Is Ola Electric Skidding off the Road in India`s Automobile Market?

PiRuby`s Teaser Campaign in the Edtech Market Using Content Co-creation
Case Code: MKTG454
Case Length: 11 Pages
Period: 2017-2023
Pub Date: 2023
Teaching Note: Available
Price: Rs.300
Organization : Ola Electric Mobility Pvt. Ltd.
Industry :Automotive
Countries : India
Themes: Communication Strategy, Competitive Environment, Product Strategy & Design,Disruption
PiRuby`s Teaser Campaign in the Edtech Market Using Content Co-creation
Abstract Case Intro 1 Case Intro 2 Excerpts


The Raucous Public Response to OLA’S ETW Launch

In August 2021, Ola Electric opened pre-launch bookings of its ETWs for Rs. 499. The ETWs were offered in two variants – S1 and S1 Pro, at a starting price of Rs 99,999 and Rs. 1,29,999 respectively (ex-showroom including FAME II subsidy and excluding state subsidies ). The ETWs were made available across 1,000 cities and towns in India. The ETWs’ features included all-LED lighting, digital instrument cluster, mobile phone connectivity, a reverse mode, hill-hold assist, and a segment-first app-based keyless lock/unlock..

Things Soon Start Going amiss for OLA Electric

It was in March 2022 that the first fire incident related to Ola Electric’s ETWs came to light. A video of the Ola Electric ETW catching fire while parked was widely circulated on social media, which prompted users to raise questions over the safety standards of the vehicle. It was around that time that several other ETW fire incidents involving other market players were also being reported in the media..

What Else Did OLA Electric Get Wrong?

Ola Electric was also criticized on several other fronts. Industry observers pointed out that Ola was a mobility service provider and had never been involved in hardcore manufacturing. A rival player thought that a tech company like Ola did not have an edge in the EV space, and said, “This is hardcore manufacturing..

Is There A Smooth Road ahead for OLA Electric?

Ola Electric was quite prompt in taking up issues that could play a role in growing the Indian EV market space. Aggarwal was vehement in his opposition to the demand from foreign EV manufacturers to the GoI that import duties on EVs be reduced, as he believed that it would hurt the development of India’s own EV manufacturing sector..


Exhibit I: Overview of the Indian EV Industry
Exhibit II: Overview of the Indian EV Industry
Exhibit III: Information on Ola Electric’s Investors, as of 2021
Exhibit IV: Common Reasons for EVs Fires, As Per Some Experts
Exhibit V: Information on Key ETW Players in India (as of 2021)

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