Case Study: Asian EV Manufacturer - India Market Entry, Pricing and Positioning

Written By Ritam Biswas

The Strategic Challenge:

An Asian EV manufacturer was preparing to enter India’s rapidly growing passenger EV market with a new MPV. The product had already been selected. The strategic challenge was determining who the vehicle should be built and positioned for in India, how the brand could differentiate itself in an increasingly competitive EV market, what the pricing could be, and any white spaces that can be exploited.

Management needed clarity on:

  • Who were the highest-potential customer segments?

  • What needs and purchase drivers would shape their decision?

  • What positioning could create meaningful differentiation?

  • What value proposition and messaging would resonate?

  • How should the product be taken to market?

  • What pricing considerations could support adoption?

How Strategy&Blue Helped:

Strategy&Blue developed a customer-led market-entry and positioning strategy, combining customer intelligence, competitive intelligence, market assessment and strategic positioning to translate market understanding into actionable decisions.

1) Customer Strategy

We developed the Ideal Customer Profile (ICP), assessed customer needs and purchase drivers, identified key EV adoption barriers, and prioritised the most attractive customer segments.

2) Competitive and Market Intelligence

We assessed the competitive landscape, benchmarked competing EV propositions and identified market and positioning whitespace that could create differentiation.

3) Positioning and Pricing

We developed the product and brand positioning, differentiated value proposition and customer messaging, while assessing pricing considerations against customer expectations and competitive benchmarks.

4) Market-Entry Strategy

We translated the findings into customer acquisition, communication and go-to-market priorities, creating an actionable India market-entry strategy aligned with the target customer and competitive landscape.

Additionally, a prospective high growth white space was identified, backed by reasoning and research data.

The Impact:

  • 1,500+ bookings within two months of launch

  • Strong early-market validation of the customer, positioning and pricing strategy

  • Entry into the white space - premium EV cab

Ritam Biswas
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