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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Please note:
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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Excerpts
Background
In 2001, REVA Electric Car Company Pvt. Ltd, Bangalore, started manufacturing electric cars for the domestic market in India. Later, it started exporting these cars to the US and many countries in Europe...
RECC's Performance till 2009
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As of 2009, RECC was able to sell only 200 units per year in India though production and sales had started in 2001. There were multiple reasons for this low volume of sales. In India, the typical customer did not have much of a knowledge or appreciation of the economic and environmental benefits of electric cars...
Innovating and Collaborating for Growth
In 2009, RECC announced several strategic initiatives to capitalize on the emerging potential in the global market for electric cars. As per its growth strategy, RECC aimed to be more than just electric cars manufacturing company...
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Outlook
RECC had an early-mover advantage in the electric car segment as the company had more electric vehicles in use than any other company, as of November 2009. Dealership expansion through collaboration with GM India was expected to expand the distribution network significantly...
Exhibits
Exhibit I: Recognitions Received by RECC from 2001 to 2005
Exhibit II: Hybrid, Plug-in Hybrid, and Pure Electric Cars
Exhibit III: Product Specifications* of Various Electric Cars of RECC
Exhibit IV: Telematics and its Use in Electric Cars
Exhibit V: The US Market for Electric Cars
Exhibit VI: BYD Auto and the Market for Electric Cars - Global Ambitions,
Nurtured in China
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