Diffusion of Electric Two Wheeler

Marketing Management

Project on

Diffusion of E2W

TABLE OF CONTENTS[pic 1]

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1. Introduction

With the increasing level of air pollution in Indian cities, it has been a cause of concern for policy makers.100 most polluted cities in the world comprises of more than 25 Indian cities. There are various causes of growing air pollution in cities however transport sector makes significant contribution to it. That makes it very important to minimize the emissions from transport sector. The adverse effects of air pollution on human health and to the economy are very well known and therefore to minimize its impact on the environment, policy makers are considering several options.

Now electric vehicles have been a promising technology option and several governments have successfully implemented policies to promote the technology. Indian government is also keen to promote electric vehicles as a green mobility options and is also considering it as a viable solution for the reduction of air pollution in cities. There are several success stories and best practices globally. For example, China has taken the electric vehicles in a big way for two wheelers and buses. In the UK too, cities like London are giving incentives such as grants to purchase new electric vehicles, exemptions from congestion charges and free or in some case reduced parking charges for electric vehicles in many boroughs.

Mopeds, bikes and scooters, collectively referred as power two-wheelers or simply two-wheelers, are a popular means of transportation in India. They are very economical, very convenient and cater to a large group of people including commuters, students and small businessmen. In fact, fuel use per passenger-kilometer of two-wheeler is comparatively less. Nevertheless, the present fleet in the country is hugely contributes to air pollution and source of petroleum consumption. The two-wheelers occupied approximately 76% of the vehicle population.

Electric three-wheelers have been partly successful, however not much of diffusion of electric vehicles has happened within 2 wheelers, 4 wheelers and various city bus fleets in India. Techno-economic assessments however shows that electric two wheelers can become commercially viable by 2020 and electric four wheelers can be a major technology option by 2030, if government provides incentives and infrastructures for charging are available. A strong climate policy can also advance the cause of electric the vehicles. The government is keen on promoting the electric vehicles and the Minister of Power has even put an ambitious goal of becoming 100% electric by 2030. The other ministries, particularly Minister of Road Transport and Highways, made a strong statement at Society of Indian Automobile Manufactures (SIAM) annual convention, that has unnerved the automotive industry.

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The Electric Vehicle market is expected to witness the phenomenal growth in the coming years. After increasing fuel costs, rise in pollution level and increasing government support will boost the adoption of electric vehicles in India.[pic 3]

There are few issues which are hampering sales of Electric Vehicles

• Battery Life

• Running Range is low on a single charge.

• Lack of Infrastructure.

• Servicing, Repair and Breakdown maintenance.

• Resale value.

1.1 WHAT IS AN ELECTRIC VEHICLE? An electric vehicle (EV) can also be referred to as an electric drive vehicle, uses one or more electric motors or traction motors for propulsion. The electricity used to run the motor could come through either transmission wires, as is the case with metro trains, electric locomotives and trams or through a single or a series of connected batteries, as is the case in electric bikes and electric cars or it could be generated on board of using a fuel cell.

EVs are mainly categorized as:

• Electric two-wheelers (E2Ws) is used for both electric scooters and electric bicycles.

• Electric four-wheelers (E4Ws) is used in electric cars.

• E3W is used to refer to electric 3-wheelers (including E-rickshaws)

• E bus refers to electric buses.

Electric vehicles can be mainly classified into two types:

• Battery electric vehicles (BEVs) which have electric motor instead of combustion engine and use electricity from the grid stored in the batteries.

• Plug-in hybrid electric vehicles (PHEVs) which uses batteries to power an electric motor and liquid fuel such as petrol or diesel to power an internal combustion engine or other propulsion source.

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2. PESTEL Analysis[pic 4]

2.1 Political

Government continuously slashing tax rates ,the GST council has set a 12% tax rate for electric vehicles, compared with 28% plus cess for petrol and diesel cars and hybrid electric vehicles . Government has launched schemes like automotive mission plan, FAME, NEMMP in order for the manufacture of automobile and auto components and for the promotion of electric and hybrid vehicles. 100 % FDI is allowed under the automatic route in automobile sector. Government aims to achieve carbon reduction as every other nation.