INGENIUM
CASEON MOBILITY: RIVIAN
ARVIND G || ANJALI PRASHAND || MEGHNA G NEREYETH
T E A M Y . T . B . N
Executive Summary Market Demand Analysis Market Entry Strategy & Partnership Target Market Analysis
Problem Statement
Rivian is considering entering India's rapidly growing electric vehicle (EV) market, which is
fueled by government incentives and increasing demand for eco-friendly vehicles. However, it
faces significant competition from established players like Tata Motors, Mahindra, and Tesla.
Market Demand Analysis Target Market Analysis
The Indian EV market is growing rapidly due to government Key target markets include commercial fleets, government,
incentives, increasing environmental awareness, and technological individual consumers, ride-hailing, and corporate fleets. Major cities
advancements. Tata Motors dominates the market, followed by like Mumbai, Delhi-NCR, Bengaluru, Hyderabad, and Chennai offer
Mahindra Electric. Emerging players like Rivian pose potential significant market potential. Rivian can position itself as an
threats. Rural EV adoption is on the rise, driven by agriculture and innovative, eco-friendly, and adventure-oriented brand to attract
logistics needs. The market is projected to grow at a CAGR of 44%. customers.
Market Entry Strategy & Partnership
The Indian EV market is attractive due to technological advancements and
changing customer demands. Key target markets include commercial fleets,
government, individual consumers, ride-hailing, and corporate fleets. Rivian
can position itself as an innovative, eco-friendly, and adventure-oriented
brand to attract customers. The company can partner with charging
companies like Statiq and Bolt.Earth to provide customers with convenient
charging solutions.
Executive Summary Market Demand Analysis Market Entry Strategy & Partnership Target Market Analysis
Threat of New Entrants - Moderate to High
High capital investment, technology development.
However, government incentives and growing demand for sustainable
transportation are encouraging new player
P E S T L E
Bargaining Power of Suppliers - High
Limited suppliers and high demand for components.
Companies are working on developing local supply chains to reduce
dependency on foreign suppliers
Government offers Growing Continuous Legal As climate change
Indian EV market is
incentives under environmental improvements in requirements concerns rise, over
projected to grow
the FAME scheme.
₹10,000 crore for
at a CAGR of 44%
consciousness -
over 70% of urban
battery technology
-costs have
related to vehicle
safety, emissions,
60% of consumers
are willing to pay
Porter’s Competitive Rivalry - High
Indian EV market is highly competitive -Tata Motors, Mahindra &
EV subsidies in FY
22-23
consumers prefer
eco-friendly
decreased
nearly 90% since
by and consumer
protection laws in
more
sustainable
for
5 Mahindra, Ola Electric and Ather Energy.
Competition is driving innovation, aggressive pricing strategies
options. 2010 India brands
Bargaining Power of Buyers - Moderate
Rapid urbanization Consumers Ensuring Sourcing of
Rising disposable Negotiate better deals with increasing options and competitive pricing.
India aims to in cities like Delhi increasingly protection of sustainable
incomes among But, brand loyalty and the perceived value of advanced features can
achieve a 30% EV and Bengaluru - expect advanced proprietary materials for
urban populations reduce their bargaining power.
penetration by expected to reach technology technology is vital. vehicle production
- expected to rise
2030. 600 million by features such as India has -maintaining
by 10% annually. Threat of Substitutes - Low
2031. autonomous strengthened its Rivian’s brand
Push for sustainability and government policies favoring EVs are
driving capabilities IP laws ethos
reducing the attractiveness of substitutes
The cost of EVs is expected to decrease over time
Demand Analysis
Competetior analysis Emerging players like Rivian and Tesla have
untapped potential to disrupt India’s
growing EV market."
Rural EV adoption Tata Motors leads the market with a dominant 50% share,
is rising, driven by reflecting its strong presence and early leadership in India’s EV
agriculture and space.
Mahindra Electric holds the second-largest portion at 20%,
logistics needs further solidifying its position as a major player in the domestic
market.
BYD, a global player, occupies 5%, indicating its gradual entry
The Electric Truck/SUV market shows exaggerated growth from around 0.18 million and expansion in India.
in 2024 to 0.40 million by 2028. Tesla and Rivian, both potential entrants, currently have 0%
Rivian's Sales Forecast displays potential growth from 5,400 units in 2024 to around market share, but their future presence could significantly alter
the competitive dynamics.
48,600 units in 2028
Executive Summary Market Demand Analysis Market Entry Strategy & Partnership Target Market Analysis
Cultural Administrative Porter’s Diamond
American brands often carry India has specific regulations
Factor Conditions - India has a
a premium perception in regarding vehicle emissions
growing pool of skilled engineers and
India. and safety standards -
technicians. has access to various raw
A growing trend towards eco- compliance will require
materials necessary for battery
friendliness but also a strong adjustments in design and
production.
preference for value-for- manufacturing processes. Firm Strategy, Structure & Rivalry - Demand Conditions - increasing
money products.
CAGE presence of established players like
Tata Motors creates a highly
demand for electric vehicles due to
rapid urbanization; driven by
Economic Geographic competitive environment, Needs to environmental concerns and
align with local consumer preferences government initiatives.
Rapid growth in the Indian EV High population density in Related & Supporting Industries - A
market. urban areas necessitates growing ecosystem of startups
Economic disparities across efficient transportation focusing on EV technology. Rise in
regions -pricing strategies solutions; targeting local firms specializing in charging
must be adaptable. metropolitan regions first can solutions
maximize impact.
MARKET ENTRY PLAN PARTNERSHIP PLAN
Market Research Target Customer Brand Positioning Customer Retention
and Analysis Segments
Identify Key Cities USP Loyalty Program
Commitment to sustainability, Rewards customers for repeat
Metro cities like Mumbai, Delhi,
advanced technology, and cost purchases and referrals.
Bangalore, and Chennai -higher
savings.
awareness and demand for EVs.
Brand Story
Customer Feedback
Actively seek and act on 8000 charging points across 63 35,000 charging points across
Competitive Analysis Emphasize the journey and customer feedback to
Study local and international EV mission of the brand, focusing on continuously improve products cities 1400 cities
its environmental impact and services.
AC and DC chargers
brands already in the market to
understand their strengths, Visual Identity Personalized Communication AC and DC chargers
weaknesses, and market A distinctive visual identity that To keep customers engaged and
positioning. Source:McKinsey Reports
reflects the eco-friendly and informed about new products Provides an app for locating and Largest network in terms of
innovative nature of the brand. and promotions.
booking chargers charging points
Marketing Strategies Pricing Strategies Distribution Strategies
Social Media Campaigns Basic & High End Models Dealership Networks
Campaigns with influencers who align Basic models at lower price-price - Establish partnerships with existing
with the brand’s values sensitive consumers.
High-end models at premium price - pay
automobile dealerships. Free Charging Credits: Rivian pre-loads credits for new car buyers to try
Sustainability Challenges more for sustainability and quality
Fleet Sales Statiq/Bolt.Earth stations.
Launch campaigns - Create a challenge - Partner with large corporations and
how many miles they’ve driven in their
EVs. Gamify it with leaderboards and
Limited Editions
With unique features to attract tech-
government bodies to supply fleets of Discounted Charging: Rivian negotiates lower rates for their customers at
electric trucks and SUVs.
rewards. enthusiasts
Statiq/Bolt.Earth stations.
Content Marketing Test Drive Events
Engaging content, infographics to
Introductory Offers
Provide special introductory prices or
Organize events where potential Smart Navigation: Rivian’s navigation recommends Statiq/Bolt.Earth
customers can test drive the vehicles and
educate consumers. discounts to attract initial customers.
learn more about their benefits firsthand. stations based on car's range and trip plan.
Executive Summary Market Demand Analysis Market Entry Strategy & Partnership Target Market Analysis
Target Market Analysis for Electric Trucks and SUVs in India
Government and
Commercial Fleet Operators Individual Consumers Ride-Hailing and Delivery Services Corporate Fleets
Municipalities
Public transportation, waste
Logistics, delivery and Personal Vehicles
management, and other Employee transportation and
transport services Eco-friendly and technologically Ride-hailing and delivery services
services logistics
Looking for sustainable, advanced vehicles Reduce operational costs and meet
Reducing carbon emissions Sustainability, cost savings, and
efficient and cost effective Sustainability, lower maintenance environmental regulations
and promoting sustainable corporate social responsibility
alternatives costs, and government incentives
practices
Key Cities for Market Entry TAM, SAM, SOM Positioning of
Mumbai Delhi-NCR Bengaluru Hyderabad Chennai
Estimations Rivian in the
Market
Population ≈20 mil ≈30 mil ≈12mil ≈10mil ≈9mil
150 billion
Innovative
≈60% ≈60% Eco-friendly
Age ≈60% under ≈60% under ≈60% under
Distribution
under 50
years
50 years 50 years 50 years
under 50
years
30 billion Adventure Oriented
Adoption 1.5 billion
3% 5% 4% 4% 3%
Rate
THANK YOU
