The move by OLA electric assumes significance, especially with their entry to two wheeler segment and strategy to “own” the system like tesla.
Positives.
1. Two-wheelers account for more than 75% of the 250 million vehicles registered in India, representing the second largest market globally for two-wheelers, second only to China (Forbes, 2019).
2. It is of high priority for both national and state governments in India, to support the transition to electric vehicles. Through the national FAME (Faster Adoption and Manufacturing of (Hybrid &) Electric Vehicles) schemes, and state-level equivalents, we are trying to address it.
3. Product Design and innovations – The features, app interface and navigation, battery Pack, more boot.
4. Super cool ads and communication – Yes color is good. The Early booking suspense at a throw away amount.
5. Understanding that “ecosystem” of Charging stations is key.
How it can go wrong(clues)?
1. The hyper charging network won’t be available to other electric vehicle players and only the customers of Ola Electric.
2. From my market entry strategist perspective, they made the pitch at right time before the move from established players. The ride aggregator has gone forward and became “automobile manufacturer”. OLA expects that brand recognition and connection will create the trust.
3. The global mega factory with 2 million output, 1 lakh Hypercharging stations in 400 cities looks good for tall claims. (it just reminds me of NANO). The first target is just 5000 centre’s.
4. Product appeals to last mile connectivity needed city dwelling techno savvy Youth(or female?).
5. Battery pack design is cool – Economics of charging? competition is 1.2- 2.2 Rs/litre. It has three swappable battery packs measuring 1.155kWh each.
6. Speed and maneuverability?
7. Serviceexcellence and network?
and finally after all the hype, it booked just 1 lakh+ @499. Is it enough for a 2 million factory? Read More