Project : EV Project Objectives (I lost few question as some experts post incorrect content, humble request pls provide correct answer or inputs please)

The project focuses on enabling conventional ICE automobile manufacturers to transform into manufacturers of EVs.

Project Context

As of 2021, there has been a buzz around electric vehicles (EVs) and how they could be the future of mobility. Electric vehicles are vehicles that are powered by electricity and not fossil fuels such as petrol or diesel. These cars propel themselves through motors that are powered by a battery.

Typically, electric vehicles do not produce as much noise as internal combustion engine vehicles. Electric vehicles are cleaner than conventional internal-combustion-engine (ICE) vehicles, as they do not emit harmful gases. And if the electricity that powers them originates from a clean source, it adds to the green appeal of the electric vehicles i.e. they are as clean as the electricity that powers them.

As of 2021, there has been a buzz around electric vehicles (EVs) and how they could be the future of mobility. Electric vehicles are vehicles that are powered by electricity and not fossil fuels such as petrol or diesel. These cars propel themselves through motors that are powered by a battery.

Typically, electric vehicles do not produce as much noise as internal combustion engine vehicles. Electric vehicles are cleaner than conventional internal-combustion-engine (ICE) vehicles, as they do not emit harmful gases. And if the electricity that powers them originates from a clean source, it adds to the green appeal of the electric vehicles i.e. they are as clean as the electricity that powers them.

As of 2021, Mahindra Electric and Tata Motors are notable names for electric vehicles in the Indian market in the non-two-wheeler segment. Some electric vehicles offered by these companies are Tata Nexon EV and Mahindra e20, among others.

Q1. Change identification and classification - 5 marks

1. What is the change being planned by the consortium at Tata Group (Tata Motors, Tata Power, Tata Chemicals and others) want to achieve through collaboration? (2 marks)

2. Classify the above identified change using the Change Types Matrix. Justify your answer. (3 marks)

Q2. Change project and stakeholder analysis - 18 marks

Imagine that Mahindra Electric planned to take up a new ambitious project (which has never been done before) and would be a big change in Mahindra Electrics product offerings.

The project is about building a new high-performance super off-road electric SUV which would be a state of the art product in the Indian market.

Why Mahindra Electric decided to take this ambitious project was because their market research and consumer surveys showed that a certain set of consumers (say segment A) had a high willingness to pay (that segment was okay to pay around Rs 30 lakhs) for adventurous, high performance and electric SUVs and Mahindra Electric determined that these customers would be highly valuable for the company, both revenue and strategy wise.

The change team for this project, titled Gorilla Xtreme consisted of four primary stakeholders, executive leadership team, R&D team, production team and testing team (which consisted of people from the target segment A, who were very skilled drivers).

The change team held a meeting to know how each stakeholder group could contribute to the project. The meeting was attended by the representatives from each group. Their dialogues during the meeting were as follows:

CEO (representing the executive leadership team) : I have budgeted Rs 5000 crores to this ambitious project and will grant the usage of all the infrastructure we have for this project.

R&D Head (representing R&D team): Thank you for your commitment, Mr. CEO. We are very happy to know that our idea has been accepted by the company. We shall keep working to improve upon the idea and make the project a real winner.

Production Head (representing production team): We will do all that is necessary to make sure that the first prototype rolls out from our production line within 36 months

Head Test Driver (representing testing team): My team of drivers will critically evaluate and provide feedback for the prototype as and when it is ready. Also we are ready to provide additional inputs to the R&D team, if required.

1. Do you think this Project Gorilla Xtreme is a consumer centric project? Justify. (6 marks)

2. Carefully analyse the context and dialogues of the stakeholder representatives and classify them using the AIM-CAST model. (8 marks)

3. Analyse the dialogue given by the Head test driver. Assume that the emotion he displays in his dialogue is the same as his team members. What stage of the Kubler-Ross Curve do you think is the Test driving team in? (4 marks)

Q3. Drivers and PESTEL Analysis - 8 marks

1. Imagine that Tata Motors had to add artificial engine sounds to their electric cars due to a regulatory announcement which specified that electric cars need to produce a sound to alert people and other motorists on the road. What type of driver caused the change (adding artificial engine sounds) in Tata Motors electric cars? (2 Marks)

2. Perform a PESTEL analysis for the Electric Vehicle Industry in India. (6 Marks)

Q4. Change Vision Analysis - 6 marks

Going by the statements of Mahesh Babu, MD and CEO of Mahindra Electric and Pawan Kumar Goenka, CEO of Mahindra & Mahindra on electric vehicles, analyse the key features of the vision statement emphasized by the leaders. Take inspiration from the learnings of the course and elaborate on any 3 key features to answer this question.

Q5. Roadblocks - 8 marks

Tata Electric and Mahindra & Mahindra Electric face loads of roadblocks in terms of people resistance and organisational process barriers during the launch and production of Electric vehicles.

Within the context of the change process during EV scale-up:

1. Identify the type of roadblock stated below:

• Lack of EV charging stations across the country (1 mark)

• Labour union strike due to heavy reduction in ICE model production, making them fearful for their jobs and their nurtured skills irrelevant. (1 mark)

2. Provide 2 potential recommendations to overcome EACH of the roadblocks stated above. (6 marks)

Q6. Short-Term Successes - 5 marks

The launch of TATA Nexon in the Indian market was a short term win for Tata Electric. Read through the relevant article to determine the role played by customers feedback on the overall success of Tata Nexon EV. Mention and elaborate any 3 points to substantiate your viewpoint.

please do not post incorrect content, humble request.