Is Ola Electric Skidding off the Road in India`s Automobile Market?

Is Ola Electric Skidding off the Road in India`s Automobile Market?
Case Code: MKTG454
Case Length: 11 Pages
Period: 2017-2023
Pub Date: 2023
Teaching Note: Available
Price: Rs.300
Organization : Ola Electric Mobility Pvt. Ltd.
Industry :Automotive
Countries : India
Themes: Communication Strategy, Competitive Environment, Product Strategy & Design,Disruption

Is Ola Electric Skidding off the Road in India`s Automobile Market?
Abstract Case Intro 1 Case Intro 2 Excerpts


The case “Is Ola Electric Skidding off the Road in India’s Automobile Market?” talks about how the dream of India-based Electric Vehicles (EV) company Ola Electric Mobility Pvt. Ltd. (Ola Electric) of disrupting the Indian two-wheeler market suffered a setback after unexpected fire accidents involving its Electric-Two-Wheelers (ETWs). The case starts out by mentioning the reasons why the Indian two-wheeler market was considered ripe for disruption and the measures that Ola Electric was taking to capture market share in the emerging EV sector. It then talks about the market response to Ola Electric’s new ETWs and the company’s future plans. The immediate aftermath of the ETW fire incidents is described, along with the measures being taken by the Government of India (GoI) to ensure that EVs were safe. The case mentions the ETW market scenario and how the ETW fire incidents could impact it negatively. Can Ola Electric overcome the multiple challenges it faces and reach its vision of being the future of mobility?


The case is structured to achieve the following teaching objectives:

  • Understand the need for disruptive innovation.
  • Analyze the business strategy to be undertaken by new market entrants of an emerging market sector.
  • Examine the factors that cause new products to fail
  • Scrutinize the impact of a new product failure on a company’s prospects
  • Design a strategy to build customer confidence


OLA – From Cab Aggregation Services To EV Manufacturing
The Raucous Public Response to OLA’S ETW Launch
Things Soon Start Going amiss for OLA Electric
What Else Did OLA Electric Get Wrong?
Is There A Smooth Road ahead for OLA Electric?


Electric Vehicles, Automobile Industry,New Product Development,Disruptive Innovation,Product Diffusion,Buyer Decision,New Market Segment,Communication Strategy,Consumer Behavior,Business Environment,Government Regulation,Customer Confidence, Market Positioning,Brand Management,Product Flaws,EVs, Disruption, ICE, Competitive Strategy, Adoption, Diffusion, Buyer Decision Process, Brand Image, Communication Strategy, Industry Rules

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