REVA's Transformation: From Neighborhood Electric Vehicles to Next Generation Electric Cars for the Global Market

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Case Details:

Case Code : BSTR371
Case Length : 17 Pages
Period : 2001-2010
Pub Date : 2010
Teaching Note :Not Available
Organization : REVA Electric Car Company
Industry : Auto and Ancillaries
Countries : Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"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."¹

- Chetan Maini, Deputy Chairman and Chief Technology Officer, REVA Electric Car Company Pvt. Ltd. (RECC), in November 2009.

"If Tesla² is on one end producing cars to compete with Ferrari, we are on the other end... We believe in really small cars."³

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."⁴

- Mohanjit Jolly, Board Member of RECC & Executive Director of Draper Fisher Jurvetson (DFJ) India⁵, in October 2009.

"In future, you will see a very different company in terms of branding, marketing, distribution and products." ⁶

- Chetan Maini, in October 2009.

REVA's Transformation: From Neighborhood Electric Vehicles to Next Generation Electric Cars for the Global Market - Next Page>>

1] J Padmapriya, "Reva Ready to Look at Growth Capital," www.vccircle.com, November 30, 2009.
2] Tesla Motors, a California-based company that manufactured electric vehicles capable of highway travel, marketed these vehicles in North America and Europe. Source: www.teslamotors.com.
3] Vikas Bajaj, "Small Electric Car Company Leads Bigger, Global Rivals," www.cnbc.com, October 28, 2009.
4] "Electric Cars in India: Why So Few?" http://knowledge.wharton.upenn.edu, October 8, 2009.
5] As of November 2009, Draper Fisher Jurvetson (DFJ), California, was one of the leading global venture capital firms with investments in Information Technology (IT), clean technologies, communications, and media sectors. It had capital investments of over US$ 6 billion managed by 30 offices in various countries. Source: www.dfj.com (Accessed on November 2, 2009).
6] Nandita Datta, "Reva Hey, Good Looking!" http://business.outlookindia.com, October 3, 2009.

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