Mahindra e2o set to Redefine the Future of Mobility

             Mahindra e2o set to Redefine the Future of Mobility

  PR Newswire

  NEW DELHI, India, March 18, 2013

NEW DELHI, India, March 18, 2013 /PRNewswire/ --

Link to Press Release and Photos:

vehicle  -Mahindradedicatesthee2otothenation 

Mahindra Reva, India's electric vehicle pioneer, part of the USD 15.9 billion
Mahindra Group, unveiled its all-electric, zero-emission ' Mahindra  e [2] o
' at a ceremony at India Gate in New Delhi.

 (Logo: )

Present on the occasion were Dr. Farooq Abdullah. Hon. Minister for New and
Renewable Energy ,  Mr. Praful Patel ,  Hon. Minster ,  Heavy Industries
and Public Enterprises and Mrs. Sheila Dixit ,  Chief Minister of Delhi ,
together with Mr. Anand Mahindra ,  Chairman ,  Mahindra Group and Dr. Pawan
Goenka ,  Chairman ,  Mahindra Reva Electric Vehicles Pvt. Ltd.

The Mahindra e [2] o is an Electric Vehicle (EV) designed as an urban mobility
solution for a sustainable zero-emission society and gains relevance in the
face of issues like environmental degradation, pollution related health
concerns, climate change, energy security and rising oil prices, all of which
plague communities globally. The vehicle is the Mahindra Group's endeavour to
offer its customers a clean ,  smart and economical personal mobility

The Mahindra e [2] o is a manifestation of Mahindra's vision of the ' Future
of Mobility ' which encompasses the '5Cs' framework of Clean, Convenient,
Connected, Clever and Cost Effective vehicle technology. This could well shape
the way people commute in the 21st century. The Mahindra e [2] o will go on
sale immediately at select Mahindra dealerships nationwide in a phased manner.
The vehicle is priced at US$ 11,037 in India (1US$ = Rs. 54) (on-road Delhi,
post state subsidy).

Mr. Anand Mahindra's speech at the launch:

Ladies and Gentlemen of the Press ,

I last had the privilege of interacting with many of you at the inauguration
of the IGBC Platinum-rated manufacturing facility of Mahindra Reva at
Bangalore. I talked about the belief of the Mahindra Group ,  that the future
of mobility will be built around the 5C's - the future will be Clean , 
Convenient ,  Connected ,  Clever and Cost-effective.

The e2o is the first product that showcases the 5C framework in action. It is
therefore ,  the first avatar ,  if you will ,  of our vision for the
future of mobility. The privilege of talking about the car belongs to the
people who created it ,  and you will hear from them soon. I want to talk to
you right now about something different. I want to talk about a way to take
the future of mobility further. I want to talk about how we want to create
that future ,  instead of waiting for it to happen. I want to talk to you
about the power of tapping a billion brains.

The Egyptian writer Naguib Mahfouz said "You can tell whether a man is clever
by his answers. You can tell whether a man is wise by his questions." 

All over the world ,  cultures tend to reward people for having the answers ,
 rather than for asking questions. In school ,  we are always rewarded for
having the right answer ,  never for asking a good question. In business , 
youngsters are expected to solve problems ,  not raise them. But ,  when you
think about it ,  every great breakthrough starts with a question - a
question somebody asks and refuses to give up on. So ,  Isaac Newton asked
why the apple fell to earth? Gandhi asked why should the weak always submit to
the power of brute strength? Someone at Apple asked why should computers
occupy an entire room? And there are probably many in the automotive space who
are asking why should our future merely be a continuation of the past?

In Bangalore ,  I had mentioned that we would soon be starting a movement
where we would invite all stakeholders to co-imagine and co-create the future
of mobility with us. Well ,  we've done that. We have just launched a
movement to harness the power of questions. We have just launched the "ASK"
movement ,  where through a digital platform we ask people to ask questions.
"Think and Ask. Ask and Rise" is our call to action. Through the ASK platform
,  we want to tap into the curiosity ,  imagination and thought of everyone.
We are asking people to send us questions that they are grappling with , 
questions that they think are important enough to tackle on a priority.
Beginning with the larger questions ,  we hope to funnel down to questions
pertaining to the future of mobility - and from here will begin the process of
co-creating the future of mobility. We launched this in Mumbai last week , 
and will gradually take it to all corners of the country. Social media ,  IT
,  connectivity are all enabling this to happen.

The key word is ASK. Ask that question.

Why on earth are we doing this? However earnestly we spout all this stuff , 
you WILL be asking yourselves THIS question. The job of a journalist is , 
quite justifiably ,  to be cynical.

And you would also have been asking ,  why Mahindra thinks it can succeed
when multi nationals seem to be facing challenges in ramping up its enormously
ambitious plan. When recent articles suggest that the sheen is off electric

We asked ourselves the same questions ,  and we concluded that we have to
succeed because there is no other choice. We HAVE no choice.

Let me explain what I mean when I say we have no choice. When you look around
you today you will see an India that is apparently following the history of
many emerging markets that became miracles of economic development. High GDP ,
 investments in infrastructure ,  (yes ,  believe it or not ,  they are
going to be made in India!) a rapidly rising consuming class are the telltale
signs of this development trajectory.

I say to you however ,  that what lies ahead for India--if we simply follow
the same path to development and growth--is a Malthusian nightmare. The old
linear solutions won't work. The world's repository of knowledge about urban
habitation isn't suited for countries of over a billion people living in dense

It's not just about transportation. It's about how Indians expect to live in
urban habitats without turning them into violent battlefields over resources:
water ,  power ,  food....

And so we realised that the future of mobility is a subset of the future of
urban sustainability in countries like India and China and in much of the
African continent. We plan ,  in future ,  to focus much of the Group's
intellectual and commercial resources in looking for answers. Our group spans
the relevant sectors: transport ,  housing ,  solar ,  Agri ,  logistics ,
 and we have the capacity to conceive of integrated solutions. This is ,  of
course a much wider and ambitious endeavour.

But for today the short point is that we have recognised that mobility is a
subset of broader urban design. And if we try to promote a new philosophy of
mobility by simply trying to sell just another CAR with an interesting
alternate drivetrain ,  we would be doomed to fail.

So what we are trying to do ,  with humility ,  and with calibrated
expectations ,  is to ask people to consider a different Ask
the right questions ,  to find unique answers ,  and to buy into a new way
of living and moving ,  that is aligned to those new questions and new

What we are trying to do is to make our offering part of a larger ecosystem
which involves clean energy right from the source ,  and which provides
convenience in tapping into that energy whether at work or play. Which allows
them to become providers of energy back into a smart grid when they are not
using it.

If people subscribe to that ecosystem ,  then they will be empowering a more
sustainable form of urban living.

To put it very simply ,  therefore ,  we want people to buy the e2o because
they asked the right questions about how they want to live ,  and found the
right answer.

We believe that's the only way to sell an electric car. No matter how long it
takes ,  we have no choice ,  but to succeed in this enterprise.

About Mahindra Reva

Mahindra Reva is a pioneer of electric vehicle (EV) technologies and one of
the world's most experienced EV manufacturers. Founded in 1994 as the Reva
Electric Car Company, the company was a joint venture between the Maini Group
of Bangalore and AEV LLC of USA. Reva focused on creating affordable electric
cars through advanced technology and launched its first model in India in 2001
and in London in 2004.

In May 2010, the USD $15.9 billion, Mahindra Group acquired a majority stake
in the company, which was renamed Mahindra Reva Electric Vehicles Pvt
Ltd.Mahindra Reva is headquartered in Bengaluru, India.

Mahindra Reva exemplifies the Mahindra Group's vision of the Future of
Mobility. The Future of Mobility envisions an automotive ecosystem that brings
Clean ,  Convenient ,  Connected ,  Clever and Cost-effective (the 5 C's)
mobility solutions to customers across the world. Today, Mahindra Reva has one
of the world's largest deployed fleets of electric cars - customers in 24
countries have driven their Revas petrol-free for over 200 million kilometers.
The company manufactures cars, licenses out its electric vehicle technologies,
electrifies existing platforms, and helps to deliver integrated zero-emissions
mobility solutions. The company's new factory in Bengaluru, the first
automobile plant to get platinum rating from the Indian Green Building
Council, capable of producing 30,000 cars per year, was inaugurated in August

Recently, Mahindra Reva was ranked 22 ^nd in the prestigious 'Fast Company'
magazine listing of the Top 50 Most Innovative Global Companies of 2013. The
company also won the 'Innovation' award from respected Italian magazine,
Focus, during March 2013. It is one of only three global companies to have
received this award for the development of the new 'Mahindra e [2] o' and the
new environment friendly plant at Bengaluru.

About Mahindra Group 

The Mahindra Group focuses on enabling people to rise through solutions that
power mobility, drive rural prosperity, enhance urban lifestyles and increase
business efficiency.

A USD 15.9 billion multinational group based in Mumbai, India, Mahindra
employs more than 155,000 people in over 100 countries. Mahindra operates in
the key industries that drive economic growth, enjoying a leadership position
intractors,utility vehicles,information technologyand vacation ownership.
In addition, Mahindra enjoys a strong presence in theagribusiness, aerospace,
components, consulting services, defence, energy,financial services,
industrial equipment, logistics,real estate, retail, steel andtwo wheeler

In 2012, Mahindra featured on the Forbes Global 2000 list, a listing of the
biggest and most powerful listed companies in the world.

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For further enquiries Roma Balwani  
          Chief Group Communications Officer            
  Mahindra & Mahindra Ltd.  
Phone: +91-22-2490-1441   Email: Percy Dubash Adfactors Public Relations Phone :
+91-22-6757-4444 Email :
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