M&M turning to techies to boost Reva car sales
For its makers, the E20 is not just a car. As its name suggests, for them, it’s a digital four-wheeler. And that’s precisely why the Mahindra & Mahindra Group (M&M), which recently introduced the redesigned electric car Reva, is, for the first time, turning to its 80,000-odd IT workforce - employed with Tech Mahindra and Mahindra Saytam - to boost its sales.
Even if M&M could tap and convert 0.5 or 1 per cent of its existing IT staff into customers, E20 will be a run away success, if one considers its past sales record. Since its debut in 2001 till March, 2011, only 4,000 Reva cars have been sold.
Secondly, according to sources, M&M’s top management strongly thinks that E20, touted as a technology-embedded car with zero sound emission, will be a hit with techies as opposed to regular customers. And this could be the reason why, the company started previewing the car at its development centres across the country over the past few weeks and even before the commercial launch in respective cities.
“It is a useful strategy. Even the Tata Group has taken up a similar initiative with its Indigo and Indica models in the past,” said T R Madan Mohan, Managing Partner, Browne & Mohan Consultants.
The market for electric cars in India is nascent and M&M will have to hardsell E20, which is priced approximately `8.5 lakh in Hyderabad, thanks to VAT and other state taxes. In Delhi, it comes for `5.96 lakh.
“Within the company, there’s an emphasis on green initiatives and this (E20) is a symbolic commitment towards a pollution-free environment. This is for the first time that Mahindra Automotives (subsidiary of M&M) has introduced a scheme for its associates both to promote adoption and to encourage digital mobility,” T Hari, Head - CMO & BVE, MSat told Express.
Though employees seemed enthusiastic about E20 displayed at MSat’s SEZ in Hyderabad on Thursday, many of them felt the price was steep. Sources also said the company was in dialogue with the government to offer subsidies to increase adoption of electric cars.