Maruti’s dedicated EV Strategy for its first EV Launch.

Maruti’s much awaited EV, the E-Vitara is slated to launch early next year. However, the company has not revealed the exact price for the same as they are having discussions to price their first EV competitively in the highly evolving EV segment. It appears that Maruti is reassessing its strategy.

The senior Executive Director of Maruti, Partho Banerjee expressed his views on this and said, “We are currently strengthening our marketing and sales and are creating a strong backbone of Maruti’s dedicated EV strategy for the Indian market and late entry into the EV segment.”

What caused the delay in Maruti E-Vitara’s Launch?

Maruti Suzuki’s late entry into India’s EV landscape is deliberate according to Banerjee as they want to focus on developing a complete infrastructure for EV before their highly anticipated entry. He further clarified that, “We are not desperate to chase the number one position as first, we want to instill confidence among our customers.”

Maruti has collaborated with 13 charging point operators, thus providing a developed and wide network for customers to increase their accessibility to public chargers integrated with a unified interface. 

The company has already established more than 2,000 exclusive charging points in more than 1,100 cities which are backed by partner-operated public chargers. The company has aimed to increase access up to 1,00,000 public charge points by 2030. 

Maruti’s Dedicated EV Strategy for E-Vitara

Maruti has developed their own EV ecosystem by their in-house ‘e for me’ app, which will allow users to find chargers close to their location, pay-via UPI or Maruti Suzuki Money, tap-and-charge functionality at dealerships, access to home chargers, and accurate charging information on the infotainment screen. 

Maruti is also developing 1,500 EV-ready workshops deploying nearly 1.5 lakh trained EV technicians across 1,100 cities to support electric consumers, and to this Banerjee further quoted, “We might be late in the EV race, but when we come, we will come with a roar.”

Thus it will be interesting to see whether their much awaited comeback will be getting the same response as their ICE car gets and the roar will resonate with customers or not.”