market analysis report

1. MARKET OUTLOOK OF ELECTRIC VEHICLES
India is to emerge as a strong and potential market for electric vehicles
due to its intense and exploitative business opportunities for
automobile companies. Today EV is one of the biggest opportunities
that we have in India.
WHAT ARE ELECTRIC VEHICLES?
ELECTRIC VEHICLE IS AN ELECYRIC DRIVE VEHICLE,IS A VEHICLE WHICH
USES ONE OR MORE ELECTRIC MOTORS FOR PROPULSION,EV’S STORE
ENERGYIN AN ELECTRIC STORE DEVICE,SUCH ABATTERY.
There are three main types of EVs classed by the degree of their
sources:-
Macro level analysis (international outlook)
 The Indian automobile industry is currently ranked 5th
largest in
the world and is set to be the 3rd
largest till 2030. The
Battery Electric
Vehicle (BEV)
•Fullyelectric vehicles.
•Theyare chargedbyan
external source.
•Theycan travel foronly
1-2 miles.
Plug-in Hybrid
Electric Vehicle
(PHEV)
•They can travel for 10-
20 miles.
•Fitted withregenerative
brakingsystem and
plugginginto an
external source of
electric power.
Hybrid Electric
Vehicle (HEV)
•Powered byboth
gasoline andelectric
engines.
• Fittedwith regenerative
brakingsystem.

2. requirement of mobility in India is set to change dramatically in
the near future to cater to the requirement of population of 130
crores.
 Considering the government’s initiative working towards
improving mobility requirements, has increased the need to
prepare for green future Indian mobility and reduce dependence
upon fossil fuels.
 Norway became the third world leader in the EV market industry
in 2018 after china and United States. WHY?
 Commitment to zero emissions.
 Set up ambitious goals for all new cars to have zero
emission.
 Policy measures such as tax exemptions, toll exemptions and
other promoting incentives.
 Large import duties and car registration taxes.
 The government target for 30% adoption of the electric vehicles
by 2030 will ne majorly driven by the electrification of the two
electric-wheeler, and commercial vehicles. Lower rate of adoption
73000
361000
1053000
0 500000 1000000 1500000
NORWAY
UNITED STATES
CHINA
NO. OF EVS REGISTERED

3. of electric vehicles in passenger vehicle segment is expected to
have a limited impact on achieving the target.
 EV market is expected to grow at a robust rate of 43.13 % during
the forecast period from 2019 to 2030, and installation of
charging infrastructure project to grow at a CAGR of 42.38%.
 BS6 norms becoming more prices competitive with conventionally
fueled vehicles, thus accelerating the electric vehicles sales in the
country.
 Production of automobiles increased at a CAGR of around 4%
over FY 12-17.
 Industry accounts for about 7.1% of the country’s Gross Domestic
Product (GDP).
GOVERNEMENT OF INDIA’S INITIATIVE (VISION 2030)
 FAME
Faster adoption and manufacturing of hybrid and electric vehicles
was launched in April 2015 fast track the goals of NMEP 2020
plan.
 As a part of National Mission Mobility Plan 2020, under
which govt. provides incentives to lower purchasing cost of
electric vehicles.
 Focused on 4 areas technology, Demand creation, pilot
Projects and charging stations.
 A budget of Rs 75 crores was allocated which was fully
utilized in 205-16 and a budget of Rs 91 crores has been
utilized for budget allocation of Rs 122.9 crores.
 Incentives of about 33 to 66 Lakhs are planned for ach
electric bus with typically costs around Rs 1-2 crores

4. (imported cars) and around Rs 50-80 Lakhs (domestically
manufactured).
 Under JNURM (Jawaharlal Nehru Urban Renewal Mission) ,
NEMMP(National electric Mobility Mission Plan) and smart
cities plans launched by the government expected to electric
buses over the next 5 years.
NMEMMP, 2020
(NATIONAL ELECTRIC MOBILITY MISSION PLAN)
 NEMMP targets 400000 passenger battery electric cars (BEVs) by
2020 avoiding 120 million barrels of oil and 4 million tons of
carbon dioxide. Total investment required for this be 20000-
23000 Crore.
 Permissive legislations to allow usage of electric vehicles.
 Operational regulations and frame work aimed at setting safety
regulations , Emissions regulations , vehicles performance
standards , charging standards
 Policy for facilitating research and development.
 Incentivizing manufacturing and early adoption of electric policies
aimed at encouraging investments and demand creations.
MICRO ANALYSIS (STATE ANALYSIS)
 IN India, focus is on getting the public transport fleet into the
electrification journey before focusing on private vehicles. Priority
will be given in order to electric buses, 3 wheelers, fleet cars and
then private cars.

5.  DHI has come up with the scheme to assist all 1Mn+ populated
cities to buy Electric Buses with a subsidy support of INR 1.05
billion per city and INR 150 million for charging infrastructure.
Karnataka aroused the fort amongst other state to get notifies
with EV policies.
 Karnataka has notified a very comprehension state policy for
electric vehicles.
 The policy sets the mission and intension to take leadership
position in the EV business in India.
 Availability of charging infrastructure is a prerequisite for
electric mobility. Government of Karnataka will develop
charging infrastructure as a commodity viable business
venture that attracts private investment.
 This is a policy which covers all elements like EV
manufacturing, EV charging business and EV sales and lane
preferences for EV.
BANGALORE EMERGED AS THE ONLY PLAYER IN EV
MARKET IN INDIA.
70%
24%
6%
INSTALLED CAPACITY
BANGALORE DELHI
OTHERS

6.  About 7100 cars on the road since, introduction of the first
Electric cars in 2001 by REWA (MAHINDRA)
 Limited support from the government in the car market.
 Currently the market largely limited to 2 cities in India.
 Mahindra’s manufacturing plant is located in Bangalore and new
one is being planned at Nasik.
 Bangalore has the highest number of EVs in India with only just
6200 vehicles among 7200000 total vehicles.
MARKET SEGMENTATION ANALYSIS
Four segments under EV INDUSTRY:-
Public transport- buses, E- Rickshaws (.02%)
Two-wheelers (33.63%)
Three wheelers (.09%)
Four Wheelers (66.26%)
Under the 4- wheelers segment – nearly 99000 are Hybrid SUV’S
and only about 4000 are EV passengers.
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
2011-2012 2015-2016 2016-2017 2018-2019
97500
20000 22000 25000
350
2000 2000
3000
CARS
TWO-WHEELERS

7.  The sales of electric car have been stagnant at 2000 units per
years since the last 2 years.
 The 2w industry is now slowly coming out of its slump of 2-15
where it has reached a sale of 20000 units from a high of 100000
in 2011.
 The government subsequently slashed the import duty on
batteries from 26 per cent to 4 per cent.
 Since, 2012 there were no fiscal incentives available for EV’s and
sales slumped to 20000 units. Now, with the FAME policy, sales
have started to rise but most of the earlier EV wheeler firms have
shut shop.
EV MARKET ESTIMATION:-
2016-2017
revised
classification
as per Niti
Aayog
2016-2017
Domestic
Sales
2026 SIAM
Projections
(min.)
20126
SIAM
Projections
(Max.)
2026 SIAM
Projections
(Median)
Passenger
vehicles-
personal
2132,709 5,170,000 7,370,000 6,270,000
Passenger
vehicles-
commercial/
fleet
914,018 4,230,000 6,030,000 5,130,000
Commercial
vehicles
616,106 1,700,000 3,315,000 2,507,500
Commercial
vehicles
98,126 300,000 585,000 442,500

8. Three-
wheelers
511,658 1,200,000 1,500,000 1,350,000
Two -
wheelers
17,589,511 50,600,000 55,600,000 53,100,000
OVERALL
VEHICLES
21,862,128 63,200,000 74,400,000 68,800,000
MAJOR MARKET PLAYERS
 PASENGER VEHICLES
OEM’S – 15 AND MANUFACTURING UNITS- 29
COMPANIES- MARUTI SUZUKI, HYUNDAI, TATA MOTORS, FIAT,
FORD, HONDA, GENERAL OTORS, MAHINDRA, NISSAN, VOLKWAGEN,
TOYOTA, GROUP, RENAULT, PREMIER AUTO, MERCEDES BENZ, BMW.
 2 WHEELERS
OEM’S – 13
MANUFACTURING UNITS- 22
COMPANIES- Hero Moto corp., Honda motors, Bajaj, TVS, Suzuki,
Motorcycles, Yamaha, Mahindra, Royal Enfield, Piaggio vehicles,
LML, Harley Davidson triumph, Kawasaki.
 THREE-WHEELERS
OEM’S – 7
MANUFACTURING UITS- 7
Companies- TVS, Bajaj, Piaggio, Atul Auto, Scooters India,
Mahindra, Force motors.

9.  COMMERCIAL VEHICLES
OEM’S – 12
MANUFACTURING UNITS- 34
COMPANIES- Tata motors, Ashok Leyland, Force Motors,
Hindustan Motors, Isuzu Motors, Mahindra, AMW motors Piaggio
Vehicles, SML Isuzu ltd., Eicher, Volvo man force.
 TRACTORS
OEM’S – 17
MANUFACTURING UNITS- 20
COAMPANIES- Mahindra, Escorts, Tafe, John Deere and SAS
motors, Trishul Tractors etc.
Mahindra Electric is the first major EV manufacturer In India.
 The first and pioneer in the electric vehicle in India.
 The company is selling around 180-200 units month across
India.
 Recently, launched a new EV model, e-Verito and expecting
sales 350-400 per month.
 It has dedicated research and development centers in
Bangalore where over 200 engineers are working on e-
vehicle technology and refinements.
 Since, 2010 Mahindra electric has 7000+ customers under
EV segment and has completed over 50 million miles of
electric driving in India.
 Partnered with corporate fleet form- Lithium and provides
Electric corporate fleet services in Bangalore.
 Partnered with NTPC to launch charging stations in Noida
and Delhi.

10.  The company is boosting capacity at it Bangalore facility to
make battery packs from 500 per month to 800 -1000 per
month in the next two-three months.
 They are planning to increase their capacity that can help
them to sell over 5000 units per month over all the
categories of vehicles.
 They are connected through 33 dealers across 9 states with
60% dealers in Bangalore, Mumbai and Delhi. Charging
stations with 80 locations across 10 cities with 86% located
in Delhi, Kolkata, Bangalore and Pune. Service of free charge
as of now and will charge around 99-60 per charge in future.
TATA MOTORS RECENTLY ENTERED THE MARKET IN
PASSENGER VEHICLES AND ELECTRIC BUSES.
 Tata Motors has recently entered the EV market in
passenger vehicles and electric buses.
 It plans to deliver 25 Hybrid buses to MMRDA in
Mumbai.
 Expected demand from state transport Unions alone
to be around 400000 electric buses in the long run.
 It has already launched electric buses in Himachal
Pradesh.
 It has launched EV passenger vehicles by winning the
tender of 10000 vehicles.
 Tata motors will launch many electric vehicles in India
and it has already showed an electric variant of the
Tiago and has been testing Nano Electric quite
extensively.

11.  Tata Motors is setting 400 charging stations in Delhi
alone and has plans for more cities.
EV CHARGING INDUSTRY AND INFRASTRUCTUR
 15 firms currently supplying EV chargers in India.
 Only 3 firms in 4W, AC chargers so far in India and 10-12 firms in
small 2w AC chargers supply along with their vehicles and a few
OEM’s for EV chargers.
 These are Power electronics and battery charger manufacturers
who have diversified into EV chargers.
 Firms like ABB India, Delta designs and products and are studying
the technical /specifications, business models and potential for
their products looking for the 4wheelers cars, E chargers.
 Most of the Indian firms are also looking at charging investments
and getting theory designs and products at place.
BATTERY MARKET IN INDIA
 It accounts for40% of the market in volume terms currently ruled
by lead acid batteries in India.

12.  Lithium battery requirements are imported and now we see some
lithium battery packaging happening in India since last year.
 Currently there are 2500 market players in making batteries in the
lead acid market and there could be close to another 10000 old
small and unorganized players in the battery market.
 Enhanced Maintenance Free (EMF) batteries account for 67% of
the market, VRLA are now gaining prominence is 31% of the
market. Low maintenance batteries accounts for 2% of batteries.
 The market is dominated by 2 key players – Exide Industries and
Amar Raja Industries.
0%
10%
20%
30%
40%
50%
60%
70%
OTHERS TELECOM UPS AUTOMOTIVE
SPLIT BY SEGMENT (BASE: 80.5 Mn UNITS)

13. INDIA IS AN IMMATURE MARKET FOR LITHIUM ION OR OTHER
ADVANCED BATTERIES IN THE MARKET.
 Lithium ion batteries are starting out in the country and is
currently almost non-existent, last year most of the batteries
were imported from china South Korea , Vietnam,
Singapore and Japan predominantly.
 Activities increased in lithium ion batteries packaging in
India.
 India may reach a capacity of 1GWH of battery packaging by
2018.
 Current lithium ion packaging capacity in India is 500 MWh.
BUSINESS OPPORTUNITIES IN THE INDIAN MARKET
Opportunities in the Indian Market:-
 World’s third largest car market by 2026 is now starting its
EV journey – India could learn from the world largest EV
market.
16%
12% 10%
62%
0%
10%
20%
30%
40%
50%
60%
70%
SMALL MEDIUM LARGE VERY LARGE
VOLUME SPLIT BY CAEGORY (BASE: 80.5 Mn UNITS)

14.  Firms could lead Indian industry by helping in EV regulations
and standards to being a technology provider foe a smart
mobility program.
 EV business throws up multiple new businesses /technology
challenges such as EV charging, smart charging batteries,
cloud based mobility etc. which could be key areas where
technology could be introduced.
CHALLENGES
 Policies are still in the making and due to multiple
stakeholders; it may take a while before a clear horizon for
EV emerges.
 Existing strong domestic auto industry and ecosystem could
pose a challenge in terms of entry barriers. Local
partnership will be vital for Norwegian companies to enter
the Indian market.
 Indian EV market will face initial hiccups and will require
some time to stabilize.
 “Value for money” association is vital to succeed in any
business in India – same appliances for EV business a well.