NEED FOR CREATING AN EV FOR THOSE WHO NEED IT AND HOW TO DO IT!
Rajeev Ranadive
"Automotive Strategist | Innovator in Electric Mobility for Land, Water & Air | Leading EV Propulsion Technology for Sustainable Mobility | Expert in Global Technology Transfer"
In the Indian market, there has been a continuous transition from a very basic vehicle to more comfortable, powerful and safer vehicles over the last 20 odd years and it is expected to continue.
The features like power brakes, air conditioning, power windows and automatic transmission gradually became common on majority of the vehicles, of course at an additional cost.
The customers did not need any convincing or subsidy to accept the extra cost for the air-conditioner or power steering as they themselves could EXPERIENCED the difference INSTANTLY and because these features benefitted THEM PERSONALLY.
?During the last 10 years, the Indian market has seen launch of a number of vehicles, from two wheelers to cars, powered by an “Electric Propulsion System” (EPS), so called EV.
Most EVs use the same or very similar platform which was originally developed for an ICEV and therefore have very little, if any, distinguishing difference in terms of looks performance or utility. This has created a perception of an EPS just as an option to ICE.
These EVs are targeted at the same group of customers, for obvious reasons, who presently use an ICEV and who are perfectly happy with it.
The cost of the EPS is substantially high as compared to the cost of an ICE. To reduce the difference between them, the government offers a subsidy.
Even at a subsidized price there is a reluctance to buy an EV. This is an indication that the customers are not convinced, and they are not convinced because there is a no immediate, substantial and perceivable benefit for THEM PERSONALLY.?A long-term cost-benefit argument hasn’t convinced majority of the customers.
On the other hand, there is a fierce competition to take the tiny market space EV has found. There are too many EV manufacturers targeting a narrow market segment, with products that are very similar to their competitor’s products.
This situation is bound to lead to a massive blood bath. Already, even some large manufacturers had to withdraw some of their products and only a handful of the startups, those supported by large companies are able to sell a reasonable quantity, at a lackluster profit.
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PIXY ELECTRIC decided to find groups / clusters of customers who will get substantial and immediate PERSONAL BENEFIT if they change over from ICEV to EV.
This is possible only when certain unique attributes of the EPS are leveraged to overcome certain drawbacks of an ICE. This enables positioning of EPS as a “Problem Solver”, thereby achieving the objective of giving substantial, immediate and personal benefit in return of the additional investment to the customer.
Our market research has revealed several situations where the EPS can be positioned as a problem solver. We are engaged with several customer clusters and fleet operators not only within India but also with customers from multiple countries. There are several more opportunities we have identified and are in the process of reaching out to them.?
This strategy has not only avoided getting us into the shark infested waters, but the customers have come knocking at our door, asking for our products.
A lot of time, money and effort had to be invested to come up with the products for such target customers, work with them, test the products under the real life situation for a reasonable length of time to ensure that their needs are met, before we get firm orders.
Many of our products are now on the launch pad, and as they get into the orbit, we will start broadcasting their progress. Please stay tuned to hear about them.
In the meanwhile, I welcome those who want to be a part of our success story. Please feel free to drop me a line and let me know your suggestions, proposals for cooperation or any other feedback.
I look forward to hearing from you, Thanks for your time.
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?? Renewable Energy Consultant | Helping Organisations Transition to Clean Energy | Expertise in Energy Efficiency & Cost Reduction | Empowering a Sustainable Future ??
2 年Very true. If EV conversion kits are made available, I am sure many of us will be interested in converting their current ICE vehicles to EPS. There are few kits available currently but only for limited models of vehicles.
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2 年Your views are practical. Many users of ICE vehicles, like me, would be interested. We love our automobiles and would like to keep them on the road for as long as possible. If the industry comes up with technological and commercially feasible options, many would be enthusiastic to explore. So important considerations would include range, warranty and service post conversions. I am surely looking at this space Rajeev Ranadive