Mahindra launched Reva e20 through joint partnership alliance with Reva Electric Vehicle Limited in 2013. It is a product of high-technology, but it is not doing too well. The company sold less than 1,000 e20 pieces last year, to combat the lower than expected sales, Mahindra Electric Vehicles Private Limited launched a new version of e20 called e20 Premium. The car is a step ahead of e20 packed with additional characteristics.
Mahindra Reva e20 Premium is sold at starting price of Rs 5.72 lakhs, the car will sell under the Goodbye Fuel Hello Electric scheme. It is a flexible scheme where consumers will have to roll out Rs 2,999 monthly package, and the maximum drivable distance is 50,000 km for five years. The Goodbye Fuel Hello Electric scheme was introduced on e20 with a vision to push sales, the new e20 Premium car has been upgraded under the scheme, and customers can cover additional 120km distances.
Electric vehicles are the need of the hour, to create a clean and green atmosphere and also a more convenient mode of drive to reach desired destination at swift pace. The aim to launch e20 Premium with additional 120km distance is a good move, and the other interesting factor is the fitment of electric power steering. Mahindra e20 Premium is more or less similar to its predecessor, the similar characteristics are visible on parking assist, rear camera, driver information display and world class infotainment system.
Mahindra e20 Premium has excellent smartphone software system; customers can connect their phones and gather relevant information on battery power. The phone can be charged for long hours and the air con unit is efficient. Mahindra Reva said that it has installed 300 charging stations across major cities of Pune, Bangalore, Mumbai and Delhi, and hopes to increase the figure by another 100.
Mahindra is keen to dwell further into electric car segment and is working on developing electric variants of Verito sedan and Maxximo commercial vehicle. The two cars will launch sometime next year. Hybrid and electric car technology is the latest hot topic of research and development, apart from the zero to minimal emission part of it, hybrid fuel and lighter and more feasible to traverse through tough terrains.
Despite e20 not yielding profitable outcomes, Mahindra is keen to push this technology forward. Goodbye fuel Hello Electric is a strategy used to increase customer sentiment. It is a practical and smart approach, but it is still difficult to predict the outcome. The set up of 300 charge stations and an additional 100 is an effect strategy to boost customer sentiment.
Electric car technology has not picked up to a great extent in India, people feel more secure with conventional fuels despite the risks of leakage and heaviness. Not many are aware of electric charge stations; the monthly scheme will push customers towards buying Reva e20 Platinum. The car has more features that will draw customer attention.
It will be interesting to view the customer feedback response of Reva e20 Platinum; it might be a step ahead to many more launches.