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Mahindra Electric Cars: Challenges of Driving a Revolution in the Indian Market

Mahindra Electric Cars: Challenges of Driving a Revolution in the Indian Market Small cars accounted for 75% of the cars sold in India; electrification of these cars and making them affordable was one of the major challenges apart from the infrastructure. Hence, leading automakers saw this as highly impracticable. However, Mahindra Electric Cars Pvt. Ltd., India’s only electric car maker, firmly believed that electric mobility, though in the nascent stage, is the future of the automotive sector. The case tries to deals with Mahindra Electric Cars Pvt. Ltd.’s opportunities and challenges, the pioneers in electric mobility in India in the wake of government decision. It raises certain imperative questions like: Is the Indian market ready for electric cars? What will be the likely impact on the current market scenario? Can the automaker create a favourable perception in consumers’ minds towards electric cars? Will this new category thrive in a hyper-competitive conventional market? This case is written based on insights provided by the company. The case authors interacted with the four-member Mahindra team in Bangalore, India, and got first-hand input. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asian Journal of Management Cases SAGE

Mahindra Electric Cars: Challenges of Driving a Revolution in the Indian Market

Asian Journal of Management Cases , Volume 20 (1): 12 – Mar 1, 2023

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References (3)

Publisher
SAGE
Copyright
© 2021 Lahore University of Management Sciences
ISSN
0972-8201
eISSN
0973-0621
DOI
10.1177/09728201211035038
Publisher site
See Article on Publisher Site

Abstract

Small cars accounted for 75% of the cars sold in India; electrification of these cars and making them affordable was one of the major challenges apart from the infrastructure. Hence, leading automakers saw this as highly impracticable. However, Mahindra Electric Cars Pvt. Ltd., India’s only electric car maker, firmly believed that electric mobility, though in the nascent stage, is the future of the automotive sector. The case tries to deals with Mahindra Electric Cars Pvt. Ltd.’s opportunities and challenges, the pioneers in electric mobility in India in the wake of government decision. It raises certain imperative questions like: Is the Indian market ready for electric cars? What will be the likely impact on the current market scenario? Can the automaker create a favourable perception in consumers’ minds towards electric cars? Will this new category thrive in a hyper-competitive conventional market? This case is written based on insights provided by the company. The case authors interacted with the four-member Mahindra team in Bangalore, India, and got first-hand input.

Journal

Asian Journal of Management CasesSAGE

Published: Mar 1, 2023

Keywords: Electric cars; Indian market; marketing; marketing mix

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