Mahindra Reva Electric Vehicles Private Limited, and subsidiary of the Indian auto maker Mahindra & Mahindra (M&M), has introduced a new 'Ask' movement as a brand awareness campaign for its upcoming e2o electric vehicle in the country. The catchphrase of the immensely thoughtful campaign is ‘Think, and you will ask. Ask, and you will Rise.' The Mahindra Reva 'Ask' initiative urges general public to start asking questions about the issues and problems that matter. The campaign highlights the concept that in order to ensure a progressive environment, people need to ask right questions and seek proper answers.
Speaking his mind about the one-of-a-kind Ask initiative, Pravin Shah, Chief Executive Officer (CEO), Automotive Division, M&M, has been quoted as saying, “At Mahindra, challenging conventional thinking in everything we do is a way of life. We have always encouraged people to ask questions because we believe that our ability to innovate and develop superior products and services is related to the questions we are asked – by our customers and our own employees. With the Ask movement, we hope to encourage people to constantly think of the questions that really matter and actually voice them, thereby paving the way for the creation of a better world.”
At present, Mahindra Reva is working on brand building exercise of its yet-to-be launched e2o model among the Indian audience. The e2o is going to be the first commercial launch from two companies after merger. The Ask movement is a brainchild of Anand Mahindra, Chairman, Mahindra Group, who had conceived the company's 'Future of Mobility' idea in August last year. At the launch of company's Bangalore-based production unit in August 2012, Anand Mahindra had promised an affordable electric powered small hatchback for the Indian auto market. The upcoming e2o model is actually Mahindra Reva's answer to the Future of Mobility concept, that brings Clean, Connected, Clever, Convenient and Cost-effective (5 Cs) mobility solutions to people across the globe.
Expressing views on the idea and concept behind the Ask movement, Chetan Maini, Founder and Chief of Strategy and Technology, Mahindra Reva Electric Vehicles Private Limited, has been quoted as saying, “Each human being has this innate curiosity and desire to drive positive change. At Mahindra Reva, asking questions is an intrinsic part of what we do. We have relentlessly questioned ourselves on what we can do to redefine the Future of Mobility in the years to come. The Mahindra e2o electric vehicle is our first significant step in this direction.”
The yet-to-be launched Mahindra Reva e2o is expected to be launched with an introductory price tag around Rs. 5 to 6 lakhs in the Indian passenger car market. The electric powered two-door e2o can seat four occupants and is anticipated to come equipped with an automatic transmission system. The launch of e2o in India is expected somewhere during the early months of 2013-14 fiscal.