Mahindra Reva, a pioneer in electric vehicle (EV) technologies, after being adorned by the ‘Fast Company” magazine — usually given to most innovative companies — has recently launched its new all-electric, zero-emission ‘Mahindra e2o’ in Nepal. Founded in 1994, as the Reva Electric Car Company, is now aiming to create affordable electric cars through advanced technology giving utmost care to the environmental issues. In May 2010, Mahindra Group acquired a majority of stake in the company, which was renamed as Mahindra Reva Electric Vehicles Pvt Ltd. Last month the Chief Executive Officer (CEO) of Mahindra Reva, Chetan Mani, has launched the ‘Mahindra e2O’ in Nepal, which will be on sale at Agni Energy Pvt Ltd. At the sideline of the unveiling the electric segment car, Chetan Mani claimed that this new car is its vision of the ‘Future of Mobility’ and spoke to Sagar Ghimire of New Business Age about his company, new product and business prospects in Nepal. Excerpts:

 

Could you tell us about of your visit to Nepal?

The main purpose of this visit was to launch the Mahindra e2O car. Last time I was here in 2002 and at that time I was looking for a potential opportunity for the electric car and understand the market. After that, it was a long gap but I am happy to be here again.

 

Please explain briefly about the feature of this new car?

The e2O is a revolution in terms of future of mobility and affordability. The main idea is to give something that is absolutely clean, very convenient, and easy to drive. With Intelligent Energy Management System, it can also run on solar energy. This car will give a sense of bonding with much drive friendly features and you will always feel connected with your e2O. Starting from cooling, locking, unlocking and child safety features — this car interestingly comes with no engine, which means no noise and we call it ‘Silent Revolution’. You can control things with your smart phone. So, one can experience convenience at his or her own fingertips.

 

The catch-line of this car states the “future of mobility”. What is the future of mobility that you have envisioned?

The future of mobility needs to be clean. Clean not just at the production level, but also into it. So, we manufactured in a clean plant, we produce clean car and then by using solar energy which power them at the end of the wh. So, the future needs to be clean, convenient, connected, clever and cost effective. It needs 5-C that we think and abide everything in the future that we will have as our products.

 

Why at this time Mahindra Reva decided to launch this car in Nepal?

It’s because of the concern for the future. Nepal imports oil from India and India too imports the petroleum from other countries. This product could be a right choice for the people here in terms of preserving the fine ecological balance of the Himalayas and the cost as compare to petrol and diesel run vehicles. The cutting-edge technological innovation that has gone into the Mahindra e2O will help the Nepali customers remain connected in a convenient, cool and cost-effective manner.

 

Who are the target customers of e2O in Nepali markets?

Electric car like e2O is not one for one certain segment. It is for the people who are professional like doctors, environmentalists or youngsters; it is for the persons who are doing all the rounds in the city. This could be a right car for women due to its automotive drive feature.

 

What is the initial response for this newly launched car?

We have just launched the car and it would be too early to comment in this matter. This is not like other ordinary cars and SUVs. I think it’s better to comment after few months when people will start knowing about the product and its affordability.

 

The Agni Group Pvt. Ltd is the authorized dealer for this car in Nepal. How is the association with this partner going on?

Our business association with the Agni started in 1993. We have a very good prospective business understanding with Agni. We started with only from 14 vehicles in 1993 and today it’s more than 1400 to 1500 vehicles. I think so far the growth is good since we got a very good partner in Nepal.

 

What are the marketing strategies you have decided that you have come up with?

We would do a lot direct marketing. The important part of the electric car is that people experience it, they drive it and they feel it, and no fuel used in it. We target all segments of the people and have a direct marketing through the PR (public relation). There would be also media plan and advertising with media and newspapers. We will go direct to the people like doctors and other to sell the cars. We will have other plans also as we push our products to the market.

 

Are there any schemes for the customers during the launch period of this car?

I am sure the dealer will have it but not instantly soon after the launch. Attractive schemes will bring more customers and soon the dealer will come up with their schemes.

 

Your company was one of the 50 most innovate global companies by the ‘Fast Company’ magazine. How do you feel about it?

Mahindra Reva was ranked at number 22 for its innovative contributions to the global electric vehicle industry. The rating of ‘Fast Company’ is creating an impact across the industries. Mahindra Reva is listed along with other globally renowned companies like Nike, Apple, Google and Samsung, with Mahindra Reva being the only Indian company in the list. It is a matter of honour and a great pride to be featured in such a prestigious global list. This recognition is testimony to our unrelenting efforts and contribution to the electric vehicle industry.