EVs are one of the hottest consumer trends in India right now! As the government has pledged to reduce carbon emissions by 2030, electric vehicles will play a big role in that. At the same time, e-mobility is still fairly new in India, so it's not that easy for EV companies to reach consumers. WhatsApp and other messaging apps can help!
On the rise: The e-mobility market in India
From Delhi to Mumbai to Kolkata: Indian cities regularly rank in the top for the worst air quality in the world. Vehicle carbon emissions are one of the main causes for the pollution.
According to the Bureau of Energy Efficiency, transportation makes up 18% of India's total energy consumption, equating to 14.2 million tons of CO2 emitted per year.
That's why cities around the country and the Indian government are committed to reducing emissions. India's climate goals are to reduce emission intensity by 33 to 35% by 2030. The switch from fossil fueled vehicles to electric vehicles (EVs) will play a key role in that.
It's therefore not surprising that the EV market in India is booming. McKinsey is estimating that "innovation in newer opportunities and a global play could represent a $25 billion to $40 billion opportunity by 2030" for India.
Unlike in Europe, North America, or China, the biggest growth in the EV market in India will probably be centered around (electric battery-powered) two-wheelers and three-wheelers, such as e-bikes, e-scooters, electric motorcycles, or e-rikshas, rather than on larger passenger cars, SUVs, and trucks.
Nevertheless, electric vehicles are still a niche market in India. On the one hand, that's a huge opportunity for growth for electric vehicle companies. On the other hand, there's still very little awareness around EVs in the country, and consumers have many concerns.
That's why EV companies need to think outside the box to grow the consumer base in India. This is where WhatsApp and other messaging apps come in!
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The top three challenges for EV companies in India
When it comes to selling electric vehicles in India, it's still a very young market. First movers have the advantage of occupying a growing space early, but there are also some challenges.
1. Consumer awareness and education
While research and experience in other countries has shown that electric vehicles are a convenient, affordable, and efficient way of getting around, consumers in India still have limited knowledge about EVs and their benefits.
Many worry that the battery range won't be enough for their commute, or that they won't be able to charge their vehicles (fast enough). These fears are often not warranted, but they hold customers back from even considering an EV. That's why EV companies need to educate Indian consumers about the possibilities and limitations of electric vehicles.
The closer brands can get to the consumer, the better! Especially with a new product like electric vehicles, brands need to be ready to not only send information, but also answer questions. That's where messaging apps come in!
With WhatsApp broadcasts, for example, users can get regular updates about EVs, but also use the chat to reach out to your company when they want to know more.
If you want to reach the Indian market with your EVs, your communication has to be both, informative and conversational!
Example: Delhi's WhatsApp chatbot for EVs
The city of Delhi recently launched a WhatsApp chatbot to help people find information about EVs faster.
After sending the bot a first message, users can then choose from the menu to get more information about different topics. The bot supplies information about general questions around EVs, but also offers a cost calculator, and can help motorists find the nearest charging station.
Of course, Switch Delhi could provide the same information on a website. However, the mobile WhatsApp chat is easier to access for a larger number of people, it's very intuitive, and with the bot, the information is available much faster, and the experience is more interactive. In other words, WhatsApp is the perfect channel to educate Indians about EVs!
2. Getting to know the offer
As EVs are still fairly new to Indian drivers, they're still hesitant to try it. Due to the low number of EV drivers in the country, there are also very few people that interested customers can ask about their experiences.
That's a challenge for EV companies, as you have to figure out ways to make your offer known to consumers.
Aside from information and education, test drives are a perfect way to give people a first taste of what it feels like to drive an EV. Here, it's important to make it as easy as possible for users to sign up for a test drive.
Messaging apps can help! Being able to schedule a test drive on WhatsApp or Facebook Messenger will eliminate many barriers, and make it easier for users to sign up. You can even think about connecting a chatbot to the sign-up form, so people can automatically set up appointments for the test drive!
3. Standing out from the competition
The EV market in India is hot right now, so many companies are trying to set themselves up early to become the go-to brand for the Indian market.
WhatsApp and other messaging apps can be a great help for a more personal, more approachable, and more empathetic exchange with potential customers. After all, chatting with a business on a messaging app is like talking to a friend, so that's a great opportunity for your business to establish yourself as a brand that's as close to your customers as their friends.
How e-mobility companies can use WhatsApp and other messaging apps
Messaging apps are very versatile. In fact, e-mobility companies can use WhatsApp and other messaging apps throughout the entire customer journey!
Ola Electric: Marketing electric scooters via WhatsApp
Ola Electric is a subsidiary of Ola Cabs, and one of the best-known EV companies in India. Their focus is on electric two-wheelers, like the Ola S1 and S1 Pro. As Ola Cabs already has a strong presence on messaging apps, promoting their electric brand on WhatsApp is a logical next step.
Once users browse on their website, they'll see a pop up that tells them that they can receive exclusive deals directly to their phones.
In addition, users can sign up for updates on WhatsApp as well.
For Ola Electric, this is a great marketing and re-engagement opportunity. Once they have someone's WhatsApp number and the opt-in for bulk messages, they can send them broadcast messages on WhatsApp, and re-engage them easily in the future (at a really low price point compared to ads!).
What makes their approach so successful is that they understand the importance of WhatsApp in the customer journey, and how to let users know that they can get information via the messaging app.
Why is that important? Because users don't know if a company has a WhatsApp contact or not, unless they either save the number in their contacts, and then check if it works on WhatsApp or search for it on the business directory (which is not something a user does when browsing for an e-scooter on a company's website)!
That's why it's important to both, use WhatsApp as a channel to promote your EV company, but also let potential customers know wherever you can that you offer a WhatsApp service!
Montra Electric: Schedule test drives to drive sales with WhatsApp
Montra Electric is a brand of TI Clean Mobility that focuses on last mile mobility, and especially three-wheelers in India.
The EV company uses WhatsApp to push sales in several different ways. For example, users can sign up for a test drive via WhatsApp. This option is integrated into the test drive page on Montra Electric's website, which is exactly the point in the customer journey where users would want to contact the company about this.
In theory, it would be even possible to connect a WhatsApp chatbot and automate the scheduling process for the test drive.
As an additional perk, users can select to receive regular WhatsApp updates to their phones. If users choose this option, they first fill out a form with more detailed information. This, in turn, helps Montra Electric to send highly personalized marketing messages on WhatsApp.
As Montra Electric typically initiates the contact on WhatsApp with their promotional messages, it's important to make sure that they appear as a verified business account (green tick). This ensures that the messages won't be blocked and that users recognize right away where the notification is coming from.
Especially in a niche market and for new brands, this is very important in order to build trust.
Note: You can only get the green tick on WhatsApp if you use the WhatsApp Business API (WhatsApp Business Platform).
In order to get their green tick, Montra Electric partnered with the WhatsApp Business Solution Provider Sinch Engage. Sinch Engage is an official Meta partner, which makes the process of getting your account verified faster (and easier, as Sinch Engage does that for you!).
In addition, Sinch Engage offers an all-in-one platform for businesses that want to use WhatsApp Business (or other messaging apps like Telegram, Facebook Messenger, iMessage, Instagram Direct, etc.) in a scalable and professional way. With the platform, you don't need any IT skills to connect to the WhatsApp Business API, and you get access to all the premium business features like chatbots, CRM integrations and WhatsApp templates!
Get more out of messaging apps for your business, with Sinch Engage, your all-in-one messaging platform for marketing, sales, and customer service.
Hero Electric: Automate customer service with a chatbot
Hero Electric is one of the leading electric two-wheeler manufacturers in India. They offer a wide range of electric scooters. Aside from traditional sales channels, Hero Electric offers support on WhatsApp as well.
Through a click-to-WhatsApp widget on their website, users end up directly in a WhatsApp chat. Here, they can just type "Hi" in the chat, and a bot can already take over a variety of inquiries.
Users can schedule a test drive, get information about financing a vehicle, find out where the closest car dealer is located, and even look for jobs!
The combination of WhatsApp with a chatbot is helpful for users to get help in seconds, but it also reduces the workload for the service team. Especially in the EV market where consumers still have a lot of questions, this is a big plus!
Ather Energy: More recommendations through WhatsApp and Telegram
If you want to be successful in growing a business in a niche market, recommendations from existing customers are vital. Due to their pioneer spirit, EV owners around the globe are a very engaged group of people. You won't find better brand ambassadors than the customers that are already driving your EVs (and are excited to spread the word about it).
If you want to grow brand awareness and build a loyal customer base, online groups are a great solution. That's exactly what Ather Energy does. The Bengaluru-based e-scooter manufacturer has a strong digital presence and actively engages with customers through various online channels. Aside from using messaging apps to connect with potential buyers, there are also a WhatsApp and a Telegram group for existing customers and curious newcomers!
While WhatsApp has a larger user base in India, Telegram is already India's third most popular messaging app, and it has some advantages over WhatsApp as well, such as being able to send free bulk messages. So, it's a great messenger app for building a community and raising brand awareness for your EV company.
Conclusion: EV companies can sell more with WhatsApp and other messaging apps
In India, EV companies can greatly benefit from WhatsApp, Telegram, and other messaging apps. They're a user-friendly, interactive channel that makes it easy for potential customers to get in touch, schedule a test drive, and even promote your brand.
Especially in combination with chatbots, messaging apps can really help you to scale your EV brand!
Get in touch with our local Sinch Engage experts in India, and we'll be happy to answer all your questions.
