COURSE: LEADING CHANGE FOR SUSTAINABLE FUTURES

CASE STUDY: ELECTRIC VEHICLES IN INDIA

Project Submission Template

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Part I

Question 1 Identify the change….

Tata Motors is aiming to increase the number of EVs in the country.

The government is pushing for Evs and increasing demand for
customers in the SUV segment. This is an important step economically
and from a business point of view. This is a transformational change
for the company. Transformational changes are that incur high
complexities but also have a high impact on the Organization.
● Shifting the whole business model by undertaking high
complexity and having a high effect on the organization
● Setting up EV charging stations throughout the metro cities.
● Joining with Tata chemicals Limited to establish a battery
manufacturing and recycling unit
 Which company among….
Question 2a
Electric vehicles are a specialty for both Mahindra Electric and Tata
Motors, two Indian automotive businesses. Comparing them based on
SWOT analysis will help determine which company is better suited to
meet the demands of the growing electric vehicle fleet market.
SWOT Analysis of Tata Motor Nexon EV :
1. Strength
● Recognized Brand Image with Diversified Portfolio
● Established Distribution System that covers 90% of the
country’s districts.
● Big Market Value and High Market Penetration
● International Presence with more than 125 countries globally
2. Weakness :
● Greater operational costs and a lower rate of profits
● Only 2 types of EV being offered which gives less choice to
customer
● Less Kms offered and small number of charging points
3. Opportunities :
● Acquisition, Merger or Joint Venturing with battery
manufacturers for developing higher mileage cars and also in
installing more charging stations.
● Expanding Supply Chain and Service
● Recycling of Lithium ion batteries
4. Threats :
● Pandemic
● Price
● Innovation of competitors
● Customer aversion to electric cars due to range issues
SWOT Analysis of Mahindra & Mahindra eVerito :
1. Strength:
 ● Market Leader in Multiple Automotive Segments
● Strong Research & Development (R&D)
● Low After-Sale Cost
2. Weakness :
● Low International Presence
● Overdependence on the Automotive Industry
● Product Recalls Affects Brand Image
3. Opportunities :
● Increasing Demand for Hybrid/Electric Vehicles
● Build its global footprint to tap the emerging markets.
4. Threats :
● Competition in Other Businesses Put Pressure on M&M
● Stringent Regulations
● Customer aversion to electric cars due to range issues

On the basis of your SWOT analysis….

Question 2b
Mahindra Electric is better suited to meet the needs of the EV fleet
category based on the results of their SWOT analysis
The track record of innovation at Mahindra Electric is one of the
company's greatest assets. Because of its long history as a pioneer in
electric vehicle development, the business is poised to continue leading
the pack in this quickly evolving market. One of the company's
strengths is its EV fleet program, which has helped many companies
make the arduous transition to alternative energy sources while keeping
their budgets in check.
Mahindra Electric has a wider range of options than Tata Motors.
There are numerous prospects for Mahindra Electric, the most
 prominent of which is the lack of direct competition. There are
competitors, but Tata Motors does not appear to be any more
competitive or prepared for combat than its rivals.
Mahindra and Mahindra is aiming to popularize and meet the demands
of EVs in the country. They have forecasted its demand owing to
pollution rates in the country. The government has also announced the
necessity in the making of these vehicles for both private and public
use. They are also manufacturing parts within India to make it more
sustainable in the long run. Mahindra and Mahindra are having utility,
range, features and price in mind while making these vehicles.

Part II

Going by the statements….

Question 3
In the AIM Cast model Mr. N Chandrasekaran as a stakeholder is a
Champion i.e Stakeholders who believe in change and commit to it
also He is a sponsor as he is enabling the availability of resources for
the EV initiative. He clearly identified the problem faced in India
having 15 most polluted cities and its impact on world pollution as well
as depleting fossil fuels. It has become a necessity that major industries
must shift to more economical sources such as EVs and Hydrogen
powered cars. He also sets an example for his fellow industrialist in his
statements that this is both a nation building as well as business
opportunity.
His statement comes at a time when two-wheeler makers - Hero
MotoCorp, Bajaj Auto, TVS Motor Co and Honda MotorCycle and
Scooter India (HMSI) have opposed Niti Aayog's plan to push for 100
per cent electric vehicles by completely banning two-wheelers powered
by Internal Combustion Engines (ICE) of up to 150cc by 2025.
 Recommend the various communication strategies…before the change
Question 4a
Before the change, the best communication strategy is McKinsey’s 7S
model: This model articulates the seven factors that should be defined
before any change is implemented. The seven factors include strategy,
structure, systems, share value, style, staff and skills.

Recommend the various communication strategies…during the change

Question 4b
Kotter’s 8-step change model: This is one of the most widely adopted
change management models. It focuses on teams and individuals and
helps them prepare for change. It is used by organizations for planning
the execution of change initiatives, after being convinced of the need
for a change. It also provides clear suggestions of activities that may
help them navigate the change successfully. The eight stages of the
model include: 1. Creating a sense of urgency, 2. Forming a guiding
coalition, 3. Developing a strategic vision and initiatives, 4. Conveying
the vision for a buy-in, 5. Empowering others to take action, 6.
Generating short-term wins, 7. Sustaining acceleration and 8.
Incorporating changes in the culture.
 Critically analyze the major…
Question 5
1. Behind the short-term success of the Tata Nexon EV the two
factors are: External change driver for Tata Motors short term
success is Government Push of EVs through their policies.
2. An internal strategy shift to sustainable mobility is a strong
internal driver for Tata Motors’ EV plans as fossil fuels is
running out and TATAs values have always been both in nation
building as well as business opportunity.

Recommend the potential solutions for…. new sales pitch for selling
Question 6a
EVs to customers.

We can use Prosci’s ADKAR Model tool

1. First Solution is to design a coaching or mentoring program that

will help them to understand clearly about the EVs and how
they can use their previous skills for ICEs and use it to pitch
EVS.
2. Second Solution can be to facilitate and provide support to the
team to help them make it easy for them to understand the
technology of EVs.
 Recommend the potential solutions for…. against a standard
Question 6b
onboarding timeline of 3 months.

1. Since it is a special project to design new EV prototypes, only

an exception can be made where to fastrack vendors for a
limited time period till new EV is designed then can turn back
to original for a smooth process.
2. Secondly add new vendors to make the process fast and align
them so that they can align with the 3 months time frame.

The Tata Group….

Question 7
The top recommendations that I would include in my final report to
Tata to help the company expand its short-term wins to long-term
successes would be on the basis of The Kaizen technique, or
continuous improvement. Every change, if taken incrementally, can
create a powerful engine to aid acceleration.

1. Continuously improve the mileage of EVs to provide ease to

the customer that he can transition from ICEs to EVs.
2. Design Faster charging option so that people can immediately
charge their vehicle in only a few minutes just like a petrol
pump.
3. Make batteries more eco friendly so as to provide more
environmental benefits by recycling or reuse them.
4. Can design a digital app and a virtual system in the car so as to
make it more engaging for the customer with can only be
provided in EVs.