Electric Vehicle India: Rekha Salvi, O&N India Sreehari B. Nambiar, O&N India
Electric Vehicle India: Rekha Salvi, O&N India Sreehari B. Nambiar, O&N India
Electric Vehicle India: Rekha Salvi, O&N India Sreehari B. Nambiar, O&N India
Contents
Introduction India Scenario Governmental Initiatives Manufacturer Initiatives Electric Vehicle industry Pros & Cons (India Perspective) Opinion on EVs Industry Updates
EV Players entering Indian Market Conventional car makers moving to EVs JVs, Mergers & Acquisitions Public transport, Buses, Trucks Accessing Carbon credit
Case Study Mahindra Reva Analysis The way Ahead Company snapshots
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Executive Summary
Market
Electric vehicle (EV) market in India is at a nascent stage and is expected to grow by 45% over 2008-09 and 2009-10 Comprises of electric cars, three wheelers and electric two-wheelers Electric two-wheelers dominate the market with 97.5% of the EV market
Drivers: Challenges:
Increasing crude oil prices Low maintenance cost Increasing demand for green cars in foreign market Manufacturers providing incentives to attract consumers
EVs to move from concept to daily use High price Lack of supply of spare parts Government Initiatives Charging infrastructure Lack of optimum business models
Trends
Growing number of market participants are entering the market Automobile firms are launching EV version of conventional car models Increase in number of joint ventures, mergers and acquisitions EV players are seeking carbon credits
Most of the players operates in the electric two wheeler segment only one company operates in the electric car segment
Competition
Major Players
India Scenario
At the moment demand for EV in India is quite small By industry estimates, less than 5% of the passenger car market in India would comprise of electric cars over the next 5-7 years; at 1,75,000 units Apart from Reva EV, Toyota has launched Prius hybrid. These are the only two EV/HEV cars commercially sold in India Reva, Indian electric car manufacturer, sells most of its cars in the European market Honda Siel Cars India had to withdraw the Civic hybrid from the Indian market within months of its launch in 2008 Nissan is not planning to launch Electric Vehicles in India presently Indica electric from Tata Motors, is expected to debut in Norway, Denmark and the UK towards the end of 2011
EV Market
EV Market in India Merely 1 % of two-wheeler market in India is electric two-wheeler E-car market is 2-3% of the car market EV industry is seeking subsidy of 30% from the Central Government Currently only Delhi State government is offering subsidy to the extent of 29.5% Govt. of India will set up the Governing Council for Electric Vehicles It will develop infrastructure for electric mobility - charging stations It will also work with the State Governments to provide fiscal incentives for the use of EVs
Subsidies
Government Policies
Source: India Today Green auto cos seek tax relief for growth leap, Feb 2010
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Government Initiative
Governing Council Government will set up the Governing Council for Electric Vehicles Operate under the Ministry of Heavy Industries and Public Enterprises It will develop infrastructure for electric mobility - charging stations Council to have representatives from various Ministries includes Road Transport and Highways, New and Renewable Energy and Power and also industry representatives Promote Joint Ventures, esp. in EV battery manufacturing & technology transfers In the Union Budget 2010-11, the Government of India reduced the excise duty on electric vehicles from 8% to 4%. Components for EV is under 10%, which the manufacturers are asking for a waiver Import of EVs attracts 14% and import of parts attract 4% duty Lithium ion batteries attracts 18% Delhi, Rajasthan, Uttarakhand and Lakshadweep dont levy VAT;
Chandigarh, Madhya Pradesh, Kerala, Gujarat & West Bengal offer partial subsidy on VAT;
Excise Duty
Concessional Duty
State Initiatives
Other states charge 4%-15% VAT Delhi Government provides the highest incentives for electric vehicles with tax rebates amounting to 29.5% of the cost, (15% subsidy on the base price of the Reva, along with 12.5% VAT exemption, and road tax and registration charge refund) Air Ambience fund would support the cost of such subsidies (fund created out of environment cess of 25paise per litre of diesel sold in the state of Delhi)
Source: Business Line Govt. to set up council for electric vehicles, Apr 2010, Business Standard: Electric vehicle policy likely t his year, Apr 2010, Wheels unplugged Electric vehicle makers optimistic post-Annual budget 2010, Mar 2010, www.cseindia.org/content/e-driven, 5 Finpro
Manufacturer Initiatives
Mahindra Reva Hero Electric India Pvt Ltd
India based electric car maker Mahindra Reva plans to introduce battery leasing for its customers Battery leasing will reduce the cost of an electric car by about Euro1000 (Rs.60,000) Reliance Digital, the consumer durables and information technology division of Reliance Retail, will retail the electric car of Mahindra Reva To display Reva cars at its outlets in Hyderabad, New Delhi and National Capital Region near New Delhi Mahindra Reva has introduced a scheme in Bangalore wherein it will allow consumers with petrol-fuelled vehicles to exchange their vehicles for the Reva-i electric car
Some of the above ideas where announced, but there is no official record of its implementation
Hero Electric opened a battery charging station in Delhi and plans to establish 2,000 such stations
Electrotherm India Ltd., the Ahmedabad based manufacturer of YOBYKES, plans to set up battery charging stations in Ahmedabad, Mumbai, Chennai and Bangalore
Source: IBID: Reliance Digital to retail Reva in Hyderabad and NCR, Jan 2009; Economic Times: Reva launches exchange scheme, Sept 2008; business-standard.com/India: electrotherm -to-roll-out-battery-charging-stations Sfgate.com: Indias electric car capturesimagination
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Public perception on EVs is that its an under powered vehicle at higher cost The comparison done is directly against a high performance petrol car (which should not
be the case)
Efficient batteries usage and Charging know-how to End-Customers is the need of the hour
The design of the vehicles are so toyish that one cant be proud of owning an EV
(perceived thought, current owners seem to be very attached to their EVs)
CONS Value proposition for EVs as a first car in India is absent, as the price at present is high in comparison to a petrol car
Lack of spare parts and good skilled technicians for maintenance purpose Very less localization of EV components
(motors controllers and batteries esp. Li-on, are imported from China, Taiwan & USA)
"However, unless we get huge government support for R&D on electric vehicles and development of charging stations, it is impossible for us to drive the EV programme in India in the near future, despite Renault Nissan having the largest portfolio of EVs globally," adds Ashish Sinharoy, vice president, Renault India.
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Opinions on EVs
Basically EVs lack the practicality and luxury that petrol/diesel powered vehicles have been able to offer
Most of these cars are yet to be commercially launched here, courtesy the high duty structure that makes them economically unviable, lack of component suppliers for such vehicles and insufficient infrastructure for charging such vehicles Most manufacturers are still struggling to find suppliers for components of these vehicles; consequently, the cost of ownership of such vehicle is very high and therefore not viable from the sheer consumer point of view In spite of India being a hub for inventions of such technologies, EVs have not gained popularity owing to lack of adequate and timely support from central and state governments Although, government has reduced the custom duty on three of the imported components in battery operated vehicles to 10%, still the incentives seem too less for the price reduction of such vehicles
Other initiatives, needed to make the EVs affordable, include measures like relaxation in excise duty and VAT uniformity for the key inputs and components and also for the finished electric vehicle
In addition, in various countries, electric vehicles receive subsidies so as to promote the technology and reduce emissions. Similar initiatives should be introduced in India
Industry Updates
EV Players who are planning to enter Indian market
Players Renault Description It is planning to enter the electric vehicle segment in India by 2015 Renault plans to bring cars to India first as completely build units and may later set up local assembly of manufacturing Italy-based company is planning to launch an electric car in the Indian market by 2014 The battery driven car will run for 250 kms in one charge It plans to launch its first electric car in 2011 It will invest USD 60 mn to build a factory in Tamil Nadu which will be capable of producing 25,000 electric cars p.a. It has already launched Mitsubishi Innovative Electric Vehicle (MiEV) in Japan and Hong Kong and plans to launch an electric car in India soon
Pininfarina
Mitsubishi Motors
Sources: EV ReportPininfarina bringing electric car to India, July 2008; Surfinida Electric Bikes and Scooters in India, Cleantech.com Mistsubishi brings next-gen EV mini to market, burnyourfuel.com:Bavina cars battery prototype car...
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Industry Updates
Conventional car makers moving into EV manufacturing
Players
Hyundai Motor India Ltd. General Motors India Ltd. Tata Motors Ltd.
Description
It has launched the electric version of its car brand i10 in India It has decided to launch the electric version of its car brand Chevrolet Spark It will also launch the electric version of the Chevrolet Volt Tata Indica is going to have its own Electric version, work is in well advanced stage and its initial version is launched in Norway. It uses motor supplied by TM4, a subsidiary of Hydro-Qubec. Initial battery supply is from Korean company Energy Innovation Group (EIG) It will also look at launching electric version of Nano. It will be called e-Nano
Sources: Business Standard: Indian market for EVs still nascent Auto makers ; While Mahindra & Mahindra (M&M) has taken a lead in..., June 2010
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Industry Updates
Joint Ventures, Mergers and Acquisitions
Players Description M&M Bought a majority stake in Reva Electric Car Company in 2010 Reva Electric Car Company is now called Mahindra REVA Electric Vehicle Co Ltd. wherein M&M owns 55.2% equity in it by a combination of equity purchase from the promoters and a fresh equity infusion of over Euro7.5 mn (INR 450 mn) into the company It has formed a joint venture with Magna International to launch an electric car in India by 2011-2012 It will be a zero-emission lithium-ion battery operated electric vehicle (BEV) which is developed as a sedan Hero Electric and Electrovaya has formed a partnership for the electrification of two-wheeler vehicles using Electrovaya's Lithium Ion Super Polymer(R) battery technology Tata and Electrovaya has formed a partnership for the electrification of Tata Indicas electric version using Electrovaya's Lithium Ion Super Polymer(R) battery technology An UK Subsidiary of Tata Motors, TMETC acquired 50.3% holding in Milj Grenland/Innovasjon, Norway, which specializes in development of innovative solutions for electric vehicles
Sources: Mahindra and Mahindra company website; Tata Motors Website Wheelsunplugged Ford-Magna electric car to hit India by 2011-12, Jan 2009, Cleantech.com:
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Hero Electric
Industry Updates
Public Transportation & Goods Movement
Players Description
They presented to the Delhi Transport Corporation CNG-Electric Hybrid Low-floor Star buses, Indias first such vehicle, being used in public transportation. The four Hybrid buses of Tata Motors will run in the city of Delhi during the Commonwealth Games period. The Hybrid Tata Starbus is powered with a parallel hybrid engine comprising an internal combustion CNG engine and an electric motor using regenerative energy storage system.
M&M Launched BIJLEE electric 3-wheeler in 2002, but still its not a commercial success. It faced stiff resistance from Government agencies for getting permission for commercial running. M&M plan to launch the electric version of its commercial vehicle MAXXIMO by October 2010 M&Ms acquisition of REVA is helping in refining these vehicles Ashok Leyland unveiled its plug-in CNG Hybrid bus, HYBUS, at Auto Expo, New Delhi. This bus is also supposed to be used for the common wealth games.
Tata Motors
M&M Bijlee
Tata Star Buses Ashok Leyland HYBUS
M&M Maxximo
Source: tatamotors.com/press releases, MotorIndia: October 2010 issue Financial Express:2002 M&M launches electric 3 -wheelers Bijlee in Delhi, Economic Times:2010M&M to roll out electric Maxximo , Ashokleyland.com/press releases 2010, IndianExpress.com/ autoexpo-ashokleyland unveils hybrid bus,
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Industry Updates
Accessing Carbon credit potential
Players Mahindra Reva Description It is in the process of assessing our carbon credit potential. Its primary objective is not to trade but to understand how much carbon it can save It has appointed a consultancy to assess its carbon credit potential and to facilitate clean development mechanism (CDM) registration under the United Nations Framework Convention on Climate Change It has entered into an agreement for clean development mechanism (CDM) project with Asia Carbon Emission Management India Pvt. Ltd. It anticipates that carbon trading will generate up to 10% of its revenues
Hero Electric
Kabirdass
Source: Business Line Electric vehicle makers see revenue potential in carbon credits, Jul 2009
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Mobility Solutions
Telematics Smart Grid and Charging Solution Battery Leasing Public Commuting Solutions
Opportunities Mahindra Reva o Telematics o Smart Grid & Charging o Battery Leasing o Public commuting solutions
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Analysis
Electric Vehicle
Biggest explosion seems to be in the 2-wheeler market Supplies are majorly from China as SKDs, Electric Components come from Taiwan also 2-wheeler industry is looking at technology for motor controllers, battery & Charging Systems Hybrids might enter Indian market sooner and more easily than e-vehicles because hybrids do not require new refueling infrastructure Indian people do not appreciate the concept of vehicle lifecycle costs and how these compare among different alternatives The battery technology needs to progress to meet the commuter expectations of range, recharging and affordability, for them to switch over to EVs In India most of the EVs run on Lead Acid batteries, Li-on batteries are the need of the hour to improve the EVs efficiency At present the components and Li-on batteries come from China, Taiwan & Japan; Power controllers come from US Battery leasing options are being considered by the manufacturer, for reducing ownership costs Future technologies for EVs Diagnostic Monitor System (DMS), Vehicle Information Data Download, Portable Electronic Tools, Climate Control Seats and Energy Management Systems
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Analysis
Infrastructure
While technological issues move closer to better Battery Management solutions, the lack of infrastructure for electric vehicles usage can stunt the growth Technology and infrastructure developments should be tuned towards consumers needs and driving habits and not the other way around Lack of government support, infrastructure and optimum business models Need of public private partnership in the development of EV infrastructure --------------------------------------------------------------------------------------------------------------------------- Current discussions around climate change are indicative of an ever-increasing receptive business environment for electric vehicles, which are part of the solution to air pollution and climate change Policies are needed to maximize environmental benefits of the program and create markets Fiscal incentives may support sales, but cannot bring EVs to the mainstream Improved technology, roadworthiness, safety features, scale, infrastructure, power sources & lifecycle emissions, recycling of battery and end of life regulations for recyclable materials should be taken care of
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Manufacturers
Marketing
Supply Chain
Industry Thrust
Lobbying with Government Influence Government Purchases Promote academic research Initiate Pilot programmes
R&D
R&D specific to EV required, Develop testing facilities These facilities can be shared by the industry or company specific
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Conclusions
EVs in India is at a very nascent stage and is stated to grow in double digits EVs in India is dominated by 2-wheeler segment, and the immediate future also seems to be in this segment Supplies for 2-wheelers are majorly from China as SKDs, Electric Components come from Taiwan also 2-wheeler industry is looking at technology for motor controllers, battery & Charging Systems Only one Indian car manufacturer Mahindra Reva, it basically describes the total Indian electric car manufacturing In India most of the EVs run on Lead Acid batteries, Li-on batteries are the need of the hour to improve the EVs efficiency At present the components and Li-on batteries come from China, Taiwan & Japan; Power controllers come from US Hybrids might enter Indian market sooner and more easily than e-vehicles because hybrids do not require new refueling infrastructure In terms of infrastructure there is lack of government support, infrastructure and optimum business models Need of public private partnership in the development of EV infrastructure
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Company Snapshots
Company : Reva Electric Car Company
Corporate Information
Headquarters Founded Products Key People Website Bangalore 1994 Electric cars Chetan Maini Deputy Chairman www.revaglobal.com
Business Highlights In May 2010, Mahindra & Mahindra bought 55.2% controlling stake in Reva In India, REVA aims to be have its products present in 50 cities by 2012 The Company sells its products and conducts test marketing in 24 countries across Europe, Asia and S America. It is looking to begin distribution in 40 to 50 countries by 2012 to establish REVA as a global electric vehicle brand It is building a new environment friendly assembly plant in Bangalore with a capacity of 30,000 units per year that is due for completion by end-2010 Exploring a model of franchise manufacturing to access global markets
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Company Snapshots
Company : Electrotherm India Ltd.
Corporate Information
Headquarters Founded Ahmedabad 1983
Products
Key People Website
Business Highlights The company is engaged in various business segments apart from electric vehicle business. The electric vehicle business contributed revenues of Euro 7.8mn (INR 468 mn) in 2009. It develops and manufactures battery operated scooters under the Yo-bykes name and other battery operated vehicles, including electric 3 wheelers and hybrid electric buses, as well as components of electric vehicles, such as batteries, motors, controllers, and other components for electric vehicles In 2009 it launched new models of Yo-bykes with an upgraded top speed of 50 km per hour In Q1FY10, it produced 2,295 ebikes
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Company Snapshots
Company : BSA Motors
Corporate Information
Headquarters Founded Products Key People Website Chennai N.A. Electric Two-wheelers Mr. Srinivasan , Vice President www.bsamotorsindia.com/index.asp
Business Highlights Two-wheeler division of Tube Investments of India, the flagship company of Murugappa Group which is worth Euro 2.65 bn (INR 159 bn) Has production capacity of 100 electric scooters per day. Brands include Edge, Roamer, Street Rider, Diva Over 120 outlets spread across 10 states and 1 union territory Company to spend Euro 3.3 mn (INR 200 mn) in R&D activities
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Company Snapshots
Company : Hero Electric
Corporate Information
Headquarters Founded Products Key People Website Electric Two-wheelers Vijay Munjal Chairman http://www.heroelectric.in/ New Delhi
Business Highlights Hero Electric is a 100% subsidiary of Hero Group. In the Auto Expo 2010 held in Delhi, it launched three e-bikes namely, E-Sprint, Optima Plus, Zippy It had already test launched its E-Sprint bike in some cities where it had received positive response It aims to open showrooms in all the major cities across India during 2010-11. It expects to have over 350 showrooms operational by the end of 2010
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Company Snapshots
Company : Kabirdass Motor Company Ltd.
Corporate Information
Headquarters Founded Products Key People Website Chennai 2006 Electric Two-wheelers Murali Kabirdass Director, Manohar Kabirdass Director www.kabirdass.in/
Business Highlights It offers it e-bikes and scooters under the brand XITE The Company has in a span of 21 months successfully sold over 1,800 bikes and scooters Its present installed capacity of electric scooters is 40,500 while it proposes to raise its capacity to 200,000 units The Company has already got an approval from the SEBI regarding its Initial Public Offer (IPO). It plans to come up with the IPO in June-July 2010 The Company intends to raise Euro 11.17 mn (INR 670 mn) It intends to use the proceeds of the issue towards the expansion of its existing facilities and for the manufacturing of spare parts of electric scooters
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Company Snapshots
Company : EKO Vehicles
Corporate Information
Headquarters Founded Products Key People Website www.ekovehicle.com Bangalore 2005 Electric Two-wheelers
Business Highlights Eko Vehicles sells its e-bikes under the brands Velociti, Cosmic and its latest launched brand Strike The Company has sold more than 15,000-20,000 units of its products and has received orders to deliver another 100,000 units in India It will undertake a major expansion drive to raise its production capacity to 20,000 units a month It will require an investment of Euro 5-8.33mn (INR 300-500 mn)
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Company Snapshots
Company : Ampere Vehicles Pvt. Ltd.
Corporate Information
Headquarters Founded Products Key People Website Chennai N.A. Electric Two-wheelers Hemlatha Annamalai Founder & CEO http://www.ampvl.com/
Business Highlights The Company is a wholly owned subsidiary of Ampere Vehicles Pte. Ltd., Singapore Has its factories at Sulur, Coimbatore, Tamil Nadu, India With an investment of about Euro 2.5 mn (INR 150 mn), it plans to begin production of e-bikes, threewheelers and four-wheelers in a new plant
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Company Snapshots
Company : Avon Cycles
Corporate Information
Headquarters Founded Products Key People Website Ludhiana, Punjab 1952 (initially as a bicycle manufacturer) E-bike, cycles Sohan Lal Pahwa (Chairman), Onkar Singh Pahwa (MD) www.avoncycle.com
Business Highlights The company is engaged in the development of a range of e-bikes and e-scooters. Entry level model AVON e-bike is already in the market Its electric bikes and scooters are sold under the names e-bike VX, e-plus, e-lite, e-magic, E-scoot
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Company Snapshots
Company : Lectrix Motors
Corporate Information
Headquarters Founded Products Key People Website New Delhi 2007 Electric Two-wheelers Rakesh Malhotra Founder & Director M.L. Malhotra Chairman & Director http://www.lectrix.in/
Business Highlights It is a part of the SAR Group In FY 2008-09, the turnover of the Group was Euro 0.1 bn (INR 6 bn) The vehicle is powered with battery charger from Luminous, its group company
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EV Manufacturers (others)
Products/ Models Bavina Electric cars Accura Genx, Active+, Yadi Oreva e-bike Amez Lovely, Amez Achiever Elektra Doon Electric Scooter Company Website Category Cars Two Wheeler Two Wheeler Two Wheeler Two Wheeler Two Wheeler Bavina Cars India Ltd http://bavinacars.com/home.php Accura bikes Pvt. Ltd. Ajanta manufacturing Ltd. (Oreva Group) Amez Vehicles (SM Gauges Group) Cal-On Motors Doon Scooter India www.accurabikes.com www.oreva.com/oreva_bike.php www.amez.in/ www.cal-onmotors.in/ www.doonscooter.com
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EV Components
Company Exide Industries Electrovaya
Power Pad, Scribbler, Battery Modules, Battery management Systems Inverters, Batteries, UPS, Packaged power, Enterprise Solutions
Batteries
www.kirloskarelectric.com
www.cgglobal.com/ www.rotomag.com www.nec.com www.axiomenergy.co .in/
Electric Motors
Electric Motors Electric Motors EV chargers EV Chargers
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EV Components
Products/ Models Processors, Controllers Digital signal processors Computer aided engineering services Head lights, Tail lamps, blinkers, mirrors Company Freescale Semiconductors Texas Instruments Hinode Technologies Fiem Industries Ltd. Website www.freescale.com www.ti.com www.hinodeindia.co m/ http://www.fiemindust ries.com/ Category Microcontrollers & Processors Microcontrollers & Processors System design and development Automotive Lighting, Mirrors & components
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Tata Nano-Ev
REVA NXR
REVAi already launched)
Chevrolet e-Spark
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