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Published by:
IBS Center for Management Research (2010)
18 pages
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REVA Electric Car Company (RECC) of India, a pioneer in the manufacture of electric cars in the twenty-first century, had recorded very low sales numbers both in the domestic and export markets in its first few years of operations. Due to the small size of its electric cars, they were classified as quadricycles in the UK and neighborhood electric vehicles in the US. The case discusses RECC's series of initiatives in 2009 which included product innovation to develop advanced electric cars as well as collaborations for licensing its technology and manufacturing to multiple strategic partners. However, it remained to be seen whether RECC would be able to leverage its early-mover advantage in electric vehicular technology, given the aggressive plans of several global automakers to target the nascent market for electric cars.


Climate change mitigation; Electric vehicular technology; Product innovation and collaborations; Telematics; Electric vehicle mobility solutions; Total cost of ownership; Battery charging infrastructure; Battery leasing; Lithium-ion batteries; Distribution network; Safety; Hybrid cars
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