, in other words. Ather, Okinawa Scooters, Twenty Two Motors and a
bunch of other newbies have opened shop in the past three to four years to tap into this
opportunity.
43
For Jeetender Sharma, founder and MD of electric bike makers Okinawa Scooters, the future
is in electric mobility. He believes that he can build a business that his son, now six and half
years old, will be able to run in the coming years.
Jeetender Sharma, founder and MD, Okinawa Scooters at the Auto Expo 2018, in Greater
Noida. He plans to launch one of his company’s lead-acid powered EV with the more powerful
Li-Ion batteries.
Sharma launched two electric scooters during Auto Expo. The cost of running bikes is why he
believes people will change to electric. His bikes, both running on lead batteries, cost 10 paise
per km. A petrol bike costs Rs 1.70. His battery vehicles run over 80 kms with a single charge.
Each bike has two batteries giving a range of over 160 kms.
In the coming months, Sharma will launch an existing bike with Li-Ion batteries. Ridge, the
bike that is currently priced at Rs 42,000, will cost Rs 55,000 with Li-Ion batteries (as much as
the popular Honda Activa scooter) and will run up to 120 kms per battery on a single charge.
“We will have both lead and lithium variants… India is a price sensitive market,” says Sharma,
who says he is not fazed by Hero MotoCorp or its like.
Others believe that everyone is starting on a fresh slate, too. Gurgaon-based Twenty Two
Motors has launched two Li-Ion-battery-powered smart and connected scooters, bookings of
which can be done online. “We have tried to apply intelligence to the vehicles and gather data
using sensors,” says its CEO and co-founder Praveen Kharb.
Each vehicle has more 60 sensors, which sends data back to the servers. Algorithms in the
backend run a simulated model of the scooter. “The simulated models run 50-100 kms ahead
of the real vehicle, and help predict the condition of the battery and the overall scooter based
on riding behaviour, acceleration, road conditions, among other data,” Kharb explains. The
scooters come equipped with cruise control, reverse gear, and a so-called ‘drag mode’ in which
the scooter can be rolled alongside the rider slowly without pushing like when with a flat tyre.
Emflux Motors unveiled the Emflux ONE, a superbike that can touch 100 kmph in three
seconds, at the Auto Expo. The product is being tested before certification and an ambitious
April launch date. “The design and circuits are developed in-house and the bike is 70% to 80%
production-ready bike,” Ankit Khatry, co-founder of Emflux Motors, says.
Emflux and Twenty Two Motors will open experience centres in major cities for people to look
up and test the bike before placing orders online. Another company that has been at it is Ather,
perhaps the biggest of all the electric two-wheeler startups and is funded by Hero MotoCorp.
44
Ather began its journey in 2013 at the IIT-Madras Research Park. IIT-M alumnus Tarun Mehta
and Swapnil Jain had set out to build India’s first smart electric scooter. But they faced a unique
problem. Unlike an ICE (internal combustion engine) scooter-company that could go to its
manufacturers and give them the specs and specific design requirements even when the core
subsystems remained unchanged, Mehta and Jain had to build everything from scratch.
Finally, they came up with the S340 which has a range of about 60-65 km on a full charge and
is fitted with a touchscreen console with inbuilt apps like maps. The scooter is also connected
to Ather’s system and supports features like breakdown alerts and over-the-air firmware
updates for the two-wheeler like is done by the storied Tesla Motors.
Mehta feels two-wheelers will lead the EV adoption because of the economics. “A consumer
is more probable to pay a Rs 30,000 increment to buy an electric 2 wheeler than the few lakhs
(extra) for an electric 4 wheeler,” he says.
There are other advantages, too. “On the production side, it is also a shorter development cycle
for an electric two-wheeler as compared to an electric 4 wheeler, and you are also looking at
more cash committed,” adds Mehta.
BUMPY RIDE AHEAD
No matter how promising electric two-wheelers look, there are many challenges like the price
of the battery, the lack of supplier and component ecosystems, and funds to set up large
distribution networks. Roland Berger lists the challenges:
 Announced and existing EV models in India can compete with vehicles in less than
125cc segment only.
 Customer affinity towards 125-250cc segment is increasing in motorcycles, therefore

it is expected that by 2025 only 49% of motorcycle segment would be less than 125cc.
 Rural market, which accounts for 50% two-wheeler sales in India, would not be
impacted by EVs.
 Total urban sales that can potentially be impacted by 2025 is about 11.6 million units,
but production capacity would be the major limiting factor for EV penetration in the
two-wheeler segment.
45
Then, there are people problems. “When we started, our first challenge was to find good and
experienced people… Then there weren’t many good suppliers. The ones that were, were
already loaded up with huge orders and our orders were just for prototyping of 2-3 units. No
one was actually ready to entertain these small quantities,” says Khatry of Emflux.
For Hero MotoCorp, the challenges are different. CTO Braunsperger says that the electric
vehicles at comparable prices of a petrol bike should give the same performance and have the
same capabilities. “It is also important to bring the cost down and have the supplier base and
battery technology in place.”
Add to that, the government is yet to come out with the EV policy and give guidelines to build
charging infrastructure – both of which is critical for widespread of EVs.
Munjal ends on a pragmatic note. Companies like Hero, which already have large volumes in
the IC engine, cannot shift to electric mobility overnight, he says. “It will be a slow and steady
ramp-up. IC engines slowly ramping down and EVs ramping up. Enough time needs to be
given of the infrastructure to be set up. Enough time should be given for the manufacturing to
be set up. If there is a quick switchover, it is going to lead in a drop of sales volumes to a large
extent, which in turn could hurt the industry.”
The government, which is pushing its Make in India agenda, would also not like India to lose
its status of the world’s largest two-wheeler industry.
INDIA PLANS TO AMEND THE ELECTRICITY ACT FOR PRIVATE INVESTORS
India plans to amend the Electricity Act for private investors to set up charging stations for
electric vehicles as the government pushes to cut reliance on fossil fuels to check import bill
and reduce emissions. A power distribution company can only sell electricity in India,
according to the 2013 law. That’s a technical hurdle to build charging infrastructure in the
country for electric cars. “We are going to provide deemed distribution licences for those who
want to set up charging stations. The Electricity Act will be amended,” RK Singh, minister of
state for power, new and renewable energy, told BloombergQuint on the sidelines of an event
in New Delhi today. “Let the other amendments also come. We will discuss it with states and
then will bring it to the Ministry of Law.” The charging infrastructure for electric vehicles is
part of the government’s push to make all cars electric by 2030. It has already floated a tender
for 10,000 battery-powered sedans. Tata Motors Ltd. and Mahindra and Mahindra Ltd. will
provide the first 500 of them. Leaving the charging infrastructure business to private investors
46
will bring in a lot of reliability and competition, Awadhesh Kumar Jha, vice-president at
Charge & Drive & Sustainability, Fortum India, told BloombergQuint in an interview. It should
be treated as a service and not sale of electricity, he said. Niti Aayog is the nodal agency for
drafting rules for electric vehicle charging stations. “They are working on it and respective
ministries will follow whatever rules they make,” Ajay Kumar Bhalla, secretary at the Ministry
of Power, said. PK Pujari, former secretary at the ministry, said the regulator doesn’t need to
necessarily grant the licence. “A discom could be the authority to issue such licences on certain
conditions. The discoms will also have to fix a tariff such that charges can be recovered from
users.” The Electricity Amendment Bill, 2014 is pending in Lok Sabha since December 2014.
It’s likely to come up in the upcoming winter session in Parliament.
INCENTIVES PROVIDED BY GOVERNMENT
In May 2017, India was the first to announce plans to sell only electric vehicles by 2030.Prime
Minister Narendra Modi's government kickstarted the ambitious plan by floating a tender to
purchase 10,000 electric vehicles,hailed as "the world’s single-largest EV procurement
initiative." Along with fulfilling the urgent need to keep air pollution in check, the Indian
government aims at reducing the petroleum import bill and running cost of vehicles. With
nearly a third of all cars sold in 2017 of all new cars either fully electric or a hybrid, Norway
is the world leader in the adoption of electric cars and pushes to sell only electric or hybrid cars
by 2030. The other nations followed the lead, with France and UK announcing the plan to ban
the sale of gas and diesel cars by 2040. Austria, China, Denmark, Germany, Ireland, Japan, the
Netherlands, Portugal, Korea and Spain have also set official targets for electric car sales.
Many governments offer incentives to promote the use of electric vehicles, with the goals of
reducing air pollution and oil consumption. Some incentives intend to increase purchases of
electric vehicles by offsetting the purchase price with a grant. Other incentives include lower
tax rates or exemption from certain taxes, and investment in charging infrastructure.
In some states, car companies have partnered with local private utilities in order to provide
large incentives on select electric vehicles. For example, in the state of Florida, Nissan and
NextEra Energy, a local energy company, are working together to offer $10,000 incentives on
the all-electric 2017 Nissan Leaf. In addition, the government offers electric vehicle incentives
up to $7,500 to people who meet the qualifications outlined by the Federal Electric Vehicles
47
Tax Credit. A standard 2017 Nissan Leaf costs around $30,000. As a result, Florida residents
could purchase a new Leaf for less than half of the market value price.
San Diego's local private utility, San Diego Gas and Electric (SDG&E), offers its customers an
electric vehicle incentive of $10,000 for a 2017 BMW i3.
Sonoma Clean Power, the public utility that serves both Sonoma and Mendocino, offers its
customers EV incentives up to $2,000 on a Volkswagen e-Golf. In addition, Volkswagen offers
an incentive of $7,000 towards the purchase of an e-Golf. On top of these local incentives, and
the federal tax credit, California residents can receive state incentives up to $2,500 in the form
of state rebates. Therefore, Sonoma Clean Power customers can potentially save up to $19,000
on an e-Wolf.
TOP STATES USING EV’S IN INDIA:
With the country heading towards electrification by 2030, a state-wise survey of the electric
vehicle sales was conducted by the Society of Manufacturers of Electric Vehicle (SMEV).
Gujarat, West Bengal, Uttar Pradesh, Rajasthan and Maharashtra emerged as the top 5 in the
list.
The survey was conducted on all two and four-wheeled electric vehicles sold in 2016-2017. It
revealed that out of the total EVs sold in the country, 92% were two-wheelers where as the
remaining 8% were four-wheelers. Gujarat came in the first position with 4,330 EVs sold. West
Bengal with 2,846 sales came in the second position, closely followed by Uttar Pradesh (2,467)
and Rajasthan (2,388). Maharashtra came in the fifth position with 1,926 vehicles sold in the
same period.
They survey also revealed that Delhi, which initially used to top this list came at the seventh
position with only 1,072 vehicles sold. Further, a total of 25,000 EVs were sold in India in
2016-2017. Commenting on the survey, Mr. Sohinder Gill, director of corporate affairs at
SMEV, said that the various government bodies and industries must work together with the
implementation as well as the creation of new policies regarding the pollution and emissions
of greenhouse gases.
48
JAPAN'S ROHM ENTERS INDIA'S ELECTRIC VEHICLE PARTS MARKET
Japanese semiconductor manufacturer ROHM on Tuesday announced its plans to foray into
India's electric vehicle (EV) and hybrid-electric-vehicles market, with a special focus on the
two-wheeler segment. The company announced the availability of new Nano Pulse Control
Technology-based integrated circuit for the Indian market -- a 2MHz switching regulator with
built-in MOSFET (metal-oxide-semiconductor field-effect transistor) -- required for 48V
automotive systems, such as mild hybrid vehicles. "Electrification of two-wheelers is
happening rapidly and this will grow. We are seeing a lot of traction and that is why we are
releasing this product at this point of time," said Britto Edward, Head, Design Centre, India, of
ROHM. "We are working with some tier one companies mostly in the two-wheeler segment
because we are seeing a lot of traction in that segment," he added. The company is a supplier
of auto-electronic components providing energy efficient power solutions for hybrid electric
vehicles. "We are expecting, especially in the automotive segment, a CAGR (compounded
annual growth rate) of 33 per cent in the next five years... Actually I'm expecting much more
because of the EV and hybrid EV market that we'll be coming in now," said Daisuke Nakamura,
Managing Director, ROHM Semiconductor India (RSI). RSI was established in 2011 as a sales
subsidiary of ROHM in India. It currently has bases in Bengaluru, Chennai, Pune and New
Delhi. In 2014, a design centre was opened in Bengaluru to provide local development support
and propose reference designs. Reference: The Economic Times - Energy
MAHINDRA COLLABORATES WITH UBER FOR EV’S IN INDIA MAHINDRA &

MAHINDRA
A leading utility car manufacturing company decided to tie up with Uber, a gobal transportation
company, for exploring more insights and deployments of Electric Vehicles (EVs) in the
domestic market. This deployment will be carried out on Uber platform in various cities across
the country. To start off with the process, both the companies will instate hundred of EVs in
Delhi and Hyderabad which will include Mahindra cars like e2o Plus and eVerito sedan. The
combined operation of electric vehicles will additionally strengthen the relationship between
both the companies with strong deployment of Mahindra vehicles on Uber’s platform. Dr.
Pawan Goenka, Managing Director, Mahindra & Mahindra Ltd. said, “Electric vehicle
adoption is clearly gaining momentum in India. As the pioneers of electric vehicles in the
country we would like to be at the forefront, leading this change toward smart and sustainable
mobility. Our collaboration with Uber is an important next step to help accelerate the large
scale adoption of electric vehicles on shared mobility platforms, and meet the nation’s vision
49
for EVs”. According to Mr. Madhu Kannan, Chief Business Officer, Uber India & Emerging
Markets, “We are extremely excited about our collaboration with the Mahindra Group to
deploy this electric vehicles pilot in India. Aligned with the government’s vision, we aim to
build a more sustainable future of mobility, moving more people needing on-demand services
with fewer, fuller, and more efficient vehicle trips. We see a key role for high efficiency vehicle
technologies, and therefore believe that this collaboration with Mahindra, the pioneers in the
electric vehicles space, will be truly beneficial not just for Uber but for our driver partners,
riders and the cities we operate in.” As a part of this collaboration, the driver partners on the
Uber app will be offered with a package comprising of competitive prices, attractive financing
and insurance premiums as well as comprehensive maintenance packages on Mahindra electric
vehicles. Going with the fact that the electric vehicles will play an essential role for reducing
urban pollution affecting various cities and resulting in health hazards across the country. The
country and the citizens stands a chance of benefiting through increased penetration of EVs
and eventual 100% transition in the near future. Reference: India.com
ANDHRA PRADESH EV:

ANDHRA PRADESH TO ROLL OUT ELECTRIC VEHICLES POLICY
Andhra Pradesh to roll out Electric Vehicles Policy (EV) soon to attract electric
vehicles manufacturing companies, said Minister for Information Technology, Government of
Andhra Pradesh Nara Lokesh today in Electric Mobility Stakeholders Meet in AP Secretariat,
Amaravati. The state of Andhra Pradesh which is already home to various reputed automobile
and component manufacturers like Isuzu, Hero Motors, Kia Motors, Amar Raja and others is
now keen to promote smart mobility by promoting the use of electric vehicles. In this regard,
the state is also engaging with all relevant stakeholders in the industry. Nara Lokesh met with
representatives from various electric vehicle manufacturers and battery manufacturing
companies and held discussions on increasing the use of electric vehicles in AP and steps to be
taken in that regard. He also discussed on manufacturing less utility cost electric vehicles and
new experiments in the area. Nara Lokesh said, “We will soon bring out Electric Vehicles (EV)
Policy to attract electric vehicles manufacturing companies to the state. Electric vehicles and
batteries manufacturers should give their suggestions to design the policy to increase
manufacturing and utility of electric vehicles in the state. The policy will be designed to also
attract manufacturing companies of spare parts used in electric vehicles to the state”. Many
companies have already been evincing interest in investing in electric mobility systems in
50
Andhra Pradesh. Recently, Japan had come forward to collaborate with AP government to
setup Electronic Vehicles City in the state. In another recent move, Andhra Pradesh
Government has signed a MoU with Hyperloop Transport Technologies (HTT) to introduce
futuristic Hyperloop transportation system between Amaravati and Vijayawada giving a fillip
to smart mobility in the state. “The utility of electric vehicles is increasing globally. The
government will use electric vehicles in Amaravati, Visakhapatnam and Tirumala in the state.
Everyone should cooperate for the implementation of Electric Vehicles pilot project in
Visakhapatnam. Charging electric vehicles has become a big challenge today. Andhra Pradesh
will become hub for smart charging systems, new innovations and experiments in setting up of
charging stations. The state government will extend full cooperation for the companies who
come forward in setting up of smart charging systems and stations for charging electric vehicles
in less time”, Nara Lokesh saiime”, Nara Lokesh said.
DISCOMS PROPOSE POWER TARIFF OF ₹6.95 PER UNIT FOR ELECTRIC

VEHICLES
For the first time, the Southern and Eastern Power Distribution Companies of Andhra Pradesh
(A.P) have proposed a power tariff of ₹6.95 per unit for electric vehicles as part of their Annual
Revenue Requirement for the FY 2018-19. This suggests that the scaling up of the Electric
Vehicle (EV) programme is around the corner against the backdrop of the recent signing of a
MoU with Toyota Kirloskar Motors for a feasibility study on introducing plug-in hybrid
electric vehicles and electric commuter buses and sanction of 1,500 electric cars by Energy
Efficiency Services Limited (EESL). The Discoms stated in the ARR proposals submitted to
A.P. Electricity Regulatory Commission (APERC) Chairman Justice G. Bhavani Prasad in
Hyderabad on Friday that charging infrastructure would be created in Visakhapatnam,
Vijayawada and Tirupati and along the State and national highways. The tariffs are subject to
the approval of APERC. Speaking to The Hindu, Principal Secretary (energy) Ajay Jain said
Delhi took the lead in rolling out the EV programme by setting up some charging stations and
proposing a tariff and other States were fast catching up. As far as A.P is concerned, 500 electric
cars each were likely to be despatched later this month to Visakhapatnam, Vijayawada and
Tirupati where they would be under hire with the government departments. The State is
evolving an EV policy with the cooperation of the Japanese and other dominant players in the
electric mobility space facilitated by the AP Economic Development Board. With this, A.P.
will be one of the early movers tapping the immense potential for EV, he observed. Reference:
The Hindu
51
TELANGANA TO LAUNCH ELECTRIC VEHICLE POLICY
The Telangana government will next month launch its policy for electric vehicles to provide
incentives to manufacturers and private players setting up charging stations, a senior
government official said on Thursday. Jayesh Ranjan, Principal Secretary, Industry, Commerce
and Information Technology, said the policy will offer incentives for setting up charging
stations and enable creation of infrastructure like allotment of lands. The policy will also
provide necessary regulatory framework for the sector. The government will amend certain
laws so that the power can be drawn from power stations for charging facilities, he told
reporters on the sidelines of an event where Mahindra Electric and Zoomcar announced launch
of shared mobility in Hyderabad. Zoomcar has deployed 20 Mahindra e20Plus on its platform
for hire. Ranjan said the EV policy was almost ready and they were waiting for feedback from
the Transport and Municipal Administration Departments on the proposals. "Once we get their
feedback, the policy draft will be sent to Chief Secretary and later to the Chief Minister for
approval," he said. He said they already consulted industry and experts on the EV policy. The
state government also hopes to attract EV manufacturers. The EV market is currently small but
once it starts growing, Mahindra will ramp up the production at its facility in Zaheerabad in
Telangana, he said. Ranjan said he feels that electric vehicles could also play a key role in
ensuring last mile connectivity for commuters of Hyderabad Metro, which is set to be launched
next week. Hyderabad Metro Rail (HMR) has already tied-up with Uber and Ola to ensure last
mile connectivity to and from metro stations. The commuters will have multiple options
including electric cycles and pedal cycles from the stations to reach their destinations.
52
COMPANY PROFILE
OKINAWA ELECTRIC SCOOTER’S
We strongly believe that our technology can help power the path towards a
greener future. By leveraging the latest in automobile technology, our engineers
have made it possible to deliver top-class performance without harming the
environment. Sustainable development is a key factor to our innovation, and
therefore everything from our products to our manufacturing center’s are
completely green and ensures no impact is made on mother nature. This belief of
powering the change towards an ecologically considerate society is what keeps
us moving, and we’re sure that our cutting edge technology and high-performance
vehicles will be what keeps the world moving. We are Okinawa. We’re here to
#PowerTheChange
The company says its products are focused on low initial cost, lower running cost,
less maintenance cost and zero pollution. Powered by a removable lithium-ion
battery pack, the Praise gets an advanced and safe charging system. The 9kg
battery can be charged while fitted in the scooter as well as separately. And it
takes just 45 minutes to store 80% of the energy. The battery has a lifespan of
2,000 cycles and the company is also providing 3-year replacement warranty on
it.
The futuristic Okinawa Praise comes loaded with features like LED lights, a fully-
digital instrument console, and adjustable brake levers. Running on large 12-inch
wheels, the scooter has dual gas charged rear shock-absorbers and telescopic front
53
suspensions for a comfortable ride. Moreover, the safety features like unique dual
front disc brakes, single rear disc brake, E-ABS (Electronic - Assisted Braking
System) and a side-stand safety sensor makes it one of the most desirable options
among the electric two-wheelers.
MANUFACTURING EXCELLENCE at OKINAWA AUTOTECH PVT.

LTD
When world-class engineers meet world-class manufacturing technologies, you

can be sure that you get nothing less than world-class quality and safety with each
electric scooter that rolls out. From beginning to end, no compromises are made
when it comes to ensuring quality and environmental safety. Stringent durability
and reliability tests, at far more extreme conditions than real-life situations are
carried out. Because when you ride an Okinawa scooter, you should settle for
nothing less than the best in comfort, style, affordability, and eco-friendliness.
Along with the products, the factory itself is under check, every moment of every
day because we are committed to ensuring that the future is bright for both you
and Mother Nature
OKINAWA AUTOTECH PVT. LTD. PRODUCTS
a. Ridge b. Praise
Okinawa offers 2 new bike models in India. Praise, Ridge and are among the
popular bikes from Okinawa. Okinawa Ridge is the lowest priced model at Rs.
43,702 and Okinawa Praise is the highest priced model at Rs. 59,889.
54
Rated Power: 800 Watt, BLDC Motor (Waterproof)
Peak Power: 1200 Watt
Speed: 55 km/hr
Range/Charge: 80 -90 km/Charge
Climbing: 15o
Brake System: Drum Brake – Front and Rear
Seat Height: 774 mm
Dimensions (LxWxH): 1725 x 695 x 1080 mm
Loading Capacity: 150kg
Tyre: 10×3.0 Tubeless (Front/Rear)
Speedometer: Digital
Battery: 60V/24Ah VRLA Battery

60V/24Ah Lithium-ion ****
55
Controller: E-ABS(Electronic Assisted Braking System)
with regenerative energy
Key Feature: Center Locking With Anti-theft Alarm ,

keyless Entry, Find My Scooter Function
Charger Specification: Micro Charger With Auto Cut
Charging Time: VRLA Battery 4-6 hrs

Fast 1-2 hrs (Optional)
Suspension: Front – Telescopic (Hydraulic Type)

Rear – Double shocker with
dual tube technology (Hydraulic Type)
Ground Clearance: 160 mm
Boot Space: 19 ltr
Wheel: Stylish Aluminium Alloy Wheel
56
Rated Power: 1000 Watt, BLDC Motor (Waterproof)
Peak Power: 2500 Watt
Speed: Economy – 35 km/hr | Sporty – 60 km/hr | Turbo – 75 km/hr
Range/Charge: 170 – 200 km/Charge
Climbing: 22o
Brake System: FR/RR – Combi-Disc Brake
Seat Height: 774 mm
Dimensions (L x W x H): 1970 x 745 x 1145mm
Loading Capacity: 150 kg
Tyre: 90/90 – 12 Tubeless (Front/Rear)
Speedometer: Digital
Battery: 72V/45 Ah VRLA Battery | 72V/45 Ah Lithium-ion ****
57
Controller: E-ABS (Electronic-Assisted Braking System) with regenerative
energy
Charger Specification: Micro Charger with Auto Cut
Charging Time: VRLA Battery 6 – 8 hrs /

Lithium-ion 1 hr ****
Suspension: Front – Hydraulic Telescopic Rear – Double shocker with dual tube
technology
Ground Clearance: 170 mm
Boot Space: 19.5 ltr
Key Feature: Central Locking with Anti-theft Alarm, Keyless Entry, Find My
Scooter Function, Mobile Charging USB Port, Motor Walking
Assistance(Front/Reverse Motion)
Side Stand Sensor: Sensor Enabled – Vehicle will not start
Head Light: LED with DRL (Day Running Light) Function
Back Light: Unique Design with LED Rear Winkers
Wheel: Stylish Aluminium Alloy Wheel
Brake Lever: CNC Machines with Lever adjustment
TECHNOLOGY BY OKINAWA
India is on the fast track of growth. And the modern Indian needs a machine that
can match the pace and make every ride comfortable and enjoyable while
enabling him to do his bit for the environment. So, each day at Okinawa is spent
innovating ways to build machines that leave a mark. Because a quality
innovation is one that increases the joy, decreases the effort, and minimizes the
emission.
58
Our state of the art technology doesn't compromise on quality and ensures that
we build machines not just smart enough to fit in to today’s fast paced lifestyle
but also set a benchmark for the entire two-wheel category. Bringing the
following features in the electric two-wheeler segment is just the beginning of a
great era.
OKINAWA’S VISION
These are the pillars that define our ethos to manufacturing the best products we
can at Okinawa:
 Quality
 Comfort & Style
 Affordability
 Eco-friendliness
 Customer Satisfaction
Every scooter that rolls out comes from a state-of-the-art factory, manufactured
with the highest quality materials, by the most innovative engineers. Stringent
standards of quality and safety are followed to ensure that every product we make
is truly world-class.
MANUFACTURING FACILITY ADDRESS:
Plot No. E-28, RIICO Industrial Area, Khushkhera, Teh.Tijara Distt. Alwar-
301707(Rajasthan), Tel.: +91-124-4233197
59
OKINAWA BIKE DEALERS AND SHOWROOMS IN INDIA.
Okinawa has a wide-spread network of bike showrooms spread throughout the

country. There are approximately 63 Okinawa bike dealers operating in India as
of May 2018. Okinawa bike showrooms in India are spread across 12 states and
52 cities and include well established as well as new Okinawa bike
dealers. Planning to go for 450 dealers in 3 years.
VIZAG_SHOWROOMS
RECENT NEWS ON OKINAWA
OKINAWA PROJECTING 10,000 UNITS IN SALES IN 2017-18
Okinawa is bullish about touching 10,000 units in the current financial year. The
Gurgaon-based electric two-wheeler manufacturer has been operating in the
country for just over a year with two products in its portfolio.
60
Speaking to BikeWale, Mr. Jeetender Sharma, MD, Okinawa Scooters said that
the lack of awareness among consumers has been the biggest roadblock for the
company so far. To break the myths, the company has been focussing on
improving the performance of its electric vehicles, followed by the battery life,
range and quality. Lithium-ion batteries would play an important role in helping
boost the penetration of electric vehicles.
Lithium-ion batteries have a better range and performance, are more compact in
size and require lower charging time as compared to their lead-acid counterparts.
Okinawa has filed a patent for a new type of lithium-ion battery developed in-
house at their R&D facility in Gurugram, which will be used in its future range
of electric vehicles. Lithium-ion batteries are significantly more expensive than
lead-acid batteries, but they also attract a higher subsidy from the government.
Since it commenced its operations in January 2017, Okinawa has set up 150
dealerships across the country. Over the next year, the company will target setting
up 200 more dealerships, while in over two years, the total count is expected to
touch 500. The company has tied up with HDFC bank to help customers finance
their purchase. The company has two scooters in its range as of now,
the Ridge and the Praise, and these would be joined by the Oki 100 motorcycle
by the end of this calendar year.
RAJASTHAN PLANT TO START PRODUCTION IN 6-8 MONTHS: SHARMA

Electric two-wheeler maker Okinawa Auto-tech is targeting to sell about 3,000
more units by March 2018, to close the current fiscal with a sales of 10,000 units.
“We have two models in our portfolio. While Ridge was launched in January last
year, Praise was launched in December,” Jeetender Sharma, managing director,
told The Hindu.
“We have already sold over 7,000 units and expect to close the fiscal with sales
of 10,000 units,” Mr. Sharma added.
61
The firm, which has a manufacturing unit in Rajasthan with an annual capacity
of 90,000 units, plans to start production at its upcoming plant, in the State in the
next 6-8 months.
ONE MILLION UNITS

The facility would have a capacity to produce about a million units.
“We have planned an investment of ₹275 crore in the next three years to expand
operations and introduce new products,” said Mr. Sharma, adding that the
company would be expanding its dealer network to 500 by 2020 from the almost
170 now.
Mr. Sharma said the company was witnessing good demand for its products from
tier 2 and tier 3 cities. “We have set up dealerships in cities such as Srinagar and
Guwahati. About 65% of our sales are from tier 2 and tier 3 cities and remaining
35% from metros,” he added.
Mr. Sharma pointed out that while the cost of buying electric scooters and
conventional scooters was almost the same, the running and ownership cost for
electric vehicles was far less.
“For electric vehicles, currently the running cost is about 20 paise per kilometre
(km) as compared with ₹1.75 per km for a conventional scooter. With electric
scooter, the cost of servicing also comes down drastically,” he explained.
Mr. Sharma added that it was easier to have 100% electric two-wheelers in the
country than 100% electric cars as the latter required charging infrastructure.
OKINAWA AUTO-TECH TO TAP SOUTH INDIAN MARKETS:
Gurgaon-based electric two-wheeler manufacturer Okinawa Auto-tech plans to

enter the south Indian market to drive growth. The company, which has its
production facility in Rajasthan and about 65 distributor outlets in north India, is
planning to add 60-70 distributors in south India.
62
“Right now we are present in all states in north India and parts of eastern and
western India. We have sold about 2,000 scooters till now. South India is a very
big market for scooters and now we are focusing on expanding here,” said
Jeetender Sharma, MD, Okinawa Auto-tech. He noted that the company is
already in talks with several dealers from all South Indian states and they’ll start
selling electric scooters soon. It is targeting sales of 12,000 electric scooters by
the end of FY18.
“Awareness about electric vehicles is increasing and we are confident that

scooters will be the most sought-after in its segment. The government is also
trying to create a demand for 5-7 million e-vehicles in all categories by 2020.
Besides setting up a new facility in Rajasthan, we plan to set up an assembling
unit in south India depending on the demand. We’ll invest over Rs.275 crore in
the next one to two years for increasing capacity, distribution network, research
& development and promotion,” added Sharma.
Okinawa has its own production facility at Bhiwadi, Rajasthan which has a
capacity to manufacture 1.8 lakh scooters per year. It is planning to set up another
unit, which has a capacity of one million units per year in Rajasthan, as it sees
good potential for electric vehicles in the future. It has an R&D facility and its
electric scooters are approved by ICAT. Okinawa promises to offer a maximum
speed of 55+km/hour and a mileage of 80 km per single charge. These vehicles
can be registered in all states and vehicle loans and insurance facility are
available. Gurgaon-based electric two-wheeler manufacturer Okinawa Auto-tech
plans to enter the south Indian market to drive growth. The company, which has
its production facility in Rajasthan and about 65 distributor outlets in north India,
is planning to add 60-70 distributors in south India.
Certainly India can achieve a large percentage of electric vehicles moving on our
roads by 2030.Even if we achieve 30% of total population shifting to electric cars
63
and electric scooters, it will be good enough as a tipping point for the rest to
follow. 100 % is just a number in our minds - there will always be enthusiasts
who will not make the shift. If we do achieve this shift to electric cars and
scooters, it is my estimate that every 1 % of vehicle ownership shifting to electric
vehicles will bring down carbon monoxide and other pollutant harmful emissions
by 0.75% - this number is an average of various studies done on this subject.
Some say that up to 90 % of harmful gases in our cities are due to vehicular
pollution. Now imagine living in a city in India with 25% to 50 % less pollution
- tough to imagine, right? It is possible! The change will come sooner than we
expect since Indians as a population are fast to adapt to technology - look at the
way the country has jumped from the desktop revolution straight to mobile
phones. India is a low per capita income economy and electric cars and scooters
actually provide a method of saving a lot of money on running costs per km in
comparison to petrol cars or diesel cars. Cost of running comparison electric
scooters: Electric scooter: Rs.0.10 to Rs.0.15 per km Petrol scooter/ motorcycle:
Rs.1 to Rs.2per km Over a span of only 50,000 km of driving an electric scooter
you can save between Rs.45,000 to Rs.90,000 - which is more than if not
equivalent to the price of the electric scooter or motorcycle in most cases. Cost
of running comparison electric cars: Electric car: Rs.1.10 to Rs.1.5o per km Petrol
cars/ SUVs: Rs.4 to Rs.10 per km Over a span of only 1,50,000 km of driving an
electric car you can save between Rs.3,75,000 to Rs.12,75,000 , and lesser visits
and expenses in servicing the electric car since it has much fewer moving parts-
the electric car practically is a free gift to yourself !!!!!
64
SRI BALAJI ELECTRIC AUTOMOTIVE E-VEHICLES
BUSINESS INFORMATION:
 Business name : Sri Balaji electric automotive

 Business address: shop no. 101, jagadevi sita rama reddy residency,
chaitanya nagar, maddilapalem, vishakapatnam-13.
 Email-ID: [email protected]
 Telephone: 0891-2516364
GENERAL BUSINESS ACTIVITIES:
An authorised sales and service dealership Sri Balaji Electric

Automotive Company has been established as a e-vehicle scooter dealer for
Okinawa scooters in Telangana, India. Based on the decision of the company to
diversify their business, they have now established this corporation in many parts
of Andhra Pradesh. Following are the branches:
 Hyderabad
 Vishakhapatnam
 Vijayawada
 Kamareddy
 Medhak
 Siddipet
65
COMPANY STRATEGY:
 Purpose:
We believe in moving forward without leaving Mother Nature behind. We’re here
to nurture a lifestyle that isn’t just rich from the outside but has deeper values
rooted within it, a lifestyle that believes in giving back to the nature.
 Vision:
To provide quality services that exceed the expectations of our esteemed
customers & to improve our relationships.
 Mission:
To build long term relationships with the customers & clients & provide
exceptional customer services by constant research on customer needs & demand.
The establishment endeavours to achieve the highest level of customer
satisfaction and improving the buying experience for its customers. During its
time in the business, the company has constantly
\made evident effort to keep up with the needs of the customers alongside the
growing market. Understanding that options are abundant, this showroom makes
the researching, buying and selling as well as post sales engagements easy and
uncomplicated.
 Goals:
 Regional expansion in this field of E-vehicle dealership, sales & services.
 Developing a strong base of key customers.
 Increase the assets and investments of the company to support the
development of services.
 To build good reputation in this field of work and become a key player in
the industry.
66
SCOPE OF WORK:
Sri Balaji Electric Automotive E-vehicles does marketing along with sales &
services. The company undertakes all maintenance duties, paper work,
registration, loans allocation & insurance for E-vehicles in its company.
ORGANIZATIONAL STRUCTURE: (VISHAKHAPATNAM BRANCH)
Sri Balaji Electric Automotive E-Vehicles, Visakhapatnam has a Managing

Director with few directors. Under his guidance the store manager works. The
store Manger manages the other employees like the accountant, sales
representative, mechanic and an office boy.
accountant
store manager
sales
managing director
representative
mechanic
HUMAN RESOURCE:
The employees include marketing manager, human resource manager,

accountant, receptionist, sales representative, mechanic & an office boy. All the
members of the organization are employed by the HR department.
 Total number of employees in all branches: 45

 Total number of employees in head office: above 10 ( Hyderabad)
 Total number of employees in Vishakhapatnam branch: 5
67
SERVICES OFFERED BY SRI BALAJI ELECTRIC AUTOMOTIVE E-VEHICLES:
Sri Balaji electric automotive at Maddilapalem meets all the requirements

that one can possibly have in terms of two-wheeler Electric vehicles segment.
Apart from ensuring the sales of these vehicles, the outlet also offers post sale
services. The sales staff employed here pays keen attention to the requirements
of the potential buyers and makes appropriate suggestions by explaining the
features, specifications and pricing of the vehicles. Those looking to change or
replace parts of their vehicles can approach the center as they also deal with
various authentic accessories.
STORE SUPPORT FUNCTIONS
1. Marketing Marketing is the process of planning

and executing the conception,
pricing, promotion and distribution
of ideas, goods and services to
satisfy customers. It is the techniques
used to attract and persuade
consumers.
2. Experience Design It is everything the customer sees,

both outside & inside a store that
creates a positive image of a
business.
3. Maintenance and Facilities The 3 functions of this department
are:-
1. Housekeeping – general
cleanliness and hygiene of the store.
68
2. Security Services- Complete store
security and movement tracking.
3. Maintenance- Safety and ensuring
consistent power supply for the store.
4. Commercial Commercial function in a store
operation refers to the Cashiering.
The sub-function of cashiering
process, Cash Till Management &
Cash Trouble-Shooting.
5. People Office Human capital is considered to be the
most valuable asset in any
organization. People need to be
nurtured, developed, motivated and
rewarded so as to ensure business
growth. PO department ensures the
acquisition and development of the
right kind of people.
69
CONCEPTUAL PROFILE
CONSUMER PERCEPTION
FUNCTION
In marketing, the role of perception in consumer behavior is all about recognizing how
consumers view a company’s product or a service. A consumer’s motivation for buying a
particular product or service often comes down to image. People wish to be perceived as having
the ability to make the right choices and pick the right products. Marketers use perception to
target people’s need to fit in and be part of a larger group of discerning consumers. It can be
exemplified when two identical products are marketed in completely different ways, thus
creating distinct perceptions of each products. Depending on consumer’s perception, each
product can be received quite differently: favorably, less favorably or not at all. Marketers must
distinguish their message from their competitor’s to grab consumer’s attention. People are often
willing to pay for an expensive product over its less-expensive but identical counterpart just
because they perceive it to be a better product.
70
CONSUMER PERCEPTION PROCESS
The perception process consists of five distinct activities. The first activity is that of exposure
to stimuli. The second states that attention to stimuli has to occur. During the third activity,
organisation, people organise stimuli so that it can be comprehended and retained. The fourth
activity is that of interpretation of the message. Information is retained during the last activity.
A successful perception process leads to a purchasing and consumption decision.
EXPOSURE
Exposure is the first step in the perception process. It is of two type’s Intentional exposure,
Accidental exposure.
Intentional exposure occurs when an individual is exposed to market related information

because of his own intentional, goal-directed behaviour, such that it reflects a person's interests,
reading habits, information needs and life style.
Accidental exposure occurs when the individual is exposed to intensive marketing campaigns,
such as the messages portrayed by the broadcasting media, billboards, point-of-sale displays in
the retail store and the vast number of magazine and newspaper advertisements. Furthermore,
the individual is also accidently exposed to information such as testimonies from friends or
relatives concerning a specific product. Such testimonies first leads to interest, and then to
intentional exposure.
71
ATTENTION
An individual is exposed, whether intentionally or accidentally, to thousands of different

marketing stimuli during a normal living day ranging from thousands of different products in
a retail store, all differing in packaging, colour and design to as many as 1 500 advertisements
a day.
From a marketing perspective attention is of crucial importance, since no matter how often a
consumer is exposed to marketing stimuli, if no attention took place, the message is of no use.
The attention process can therefore be viewed as an information filter - a screening mechanism
that controls the quantity and nature of information any individual receives.
ORGANAISATION
Schiffman et al (1991) explain that people do not experience the numerous stimuli they select
from the environment as separate and discrete sensations. They rather tend to organise them
into groups and perceive them as unified wholes. The perceived characteristics of even the
simplest stimulus are therefore viewed as a function of the whole to which the stimulus appears
to belong. Assael (1992) and Wilkie (1990) 69 support this viewpoint by adding that during
the perceptual organisation process, consumers group information from various sources into a
meaningful whole to better comprehend such information and act on it.
INTERPRETATION
It is a process whereby people draw upon their experience, memory, and expectations to
interpret and attach meaning to a stimulus. Interpretation phase is uniquely individual, since it
is based upon what individuals expect to see in the light of their previous experience, on the
number of plausible explanations they can envision, and on their interests and motives at the
time perception occurs. Perceptual interpretation consists of two basic principles, namely
categorisation and inference. Categorisation assists the individual to process known
information quickly and efficiently and classify new information. Inference involves the
development of an association between two stimuli.
Perceptual categorisation is a tendency of consumers to place marketing information into

logical categories in order to process information quickly and efficiently, and to classify new
information. Categorisation process is extremely important since it underpins all our
72
interactions with our external world. It works at an extremely rapid speed, and usually at the
unconscious level.
Inference is a belief that we developed based on other information. If a person's name is lilly
for example, that person is likely to be a woman; if a product has a high price, it is likely to be
of higher quality. There are three types of inferences: evaluation-based, similarity-based, and
correlation-based inferences. Evaluation-based inferences are judgements leading to a
consistently positive or negative evaluation of a brand. Similarity-based inferences are beliefs
about an object based on its similarity to other objects. Because of similarity, individuals
develop inferences about unfamiliar products by linking them to products they are familiar
with. Correlation-based inferences are those based on associations from the general to the
specific.
RETENTION
Even if the total perception process was successful it serves no purpose if the individual is
unable to recall the information when he is required to act on it. The message has failed if a
person cannot remember its content. Retention is therefore the actual storage of processed
information in the memory of the individual.
PURCHASE & CONSUMPTION DECISION
Purchase and consumption behaviours in daily life often are repetitive and performed in
customary places, leading consumers to develop habits. When habits have formed,
environmental cues can activate the practiced responses in the absence of conscious decision
making. This research tested these ideas using a longitudinal design. They predicted that
regardless of their explicit intentions, consumers would repeat habits to purchase fast food,
watch TV news, and take the bus. The results yielded the anticipated pattern in which
participants repeated habitual behaviours even if they reported intentions to do otherwise.
Intentions only guided behaviour in the absence of strong habits. This study ruled out a number
of accounts for these findings including that they arise from the level of abstraction at which
intentions are identified, the certainty with which participants held intentions, a restriction of
range in the measures, and the strategy participants used to estimate frequency of past
performance.
73
FACTORS AFFECTING CONSUMER PERCEPTION
Although a consumer's perception of a product or service is at least partially based on his actual
experience with the good, a significant amount of market research suggests that a consumer's
view of a product is also conditioned by a variety of other factors. From very concrete factors
of price and quality to less tangible factors such a consumer's view of the manufacturer's
reputation, experience with service and the quality of packaging and branding, a number of
complex and interrelated psychological factors determine a consumer's perception of goods
and services.
SENSATION AND PERCEPTION
Sensation is the immediate response of our sensory receptors (e.g., eyes, ears, nose, mouth,
ringers) to such basic stimuli as light, color, and sound. Perception is the process by which
these stimuli are selected, organized, and interpreted. Like a computer, we process raw data
(sensation). However, the study of perception focuses on what we add to or take away from
these sensations as we assign meaning to them.
The subjective nature of perception is demonstrated by a controversial advertisement

developed for Benetton by a French agency. The ad features a black man and a white man
handcuffed together. This ad was the target of many complaints about racism after it appeared
in magazines and on billboards around the United States, even though the company has a
reputation for promoting racial tolerance. People interpreted it to depict a black man who had
been arrested by a white man.’ Even though both men are dressed the same, people’s prior
assumptions distorted the ad’s meaning.
Such interpretations or assumptions stem from the schemas, or organized collections of beliefs
and feelings, that a person has. That is, we tend to group in our memories the objects we see
as having similar characteristics, and the schema to which an object is assigned is a crucial
determinant of how we choose to evaluate this object at a later time
74
PRICE
Price has a complex effect on consumer perception. On the one hand, consumers appreciate a
bargain and are often likely to favor an economically-priced item. On the other, consumers
often perceive very inexpensive items as cheap and discardable, ultimately damaging a
consumer's view of a product even if the product remains the same and the consumer is
benefited from a price reduction. Especially sophisticated or skeptical consumers are even
prone to distrust a product that is considerably cheaper than the alternatives. As a result, price
should be part of a comprehensive marketing plan, where even inexpensive products are
depicted as favorable alternatives with similar levels of quality to the competition, with a price
that is somewhat lower but still comparable with other possibilities.
QUALITY
Of course, the actual quality of a product is a vital part of a consumer's perception of a good or
service. Quality can describe any attribute in a set of characteristics that satisfy or disappoint a
consumer, including usability, reliability and durability. Marketing can influence a consumer's
perception of quality, but, in the end, and particularly with non-durable goods, a consumer's
actual experience with a product will determine his perception of quality. Outside the realm of
mass communication, word of mouth regarding quality also travels very quickly.
SERVICE QUALITY
Even in the case of goods that exhibit numerous flaws, excellent service quality can often
overshadow a negative experience with the product itself. If a consumer feels that he receives
exceptional attention when encountering a problem with a product, that consumer is somewhat
more likely to trust the brand or product knowing that the manufacturer or retailer provides a
prompt and effective response to problems. Humans are social animals and their consumer
behaviour is often determined by the social relationships that surround a product, including
interactions with customer service representatives.
PACKAGING AND BRANDING
Packaging and branding have a huge effect on consumer perceptions, particularly at the point
of purchase. Especially when a consumers are purchasing a type of product for the first time,
the way the product is presented can wholly determine their perception of the item. Packaging
and branding, of course, cover everything from the attractiveness and display quality of an item
75
to the attributes of a product the manufacturer chooses to highlight. Depending on the type of
product and market, different branding messages from tough and reliable to fine and luxurious
can be appropriate and effective. The choice of color is frequently a key issue in package
design. Some color combinations come to be so strongly associated with corporations that these
companies are granted exclusive use of these colors through a legal device known as trade dress
or livery. As a rule, however, trade dress protection is granted only when consumers might be
confused about what they are buying because of similar coloration of a competitor’s packages.
Since the number of competing brands has proliferated for many types of products, the color
of a package can be a crucial spur to sales. Marketers know that consumers tend to associate
certain qualities with colors. The makers of Microsoft software revamped the old forest green
package to red and royal blue after it found that consumers associated green with frozen
vegetables and chewing gum but not software. The color black connotes quality and elegance,
and is used by Johnnie Walker Scotch to convey a sophisticated image.
REPUTATION
A product's reputation is built up over time and is usually a combination of actual experience
with the product, word-of-mouth recommendations and marketing campaigns that attempt to
establish a status or shared view of the product or brand. A consumer's perception of a product's
reputation, moreover, is not only determined by the product's brand identity and manufacturer
but by the whole chain of distribution. Even if a consumer trusts a product's manufacturer, for
example, that consumer may change his mind about the product upon seeing it available in a
retailer he associates with cheap, defective products.
COLORS
Colors are rich in symbolic value and have powerful cultural meanings.
The powerful cultural meanings attached to colors make them a central aspect of many
marketing strategies. Color choices are made carefully with regard to packaging, advertising,
and even store decor.
The expectations created by colors can actually affect consumers’ experience of

products. Consumers ascribe a sweeter taste to orange drinks as the orange shade of the bottle
is darkened.
76
THEORIES ABOUT COLOR
Despite the almost mystical effects that colors seem to have on people, little is known about
the degree to which these effects are due to the colors themselves or to the cultural meanings
that become attached to them. While it is premature to draw any firm conclusions, some
evidence indicates that colors can actually affect us regardless of their cultural connotations.
In one experiment, for example, a phone company painted some of its phone booths yellow
and found that people making calls from these booths on the average finished their
conversations faster.” Exposure to “warm” hues such as red, orange, and yellow appears to
raise blood pressure, heart rate, and perspiration, while blue exerts an opposite, caring
effect. Researchers have also claimed that rooms painted all pink appear to calm down
delinquents and prison inmates, and a Canadian dental clinic used a blue room to relax anxious
patients. Some fast-food chains rely on the color orange to stimulate customers’ hunger.
PERSONALITY AND INDIVIDUAL PREFERENCES
Some people believe that people’s preferences for colors are somehow indicative of their
personalities. While there is little evidence to support this claim, there are clear differences
among consumers in terms of their color preferences. Some of these preferences vary by sex,
region, social class, or culture. For example, 25 percent of college women say that their
favorite color is purple, but less than 10 percent of college men state this preference.
Some product designers believe that lower-income consumers prefer simple colors-those that
can be described in two words, such as “grass green” or “sky blue”-and that these people find
complex colors dirty or dull. In contrast, higher-income people are thought to like complex
colors such as “grey-green with a hint of blue.” Simple colors are said to “declassify” or extend
a product’s appeal, while others “classify” a product by elevating its perceived status.
SOUND
Music is an important part of many people’s lives. In one survey, respondents were asked what
experiences gave them thrills. Musical passages were cited by 96 percent of the respondents,
as compared to 70 percent who cited sexual activity and 26 percent who named parades
(respondents could list more than one item).
77
Music and sound are also important to marketers. Consumers buy millions of dollar’s worth
of sound recordings each year, advertising jingles maintain brand awareness, and background
music creates desired moods.”
Many aspects of sound may affect people’s feelings and behaviors. Two areas of research that
have widespread applications in consumer contexts are the effects of background music on
mood and the influence of speaking rate on attitude change and message comprehension.
TIME COMPRESSION AND SOUND PERCEPTION
Time compression is a technique used by broadcasters to manipulate perceptions of sound. It

is a way to pack more information into a limited time by speeding up an announcer’s voice in
commercials. The speaking rate is typically accelerated to about 120 percent to 130 percent of
normal. This effect is not detectable by most people; in fact, some tests indicate that consumers
prefer a rate of transmission that is slightly faster than the normal speaking rate.
The evidence for the effectiveness of time compression is mixed. It has been shown to increase
persuasion in some situations and to reduce it in others. One explanation for a positive effect
is that the listener uses a person’s speaking rate to infer whether the speaker is confident; people
seem to think that fast talkers must know what they are talking about.”
Another, more plausible, explanation is that the listener is given less time to elaborate in his or
her mind on the assertions made in the commercial. This acceleration disrupts normal
cognitive responses to the ad and changes the cues used to form judgments about its
content. As change can either binder or facilitate attitude change, depending on other
conditions.”
78
FACTORS DECIDING CUSTOMER PERCEPTION
In general, customer perception can be influence by a lot of factors. Some of the major factors
are
 Consistency of performance – How has the brand performed in the past and how it is
performing currently.
 Emotional connect – Superb brands know that emotional connection with the customer
is critical to brand development.
 Marketing communications – How the brand communicates with the customers using
the various media vehicles.
 Holistic marketing – A brand cannot be excellent if it has good sales staff but pathetic
support staff. A brand has to be a good all-rounder and satisfy customers from all its
touch points.
ROLE OF PERCEPTION IN CONSUMER BEHAVIOUR
INFLUENCING PERCEPTION
Consumers continually synthesize all the information they have about a company to form a
decision about whether that company offers value. In a sense, consumer perception is an
approximation of reality. Businesses attempt to influence this perception of reality, sometimes
through trickery and manipulation but often just by presenting themselves in the best possible
light. For example, advertisements often trumpet the quality and convenience of a product or
service, hoping to foster a consumer perception of high value, which can pay off with increased
sales.
REACHING CONSUMERS
A key factor in influencing consumer perception is exposure. The more information consumers
have about a product, the more comfortable they are buying it. As a result, businesses do all
they can to publicize their offerings. However, this causes a problem: When every business
bombards consumers with marketing messages, consumers tend to tune out. To influence
consumer perception, a business not only must expose its product to consumers, it also must
make its product stand out from the crowd.
79
RISK PERCEPTION
Consumer risk perception is another factor businesses must take into account when trying to
encourage buying behaviours. The more risky a proposition is, the more difficult it is to get
consumers to act. If consumers aren’t familiar with a brand of product, they can’t assess the
risk involved; it could be poorly built, for instance, or too costly compared to substitutes.
Businesses can overcome this hesitancy by offering as much product information as possible
in the form of advertisements or by encouraging product reviews. Allowing potential customers
to handle the product in stores or test it at home also decreases risk perception, as does offering
a flexible return policy.
CUSTOMER RETENTION
Successful businesses don’t relax once a customer makes a purchase. Rather, they continue to
foster perceptions that result in profitable behaviours. Once consumers have tried a product,
the task becomes maintaining a good reputation and establishing brand loyalty. Offering
superior customer service is an effective tactic because it maintains the perception that the
business cares about its customers’ best interests. In return, customers become loyal to the
business, which secures a consistent revenue stream for the company and makes it more
difficult for competitors to poach customers.
IMPORTANCE OF CONSUMER PERCEPTION

The success of a business depends upon its ability to attract and retain customers that are willing
to purchase goods and services at prices that are profitable to the company. Consumer
perception describes how customers and potential customers view a company and its products
and services. Consumer perception is important to businesses since it can influence consumer
behaviour, which ultimately affects the profitability of a business. Many businesses spend large
amount of resources to influence consumer perceptions.
CONSUMER PERCEPTION BASICS

Consumer perceptions can determine the success or failure of a business. For example, if a certain
restaurant has a reputation as being the best pizza place in town, the general consumer perception in the
town might be that you should go to the restaurant if you want a good pizza. This sentiment could
strongly influence the pizza shop’s ability to make profit. On the other hand, if consumers have negative
views about the company it could seriously hamper revenue success. For instance, if a hardware store
80
becomes known for cheap, shoddy products, consumers might avoid purchasing its goods unless they
cannot afford higher quality goods.
MARKETING
Marketing describes how a company chooses what types of products and services to offer and
how it distributes, prices and promotes those products and services. Consumer perception often
determines the types of products and services companies offer. In marketing, one is not just
promoting their product – they are also promoting a specific image or idea about that product.
Essentially, marketers present a certain perception of their product that they want customers to
have. And for potential customers, that perception is often interpreted as reality. Businesses
create advertisements to make consumers aware of their products and services and influence
how consumers perceive those products and services.
POSITIONING, REPOSITIONING & DEPOSITIONING

Positioning is the process whereby marketers attempt to build a brand. Marketers actively try
to create an image which is both recognizable and appeals to a certain group of people or target
market. Repositioning is the process of altering this image, usually in order to influence the
behaviour of a greater number of consumers. Depositioning is the practice of trying to
devaluate alternative, competing brands in the perceptions of a shared target market.
BRANDING
A trademark is a name, phrase, symbol or combination of words and symbols that a company
uses to distinguish its identity or brand or its products from others. Businesses spend large
amounts of resources to build up brand name recognition and to get consumers to associate
certain positive qualities with their brands. Branding can play a key role in managing
perceptions and in creating the reality that a company want their customer’s to perceive.
Branding is not just a logo. A brand is how other people see the business. It is the perception
of a company, products and services as seen through the eyes of their target market. It is the
perception that there is no company, product or service quite like yours. Consumers may be
more trusting of more recognizable brands, which can influence buying behaviour.
81
CONSIDERATIONS
Businesses often conduct market research to gain insight into consumer perceptions and
preferences. Understanding how and why consumers make the choices they do is integral to
providing products and services that will be in demand and promoting those products and
services effectively.
PURCHASE DESCISIONS
Understanding purchasing and consumption behaviour is a key challenge for marketers.
Consumer behaviour, in its broadest sense, is concerned with understanding both how purchase
decisions are made and how products or services are consumed or experienced. Consumers are
active decision-makers. They decide what to purchase, often based on their disposable income
or budget. They may change their preferences related to their budget and a range of other
factors.
Some purchase decisions involve long, detailed processes that include extensive information
search to select between competing alternatives. Other purchase decisions, such as impulse
buys or habitual purchases, are made almost instantaneously with little or no investment of
time or effort in information search.
Some purchase decisions are made by groups (such as families, households or businesses)
while others are made by individuals. When a purchase decision is made by a small group, such
as a household, different members of the group may become involved at different stages of the
decision process and may perform different roles. For example, one person may suggest the
purchase category, another may search for product-related information while yet another may
physically go to the store, buy the product and transport it home. It is customary to think about
the types of decision roles; such as:
The Initiator
The person who proposes a brand (or product) for consideration (something in return);
The Influencer
Someone who recommends a given brand;
82
The Decider
The person who makes the ultimate purchase decision;
The Purchaser
The one who orders or physically buys it;
The User
The person who uses or consumes the product
RISK PERCEPTION AND RISK REDUCTION ACTIVITIES
The consumer's perceptions of risk are a major consideration in the pre-purchase stage of the
purchasing decision. Perceived risk is defined as "the consumer's perceptions of the uncertainty
and adverse consequences of engaging in an activity". Risk consists of two
dimensions: consequences - the degree of importance or the severity of an outcome
and uncertainty - the consumer's subjective assessment of the likelihood of occurrence. For
example, many tourists are fearful of air travel because, although the probability of being
involved in an airline accident is very low, the consequences are potentially dire.
The marketing literature identifies many different types of risk, of which five are the most
frequently cited:
 Financial Risk: the potential financial loss in the event of a poor decision
 Performance Risk (also known as functional risk): The idea that a product or service
will not perform as intended
 Physical Risk: the potential for physical harm if something goes wrong with a purchase
 Social Risk: the potential for loss of social status associated with a purchase
 Psychological Risk: the potential for a purchase to result in a loss of self-esteem
If a consumer perceives a purchase to be risky, he or she will engage in strategies to reduce the
perceived risk until it is within their tolerance levels or, if they are unable to do so, withdraw
from the purchase. Thus, the consumer's perceptions of risk drive information search activities.
83
Typical risk reduction strategies are:
 Advertising and Promotional Messages: Pay closer attention to product or brand

related promotion including advertising messages
 Shopping Around: Comparing offers and prices, inspecting the merchandise
 Buy Known Brand: Using a known, reputable brand as an indicator of quality

merchandise
 Buy from Reputable Store: Relying on a reputable retail outlet as an indicator of

quality
 Product Reviews: Reading independent reviews in main media (e.g. newspapers,

magazines), written by independent experts
 Online product reviews or consumer-generated testimonials: Reading about the

experiences of other consumers (e.g. TripAdvisor, Amazon customer reviews)
 Sampling or Limited-scale Trial: Where practical, obtaining samples, free trial or a

'test-drive' prior to purchase
 Manufacturer Specifications: Reading information provided by manufacturers e.g.

brochures or specs
 Referrals: Obtaining referrals from friends or relatives
 Sales Representatives: Talking to sales reps in retail outlets
 Product Guarantees: Looking for formal guarantees or warranties
84
ANALYSIS AND INTERPRETATION
Q1) Respondents Gender
Gender No. of respondents % of respondents

Male 61 61
Female 39 39
respondents Gender
70
60
50
40
30
20
10
0
Male Female
Interpretation:
From the above analysis it is found that, percentage of Male respondents are 61% and the
percentage of Female respondents are 39%.
85
Q2) Age group of respondents
Age group No. of respondents % of respondents

Less than 18 yrs 3 3
Less than 20 yrs 16 16
21-30 yrs 20 20
31-40 yrs 16 16
41-50 yrs 23 23
51-60 yrs 12 12
60 & above 10 10
respondents Age group

25
20
15
10
0
Less than 18 Less than 20 21-30 yrs 31-40 yrs 41-50 yrs 51-60 yrs 60 & above
yrs yrs
Interpretation:
From the above analysis it is found that 23% of the respondents belongs to the age group of
41-50, 20% of the respondents belongs to the age group of 21-30, 16% of the respondents
belongs to the age group of 18-20, and only 3% of the respondents belongs to the age group of
less than 18 yrs.
86
Q3) Income level of respondents
Income level No. of respondents % of respondents

No Income 14 14
Rs.10,000-20,000 43 43
Rs.21,000-30,000 22 22
Rs.31,000-40,000 9 9
Rs.41,000-50,000 7 7
Rs.51,000 & above 5 5
Income level per month

50
45
40
35
30
25
20
15
10
5
0
Interpretation:
From the above analysis it is found that majority of respondents i.e., 43% of respondents belong
to the income level of Rs.10,000-20,000 per month, 22% of respondents belong to the income
level of Rs.21,000-30,000 per month, 9% of respondents belong to the income level of
Rs.31,000-40,000 per month, 7% of respondents belong to the income level of Rs.41,000-
50,000 per month and only 5% of respondents belong to the income level of Rs.51,000 & above
per month.
87
Q4) ARE YOU AWARE OF E-VEHICLES?
Options No. of respondents % of

respondents
Highly aware 18 18
Aware to some extent 29 29
Unaware 3 3
Awareness about EV
35
30
25
20
15
10
0
highly aware aware to some extent unaware
Interpretation:
From the above analysis it is found that majority of the respondents i.e., 29% are aware to some
extent about electric vehicles, 18% are highly aware of electric vehicles and only 3%
respondents are unaware of electric vehicles.
88
Q5) How did you get to know about E-Vehicles?

respondents
Website 11 11
Social media 26 26
Hoardings 8 8
T.V & Radio 9 9
Newspaper 26 26
Word of mouth 20 20
How did you get to know about E-vehicles

30
25
20
15
10
0
Website Social media Hoardings Newspaper T.v & radio Word of
mouth
Interpretation:
From the above analysis it is found that majority of respondents i.e., 26% got to know about electric
vehicles through Social Media & Newspapers, 20% got to know about electric vehicles through Word
of mouth, 11% got to know about electric vehicles through Websites, 9% got to know about electric
vehicles through Television & Radio, and 8% got to know about electric vehicles through Hoardings.
89
Q6) Are you planning to buy an E-vehicle in future?

respondents
yes 34 34
No 27 27
Can't say 39 39
Are you planning to buy an E-vehicle in future

45
40
35
30
25
20
15
10
5
0
Yes No Can't say
No. of respondents
Interpretation:
From the above analysis it is found that majority of the respondents i.e., 39% are not sure about
purchasing an electric vehicles, 34% are planning to purchase an electric vehicles, and 27% are
not planning to purchase an electric vehicle.
90
Q7) How much would you be prepared to pay for a E-vehicle?
Price level No. of respondents % of respondents

20,000 to 40,000 33 33
41,000 to 60,000 49 49
61,000 to 80,000 14 14
80,000 & above 4 4
How much would you be prepared to pay for an

E-vehicle?
60
50
40
30
20
10
0
20,000 to 40,000 41,000 to 60,000 61,000 to 80,000 80,000 & above
Interpretation:
From the above analysis it is found that majority of the respondents i.e., 49% are prepared to
pay Rs.41,000-60,000 for an electric vehicle, 33% are prepared to pay rs.20,000-40,000 for an
electric vehicle, 14% are prepared to pay Rs.61,000-80,000 for an electric vehicle, and only
4% are prepared to pay Rs.80,000 & above for an electric vehicle.
91
Q8) What might be the reason that you would buy an E-vehicle?
Options No. of respondents % of respondents

price of the E-vehicle 13 13
Mileage 6 6
Performance 5 5
Eco-friendliness 58 58
Light weight 18 18
what might be the reason that you will buy an E-

vehicle?
70
60
50
40
30
20
10
0
price of the E- Mileage Performance Eco-friendliness Light weight
vehicle
Interpretation:
From the above analysis it is found that majority of the respondents i.e., 58% will purchase an
electric vehicle due to its Eco-friendliness, 18% will purchase an electric vehicle due to its light
weight feature, 13% will purchase an electric vehicle due to its Price, 6% will purchase an
electric vehicle due to its Mileage, and only 5% will purchase an electric vehicle due to its
Performance.
92
Q9) What will be the charge time that you prefer while purchasing an E-vehicle?

6-8 hours 9 9
4-5 hours 30 30
2-3 hours 41 41
less than 1 hour 20 20
preffered charge time for E-vehicles

45
40
35
30
25
20
15
10
5
0
6-8 hours 4-5 hours 2-3 hours less than 1 hour
Interpretation:
From the above analysis it is found that majority of the respondents i.e., 41% will prefer 2-3
hours charge time for an electric vehicle, 30% will prefer 4-5 hours charge time for an electric
vehicle, 20% will prefer less than 1 hour charge time for an electric vehicle, and only 9% will
prefer 6-8 hours charge time for an electric vehicle.
93
Q10) Do you think E-vehicles are good at return on investment?

Strongly agree 17 17
Agree 33 33
Can't say 29 29
Disagree 11 11
Strongly disagree 10 10
Do you think E-vehicles are good at return on

investment
35
30
25
20
15
10
0
Strongly agree Agree Can't say Disagree Strongly disagree
Interpretation:
From the above analysis it is found that majority of the respondents i.e., 33% Agree that electric
vehicles are good at return on investment, 29% are not sure about electric vehicles are good at
return on investment, 17% Strongly agree that electric vehicles are good at return on
investment, 11% Disagree that electric vehicles are good at return on investment, and only 10%
Strongly disagree that electric vehicles are good at return on investment.
94
Q11) Do you think E-vehicles are better than fuel vehicles in performance?

Agree 33 33
Can't say 17 17
Disagree 22 22
E-vehicles are better than fuel vehicles in

performance
35
30
25
20
15
10
0
Interpretation:
From the above analysis it is found that majority of respondents i.e., 33% Agree that electric
vehicles are better than fuel vehicles in performance, 23% Strongly agree that electric vehicles
are better than fuel vehicles in performance, 22% Disagree that electric vehicles are better than
fuel vehicles in performance, 17% are not sure about electric vehicles are better than fuel
vehicles in performance, and only 5% Strongly disagree that electric vehicles are better than
fuel vehicles in performance.
95
Q12) Do you think E-vehicles are better than fuel vehicles in cost?

Agree 48 48
Can't say 21 21
Disagree 8 8
E-vehicles better than fuel vehicles in cost

60
50
40
30
20
10
0
Interpretation:
vehicles are better than fuel vehicles in cost, 21% Strongly agree that electric vehicles are better
than fuel vehicles in cost, other 21% are not sure about electric vehicles are better than fuel
vehicles in cost, 8% Disagree that electric vehicles are better than fuel vehicles in cost, and
only 2% Strongly disagree that electric vehicles are better than fuel vehicles in cost.
96
Q13) Do you think E-vehicles are better than fuel vehicles in mileage?

Strongly agree 4 4
Agree 35 35
Can't say 20 20
Disagree 23 23
E-vehicles better than fuel vehicles in mileage

40
35
30
25
20
15
10
0
Interpretation:
vehicles are better than fuel vehicles in mileage, 23% Disagree that electric vehicles are better
than fuel vehicles in mileage, 20% are not sure about electric vehicles better than fuel vehicles
in mileage, 18% Strongly disagree that electric vehicles are better than fuel vehicles in mileage,
and only 4% Strongly agree that electric vehicles are better than fuel vehicles in mileage.
97
Q14) Do you think E-vehicles are better than fuel vehicles in features?

Agree 28 28
Can't say 19 19
Disagree 22 22
E-vehicles better than fuel vehicles in features

30
25
20
15
10
0
Interpretation:
vehicles are better than fuel vehicles in features, 22% Disagree that electric vehicles are better
than fuel vehicles in features, 19% are not sure about electric vehicles better than fuel vehicles
in features, 16% Strongly disagree that electric vehicles are better than fuel vehicles in features,
and only 15% Strongly agree that electric vehicles are better than fuel vehicles in features.
98
Q15) Do you see E-vehicles as the future of India?

Agree 66 66
Can't say 12 12
Disagree 1 1
E-vehicles as future of India

70
60
50
40
30
20
10
0
Interpretation:
vehicles are the future of India, 21% Strongly agree that electric vehicles are the future of India,
12% are not sure about electric vehicles being the future of India, and only 1% Disagree that
electric vehicles are the future of India.
99
Q16) Do you think that good number of E-vehicle showrooms are available in the
city?

Strongly agree 0 0
Agree 17 17
Can't say 24 24
Disagree 35 35
Do you think good No. of E-vehicle showrooms

are available in the city
40
35
30
25
20
15
10
0
Interpretation:
From the above analysis it is found that majority of respondents i.e., 35% Disagree that good
number of electric vehicle showrooms are available in the city, 24% either not sure or Strongly
disagree that good number of electric vehicle showrooms are available in the city, and only
17% Agree that good number of electric vehicles showrooms are available in the city.
100
Q17) Do you think E-vehicle showrooms are providing good number of vehicles
models?

Strongly agree 2 2
Agree 34 34
Can't say 25 25
Disagree 13 13
Do you think E-vehicle showrooms are providing

good No. of vehicle models
40
35
30
25
20
15
10
0
Interpretation:
vehicle showrooms are providing good number of vehicle models, 26% Strongly disagree that
electric vehicle showrooms are providing good number of vehicle models, 25% are not sure
about electric vehicles showrooms are providing good number of vehicle models, 13%
Disagree that electric vehicle showrooms are providing good number of vehicle models, and
only 2% Strongly agree that electric vehicle showrooms are providing good number of vehicle
models.
101
Q18) E-vehicles must require improvement in____________?

Charge time 29 29
Models 17 17
Offers 7 7
Awareness campaigns 43 43
Others 4 4
E-vehicles must require improvment in

50
45
40
35
30
25
20
15
10
5
0
Charge time Models Offers Awareness Others
campaigns
Interpretation:
From the above analysis it is found that majority of the respondents i.e., 43% think electric
vehicles needs improvement in Awareness campaigns, 29% think that electric vehicles needs
improvement in Charge time, 17% think that electric vehicles needs improvement in Vehicle
Models, 7% think that electric vehicles needs improvement in Offers, and only 4% think that
electric vehicles needs improvement in Other regions like Price, Mileage, Battery capacity, and
Speed.
102
SUMMARY
Marketing is the life blood of business. It is rightly termed as science of money. Marketing is
very essential for the smooth running of the business. Marketing controls policies, activities
and decisions of every business.
Electric vehicle industry has been playing an important role in the economic development of
the various countries. Almost all developed countries and a majority emerged as service
economics, USA was the first economic to become a service economy.

In first chapter the INTRODUCTION OF MARKETING AND CONSUMER PERCEPTION

outlined briefly along with objectives, scope and limitations of the study.
Second and third chapter consists of industry profile & company profile which means as the
project work belongs to SRI BALAJI ELECTRIC AUTOMOTIVE DEALERS (Okinawa
electric scooters) the total chapter is about e-vehicle industry and brief explanation of the E-
vehicle company.
The fourth chapter explains the theoretical framework about the project topic i.e., about its
definitions, importance, limitations and the different types of consumer behaviour.
In fifth chapter the data analysis and its interpretations of SRI BALAJI ELECTRIC
AUTOMOTIVE DEALERS (Okinawa electric scooters) was explained along with the graph
presentation.
Finally, a complete data and details about the was explained in brief understanding manner
along with summary, findings and suggestions are mentioned in detail
103
FINDINGS:
 Based on the survey it is found that majority of respondents agree that electric vehicles
are better than fuel vehicles in cost, mileage, features, performance, and also good at
return on investment.
 Based on the survey it is found that majority of the respondents will purchase an electric
vehicle due to its Eco-friendliness.
 Based on the survey it is found that majority of the respondents will prefer 2-3 hours of
charging time for an electric vehicle.
 Based on the survey it is found that majority of respondents were aware to some extent
about E-vehicles, while of the respondents were unaware of E-vehicles.
 Based on the survey it is found that majority of respondents got to know about E-
vehicles through newspaper, while only of the respondents got to know about E-
vehicles through hoardings.
 Based on the survey it is found that majority of respondents disagree that good number
of electric vehicle showrooms are available in the city.
 Based on the survey it is found that majority of the respondents think electric vehicles
needs improvement in awareness campaigns.
104
SUGGESTIONS:
 The company must go for promotional activities like advertisements, hoardings and
newspapers to create awareness among customers about the company.
 The company has to conduct the periodical meetings with manufactures and take their
valuable suggestions.
 Innovative efforts must be launched to improve the position through better marketing
strategies.
 The company should be flexible to meet the customer demands and needs.
 The company must do awareness campaigns to bring awareness about e-vehicles.
105
Bibliography
Books:
 Textbook: A Framework for Marketing Management by Phillip Kotler And kevin lane
Keller, Pearson publications.
 Consumer perception of product risks and benefits by Gerard Emilien, Springer
publication.
Others:
 Company journals
 Newspaper: Economic Times
106
Websites:
 www.okinawascooters.com
 www.economictimes.com
 www.google.co.in
 www.factordaily.com
 www.just-auto.com
107
Questionnaire
CONSUMER PERCEPTION ON E-VEHICLES
Q1) Respondents gender
a) Male b) Female
Q2) Age group of respondents
a) Less than 18 yrs b) Less than 20 yrs
c) 21-30 yrs d) 31-40 yrs
e) 41-50 yrs f) 51-60 yrs
g) 60 & above
Q3) Income level of respondents
a) No Income b) Rs.10,000-20,000
c) Rs.21,000-30,000 d) Rs.31,000-40,000
e) Rs.41,000-50,000 f) Rs.51,000 & above
Q4) Are you aware of E-vehicles?
a) Highly Aware b) Aware to some extent
c) unaware
Q5) How did you get to know about E-vehicles?
a) website b) social media
c) Hoardings d) Newspaper
e) T.v & Radio f) Word of mouth
Q6) Do you plan to buy an E-vehicle in future?
a) Yes b)No
c)Can’t say
108
Q7) How much would you be prepared to pay for a E-vehicle?
a) 20,000-40,000 b) 41,000-60,000
c) 61,000-80,000 d) 80,000 & above
Q8) What might be the reason that you will buy an E-vehicle?
a) price of the E-vehicle b) mileage
c) performance d) eco-friendliness
e) light weight
Q9) what will be the charge time that you prefer while purchasing an E-vehicle?
a) 6-8 hours b) 4-5 hours

c) 2-3 hours d) less than 1 hour
Q10) Do you think E-vehicles are good at return on investment?
a) strongly agree b) Agree
c) Can’t say d) Disagree
d) Strongly disagree
Q11) Do you think E-vehicles are better than fuel vehicles in performance?
a) Strongly agree b) Agree
c) Can’t say d) Disagree
e) Strongly Disagree
Q12) Do you think E-vehicles are better than fuel vehicles in cost?
c) can’t say d) Disagree
d) Strongly Disagree
109
Q13) Do you think E-vehicles are better than fuel vehicles in mileage?
Q14) Do you think E-vehicles are better than fuel vehicles in features?
Q15) Do you see E-vehicles as the future of India?
Q16) Do you think that good number of E-vehicle showrooms are available in the city?
Q17) Do you think E-vehicle showrooms are providing good number of vehicle models?
Q18) E-vehicles must require improvement in ___________?
a) Charge time b) Models
c) Offers d) Awareness campaigns
e) Others ( please specify )
110
111

Tejaswi Project Final Draft PDF

Uploaded by

Copyright:

Available Formats

Tejaswi Project Final Draft PDF

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Tejaswi Project Final Draft PDF

Uploaded by

Copyright:

Available Formats

INTRODUCTION

The basic need of this project is to know the” CONSUMER PERCEPTION”

 To study the company profile of Okinawa electric vehicles.

RANDOM SAMPLING METHOD

A Questionnaire is carefully completed logical sequence of question directed to a

 Opinions expressed by the respondents in the questionnaire may be genuine

ELECTRIC VEHICLES INTRO

BATTERY ELECTRIC VEHICLE (BEV)

 No gas or oil changes

 Ability to conveniently charge at home

 Fast and smooth acceleration

 Low cost of operation - about $30 a month.

PLUG-IN HYBRID ELECTRIC VEHICLE (PHEV)

 Longer range than BEV

 Less gas consumption than gas only vehicle

 Very simple mechanics, less to go wrong.

 Produces tailpipe emissions

 Needs gas and oil changes

HYBRID ELECTRIC VEHICLE (HEV)

 Longer range than BEV

 Less gas consumption than gas only vehicle

 Fewer emissions than gas only vehicle

 Still produces emissions

 Complex mechanics – Gasoline + Electric

 No ability to conveniently charge at home.

LACK OF AWARENESS IS SURPRISINGLY STILL THE

The potential environmental benefit to Asian cities of electric two-wheelers could be

INSTRUMENTS TO IMPROVE ELECTRIC SCOOTER ADOPTION

FACTORS INFLUENCING THE GLOBAL ELECTRIC VEHICLES

GLOBAL ELECTRIC VEHICLES MARKET ANALYSIS, BY PRODUCT

GLOBAL ELECTRIC VEHICLES MARKET ANALYSIS, BY REGION

Prominent strategy adopted by major electric vehicles manufacturers is by leveraging on the

The market segmentation presented in this report study is given below

 Nissan Motor Corporation Ltd.

 Bayerische Motoren Werke AG

 Honda Motor Co., Ltd.

 Mitsubishi Motors Corporation

 Toyota Motor Corporation

 Tesla Motors, Inc.

 Ford Motor Company

 General Motors Company

ADVANTAGES AND DISADVANTAGES OF EV’S

EV 'tank-to-wheels' efficiency is about a factor of 3 higher than internal combustion engine

STABILIZATION OF THE GRID

In 2000, motorized two-wheelers constitute 38% of vehicle kilometers traveled with an

TWO WHEELERS TO LEAD ELECTRIC VEHICLE MARKET IN INDIA

At present, the company has 300 dealers across India.

KEY TARGET AUDIENCE:

 India electric two-wheeler manufacturers, distributors and other stakeholders

 Associations, organizations, forums and alliances related to electric two-wheelers

 Government bodies such as regulating authorities and policymakers

 Market research and consulting firms

Market, by Vehicle Type:

Market, by Battery Capacity:

Market, by Battery Type:

INDIA ELECTRIC SCOOTERS AND MOTORCYCLES MARKET OVERVIEW

 Most components for EVs need to be imported

 Range of current EVs limited between 80 and 100 Km

 Infrastructural support; battery, charging stations lacking