Mahindra & Mahindra, India’s Utility Vehicle (UV) leader is causing much envy to its rivals as the company is flying high with the great success of its latest SUV launches and going against the slumped market conditions with very positive growth. However, now it seems that even Mahindra has something to worry about post the of its much speculated electric passenger car e2o.
The Mahindra Reva e2o is the first ever venture into the electric vehicle (EV) market of the company, on which Mahindra has invested heavily. Mahindra was very confident about the success of the car in the Indian market, but the recent reports suggest only a lukewarm response from the consumers. The company was expecting a monthly sale of 600 units of e20, which now seems pretty difficult to achieve. The company has revealed that a lot of enquiries about the car are pouring in, but when it comes to actual sales it is below the company’s expectations.
Mahindra took up the green agenda as the company believes in reforming the future of the automotive industry by using innovative and latest technology that will ensure a clean, green and economic way of commuting in India. Mahindra is still very confident that e2o will emerge as a best selling product as soon as the consumers discover the real potential of the car. The car is very economical as it frees the auto owners from the vicious circle of the spiraling fuel prices. The e2o is also the ideal vehicle for the nature conscious modern Indians who know the importance of the prevention of pollution and conservation of the natural resources of the world.
However, being pocket friendly in the long run and a zero emission vehicle, the e2o is yet to taste success in the Indian market.
The root of all evil behind the average response to the e2o is believed to be the costly tag of Rs. 5.96 lakhs for Delhi (after subsidies), while it is over 7 lakhs in the car’s production home town Bangalore. The middle class Indian auto consumers cannot really afford this pocket pinch no matter how eco-conscious he is. However, the Chairman & Managing Director of Mahindra Group, Anand Mahindra urges that the customers should look at the long term cost effectiveness of this vehicle, instead of just looking at its price tag.
Mahindra & Mahindra is definitely unhappy that the Indian government did not issue any subsidies for the electric vehicles that would have considerably help in Mahindra to price the car competitively.
Mahindra Reva has tried every possible way of making the e2o as convenience and economic as possible. The car comes with maintenance free and light Lithium ion batteries, which can be very easily charged at home or office. The e2o is also equipped with all world class cutting edge technologies, such as Regenerative Braking System, infotainment system, and smartphone apps.
The lukewarm response for the e2o reinforces the fact that the Indian consumers need to be educated about innovative cars that can really help one’s pocket as well as the eco system.