REVA's Transformation: From Neighborhood Electric Vehicles to Next Generation Electric Cars for the Global Market
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Case Code: BSTR371 Case Length: 17 Pages Period: 2001-2010 Pub Date: 2010 Teaching Note: Not Available |
Price: Rs.300 Organization: REVA Electric Car Company Industry: Auto and Ancillaries Countries: Global Themes: Competitive Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
"We started as an electric vehicle (EV) company. We see Reva as a total EV mobility solutions company, driven by customer insights, ideas and technology. We are not just looking at a product. At a macro level, energy security and climate change will dominate our next 10 years. Our products will leverage on that and be a platform creator."
- Chetan Maini, Deputy Chairman and Chief Technology Officer, REVA Electric Car Company Pvt. Ltd. (RECC), in November 2009.
"If Tesla is on one end producing cars to compete with Ferrari, we are on the other end... We believe in really small cars."
- R. Chandramouli, Head, Sales and Marketing, RECC, in October 2009.
"India is a very finicky market...often decisions are made, not based on the overall total cost of ownership but rather the upfront cost of the vehicle."
- Mohanjit Jolly, Board Member of RECC & Executive Director of Draper Fisher Jurvetson (DFJ) India, in October 2009.
"In future, you will see a very different company in terms of branding, marketing, distribution and products."
- Chetan Maini, in October 2009.
Introduction
RECC, Bangalore, one of the early movers in the market for electric cars, was on the list of 'Cool Companies' released by Businessworld India in 2006. It was also the winner of 'Automotive Power Train Company of the year 2008' by Frost & Sullivan in appreciation of its technological innovations. Chetan Maini (Maini), Deputy Chairman & Chief Technology Officer (CTO) of RECC, was on the list of 'India's Top 50 Most Powerful People 2009' released by BusinessWeek for contributing to climate change mitigation by making RECC the foremost company in cumulative global sales of electric cars (Refer to Exhibit I for other recognitions received by RECC from 2001 to 2005).....
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