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ShareBangalore: It's cute, it's compact, it's convenient. What is it? A Reva. Till now a curiosity on wheels, a test drive helped understand the little machine better. From turning on the ignition to a silent start, the absence of a clutch and changing gears using a knob, those who have only seen the Reva as a curious spectator on the road are in for a pleasant surprise and a smooth ride.
When the man behind the idea, Chetan Maini walks in, his pleasant and soft spoken demeanour does not give away the fact that it's been a day packed with meetings. Named after Maini's mother, the Reva, he says has stood the test of adverse conditions, "From 47 degrees in Rajasthan to -20 degrees in Norway." So while other major players in the car industry are waking up to the relevance of EVs (Electronic Vehicles) in times when major issues like global warming change and gas emissions cannot be ignored, the Reva is well ahead of any potential competitor. And this is where it has the edge. "It is the first generation of EVs for other car makers and the third generation for us. We started early. Now, we need to lead and maintain the pace," he says.
A typical Reva customer, according to Maini, is informed and involved, apart from being independent and practical: "Informed because he is aware of Reva as an eco-friendly EV and involved, because many a time, a customer has to go against the wishes of his family members and friends to stick by his decision to buy a Reva." He speaks of Reva owners who even have names for their cars. Women make for 50 per cent of their customers.
Advertisements of swanky cars rule a large slot on television these days, but you won't find one of the Reva. "Our customers are our brand ambassadors. We focus more on public relations than advertising. Usually, when a person walks into a car showroom, he has already made up his mind about the model. He's there to negotiate the price. But when a potential customer walks into a Reva showroom, there is a lot of curiosity. We make the customer aware using direct marketing. In London alone, the Reva found its customers solely through online selling. We give people the chance to experience it for themselves with test drives." Going a step further, Reva now leases its car for a week at a rate of Rs2,000 to a potential customer. If he/she decides to buy it, the rental rate is deducted. The one week, he says, turns what were initially perceived as issues into advantages: "The customer realises that he can charge the car at home, just like he does a mobile phone. The convenience of parking makes it the ideal car for family outings in the evenings."
While the car has received enormous support in its markets worldwide in the form of plug point access on the streets, reduced parking charges, subsidies and no road tax, in India, it has finally been allowed its first incentive in the form of tax breaks and subsidies in Delhi. "The government needs to recognise that climate change and energy security will be big issues in the next 10 years. We need sustainable policies that support such issues in a consistent manner and not change with every government. It has to make available nodal agencies that handle co-ordination between the various ministries like those of renewable energy and the like. We need policies to do with excise, VAT and road tax. People need long-term policies to allow them to invest and grow." He believes that India has the same potential to pave a path in EVs like she already has in IT.
With an investment of Rs250 crores, Maini promises a new variant of the car each year: "We will bring out innovative versions in terms of design and technology every year for different segments. The company spends a lot for R&D - 30 per cent of our team forms that department alone. We have strong global patents on advanced technology." When asked if he completely approves of the design and colours, he says, "The design is subjective and will change over time. We already have 2000 colours for customers to choose from. At the core level, we are focused on developing new technology. As this is still a new space, we do not have all the capabilities right now. We have the support of international companies for design and in-house partners in India for specific consulting. Our components are outsourced and put together here."
The trendier Reva i, the latest entrant from the EV stable, is picking up on sales with Bangalore and London being key markets. Maini says 1000 cars have been sold in each of the cities and will make its presence felt in at least 15 Indian cities by the end of the year: "We are already test marketing in 10 countries and will be in another 20 countries soon."
From its first appearance in 2001 to its present success, Maini has seen challenge in the disguise of funding, technology and distribution: "The challenges were many as the Reva was a car that was ahead of its time. We funded ourselves till the late 90s. There was the government and subsidies to deal with, initially. Technology was also a challenge at one point. Now, it is distribution in all the markets to the customers."
"We are a team that breathes, eats and sleeps the Reva so we are constantly thinking of newer technology." Always? I ask. To which he says, "Yeah, sometimes you might get an idea at 2am,"the American accent giving away his student years spent in the US,
Maini uses two versions of the Reva himself - an extended Reva in which he travels to work and a convertible for the evening drives with his family. So what, apart from the Reva, keeps Maini busy?"My two kids," he says, smiling, "Am an outdoors guy so I go trekking, mountain biking and scuba diving whenever I can." For Maini, the rush of adrenaline never stops.
