The document discusses the growing market for electric vehicles. It predicts that by 2015, over 1 million plug-in hybrid electric vehicles and electric vehicles will be sold annually worldwide. Automakers are planning to produce hundreds of thousands of electric vehicles per year. The comeback of electric vehicles has a greater chance of success and will transform both the automotive industry and electric power industry.

3. EXECUTIVE SUMMARY:
The second comeback of the electric vehicle (EV) in
little more than a decade has a much greater likelihood
of success and will have a transformative effect on
driving habits as well as the automotive and electric
power industries. Automakers are planning to produce
hundreds of thousands of vehicles per year that plug in,
By 2015 more than 1 million plug-in hybrid electric
vehicles (PHEVs) and EVs will be sold annually around
the world, and during that year, more than 3 million Evs
sold to date will be plugging in to recharge their
batteries.
Pike Research forecasts

4. ENGINE TYPE ELECTRIC
POWER(PS) 30.53 PS
TORQUE(NM) 60 NM
TRANSMISSION AUTOMATIC
KERB WEIGHT 830 KGS
FUEL TYPE ELECTRIC (lithium ion battery)
DRIVE TYPE FRONT-WHEEL DRIVE
GROUND CLEARANCE 180 MM

7.  The concern for the environment has never been bigger than at
the turn of the century.
 This plus the unpredictable oil price spikes and hikes, is
intensifying the race to build the ideal car of the future at a
greater height.
 The small car market is set to grow by about 50% over the next
ten to twelve years from the 8.4 million units sold in 2012.
 Many customers will not compromise safety, quality, driving
characteristics, and individuals. Though EV200 currently
caters to the premium automotive market, other high-end
competitors such as Mercedes also have products
 positioned to capture the entry market.

8. Customer Environment
Who are the potential first movers most likely to buy an electric
vehicle?
 They are generally well-educated, with a higher-than-average number
holding post-secondary degrees. They tend to live in urban areas, though
suburbanites in the United States and Japan are also represented among
the first movers. They are marginally more likely to be male than female
and represent the middle or upper class. They tend to see themselves as
environmentally conscious, tech savvy, trendsetting, and politically active.
potential first movers are also sensitive to government
 Among the potential first movers and might be willing is a
subset, the early adopters, who will actually purchase an
electric vehicle in the near future.

12.  HEAVYWEIGHT COMPETITORS :
 Nissan began selling its LEAF all-electric car last November
and has plans to sell more than 200,000 of them a year by 2013.
 Mitsubishi began selling the all-electric i-MIEV in select
locations around the globe last year and will start selling it on
the North American market at the end of 2011.
 Technological Advancements :
 Advent of hydrogen powered vehicles in the near future
 Improving battery and charging standards
 Universal charging standards and cables

13. Strength:
 Strong technological expertise in
electric transmissions & drive train
 Their current platform developed
has the ability to be used for their
future crossover models
 Ability to develop vehicles
completely in house including the
sub-assemblies required
Weakness
 High cost of production
 Higher prices
 Low top speed (120km/Ph) and
Small driving range compared to
combustion powered vehicles
Opportunities:
 The growing support by
governments across the globe for
eco friendly vehicles (exemptions
from duties & other support)
 growing demand of green
technologies
 growing road congestion in urban
cities and raising fuel cost
Threats:
 Advent of hydrogen powered
vehicles in the near future
 Competition from auto
heavyweights like BMW, Mercedes,
and Lexus
 Availability of hybrid vehicles

14. GEOGRAPHIC URBAN & SUBARBAN POPULATION OF MAJOR AND
MAINSTREAM CITIES
DEMOGRAPHIC STRIVERS AND ACHIVERS AGED B/W 20-50 YEARS
WHO ARE WELL EDUCATED
PSYCHOGRAPHIC MIDDLE OR UPPER CLASS WILLING TO PURCHASE
IN THE NEAR FUTURE
BEHAVIORAL LIGHT AND MEDIUM USERS WHO ARE WELL AWARE
AND ENTHUSIASTIC

15.  Smaller Frame- make the driver feel more in
control.
 Sporty frame- boost self confidence, increased
status satisfaction
 Eye Catching Bright Colors (Red, Yellow, Green)
 Side Impact Airbags- feeling safe and secure.
 Dual Sunroof- feeling fun
 Larger exhaust tip- feeling sporty, quick.

17.  Automotive direct mail: News states that these direct
mails are effective because around 75 percent of car buyers
respond to this kind of advertisement.
 Social media advertisement: for clients and target
audience to interact with a dealership or manufacturer. an
easy, low cost mean to deliver data to a huge number of
people at the same time.
 advertisements and sales pitches: that connect a
vehicle’s benefits instead of its features. Ads must be both
appealing and realistic. They must be also fit with the
impression the business wishes to create

18.  EV200’s marketing intent is to capitalize on safety and
efficiency and provide the global markets with awareness
and interest of their new electric vehicles to ultimately
influence trial and action.
 As a result, an increase in global market share and brand
equity will provide EV200 with increased revenues and
leverage against competitors and their hybrid campaign.
 Will continue to expand the product line by introducing
new hybrid models to EV200 current markets

19.  Provide high quality automobiles for the average middle
class citizen in the global market
 Satisfy each customer’s need and demands with the right
car and safety features
 Continue to invest in safety features and environmental
benefits
 Deliver end product to consumers quicker by improving
the
distribution and manufacturing systems through
implementing RFID and other technologies

23. Sincere thanks and special acknowledgements to:
TUTOR -- PROF. SUNIL D ANTO & DR. JAY TRIVEDI
DDT GLOBAL AUTO SURVEY
PIKE RESEARCH
CLEANTECH MARKET INTELLIGENCE
SCIENTIFICAMERICAN
WIKIWEALTH