Inderscience Publishers

REVA Electric car: a case study of innovation at RECC

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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

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