Adtech regulation a priority for Modi govt in third term: MoS Rajeev Chandrasekhar

Credibility of news and platforms are as important as monetisation challenges: Anurag Thakur

HUL: Meet the leaders who have emerged from "The CEO Factory"

Punit Goenka addresses Zee employees; ensures no layoffs due to failed merger

Disney's strategic sale to Viacom18 set to boost market share to 40 percent

The Leader's Edge: Storyboard18 in conversation with leaders, decision makers and disruptors

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Ola Electric founder Bhavish Aggarwal has emphasized on 'pricing basis' of the electric vehicles, and margin structure for deeper penetration. Aggarwal underscored that the EV maker's prime focus is 'product', and then 'volume'. 

During the Quarter 2 earning call of the fiscal year 2025, Aggarwal said that brands are built by product, not by pricing.

"Brand is an outcome of product experience of the ownership experience and obviously at the scale at which you do it," he said.

Taking a dig at Ola Electric's peer, Aggarwal argued, "I actually feel these competitors, they're not going to be able to sustain these deep discounts as the industry scales up because they don't have the margin structure".

	
<a href="https://www.storyboard18.com/brand-marketing/ola-electric-launches-digital-twin-platform-powered-by-nvidia-omniverse-46040.htm">Ola Electric launches digital twin platform powered by NVIDIA Omniverse</a>

The entrepreneur added that the electric 2-wheeler maker has deeply invested in vertically integrated manufacturing and technology to sustain deep discounting.

"Technology enables better margins because it brings the cost down," he said.

According to the Q2 earning call of Ola Electric, the gross margin for the auto segment stood at 20.6 percent flat on a quarterly basis whereas year-on-year basis it was 12 points up.

The net loss narrowed in the second quarter as the company reported a 39 percent jump in sales. Ola Electric's net loss stood at Rs 495 crore in the September quarter compared to Rs 524 crore in the same period last year. The revenue from operation jumped to Rs 1,214 crore in Q2.

<a href="https://www.storyboard18.com/brand-marketing/ola-electric-responds-to-ccpa-notice-claims-99-of-complaints-resolved-45578.htm">Ola Electric responds to CCPA notice, claims 99% of complaints resolved</a>

The company is eyeing focus on expanding the store count. Aggarwal said, " We have about 780 odd stores right now. And we are in the process of expanding the company-owned stores to about 2000 by March".

In September, Ola Electric launched its Network Partner Program under which third parties like multi-brand outlets, and other people who are already in the auto ecosystem from a retail perspective, could sell its product. 

Ola Electric has 1,000 such partners live with its products now, he added.

'Brand is built by product, not by pricing': Ola boss Bhavish Aggarwal

The traditional combustion engine is gradually becoming outdated as electric cars are gaining traction. However, despite the promising advancements in electric vehicle (EV) technology, India faces several barriers to widespread adoption.

According to Rediffusion think-tank Bharat Lab's report, the fear of running out of battery power before reaching a charging station remains a significant challenge hindering the widespread adoption of EVs in the country. 

Besides, the temperature in cities is another obstacle. Notably, the average temperature should be 15 to 40 degrees Celsius for better performance of EV cars. However, in India's hilly mountain areas, the temperature goes to minus, while western India has higher temperatures. At temperatures above 45–50 degrees Celsius, the battery's electronics deteriorate faster, the report mentioned.

The expansion of charging infrastructure remains another factor in encouraging EV adoption, particularly in non-metro areas and rural communities with limited accessibility. While petrol pumps are ubiquitous, charging stations are noticeably scarce, underscoring the urgent need for expansion, the report added.

According to the data from the Ministry of Power, there are 12,146 operational public EV charging stations throughout the country. Karnataka led the table with 5,130 EV charging stations, followed by Maharashtra (3,079) and Delhi (1,886), respectively.

However, the silver lining is that the overall share of EVs in India's auto market rose significantly to 6.38% in 2023 from 1.75% in 2021.

The Niti Aayog has predicted that 30% and 70% of automobiles, 40% of buses, and 80% of 2 and 3-wheelers would be electric by 2030.

From scarce charging infra to city temperatures, EV adoption faces challenges in India

Despite a temporary slowdown, the Battery Electric Vehicles (EVs) sales are likely to hit the 10 million milestone this year, according to a report by Counterpoint. 

The report, "Global Passenger Vehicle Forecast" mentioned that growth in battery EVs will be supported by the revamping of the production process, partnerships with the manufacturers, and bolstering the supply chain.

<a href="https://www.storyboard18.com/quantum-brief/electric-vehicles-hit-15-percent-of-bmws-total-sales-across-the-world-26495.htm">Electric vehicles hit 15 percent of BMW's total sales across the world</a>

At present, China is the dominant force in the 'battery electric vehicle' market, with sales projected to be 4 times that of the US market in 2024, the research projected. 

Besides, China will maintain more than 50% share of global EV sales until 2027 and is expected to register more sales than the US and Europe combined in 2030. 

<a href="https://www.storyboard18.com/how-it-works/ea-sales-in-india-jumped-49-25-percent-year-on-year-to-1529947-units-in-2023-20005.htm">Electric vehicle sales zooms 49 percent to 1.52 million units in 2023</a>

"The EU’s new tariff rates for Chinese EVs aim to level the playing field for European EV manufacturers, which are struggling to compete with lower-priced Chinese imports. These tariffs might push Chinese automakers towards emerging markets like the Middle East and Africa, Latin America, Southeast Asia, Australia, and New Zealand. The outcome of EU-China talks, especially with Germany’s opposition, will shape future EV market dynamics, with Europe and the US driving growth from 2025 onwards," Liz Lee, Associate Director at Counterpoint said.


However, from 2025 onwards, Europe and the US will start emerging as a major growth driver in this segment, the research added.

The Counterpoint report predicted that China's BYD market share would overtake Tesla's EVs in 2024. 


However, research analyst Abhik Mukherjee said that automakers like Volkswagen, Ford, and General Motors are positioning themselves to compete with the market leaders by revamping supply chains and producing affordable EV prices below $35,000. 

The research also predicted that hybrid vehicles, including plug-in hybrid electric vehicles and hybrid electric vehicles, will continue to dominate the electrified segment in the near term.

EV sales may hit 10 million in 2024; China likely to remain dominant force until 2027: Report

A new report on India's electric vehicle market has revealed that southern states have contributed higher in EV sales. A report titled “An Overview of Indian Electric Vehicle Market: Trends And Future Outlook” by Frost & Sullivan highlighted that the presence of OEMs, component suppliers, and battery/cell manufacturing companies in Tamil Nadu has resulted in a spike in electric vehicle sales.

The report pointed out that South India accounts for half the EV sales in the country.

Currently, Hyundai Motor and Stellantis have commenced production of EV passenger vehicles in Tamil Nadu. Whereas automakers like Renault-Nissan and BMW are expected to produce EVs in the state soon.

The OEMs are aiming at localizing the production of 60-70% EV components by 2030, including battery and other critical components.

According to the report, over 123,000 units of Battery Electric Vehicles (passenger cars) are likely to be sold in India by the end of 2024; recording an estimated y-o-y growth of 47.9% as compared to 83,000 units sold in 2023.

Tata Motors is the leading player with over 64% market share; Tata Nexon EV was the highest-selling EV in 2023.

Electric South: 45% of EV sales come from southern states in India

French car manufacturer Citroën on Monday signed a Memorandum of Understanding (MoU) with CAB-EEZ Infra Tech Pvt Limited (Cab-E), an urban e-mobility company, to introduce over 2000 Citroën ë-C3 electric vehicles (EVs) over the year in Cab-E’s fleet in the Mumbai and Pune region.

As part of the MOU event, the first 100 units of eC3 were flagged off in the presence of Ashwani Muppasani, COO Stellantis, India -Asia Pacific Region, by Shishir Mishra, Brand Director, Citroen India and Kuldip Ghosh & Indraneel Chakravarty - Directors, Cab-E in Mumbai, taking the total Citroën ë-C3 fleet operating on Cab-E platform to over 300 units across Mumbai and Pune.

Shishir Mishra, Brand Director, Citroën India, said, "Cab-E has been one of the early adopters of the ë-C3. Their continued choice of this product is a validation of Citroën’s proposition as a key player in promoting sustainable transportation solutions. With its efficient battery pack, advanced e-powertrain, and comprehensive connectivity features, the Citroën ë-C3 is the ideal choice for businesses transitioning to greener mobility options.”

Kuldip Ghosh, Director (CEO) of Cab-E, commented, “The integration of Citroën ë-C3 EVs into our fleet accelerates our path to profitability. The superior battery efficiency, powerful drivetrain, and excellent in-cabin features, combined with rapid charging capabilities, ensure immediate operational benefits. This partnership not only benefits both stakeholders but also propels Cab-E to a leadership position in the electric urban mobility market.”

The Citroën ë-C3 offers a range of 320 kilometers (ARAI-certified). The company has claimed that the EV can achieve nearly full charge in under an hour.

Citroën, Cab-E sign MoU for 2000 Citroën ë-C3 EVs over the year

Before Bengaluru-based Bounce Infinity hit the road, the two-wheeler electric scooter brand conducted a multi-state survey to understand what consumers really want. Amit Mehta, its director, head — growth and marketing, says the company found that potential consumers, especially women, feel that scooters in India are still masculine in nature because most brands in the space focus on ‘ultra-futuristic’ and ‘alien’-ish design elements. Keeping this insight in mind, the brand decided to have a strong chassis with subtle looks. The other feedback was that it should be comfortable to ride, and safe, adds Mehta.

Bounce Infinity started deliveries in April 2022. The company has so far registered 60,000 bookings. In the last 100-plus days, over 4,500 scooters have been delivered. Currently, 35% to 40% of the brand's customers are women. Mehta credits the uptick in sales to the sturdiness of the scooter, which women riders are actively looking for.

Recently, Bounce Infinity became an official partner of Kemp Football Club (Kemp FC), a Karnataka State Football Association (KSFA) club and training academy based in Bangalore. From the marketing viewpoint, the brand is focusing on building awareness on adoption of EVs along with discussions around the discrimination faced by women on the football field. The company will give the best female player of the club a Bounce Infinity bike.

It’s not just the startup auto brands that are speaking to their women customers. After the positive success of its Nexon EV, Tata Motors recently conducted a survey to understand its consumers. The results of the survey highlighted that over 14% of Nexon EV owners are women, and indicated that there is a rise in enquiries by women buyers for the model. In Q1 FY23, the market share of the company among electric vehicles stood at 89%,

“The automobile industry has seen an immense increase in women buyers over the years,” says Vivek Srivatsa – head, marketing, sales, and service strategy, Tata Passenger Electric Mobility. “Driven by education, work, and changing lifestyles, women are becoming majorly involved in the car buying process and currently account for a good share of sales in the sector, which has led to an increased demand for personal mobility in the post-Covid era.”

What really are women buying?

Suman Mishra, chief executive officer, Mahindra Electric Mobility, goes on the ground to understand the sentiments of potential women buyers, mainly the ones who pick an e-Rickshaw or an e-Auto. Mahindra Electric Mobility holds more than 70% market share in the three-wheeler electric vehicle space. Mishra says women customers are a small but growing base, particularly in the electric segment.

During her conversations with women drivers, Mishra realised that most of them began driving a 3-wheeler electric vehicle after the loss of their household income. She further highlights that women, in the beginning, have apprehensions about driving an auto due to the perception that it is a man’s job. “The challenge lies in making them aware that driving an auto is gender-agnostic,” she adds.

However, after they start driving an auto, there is a sense of pride and ease that builds up. Also, from the maintenance point, the e-rickshaw and e-auto segments are not too complicated. Women customers are getting educated on the benefits of driving electric vehicles and spreading the word to their inner personal networks.

YSR Rajeev Kumar, chief mentor of EV Masterclass, a programme that helps governments, EV companies, students, etc solve problems for the industry, says women who are blue-collar employees focus on buying 2-wheeler and 3-wheeler electric vehicles. Women, who are white-collar employees, would mostly prefer 2-wheeler electric vehicles. Four-wheeler electric vehicles mainly attract women who have higher purchasing power.

According to media reports, in the first half of 2022, it was reported that around 1,814 4-wheeler electric vehicles were sold. The upfront cost of a 4-wheeler electric vehicle is 30% to 40% higher than its counterpart, internal combustion engine vehicles (ICE). This pricing will continue for the next 2-3 years. In the case of 2-wheeler EVs, Kumar explains that adoption will be immediate among women due to the cost factor. Today, in India, the average cost of an EV scooter is anywhere between Rs 1 lakh and 6 lakh.

Aiming to accelerate adoption

From a marketing point of view, brands must position electric vehicles as a mode of convenience that has lower running costs, especially for women, suggests EV Masterclass' Kumar. Earlier this year, there were several incidents of EV 2-wheelers blowing up or catching fire. Kumar thinks EV brands — both startups as well as established players — should design special campaigns around safety and awareness. Tailor-made campaigns for women will also add new flavour to the category, he adds.

Some schemes have been introduced by the state governments of Delhi, Goa and Odisha targeted specifically at women buyers, increasing the affordability of 3- wheeler EVs.

Mahindra Electric Mobility’s Mishra says that the company works closely with dealer partners to increase visibility for its vehicles among women. “In some cases, our partners offer driving education to first-time women buyers, which enables them to make the purchase decision. We are also working on incorporating some ergonomic improvements in the vehicles that will make them more suitable for women drivers,” she adds.

EVolve 2022: EV brands are telling women—hop on!

Note to readers: The last decade has witnessed significant advances in mobility and transport. New technologies and opportunities have brought a dramatic change to our societies. Planet and people-friendly transportation is more relevant than ever in the history of humankind, with everything from health to climate crises hitting us at warp speed. Storyboard18’s Month In This - EVolve 2022: Building an electric future, is an opportunity to bring to the forefront conversations around charging up marketing and brand building, to exchange and share new ideas, challenges and solutions in the field of clean transportation and mobility. Catch this Storyboard18 special on Moneycontrol, CNBC-TV18 and Forbes India. 

As electric mobility continues to gain popularity among sustainability conscious upwardly mobile Indians, advertisers might find a new way to advertise to this new set of customers.

Earlier this year, a report from advertising and marketing focussed news portal reported that a US-based EV charging network Volta Charging, which boasts of 2,137 stalls nationwide, is launching a dedicated media network, Volta Media, to better serve its advertising partners.

The move simply means that brands across categories will now be able to advertise at these EV charging stations to capture the attention of tech savvy and affluent consumers.

On Volta Charging's website the company states: "It's time to rethink your media strategy. Our growing network of charging stations reaches millions of qualified customers with premium place-based, interactive content in a sustainable format."

In India, the same model can potentially be replicated as the EV infrastructure strengthens owing to the strong impetus given to ramp up the EV ecosystem both by the government and private players.

The Centre said it is planning to install up to 70,000 EV chargers across the country in the next few years. Meanwhile, under phase II of the Faster Adoption and Manufacturing of (Hybrid &) Electric Vehicles in India (FAME-India) scheme, the Ministry of Heavy Industries (MHI) has sanctioned 2,877 electric vehicles (EV) charging stations in 68 cities across 25 states. 1,576 charging stations have been sanctioned across 9 expressways and 16 highways.

FAME was launched in 2015 to improve the infrastructure required for the large-scale use of EVs. Phase II, which began in April 2019, is the current phase and will last five years.

Meanwhile, key companies including Mercedes-Benz India, already have 100-odd EV stations across the country where EVs of all brands can be charged easily.

Ideal touchpoint for engagement

Experts believe that EV stations can potentially be an impactful outdoor advertising platform, giving brands access to upwardly mobile, tech savvy and an affluent urban consumer base. This cohort are not only early adopters of technology but are also equally conscious and responsible about the environment.

Rachana Lokhande - Founder, Glocal Bridge and advisor at the Indian Outdoor Advertising Association (IOAA) says that the EV charging stations require higher electricity voltage and the availability of larger spaces to build the stations which can accommodate multiple cars.

“The plans for battery swapping stations and building a dense network of charging points instead of charging stations are emerging to be a better solution. Considering that charging stations might likely be on the outskirts, this dense network of public EV charging points is an ideal touchpoint for developing a good DOOH (digital outdoor) /OOH network,” she adds.

Viability of charging stations advertising

Industry executives seem divided on the potential of charging stations becoming a hot favourite of advertisers when it comes to targeting a specific set of consumers.

Nilay Chandra, VP - marketing and charging infrastructure, Ather Energy, notes that in India, our two-wheeler parking locations are in the corner where there is not enough parking space and outdoor in such an area will not be in the best looking or well lit-up space probably beyond a point I don’t know how many people will be visiting that area to get return on investment (RoI) of that location.

“I believe even in India in some locations this model can work. The need to get operational revenues from advertising is little low in India. Even if 40 percent of our vehicles convert into EVs in the next five years we are talking about 10 million EVs so our volumes are so substantial even without doing outdoor advertising at charging stations there is business viability,” he explains.

Chandra further adds that the charging time is so less at these stations one doesn’t get such a highly captive audience that brands might get at an airport.

“While volume might be high, the engagement will be so slow that conversion rates won’t be high. My belief is that while in some prominent locations this model might work but this will not be the prominent model of how revenue generations at these stations will happen,” he rues.

Meanwhile, luxury automobile maker Mercedes-Benz India, which has over 100 charging stations in the country, says that it intends to keep its stations advertising free.  

“In future, there will be charging points for luxury cars (more than 100 kW) and the others will be for the mass brands. We however do not want to intrude customers with advertising messages when one is charging their car, rather focus on offering a quick charging experience,” says Santosh Iyer, vice president of sales and marketing for Mercedes-Benz India.

Lokhande of Global Bridge argues that the potential of outdoor advertising is dependent on exposure to the audience, which is dependent on the time taken to charge a vehicle and the positioning of the public charging points.

Whether the outdoor advertising at EV charging stations picks up big time is something only time will tell, the adoption of electric mobility in India is clearly undebatable.

EVolve 2022: Can EV charging stations become new outdoor ad platforms?

Note to readers: The last decade has witnessed significant advances in mobility and transport. New technologies and opportunities have brought a dramatic change to our societies. Planet and people-friendly transportation is more relevant than ever in the history of humankind, with everything from health to climate crises hitting us at warp speed. Storyboard18’s Month In This - EVolve 2022: Building an electric future, is an opportunity to bring to the forefront conversations around charging up marketing and brand building, to exchange and share new ideas, challenges and solutions in the field of clean transportation and mobility. Catch this Storyboard18 special on Moneycontrol, CNBC-TV18 and Forbes India. 

For 28-year old Shreyas Sharma buying an electric scooter was a big decision especially with multiple incidents of vehicles catching fire. He did an extensive amount of research and decided only after an EV owner shared his personal experience.

“I decided only after my friend who owns an EV himself answered various queries and shared his positive personal experience,” he tells Storyboard18. 

Sharma belongs to a bandwagon of consumers who are extremely curious and interested in electric vehicles but are often deterred by negative news and perception, myths and lack of reliable information available to them. This is exactly what electric vehicles makers in India are trying to solve through various marketing efforts which includes awareness creation and myth-busting exercises, community building, influencer engagement and mainstream promotions.

There is a huge marketing push by major brands in two and four-wheeler categories. Tata Motors, Ola Electric, Ather Energy, Audi India and Mercedes-Benz India are all fuelling up their marketing tanks. These companies are taking over every possible media platform ranging from digital and social media to television commercials to create awareness, intent and dispel myths around owning an electric vehicle.

Unlike regular automotive advertising which heavily focuses on the brand and the product, when it comes to EV, brands have to also take the responsibility of educating the customers as they are trying to shift consumption patterns.

Creating awareness, busting myths

Building awareness and busting myths in the EV category clearly emerged as the top priority for EV makers in India. Industry executives believe that the EV category, especially four-wheelers, is still at a nascent stage. The category is broadly divided into four key barriers - a price premium, inadequate charging infrastructure, range anxiety and limited choices.

Tata Motors, for instance, which recently launched the Nexon EV MAX followed by the Nexon EV Prime, also unveiled two new concepts that captured consumers’ interest – Tata Curvv and Tata Avinya in April 2022. Across communication, they addressed various barriers through the four pillars of myth busting, leveraging owners’ testimonials, range rallies, and expert opinions.

Vivek Srivatsa, head marketing, sales and service strategy, Tata Passenger Electric Mobility, tells us that when the Tata Group company launched the Nexon EV, it roped in Milind Soman and Ankita Konwar to drive the car all the way from Manali to Leh to demonstrate its capabilities. 

He goes on, “When we launched the ‘Evolve to Electric’ campaign, we activated multiple touch points, right from a stunt activity - ‘The Electric Ascent’, to social media communication that busted myths. We were also recently present at the TCS Marathon in Bangalore.”  

Srivatsa tells us that owner experiences are also amplified regularly to offer an authentic opinion of owning an EV, adding that “this adds to our overall credibility.” 

Influencer engagement, word-of-mouth works  

Ather Energy, which sells two-wheeler EVs, has focused on community building and CRM marketing, PR and influencer marketing to get the news out about a product that will launch shortly.

“That really worked well for us because we got our first set of evangelists through that route,” says Nilay Chandra, VP - Scooter Business, Ather Energy. 

The company, which first focussed heavily on digital marketing has now switched to a mix of digital and mainline media platforms to truly achieve scale and become a national brand. Influencer engagement and its experience centers remain its key marketing points as well.

“Our brand is known to a lot more people, we have moved to a pan-India approach and gone mainstream by adopting TV and print in the last one year. We want Ather to be considered like any other scooter company that has been there for decades,” Chandra adds.

Customized communication

Mercedes-Benz India, which deploys social media and television to promote its range of EVs, believes in creating customisable communication for luxury EV buyers. Marketing a luxury EV is similar to marketing a top-end luxury vehicle as the focus remains on individual requirements and brand experience desired from the brand. The company further adds that attributes like sustainable driving, zero emission, reduced carbon footprint, latest technology onboard, hassle free ownership etc. are highlighted through its marketing campaigns.

“For a luxury EV customer the marketing approach combines offering sustainable mobility with an emotional appeal and luxury brand experience synonymous with Mercedes-Benz. With our brand campaign and retail marketing approach we showcased the EV with its world-class product attributes along with an EQ ecosystem that promises hassle free ownership devoid of issues like range anxiety, charging infra etc,” shares Santosh Iyer, vice president of sales and marketing for Mercedes-Benz India. Iyer was recently announced as the next MD and CEO of Mercedes-Benz India and will take over the luxury car marker’s operations in India.  

All leading players are pushing their boundaries when it comes to branding and marketing. The focus is on supplying reliable products and quashing fears and anxiety around owning EVs which will push its adoption in a big way. 

Focus on reliability 

Ather's Chandra tells us that what the category needs is people who are as focussed on the quality, reliability and consistency. 

He says, “When consumers want to adopt a category because the products are better, especially in a category where families are going to use it and deeply linked to their livelihood as it is related to the commute, I think reliability of a product becomes fundamental.” 

In an interview with Storyboard18, Chandra says, “Rather than pointing fingers at how things are blown up in the EV category which might be true, the industry needs to focus on measures to make reliable products. Once consumers see evident action being taken by all players then half of the problem will be solved and then we could do myth busting exercises. At this stage, there’s no substitute to having good reliable products with an intent to be industry for a longer haul and not running after selling certain volumes.”

EVolve 2022: Making EVs more desirable and accessible

The electric vehicle (EV) space in India is heating up with companies spending big money to grab the attention of curious consumers. Bengaluru-based mobility startup Ather, which recently launched the new Ather 450X in the Indian electric two-wheeler segment, is eyeing the leadership position in the category.

In an exclusive interaction with Storyboard18, Nilay Chandra, VP - Scooter Business, Ather Energy, talks about its evolving marketing strategy, decoding the EV customer and solving the negative perception associated with the EV category.

How has your marketing strategy evolved over the past few months? What has been your initial learning in terms of what kind of marketing is working and what is not working so far?

Right now, we are in a full scaled up phase. Our brand is known to a lot more people, we have moved to a pan-India approach and gone mainstream by adopting TV and print in the last one year. We want Ather to be considered like any other scooter company that has been there for decades. This year, we have realised that we are leaders in the EV category and we need to be perceived that way by consumers. Hence, we have exposure in IPL even in regional markets where we have associated with Indian Super League (ISL), Tamil Nadu Cricket League. Sports is a means to reach our TG. Coincidentally, post-Covid a lot of sporting events have had high viewership of a core SEC A/B which is why it has become a vehicle of preference for us. Though our mainstream campaigns continue, sports adds a layer of salience and engagement for us. 

Which media platforms work the best when it comes to promoting EVs in India?

What really works for us is our community, influencer and auto industry engagements. We are able to engage with them in a manner which is very different from the category. Within paid mediums, video content has built a lot more traction for us in the last two years. Within that, regionalisation has given us way better results. Content which is made for the geography based on the locales of the geography and which is contextual is picking up traction. OTT, digital, TV and print as a mix has been extremely useful for us.

How is it different from conventional auto marketing and advertising?

Owing to the fact that electric vehicles (EV) is a new category the consumer’s expectations from it based on how they live their life today vis-à-vis the expectation from the existing brands is from the perception they have built over the years. Consumers expect that the brands coming from the EV category will speak the language of today and not build on the language of yesterday. These expectations are in terms of media channels, the kind of content being put out, how relevant it is and how exclusive it is.

Consumers also expect us to understand that they do not know everything about the EV category so education becomes way more important. There is a lot of education oriented marketing happening in this category some of which can be paid. For instance, our retailers have become the education creators to even address anxieties that consumers might have related to rain or reliability for instance. A leader brand needs to take care of all this.

<blockquote>At this stage, there’s no substitute to having good reliable products with an intent to be industry for a longer haul and not running after selling certain volumes.</blockquote>

Who is essentially an EV consumer? What makes them tick? Their desires, preferences and beliefs.

Gone are the days when people would look for EV scooters for low-cost option or low-speed option which doesn’t require registration. Every scooter buyer is an electric scooter customer who is futuristic, not settling for average products and has the willingness to try something new. Early EV adopters are more aware consumers, they have the ability to discern something knowledgeably that is new. We have seen consumers who are heavy riders and are willing to try superior features offered by EVs. People who want performance are looking at EVs seriously including motorcycle riders.

But there are many challenges facing brands. What are the key challenges in your view? 

My biggest challenge is I don’t have enough scooters to supply to our potential customers. There is momentum and demand but unfortunately because of the Covid-led disruptions, the war and the electronic equipment supply hurdles we have not been able to meet the demand of the scooters. While there were consumers willing to buy an EV the industry did not have enough stick to meet that demand. At this stage, the EV industry requires good reliable products. Consumers have a very high benchmark on reliability and trust for their automobile manufacturers. I think while we had a great journey on delivering reliable and consistent products I don’t think that is true about consumer’s perception about the category. 

We need people in the category who are as focussed on the quality, reliability and consistency That would be the second biggest enabler to getting way higher EV adoption. Awareness about charging infrastructure is another critical challenge.

When consumers want to adopt a category because the products are better, especially in a category where families are going to use it and deeply linked to their livelihood as it is related to the commute, I think reliability of a product becomes fundamental. 

Rather than pointing fingers at how things are blown up in the EV category which might be true, the industry needs to focus on measures to make reliable products. Once consumers see evident action being taken by all players then half of the problem will be solved and then we could do myth busting exercises. At this stage, there’s no substitute to having good reliable products with an intent to be industry for a longer haul and not running after selling certain volumes.

ELECTRIC VEHICLES