Electric Car Reva

THE FUTURE OF REVA

In late 2001, RECC reported that Reva was well accepted in the four cities it was launched and that the company was working on new versions for the domestic as well as international markets. Ashok Dharwadkar, chief financial officer in a technology company, who was the third Indian owner of Reva, said, “The performance of the car is good and the company offers good service. There are still a few nagging problems like high noise level and fall in efficiency while driving uphill.”

In January 2002, RECC launched Reva Deluxe at the Auto Expo 2002 in New Delhi. The Deluxe model had a new look with upgraded interiors, defroster with heater, a stereo system, and climate control seats (CCS)¹² . Chetan said, “The development of the new model is a result of the feedback of our very satisfied customers in Bangalore, where over 150 cars are now running. The introduction of climate control seats is in line with Reva philosophy of using cutting edge technology, patented by Amerigon, leaders in advance automotive technology.” RECC has planned to launch the car in other cities like Jaipur and Hyderabad by the end of 2002.

RECC is currently working on a new version to be launched in the UK market. The company has also entered into alliances to export the cars to Nepal. It was also negotiating the export of the car to the UK, Japan, Mauritius, Israel, Norway and Sri Lanka. Exports to these countries were expected to start by the end of 2002. Sudarshan said, “We will be sending some cars to Nepal soon and have signed MoUs with Italy, Norway, Japan and an agreement with Israel and what we will be able to offer will be much cheaper than the EVs available outside the country.

For instance, our product will cost around $9,000, while an EV in other countries come at around $20,000 or more.” However, some analysts are skeptical about Reva's success in the long run. They feel that it would be difficult for RECC to promote the car, as the petrol-driven Maruti 800, the largest selling car in India, was available for about the same price as Reva.

In addition, Maruti had a higher seating capacity (Refer Table VI). Moreover, Reva could go only up to 80 km and had to be charged before that limit. As there were no mobile recharging facilities in India, the car had to be charged at home or at the working place.

TABLE VI
COMPARISON OF TECHNICAL FEATURES BETWEEN REVA AND MARUTI 800

	Maruti 800	Reva
Length	3,335 millimeter (mm)	2,638 mm
Width	1,440 mm	1,324 mm
Height	1,405 mm	1,510 mm
Wheel base	2,175 mm	1,710 mm
Minimum turning radius	4,400 mm	3,505 mm
Engine/motor	4 stroke petrol	Separately excited DC motor
Maximum speed	140 km/hr	65 km/hr
Braking system	Disk and drum	Disk and drum
Maximum torque	56 Newton Meter (2,500 rpm)	56 Newton Meter (2,500 rpm)
Steering	Rack and pinion	Rack and pinion
Operating cost	Rs 2.15 per km	Rs 0.40 per km
Seating capacity	4 adults	2 adults, 2 children
On-road price	Rs 0.237 million	Less than Rs 0.2 million

Source: Business Today, April 22, 2000.

QUESTIONS FOR DISCUSSION

[12] Depending on the climate, the seats are heated or cooled. The technology was based on the Solid State Heat Pump from the aerospace technology. It affected the back and bottom of the passenger, most vital for comfort.