Team - Insights2.

Ishita Sood ishitasood.ubs@gmail.com

Sanyam Grover- sanyamgrover.ubs@gmail.com
University Business School, Chandigarh
 Case 1 : Problems and opportunities Identified for
TESLA in India
The extremely low presence of electric vehicle market in India only 5000 EVs in
India 1
Problems The electric vehicle charging stations are only 206 in India. 1
Tesla would have to source 30% material locally. 2

High import duties which can reach as much as 100% of the cost. 3

Growth of luxury segment is expected to be 10%(2017) and Industry analysts

further predict the market will grow by 42% and 21% in 2018 and 2019,
Opportunity respectively 1
National Electric Mobility Mission Plan and governments commitment to have
only electric cars by 2030 4
1. https://economictimes.indiatimes.com/industry/auto/news/industry/despite-naysayers-why-is-electric-vehicle-pioneer-tesla-betting-big-on-
india/articleshow/60854009.cms
2. https://economictimes.indiatimes.com/industry/auto/news/industry/tesla-shock-for-indias-ev-dream-do-we-need-a-bulldoze-policy/articleshow/61357210.cms
3. http://www.businessinsider.in/Tesla-wants-to-tap-into-a-burgeoning-new-market-but-it-wont-be-easy/articleshow/59239995.cms
4. https://qz.com/1072643/electric-vehicles-india-is-about-to-embark-on-the-most-ambitious-electric-car-transformation-in-the-world/
 Marketing Layout to enter and sustain in Indian
Market
Government Negotiation for special status in import till a plant is set up and becoming
1 the face of government campaign of NEMP

Sponsor building up electric vehicle charging (like the supercharge station in China) on
2 existing petrol stations which are approximately 56000

Tie up with Taxi giant such as Uber which has 5 Million active users and 4,50,000
3 drivers

Highlight Tax and Fuel advantages in its advertising campaign using ATL (media) as
4 well as BTL activities such as test drives

Corporate tie ups to promote Tesla as the office cars provided to executives and in
5 bonus plans through company contributions.