Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 24.11.2005
Length: 32 pages
Data source: Field research
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https://casecent.re/p/65947
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Abstract
At a highly publicised launch, during Swiss Expo 2002, a small start-up company introduced a new compact electric vehicle called the Mobi3. In 2005, a new generation of lithium-ion batteries had become available that would provide more autonomy and require half the recharging time. Major improvements in the performance of electric vehicles were expected as well as new market opportunities. A member of the concept teams of the Swatchmobile and the Smart, was one of the fathers of the Mobi3. Inspired by the success of his early prototypes, he was planning to bring an enhanced version of the Mobi3, now renamed Redigo, to market. The case examines the various mobility vehicle target markets and users of electric vehicles and questions where the involved entrepreneurs should focus their next launch efforts.
Location:
Industry:
Size:
Small, 4-person consultancy
Other setting(s):
2002-2005
About
Abstract
At a highly publicised launch, during Swiss Expo 2002, a small start-up company introduced a new compact electric vehicle called the Mobi3. In 2005, a new generation of lithium-ion batteries had become available that would provide more autonomy and require half the recharging time. Major improvements in the performance of electric vehicles were expected as well as new market opportunities. A member of the concept teams of the Swatchmobile and the Smart, was one of the fathers of the Mobi3. Inspired by the success of his early prototypes, he was planning to bring an enhanced version of the Mobi3, now renamed Redigo, to market. The case examines the various mobility vehicle target markets and users of electric vehicles and questions where the involved entrepreneurs should focus their next launch efforts.
Settings
Location:
Industry:
Size:
Small, 4-person consultancy
Other setting(s):
2002-2005