This document provides sales data and market share information for three-wheeler manufacturers in Kerala between Fiscal Years 2018-2019 to the first half of 2020-2021. It shows that Bajaj has the largest market share at over 50% followed by Piaggio. Electric three-wheeler sales have been growing with Mahindra as the major player followed by Kerala Automobiles and Piaggio. The document also outlines the dealership infrastructure requirements and economics for different sales volumes as well as provides an example of the pricing and subsidy structure for Mahindra's electric three-wheeler model Treo.

1. By SHAIJU S KUMAR

2. Kerala
14
District
77 Taluks
85
RTO/SRTO
30K plus-3W
Industry Size

3. 0
5000
10000
15000
20000
25000
30000
35000
Total Volume AVPM
33777
2815
30083
2507
3544
591
FY 18-19
FY 19-20
FY 20-21 (H1)

4. BAJAJ
Compact
Diesel/Pet/
LPG/CNG
Maxima Z
Diesel/LPG/C
NG
Maxima X
wide –
Dsl/CNG
Maxima C -
Diesel Cargo
PIAGGIO
Ape Auto DX -
Passenger
Ape Extra LDX -
Cargo
Ape City +
Passenger
M&M
Alfa Passenger
Auto
Alfa Cargo
Auto

5. 0
5000
10000
15000
20000
25000
30000
35000
Bajaj Piaggio M&M ATUL TVS Total 3W
1
4
616
1
1
992
4
8
96
1
4
29
8
4
4
3
3
777
1
3
977
9
5
49
4
3
05
1
2
17
1
0
35
3
0
083
1
8
53
1
5
43
8
5
5
8
5
3
5
44
Total 3W
FY 18-19 FY 19-20 FY 20-21 (H1)
0
500
1000
1500
2000
2500
3000
Bajaj Piaggio M&M ATUL TVS Total
1
2
18
9
9
9
4
0
8
1
1
9
7
0
2
8
15
1
1
65
7
9
6
3
5
9
1
0
1
8
6
2
5
07
3
0
9
2
5
7
1
9
1
4
5
9
1
Total 3W - AVPM
FY 18-19 FY 19-20 FY 20-21 (H1)

6. 43%
36%
15%
4% 2%
FY 18-19
Bajaj Piaggio M&M ATUL TVS
47%
32%
14%
4% 3%
FY 19-20
Bajaj Piaggio M&M ATUL TVS
52%
44%
0%2% 2%
FY 20-21 (H1)
Bajaj Piaggio M&M ATUL TVS

7. Segment Share
Passenger- Segment Cargo - Segment
Manufacture FY 18-19 FY 19-20 FY 20-21 (H1) FY 18-19 FY 19-20 FY 20-21 (H1)
Bajaj 88% 88% 66% 12% 12% 34%
Piaggio 71% 71% 38% 29% 29% 62%
M&M 59% 65% 88% 41% 35% 13%
ATUL 80% 80% 47% 20% 20% 53%
TVS 100% 100% 100% 0% 0% 0%
Industry 78% 79% 54% 22% 21% 46%
Passenger Industry - Segment Share
Alternate Fuel Passenger- Segment Diesel Passanger- Segment
Manufacture FY 18-19 FY 19-20 FY 20-21 (H1) FY 18-19 FY 19-20 FY 20-21 (H1)
Bajaj 27% 32% 28% 73% 68% 72%
Piaggio 11% 3% 0% 89% 97% 100%
M&M 0% 0% 0% 100% 100% 100%
ATUL 26% 20% 8% 74% 80% 92%
TVS 100% 100% 100% 0% 0% 0%
Industry 21% 22% 22% 79% 78% 78%

8. ➢ Market Segmentation by Location
➢ Market Segmentation by Fuel
➢ Market segmentation by Usage Pattern
➢ Market segmentation by Vehicle Size
➢ Market segmentation by local governing body regulations

9. ➢ First Time User (FTU)
➢ First Time Buyers (FTB)
➢ Repeat Buyers (RTB)
➢ Fleet Owners
Profile Before Corona After Corona
FTU 5% 20%
FTB 10% 20%
RTB 85% 60%
Total 100% 100%
➢B2B Business Model
•Peer Group Influence

10. AverageRunning KM 100 KM/day
Averageearnings Rs.1200-1300
Average rate per KM Rs.12-13. Though minimum charge
is Rs.25 for 1.5 Km and per KM charge is Rs.12, average
will be Rs.12-13 because sometimes vehicle runs
without passengers.
AverageFuel Expense range Rs.225-300
Average Mileage 35KMPL, around 3 Ltr diesel @ Rs.76
per ltr
AverageEMI expenserange Rs. 250-300
EMI ranges from Rs. 6000 to 8000 per month. Calculate
for 25 days
Averagemaintenance Rs. 125 Rs. 1.25 per KM for diesel vehicle.
AverageSavings Rs. 550 -650

11. BAL M&M PVPL ATUL TVS
No of
Dealers
14 12 13 9 5

12. SL No District BAL M&M PVPL ATUL TVS
1 Thiruvananthapuram Kallingal Automobile Siddhivinayaka
Sarayu Motors Concept Autos
Yojana Motors Vanchinad Motors
2 Kollam
Anatheswara Motors
Asian Motors Vigneswara Motors
Manju Automobiles
3 Pathanamthitta
SKS Autos
Bharat Motors StarMotors Emkay Motors
4 Alleppey Intrepid Works East Venice Motors Kite Motors
5 Kottayam SuryaMotors BH Motors Venice Motors
MJM Motors
NR Motors
6 Idukki
KP Motors
Bharat Motors
Ideal Motors
SML Motors
7 Ernakulam
Premier Automotives
Periyar Motors
Tristar Motors Vayalat Automobiles
8 Trichur Forus Motors Srivari Automotives Chinnan Automobiles
9 Palghat
Grand Motors
PBM Automotives
KMS Motors
SML Motors
Aria Motors
10 Malappuram Premier Auto sales
Ace Motors
Classic Motors
GK Motors Chelekandan Motors
11 Kozhikode
NK Motors
Chola Motors
Ace Motors Mattathil
Motors
New VK Motors
KVR Motors Classic Motors
12 Wayanad
13 Kannur KVR Vehicles AMG Commercials Pioneer Motors
Sankeerth Motors
14 Kasargod Zain Motors Ace Motors

13. ➢ Infrastructure
➢ Working Capital
➢ Manpower

14. Category A B C D
Sales Volume Per Annum > 850 650 - 849 400-649 < 400
Dealership Combined Combined Combined Combined Exclusive 4 W
Frontage Bulit Up Ft 50 30 30 30 30
Built Up Area Sq Ft 2000 1600 1350 1000 1100
Plot Area Sq Ft 2500 2000 1600 1300 1400
Built Up Area Sq Ft 7100 5700 4000 2300 3500
Plot Area Sq Ft 10500 8000 5500 3300 4400
Built Up Area Sq Ft 9100 7300 5350 3300 4600
Plot Area Sq Ft 13000 10000 7100 4600 5800
Min. Display Vehicles No 4 3 3 2 2
Manpower No 66 56 42 27 26
No of Working Bays No 20 15 10 5 5
Investment (Project) Lacs 90 70 55 45 40
Working Capital Lacs 110 100 70 50 50
ROI % 23% 23% 23% 23% 23%
Returns
ROI : Indicative ; Is based on approx 5 year period & gestation period of approx 6 - 8 months.
Infrastructure Requirement
Showroom
Workshop
Design
Basics
Total

15. Infrastructure
 Showroom
◦ Small Outlets - These would be with areas ranging from 800 sqft to 1000 sqft.
◦ Medium Outlets - These would be with areas ranging from 1000 sqft to 1200 sqft.
◦ Large Outlets- These would be with areas ranging from 1200 sqft to 1500 sqft or above if applicable.
 Workshop
◦ Based on vehicle reporting – 3, 6, 12 & 24
 Stockyard
o 2000 sqft area with or without covered area
Working Capital
 45 days working capital
◦ 21 days stock
 Spare – 5 lakhs
 BG -10 lakhs
 30 % own fund

16. GM/Dealer
Principal
Sales
Managers
MD Manger
Showroom
executive
Executive 1
Executive 2
Executive 3
Tele caller
Branch 1
Manger
Showroom
executive
Executive 1
Executive 2
Branch 2
Manager
Showroom
executive
Executive 1
Executive 2
Service/Work
s Manager
MW Advisor
Supervisor
Mechanic 1
Mechanic 2
Mechanic 3
Washing
incharge
Branch 1
Advisor
Mech 1
Mech 2
Branch 2
Advisor
Mech 1
Mech 2
Spare
Incharge
Spare picker
Spare picker
Pdi incharge CRE
Accountant
Account
Assistants
Service/spare
s accountant

17. ➢ ATL Activities
➢ BTL Activities
➢Basic Activities
➢ Leafleting in stands – for scheme / feature communication
➢ Demo in stands with demo vehicles – for touch and feel experience
➢ Local mechanics/ Power technician visits – for relationship building & referral enquiry
➢ Broker/ consultant visits – for relationship building & referral enquiry
➢ Stand visit without vehicle –to build rapport with stand leaders/opinion leaders
➢ Online campaign –lead generation through face book, whatts up campaign, bulk sms campaigns
➢ Focused Activities
➢ Exchange Mela – Targeting RTB customers
➢ Loan Mela – For FTU & FTB customers
➢ Service camps/Free check up camps –for customer retention & satisfaction
➢ Mileage Challenge – for establishing product superiority
➢ Power Challenge - for establishing product superiority

18. ➢ Vehicle Price
➢Official Margin
➢Bal =>7k to 11K
➢PVPL, M&M & others => 15K to 20K
➢Unofficial Margins/Pad up extra
➢ Spares Margin => 20% to 24%
➢ Permit rates => 5K to 3 lakhs

19. ➢ NBFC’s & Nationalised Banks
➢ BFL,MMFSL, IBL, Hinduja, Fortune etc
➢ Funding => 80% -90% on ex-showroom
price (Normal schemes)
➢ Tenures => 42-60 months
➢ Interest rates =>12%-16%
➢ Minimum Documents required => ID &
Address proof of customer & guarantor, Licences & 2
photos of customer.

20.  Exchange
◦ Through old vehicle brokers
◦ Direct or through own team
 Replacement Cycle
◦ Small Vehicle => 5-6 years
◦ Big vehicle => 7- 8 years
◦ Reason – loan repayment over, high cost for tax &
permit renewal etc.

21. SL NO Income source
Margin Amount / Margin
Percentage
1 Vehicle sale 18K-20K per vehicle
2 On road component - Registration Charges/ Expenses 2000-4000 per vehicle
3 Meter 1K -2K per meter
4 Insurance Payout 2000-2500 per case
5 Top work Margin (Body fabrication) 4000-5000 per vehicle
6 Finance Payout 1 -2% of loan amount
7 Finance collection incentive (DCC- Direct cash collection) 0.5% of collection amount
8 Old vehicle finance - BAFL 5K-6K per case
9 Exchange 5K-10K per vehicle
10 Accessories 50 -100% margin
11 Service- Labor Double the salary of mechanic
12 Spares - workshop Average 18% margin
13 Spares - Retail Average 15% margin
14 Oil Average 40% margin
15 Battery/ Tyre sales along with spares 500-1.5k per piece
16 Scrap sales 5K to 10 K per month

22. Major Expenses
➢ Rent for Infrastructure
➢ Interest Charge for Working capital
➢ Salary expenses for Manpower

23. ➢ Mahindra Treo is the major player
➢ Piaggio’s Ape E City & Kerala
Automobiles Neem G are other
promising players currently
➢ Kinetic Green’s e-rickshaw is also
present

24. ElectricAuto
FY 20-21 Till date FY 19-20
Mahindra Electric 291 327
Kerala Automobiles Ltd 33 1
Piaggio Vehicles Pvt Ltd 16 7
Total - E Auto 340 335
Kinetic Green 16 7
Shigan Evoltz Ltd 10
Allfine Industries 5
Total - E Rickshaw 16 22
Grand Total 356 357

25. M&M PVPL KAL
No of Dealers 12 4 8

26. SL No District M&M PVPL KAL
1 Thiruvananthapuram Ontrio
Kingstar Motors *
Wekay Auto Pvt ltd
2 Kollam Asian Motors
3 Pathanamthitta Bharat Motors SKS Motors
4 Alleppey Intrepid Works
5 Kottayam BH Motors Go Green Ltd
6 Idukki Bharat Motors
Ideal Motors *
7 Ernakulam
Premier Automotives
Electra Motors
Vayalat Automobiles
8 Trichur Srivari Automotives
9 Palghat PBM Automotives KK Agencies
10 Malappuram Premier Auto sales
Tirur Cooperative
Society *
11 Kozhikode
Chola Motors
Ace Motors
Classic Motors
12 Wayanad
13 Kannur AMG Commercials Bharadom #
14 Kasargod
*Started operation very recently/not fully functional
# Inauguration on 26th dec

27.  Sold through Existing 3 & 4W dealerships along
with IC engine vehicles
 Existing experienced team is handlingTreo
 Seeded vehicles to electric vehicle passionate
customers and made them ambassador
 Have support of Mahindrafinance
 Pitching on OPECO (operationaleconomics)
comparison with IC engine vehicles.
 Focusing mainly on markets having high permit
rate for auto rickshaws, like Calicut and facing
resistance from existing 3W customers

28. EX showroomPrice
Model Soft Top
Base price + Freight 3,06,979
Base price 3,00,979
Freight 6000
GST on Vehicle @5% 15048.95
GST on Freight@5% 300
MEML BillingPrice before (FAME) 3,22,328
GST Credit -15348.95
DealerMargin 15000
DealerTax Base 3,21,979
DealerGST @5% 16098.95
Ex-Showroom Pre Subsidy 3,38,078
FAME Subsidy -67616
Ex show room Post subsidy 2,70,462
DealerQuotedOn road Price & Finance Scheme
Ex show room Post subsidy 2,78,462
RegistrationCharge 1370
Fare Meter 2500
Insurance 6500
On Road Price 2,88,832
Funding -MMFSL 231066
DocumentationCharge 5000
Offer 7500
Down Payment 55,266
EMI 9720
Tenure 35

29.  Have full backing of Kerala state government.
 Dealer network incorporation at faster rate.
 Inexperienced dealers and sales team – enquiry
generation from field an issue.
 Overcomes the retail finance availability issue by making
tie ups with Kerala financial corporation and SC/ST
department. (up to 3lakhs loan at 6% interest rate).
 Pitching on OPECO (operational economics) comparison
with diesel engine vehicles. (more than 5 lakhs savings in
5 years)
 Special e-auto scheme for women- tie up between
Industries dept & KAL

30.  500 sqft showrroom & 500 sqft workshop area.
 Rs.1 lakh as security deposit
 Fund for 10 vehicles as stock
 Showroom interior work will cost around 4-5 lakhs.

32.  Vehicle with swappable batteries. Customers are
free from battery cost, maintenance & life.
 No home charging, need to depend on charging
station.
 Dealerships given to existing dealers and also to
new parties. As of date only 4 dealers (3 existing
& 1 new dealer)
 Exclusive showroom & team.
 Batteries & Charging stations handled by sun
mobility- more stations expected in IOC pumps
after tie ups with IOC.
 For Retail finance Wheels emi & nationalised
banks are options.

33. Ape E City
BASIC ₹ 1,59,996
Insurance @ 0.1% + CDMS Charges @ 0.04% ₹ 224
Freight ₹ 7,315
Sub-Total ₹ 1,67,535
IGST 28% 28% ₹ 8,377
Ex-Factory Price ₹ 1,75,912
IGST Credit (8,377)
Sub-Total ₹ 1,67,535
Dealers Margin ₹ 12,000
Compulsory Accessories ₹ 1,377
Handling Charges (HSRP Plate) ₹ 225
Sub-Total ₹ 1,81,137
KFC 1% 1% ₹ 1,811
SGST 14% 14% ₹ 4,528
CGST 14% 14% ₹ 4,528
Ex-Showroom Price ₹ 1,92,005
Ape E City Actual
Dealer
operated/
Quoted
Ex-ShowroomPrice 1,92,005 198926
Insurance 8604 8604
RTO Charge - Test 10456 10456
On road Price 2,11,065 217986
Official Margin- Ex-showroom 12000
Margin fromOnroadComponents 6921
Total Margin 18921

34.  Same area/roadsof otherautomobiledealerships
 Inside or close proximity to city/town
 Easy accessible to customers
 Size & cost of location – doesn't required big area
like traditional service stations.

35. RTO wise registration
Year/Parameter
Kerala
Goods Pass.
2011-12 10117 70358
2012-13 9487 66073
2013-14 7783 37672
2014-15 5790 28363
2015-16 4980 23843
2016-17 5897 22833
2017-18 6598 23700
2018-19 6778 26569
2019-20 5717 24089
2020-21 3420 3232
Total 66567 326732
No of vehicles got scraped (20% approx) 12000 65000
Balance vehicle running (from last 10 years sale) 54567 261732
Vehicles before 2011 running in market, (Approx) 7000 50000
Total Population Available - Approx 61567 311732

36.  Product
◦ Need to have both home charging and swapping option available
◦ Battery at affordable rate or swapping option (like Piaggio)
◦ Battery & Motor life should be more than 5 years
◦ Battery range should be above 120 Km per full charge. (on road condition)
 Dealership
◦ Priority for existing/old 3w dealers & dealer team who knows the business
◦ Initial investment need to be less – income from service will be nil, dealerships need to
depend on sales margin for profitability.
◦ Showrooms can be small but interiors/looks should be attractive to bring confidence in
customers.

37.  RetailFinance
◦ Need to have tie up with NBFC’s & nationalised banks – minimum 2 NBFC (preferably
one in-house finance) & 2 banks.
◦ Need to make good liaison with government departments like Kerala financial
corporation, Kudumbashree, SC/ST departments etc, also with panchayats &
municipalities in order to compete with KAL.
 Target locations & customers
◦ Cities or towns with high permit rates need to be focused first for seeding
◦ Customers passionate about EV to be targeted first and can be used as testimonials for
field activations
◦ OPECO comparison with IC engine vehicle (similar to 5 year comparison of KAL)
combined with permit rate comparison.