Why on earth are we doing this? However earnestly we spout all this stuff , you WILL be asking yourselves THIS question. The job of a journalist is , quite justifiably , to be cynical.
And you would also have been asking , why Mahindra thinks it can succeed when multi nationals seem to be facing challenges in ramping up its enormously ambitious plan. When recent articles suggest that the sheen is off electric vehicles.
We asked ourselves the same questions , and we concluded that we have to succeed because there is no other choice. We HAVE no choice.
Let me explain what I mean when I say we have no choice. When you look around you today you will see an India that is apparently following the history of many emerging markets that became miracles of economic development. High GDP , investments in infrastructure , (yes , believe it or not , they are going to be made in India!) a rapidly rising consuming class are the telltale signs of this development trajectory.I say to you however , that what lies ahead for India--if we simply follow the same path to development and growth--is a Malthusian nightmare. The old linear solutions won't work. The world's repository of knowledge about urban habitation isn't suited for countries of over a billion people living in dense clusters. It's not just about transportation. It's about how Indians expect to live in urban habitats without turning them into violent battlefields over resources: water , power , food.... And so we realised that the future of mobility is a subset of the future of urban sustainability in countries like India and China and in much of the African continent. We plan , in future , to focus much of the Group's intellectual and commercial resources in looking for answers. Our group spans the relevant sectors: transport , housing , solar , Agri , logistics , and we have the capacity to conceive of integrated solutions. This is , of course a much wider and ambitious endeavour. But for today the short point is that we have recognised that mobility is a subset of broader urban design. And if we try to promote a new philosophy of mobility by simply trying to sell just another CAR with an interesting alternate drivetrain , we would be doomed to fail. So what we are trying to do , with humility , and with calibrated expectations , is to ask people to consider a different lifestyle...to Ask the right questions , to find unique answers , and to buy into a new way of living and moving , that is aligned to those new questions and new answers. What we are trying to do is to make our offering part of a larger ecosystem which involves clean energy right from the source , and which provides convenience in tapping into that energy whether at work or play. Which allows them to become providers of energy back into a smart grid when they are not using it. If people subscribe to that ecosystem , then they will be empowering a more sustainable form of urban living. To put it very simply , therefore , we want people to buy the e2o because they asked the right questions about how they want to live , and found the right answer. We believe that's the only way to sell an electric car. No matter how long it takes , we have no choice , but to succeed in this enterprise. About Mahindra Reva Mahindra Reva is a pioneer of electric vehicle (EV) technologies and one of the world's most experienced EV manufacturers. Founded in 1994 as the Reva Electric Car Company, the company was a joint venture between the Maini Group of Bangalore and AEV LLC of USA. Reva focused on creating affordable electric cars through advanced technology and launched its first model in India in 2001 and in London in 2004. In May 2010, the USD $15.9 billion, Mahindra Group acquired a majority stake in the company, which was renamed Mahindra Reva Electric Vehicles Pvt Ltd. Mahindra Reva is headquartered in Bengaluru, India. Mahindra Reva exemplifies the Mahindra Group's vision of the Future of Mobility. The Future of Mobility envisions an automotive ecosystem that brings Clean , Convenient , Connected , Clever and Cost-effective (the 5 C's) mobility solutions to customers across the world. Today, Mahindra Reva has one of the world's largest deployed fleets of electric cars - customers in 24 countries have driven their Revas petrol-free for over 200 million kilometers. The company manufactures cars, licenses out its electric vehicle technologies, electrifies existing platforms, and helps to deliver integrated zero-emissions mobility solutions. The company's new factory in Bengaluru, the first automobile plant to get platinum rating from the Indian Green Building Council, capable of producing 30,000 cars per year, was inaugurated in August 2012. Recently, Mahindra Reva was ranked 22 nd in the prestigious 'Fast Company' magazine listing of the Top 50 Most Innovative Global Companies of 2013. The company also won the 'Innovation' award from respected Italian magazine, Focus, during March 2013. It is one of only three global companies to have received this award for the development of the new 'Mahindra e 2o' and the new environment friendly plant at Bengaluru. About Mahindra Group The Mahindra Group focuses on enabling people to rise through solutions that power mobility, drive rural prosperity, enhance urban lifestyles and increase business efficiency.