RESEARCH METHODOLOGY PROJECT 2013 FUTURE OF ELECTRIC AND HYBRID ELECTRIC VEHICLES APARNA RANE KIRTI KOLAMBKAR NITIN LANKE PRASHANT U B PRATHAMESH JADHAV 2/25/2013
RESEARCH METHODOLOGY PROJECT REPORT ON FUTURE OF ELECTRIC AND HYBRID-ELECTRIC VEHICLES SUBMITTED TO THE UNIVERSITY OF MUMBAI IN PARTIAL FULFILLMENT FOR DEGREE OF MASTERS IN MANAGEMENT STUDIES BY APARNA RANE, KIRTI KOLAMBKAR, NITN LANKE, PRASHANT BAGALORE and PRATHAMESH JADHAV TO PROJECT GUIDE PROFESSOR MAMTA TAMMEWAR SIR M. VISVESVARAYA INSTITUE OF MANAGEMENT STUDIES & RESEARCH Page UNIVERSITY OF MUMBAI 1 WADALA (W), MUMBAI 400031
DECLARATION DATE OF SUBMISSION: ___________ We APARNA RANE, KIRTI KOLAMBKAR, NITN LANKE, PRASHANT BAGALORE and PRATHAMESH JADHAV students of Sir M. Visvesvaraya Institute Of Management Studies & Research studying in 1st year MMS batch, hereby declare that we have completed our Research Methodology Project on Future of Electric and Hybrid-Electric Vehicles for Semester-II during the academic year 2012- 2013, the information submitted is true and original to the best of my knowledge. Signature of Students Date : ________________ Place : ________________ Page 2 _______________________
ACKNOWLEDGEMENT Apart from the efforts of ours, the success of any project depends largely on the encouragement and guidelines of many others. We take this opportunity to express our gratitude to the people who have been instrumental in the successful completion of this project. We would like to show our appreciation to the Director General Dr. B. Manjunath for his support. We would also like to thank Administrator Prof. Brahma Prakash Tripathi for sharing his knowledge. We feel grateful to Co-ordinator & our project guide Prof. Mamta Tammewar. Without her encouragement and guidance this project would not have been materialized. The guidance and support received from all the members who contributed the nonteaching staff, the library staff was vital for the success of the project. We are grateful for Page 3 their constant support and help.
INDEX CONTENTS PAGE NO. 5 1: OBJECTIVES 2: INTRODUCTION EXECUTIVE SUMMARY 6 AUTOMOTIVE INDUSTRY IN INDIA 7 ELECTRIC VEHICLES HYBRID ELECTRIC VEHICLES ENVIRONMENTAL IMPACTS OF ELECTRIC AND HYBRID VEHICLES 9 13 15 4: HYPOTHESIS 28 5: RESEARCH METHODOLOGY 29 6: CONCLUSION 42 4 17 Page 3: LITERATURE REVIEW
OBJECTIVES To study the perceptions and expectations of potential, for alternative technologies in automobiles, such as Electric/Hybrid Vehicles. To know why electric vehicle couldnt get enough consumer attraction To study the willingness of buyers of considering Electric/Hybrid Vehicles as a practical commuting option and at when. To study the maximum price consumers can afford for buying an Electric/Hybrid Vehicles To study the other options available for Range Anxious Consumer with respect to existing batteries used in Electric/Hybrid Vehicles To study the Government initiatives taken for promoting Electric/Hybrid Vehicles and subsidies provided on Electric Vehicle batteries. To study the current expectations of consumers with respect to Electric/Hybrid Vehicles, this will lead to its potential for future. Page 5 To study the current threats, this is causing slow growth of Electric/Hybrid Vehicles.
EXECUTIVE SUMMARY India today is one of the top ten automotive markets in the world and given its burgeoning middle class population with buying potential and the steady economic growth, accelerating automotive sales is expected to continue. In the last couple of years, there has been a lot of discussion around the prices of fuel apart from the deregulation of petrol prices. Moreover the threat of disruption of supplies from the Middle-East has heightened the debate on energy security and brought the focus on to alternate drivetrain technologies. The potential for alternative technologies in automobiles such as electric vehicles (EV) in India, as in the case of many other comparable markets, depends on improved battery technologies, driving ranges, government incentives, regulations, lower prices and better charging infrastructure. There seems to be a lot of interest on the part of Internal Combustion Engine (ICE) based manufacturers to adopt electric technology, not just supplemental to the ICE, but as a stand-alone offering. There are also specialized EV manufacturers that have come up all over the world. While many of the factors that influence the EV market are understood intellectually, we carried out a consumer survey to study perceptions and expectations of potential for alternative technologies in automobiles such as electric vehicles (EV) and hybrid EV. Page 6 Assessing future demand for electric vehicles was somewhat challenging since it meant testing consumer preferences for a product with which they are largely unfamiliar. For this reason, we focused on uncovering consumers familiarity with EV technologies and products; with their opinions around price, brand, range, charging, the infrastructure, and the cost of ownership; and with the consumers imagined fit of an EV in his or her lifestyle given a range of demographic parameters.
Automotive Industry in India The automotive industry in India is one of the larger markets in the world and had previously been one of the fastest growing globally, but is now seeing flat or negative growth rates. India's passenger car and commercial vehicle manufacturing industry is the sixth largest in the world, with an annual production of more than 3.9 million units in 2011. Chennai is home to around 35-40% of India's total automobile industry and for this reason it is known as the Detroit of Asia. It is on the way to becoming the world's largest Auto hub by 2016 with a capacity of over 3 million cars annually. The majority of India's car manufacturing industry is based around three clusters in the south, west and north. The southern cluster consisting of Chennai is the biggest with 35% of the revenue share. The western hub near Mumbai and Pune contributes to 33% of the market and the northern cluster around the National Capital Region contributes 32%. Chennai, with the India operations of Ford, Hyundai, Renault, Mitsubishi, Nissan, BMW, Hindustan Motors, Daimler Chennai accounts for 60% of the country's automotive exports. Gurgaon and Manesar in Haryana form the northern cluster where the country's largest car manufacturer, Maruti Suzuki, is based. The Chakan corridor near Pune, Maharashtra is the western cluster with companies like General Motors, Volkswagen, Skoda, Mahindra and Mahindra, Tata Motors, Mercedes Benz, Land Rover, Jaguar Cars, Fiat and Force Motors having assembly plants in the area. Nashik has a major base of Mahindra & Mahindra with a UV assembly unit and an Engine assembly unit. Aurangabad with Audi, Skoda and Volkswagen also forms part of the western cluster. Another emerging cluster is in the state of Gujarat with manufacturing facility of General Motors in Halol and further planned for Tata Nano at their plant in Sanand. Ford, Maruti Suzuki and Peugeot-Citroen plants are also set to come up in Gujarat. Kolkata with Hindustan Motors, Noida with Honda and Bangalore with Toyota are some of the other automotive manufacturing regions around the country. Electric vehicle and Hybrid vehicle (xEV) industry During April 2012 Indian Government has planned to unveil the roadmap for the development of the domestic electric and hybrid vehicles (xEV) in the country. A discussion between the various stakeholders including Government, industry and the academia is expected to take place during 2324 February. The final contours of the policy will be formed after this set of discussions. Ministries such as Petroleum, Finance, Road Transport and Power are involved in developing a broad framework for the sector. Along with these ministries big auto industry names such as Mr Anand Mahindra (Vice Chairman and Managing Director, Mahindra & Mahindra) and Mr Vikram Kirloskar (Vice-Chairman, Toyota Kirloskar) are also involved in this task. Government has also proposed to set up a Rs 740 crore R&D fund for the sector in the 12th five year plan during 2012-17. The idea is to reduce the high cost of key imported components such as the battery and electric motor and develop such capabilities locally. Electric car manufacturers in India -Mahindra REVA -Tara International -Tata (Indica Vista) -Chevrolet (Beat) 7 -Hero Electric (Yo Bikes) Page -Ajanta Group
Manufacturing Facilities Passenger Vehicles General Motors India Private Limited Chevrolet Sales India Private Limited Halol Maruti Suzuki Gurgaon, Manesar Mahindra REVA Electric Vehicles Bangalore Toyota Kirloskar Motor Private Limited Bidadi Ssangyong Motor Company Chakan Tata Motors Limited o Tata Motors Pimpri Chinchwad, Sanand o Jaguar Cars and Land Rover Pune Mercedes-Benz Passenger Cars Chakan Fiat Automobiles Ranjangaon Pune Volkswagen Group Sales India Private Limited o Volkswagen Chakan o Audi AG Aurangabad o koda Auto Aurangabad Chinkara Motors Karlekhind Alibag Premier Automobiles Limited Pimpri Chinchwad Honda Siel Cars India Tapukara BMW India Chennai Ford India Private Limited Maraimalai Nagar Hyundai Motor India Limited Sriperumbudur Mitsubishi Tiruvallur Renault Nissan Automotive India Private Limited o Nissan Motor India Private Limited Oragadam o Renault India Private Limited Oragadam Two wheelers Hero MotoCorp Dharuhera, Gurgaon India Yamaha Motor Faridabad Honda Manesar Suzuki Gurgaon TVS Motors Nalagarh, Mysore Mahindra & Mahindra Pithampur Bajaj Auto Waluj Aurangabad, Chakan KTM Sportmotorcycles Chakan Vespa Scooters Baramati Pune Kinetic Engineering Ahmednagar, Pune Royal Enfield Chennai India Yamaha Motor Greater Noida Page TAFE Tractors Parwanoo Tata Motors Jamshedpur Volvo Buses