“Scale and investments in providing infra support are key for any customer to choose an EV over an ICE. Until EVs become mainstream, it is essential that both OEMs and the government together look at contributing to ecosystem development.”
June 2023 : In this exclusive interview with Niranjan Mudholkar, Editorial Director, Pro MFG Media, Gaurav Kumar, Head of Supply Chain and Manufacturing, Euler Motors, confidently proclaims that ‘while traditional OEMs have a competitive edge, startups are leading the EV space with their technology-led approach’. “Euler is striving to make that transition with the technology and software advantage - something that puts us ahead in the game,” he says.
Euler Motors has been in the business for five years now. What have been the highlights of the journey so far?
With a laser focus on leading the path for commercial electric mobility in India, Euler has indeed come a long way, having one of the most powerful EVs for the Indian market. Today, we have sold over 1500 units and taken the lead in the three-wheeler EV cargo segment. Our flagship product, HiLoad EV 2023 has been meticulously engineered to withstand and excel in every environment, and road condition and ultimately drive better earnings for our customers.
The journey has been a rewarding one, where we have also grown as an OEM and a brand - and now we have dedicated ourselves now to providing utmost customer satisfaction and infra support, to create a superior customer EV experience.
Tell us something about your manufacturing capacities and capabilities. How are you optimizing the shop floor costs while maintaining high quality standards?
Our manufacturing facility, located in the NCR, combines advanced technology and a semi-automatic shop floor to manufacture the HiLoad EV. We have invested significantly in developing a skilled and enabled workforce at our shop floor, to ensure maximum productivity. Our focus on quality and efficient production takes precedence with continual improvement, defect prevention, and the reduction of variation and waste in the supply chain. We are already ISO 9001 - 2015 certified and now geared up towards IATF16949 to ensure a quality management system.
With this, we have also established a dedicated battery line with built-in capability for rolling out quality certified liquid-cooled battery packs. At present, we are producing 500 units per month, but our aim is to significantly increase our production output in the future. This expansion will enable us to meet the growing demand for our electric vehicles and serve a larger customer base.
What is the level of localization in your manufacturing equation?
From a component standpoint, we have achieved 95 percent localization for the vehicles and 90 percent for our battery packs, excluding the cell. These also include many parts and component systems that were 100 percent localized in India for the first time ever, where the team had to innovate and manufacture parts in India. We have a massive network of 300+ suppliers across, who are growing with us in the EV segment.
How would you analyze the maturity of the EV Ecosystem in India at present. What are the areas that require improvements?
The demand for EVs is increasing, especially in the commercial sector, and is expected to continue to grow in India. However, customer adaptability is linked to awareness and availability of powerful vehicle options, with high upfront costs often being a barrier. Competitive pricing and product differentiation can help overcome this challenge. Limited awareness of the total cost of ownership (TCO) and the long-term benefits of owning an EV also hinder adoption. In addition, the lack of charging infrastructure and financing options are obstacles to widespread EV adoption, despite competitive TCOs. Solving these challenges is crucial for the EV industry's growth in India.
The transition from ICE technology to EV technology has several challenges. Which are the key ones as far as Euler’s market focus is concerned. How are you addressing the same?
EVs are required to match the performance of ICE vehicles while addressing hurdles like higher costs and charging infrastructure. We introduced the HiLoad EV, with the industry's largest battery pack, enabling 30 percent higher payload and earnings. It features advanced technology, including an indigenous battery pack with thermal management and liquid cooling, ensuring optimal performance, range, and lifespan. Our vehicles excel in all weather conditions, making them ideal for the Indian market. Dependable, economical, and efficient, they facilitate a smoother shift to EV adoption.
Euler Motors takes an ecosystem led technology approach – across product, charging, mobility, servicing and financing. What is the business strategy behind this and is it feasible?
At Euler Motors, we offer a complete ecosystem that supports the entire lifecycle of EVs, from manufacturing to customer usage and maintenance. As mentioned above, we are now focusing on providing a seamless experience to our customers. An ecosystem approach is necessary as the industry is in its growth phase. Scale and investments in providing infra support are key for any customer to choose an EV over an ICE. Until the EVs become mainstream, it is essential that both OEMs and the government together look at contributing to ecosystem development.
The 3-wheeler EV segment is witnessing intense competition not just from EV startups but also from traditional CV OEMs. How are you gearing up to tackle this scenario?
At Euler Motors, we are building EVs for India, from India. We are creating the most powerful commercial EV currently on the market, which not just competes with EVs but with ICEs in its segment.
We are also the first and the only OEM providing a highly advanced battery liquid cooling technology in this segment which helps an EV operate amidst a wide range of temperatures and deliver a long battery life. Our vehicles are equipped with advanced telematics and software assistance that gives unmatched experience to our customers. We feel that while traditional OEMs have a competitive edge, startups are leading the EV space with their technology-led approach. Euler is striving to make that transition with the technology and software advantage - something that puts us ahead in the game.
Where do you see Euler Motors in the next five years in terms of market position as well as brand presence?
In the next five years, we want to expand our product line with the advanced commercial EVs and make the segment synonymous with Electric as well as Euler EVs. We are working hard towards our goals and have the vision to lead the commercial segment to electrification.
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