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If REVA is being watched, it's because it's India's
first commercially available electric vehicle, powered by an electric
motor instead of an internal combustion engine. The result of a
joint venture (JV) between the Rs. 65 crore Bangalore-based Maini
Group and Amerigon Electric Vehicle Technologies Inc (AEVT) of the
US, the vehicle Technologies Inc (AEVT) of the US, the vehicle is
currently available in the company's home town for Rs 2,49,500.
A national launch will be made next year, by when
the company hopes to get a waiver of road tax from the Karnataka
state government. Prices will vary from city to city, depending
on local taxes and other such 'green' incentives. This two-door
hatchback minicar is supposed to be ideal for city conditions such
as high air pollution, traffic congestion, small within-city distances
and high fuel prices, says the company.
REVA is also claimed to be ideal for 'stop and
start' city driving with its absence of gears and its quick acceleration.
Its small turning radius delivers nifty manoeuvreability and snug
parking. Conceived in 1995 with the aim of providing an eco-friendly
and cost-effective car for city usage, the prototype was launched
in 1996, while 2001 saw the first commercial batch.
The two JV partners are ideally placed to get the
project humming. The Maini Group started in 1973 as Maini Precision
Products, manufacturing high-precision lapping tools for MICO. Over
the years, the group expanded its area of operations to include
automotive components, material-handling equipment and granites,
tiles and slabs for domestic and export markets.
REVA has many of its components identical to those
used in the material-handling machines the company makes. This has
also helped it get its vendor network together so easily (the car
volumes are too low otherwise). AEVT, on the other hand, is a subsidiary
of Amerigon Inc that specializes in bringing aerospace technology
to the automobile industry.
REVA claims a running cost of 40 paisa/km as compared
to Rs 2.50 of the other small cars in the market. This pricing per
km has been worked out according to electricity tariffs in Karnataka,
which is amongst the states which charge the highest rates for domestic
power consumption.
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RECC has appealed to the Karnataka Electricity
Board to allow REVA users a lower cost of electricity. In addition,
the car claims to be relatively maintenance-free. Its power pack
comprising eight tubular lead acid batteries apparently has a life
of 40,000 km or 3-4 years' ownership.
A replacement pack should cost about Rs 20,000.
This power pack is housed under the front seats, thereby claiming
to lower the center of gravity and increase the car's increase the
car's stability. Its on-board charger claims to work on any 220
V 15 amp power source, thus negating the inconvenience of having
to return home for every recharge.
Typically, from zero state of charge, it would
take about 7-8 hours. Developed at a cost of about Rs. 80 crore
and manufactured in Bangalore, the car is claimed to have got enquiries
from such countries are Norway, Japan and the UK. The company plans
to roll out 1,500 cars in the first year, going up to 12,000 vehicles
in three years. Break-even is expected at around 3,000 units. Akshara
is handling the print and outdoor campaign.
According to Chetan Maini, managing director, REVA
Electric Car Company, "Although the concept of electric vehicles
in India is new, I believe that it will gain wide acceptance in
India. We have already tied up with financial institutions like
ICICI for car loans, which will help popularize the concept." According
to the company, REVA's likely customers are first time car buyers
and those upgrading from two wheelers, housewives and working women,
professionals, students, retired folk or those who need a second
car.
The company has sought reconsideration of the excise
rate for electric cars from 16 to 18 percent, which should result
in lowering the car's much-too-high price. Competition? Mahindra
& Mahindra is currently road-testing its electric vehicle, Bijlee,
but REVA claims to be in a completely different market segment.
Will the REVA make it? It won't just be greens
who're watching.
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