The role of marketing crucial in persuading consumers to transition to EVs: Vivek Srivatsa of Tata EV

Having inaugurated two Tata Electric Vehicle (EV) stores in Gurugram recently, Vivek Srivatsa, the Head of Marketing, Sales, and Service Strategy at Tata Passenger Electric Mobility (TPEM), expressed optimism about the burgeoning EV sector in India following which the company is anticipating significant growth in the upcoming year, with plans to unveil noteworthy launches.

Their outlook for the coming year is poised to surpass the achievements of the current year, Srivatsa stated.

Last week, TPEM launched its TATA.ev stores, catering solely to EV customers, in Sector 14 and Sohna Road, Gurugram. These stores will be open to the public starting January 07, 2024.

Marking a transition from traditional 4-wheeler showrooms, the TATA.ev stores are designed around the core values of sustainability, community, and technology. These showrooms will embody the core philosophy of ‘Move with Meaning’ and offer an inviting and immersive space for the EV community.

On being asked, even though EVs are considered to be comparatively nascent to the automobile sector in India, how does Srivatsa perceive the current and future growth of the EV market in India, he told BestMediaInfo that worldwide EVs are accepted as the future of mobility because a combination of electric vehicles and green power is a solution for all automotive related emissions. This makes more sense on the commercial side where all the small commercial vehicles are gradually becoming electric across the world. It's not far before even the bigger trucks become electric.

In the passenger segment, EVs are not only environmentally friendly but they also have multiple other benefits for customers. Firstly, they are known as technology on wheels, because of their inherent nature. Moreover, EVs can be packed with a lot more features, both software and hardware, he said.

“So not only does the customer enjoy a more sustainable drive, they get many more features in their cars, including a silent drive and a far more powerful drive. There were times when you had to spend almost 3-4 times more to get that kind of performance but EVs have democratised high performance. So these are some of the benefits which customers will enjoy on the personal side of the mobility,” Srivatsa said.

“An EV consumer and an ICE consumer both are looking for mobility but the way they approach the purchase and what they expect out of the customer experience of the product are very different. So, EVs definitely will grow. In India, from last calendar year to this calendar year, we have had a 60% business growth and the category will be catalysed by new launches. Next year, we have, as market leaders, three big launches coming up. We expect the growth to be much higher in the coming year than this year,” he added.

Furthermore, he also explained the reason behind opening these stores in Gurugram, saying that it has been a city where the EV propensity is very high.

“We have a term called EV penetration where we calculate the number of EVs as a ratio of the total number of cars sold. Gurgaon is pretty high. Plus it's a city which is open to new technology, people are willing to spend more to get better things. And also it's a tech city, there are a lot of tech companies around, so they are more welcoming and adaptable to tech. We also had two excellent locations for our stores, so everything came together. So Gurgaon becomes the first few, first stores, but we'll replicate it across the country over the next 1-1.5 years,” he added.

Srivatsa highlighted that presently, their primary focus lies on enhancing the overall customer experience. The entire store is dedicated to providing customers with a memorable and immersive experience, particularly in the realm of technology found in EVs.

“Our goal is to allow consumers to personally engage with the cutting-edge technology present in EVs. It transcends beyond mere considerations of cost and affordability. It offers a superior environment, especially amidst the prevalent traffic challenges in our cities. By choosing an EV, individuals are shielded from the pollution that often accompanies road congestion. While we can articulate the benefits, the true value emerges when consumers physically engage with the experience. Therefore, a significant portion of our marketing investment is directed towards facilitating these firsthand experiences,” he added.

In an earlier interaction with BestMediaInfo.com, Srivatsa mentioned how the brand's new tagline - ‘Move with Meaning’ stands strong on three pillars - Sustainability, Community and Technology. Keeping this in mind, we asked him who he thinks is an ideal or desired consumer for Tata.EV vehicles.

“We can identify two types of ideal consumers. Firstly, those already embodying the principles of Sustainability, Community, and Technology - a group interested in a sustainable and tech-oriented lifestyle, connecting with like-minded individuals. Secondly, there are those recognising the need for such a lifestyle due to modern stressors, such as pollution and hectic routines,” Srivatsa said.

“For them, sustainability becomes a practical choice for a healthier life, extending beyond environmental concerns to encompass overall well-being. The shift towards fitness reflects a growing interest, and people now see sustainable fitness and wellness as key to achieving both mental and physical health. In essence, our ideal consumers include those already living this lifestyle and those realising the importance of change for a sustainable and healthier existence,” he added.

Srivatsa also pointed out a very big challenge being faced by him as a marketing head, saying,

“The most significant challenge lies in creating a new category, particularly with EVs being a recent addition. Encouraging more individuals to embrace this entirely new category is key. People generally acknowledge that transitioning to EVs is inevitable. The question is when they choose to make the switch. Our perspective is that it's not a matter of if they will adopt EVs, but rather when. Therefore, the role of marketing is crucial in persuading them to transition to EVs sooner rather than later.”

Info@BestMediaInfo.com