Ivey Publishing
Should Mahindra Reva Strengthen Its Market Position in India?
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11 pages (6 pages of text)
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Case (Pub Mat)
The electric-vehicle market in India had never grown to its expected potential. Environmental uncertainties, structural challenges, lack of consumer awareness, and high costs all served as major deterrents to customer acceptance of electric cars. In 2014, Mahindra Reva launched the e2o, a completely revamped version of its previous electric vehicle, the Reva. Although the car was highly advanced and loaded with innovative features, sales remained stagnant. Should Mahindra Reva attempt to strengthen its market position or completely change its strategy and pursue other options, such as the hybrid-vehicle market.
Learning Objective:
This case is suitable for courses in marketing strategy, sales management, emergent technologies and new opportunities, business innovation in the networked economy, consumer behaviour, change management, and environmentally sustainable technologies. The case can be taught in advanced undergraduate, MBA, or executive level programs dealing with technology adoption.

After completions of this case, students should be able to
  • understand the need for ecosystem development in India to support the electric-vehicle industry;
  • develop a finer understanding of the electric-vehicle market in India, including entry barriers, customer perception of green-product adoption, and competition in the electric-vehicle segment;
  • analyze Mahindra Reva’s strategies and identify the causes of slow sales growth; and
  • make recommendations to improve sales and product acceptance.
General Management/Strategy,  International
India, Large, 2014
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$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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