Title: REVA Electric car: a case study of innovation at RECC

Authors: Chetan Kumaar Maini

Addresses: REVA Electric Car Company (Pvt.) Ltd, 122 E, Bommasandra Industrial Area, Bangalore 560 099, India

Abstract: High levels of pollution in urban areas have forced automobile companies to think innovative ways of manufacturing vehicles to mitigate pollution. As a result, development of electric vehicles has gained acceptance worldwide. With innovation as the primary motto, REVA, India|s first electric car was developed and commercialised by REVA Electric Car Company (RECC), a joint venture of Maini Group in India and AEV LLC of California, USA. Supports in different forms have helped the company to carve a niche for itself in the domestic as well as in the global market. RECC|s strategy is to sustain its competitiveness and apply continuous improvement as a design philosophy. Though electric vehicle technology is at a nascent stage in India, but RECC definitely sees a long and bright future for electric vehicles in India. RECC will continue to strive towards its vision of establishing a tradition of excellence and leadership in environment friendly urban transportation by offering the best value and highest quality electric vehicles for city mobility. Strong orientation towards R&D, technology planning and quality together with a highly motivated and dynamic team, RECC has the potential to become global. Clearly defined vision, leadership in innovation and a quest for excellence have been the key to the success of the concept and incessant driving force behind RECC.

Keywords: electric cars; automobile industry; innovation; vision; alliances; technology planning; pollution resuction; electric vehicles; joint ventures; continuous improvement; kaizen; quality; technology management; India; leadership; developing countries.

DOI: 10.1504/IJTM.2005.006824

International Journal of Technology Management, 2005 Vol.32 No.1/2, pp.199 - 212

Published online: 15 Apr 2005 *

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