Mahindra War Room 2013

Automotive - Future of Mobility Caselet

MAHINDRA AUTOMOTIVE & FARM SECTORS:

AUTOMOTIVE BUSINESS - THE FUTURE OF MOBILITY CASELET
BUSINESS BACKGROUND
Mahindra Automotive & Farm Equipment Sectors (AFS) comprise businesses ranging from
Automotive (including Cars, UVs, Trucks and Buses), Agri-business (including Seeds and
Applitrac equipments), Construction Equipment, Powerol (Engines & Gensets) to Tractors. This
caselet pertains to the Automotive Business of Mahindra AFS, and is one of the two optional
caselets that may be chosen for this business.
Founded in 1945 with commencement of discussions to manufacture of Willys Jeep, the
Automotive business has grown to be among the oldest and the largest business of Mahindra
Group, contributing to 54% of the Groups revenue. Mahindras Automotive Business spans
Alpha range of 3-Wheelers, Gio, Bolero Maxxi Truck and Maxximo range of Small Commercial
Vehicles, Verito, Vibe, e2O, Actyon and Chairman range of Cars; Thar, Bolero, Scorpio, Xylo,
Quanto, XUV 500, Korando, Kyron, Rodius and Rexton range of Utility Vehicles, and Mahindra
Trucks & Buses (including Ssangyongs products that may not have been launched in India yet).
The Automotive business R&D efforts are concentrated at Mahindra Research Valley in
Chennai, with Manufacturing facilities across 9 plants worldwide. In 2011, Mahindra acquired
Ssangyong Motors of Korea and Reva Electric Car Company, surging ahead towards their Big
Hairy, Audacious Goal of being among the Top 10 Globally renowned Automotive companies.
Mahindra vehicles now ply both the paved and unpaved roads of Australia, Europe, Latin
America, Malaysia, South Korea, and South Africa.

THE FUTURE OF MOBILITY

The concept of mobility is in the middle of significant change, driven by environmental concerns,
oil economics, changing consumer needs, advance in new technologies and better integration
of disciplines in developing mobility solutions. The recent increases in fuel costs has renewed
Indias interest in newer, superior mobility solutions. The Future of Mobility is a complex and
evolving topic of interest worldwide.
Mahindra has gone public with their vision to play a dominant role in the future of mobility. In
2011, Mahindra Group acquired Reva Electric Car Company, and Mahindra Reva Electric
Vehicles was formed. In 2013, Mahindra Reva launched the e2O, an electric automatic car that
runs on clean energy. e2O is a truly smart car which can be charged on solar power, controlled
through a Smart phone and has an intelligent energy management system with 10 onboard
computers. The Launch of e2O is but a first step towards the future of mobility. What should be
Mahindra Automotives approach to the future of mobility? How will people move in the
future, and what is changing the way people move? What should Mahindra do to create
the complete ecosystem for going from Point A to Point B? Which parts of this
ecosystem should Mahindra play directly, which parts should they play through partners,
and which parts should they do not play at all? What are the models of mobility in
various parts of the world? Which of those are successful and which are not? Which of
those models are relevant for India? What are the roadblocks today? How can Mahindra
redefine the future of mobility?
Based on research and analytical work, coupled with envisioning the future, evolve a
comprehensive strategy for Mahindra to be a dominant force in the future of mobility.

Broadvision Perspectives Client Confidential

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