All-Electric Mahindra e2os Spread the Goodness of Zero-Emission from Kashmir to Kanyakumari
by Rakhi Jerly Marketing | April 8, 2016 | Feature
Mahindra Mahindra Reva Goodness Drive
“Goodness can take you places; and we want the world to know that.” - Taking on this mission, Mahindra Reva set out on a eco-friendly drive from Kashmir to Kanyakumari. Featuring three Mahindra e2os, the Mahindra Reva Goodness Drive traversed the length of the country, covering 5300 kms in 30 days to complete India’s first-ever all-electric car expedition. The idea behind the cross-country drive was to demonstrate the advantages of electric vehicles, thereby contributing to a clean and green eco-system. Staying true to this objective, over 1300 liters of fuel was conserved and 806 kg of carbon dioxide was saved by the conclusion of the journey in Kanyakumari.
The Goodness drive, flagged off from Srinagar by Mahindra Reva CEO Arvind Mathew in the presence of former Sri Lankan cricketer Aravinda De Silva, passed through some of the most beautiful locales, changing landscapes, and varied terrains of the sub-continent. Take a look at some of the captivating frames from the epic journey:
Apart from the impressive achievement in fuel conservation and CO2 savings, 550 km during the entire course of the journey was saved due to ‘Regenerative Braking’ - a feature specific to electric cars that allows recharging the batteries when the car brakes or slows down. Dispelling all myths related to electric cars, the journey showcased the full-potential of a e2o, making it the right opportunity for the company to demonstrate several aspects of the all-electric including its ability to traverse tough and difficult terrain, accelerate instantly, its small turning radius, and the convenience of clutch free driving. The Mahindra e2os covered it all with equal ease - down the Himalayan terrain and bustling streets of the north to the lush green plains and coasts of the south.
“Mahindra e2o is the Mahindra Group’s endeavor to offer its customers a clean, smart and economical personal mobility solution and thus redefine sustainable urbanization. The drive aptly created awareness about the benefits of electric mobility through Mahindra e2o. As a pioneer of electric vehicles and integrated mobility solutions in India, it is our effort to make EVs more accessible in order to build a cleaner tomorrow. By traversing this vast distance, our e2o’s have effectively dispelled the range anxiety amongst customers and quite aptly demonstrated the cars’ ability to handle all kinds of terrain. The journey also celebrated incredible India as it traversed through some of India’s most beautiful locales making it a drive of a lifetime,” said Arvind Mathew, Chief Executive Officer, Mahindra Reva.
The drive was run to the highest standards with well-planned halts at regular intervals. Averaging 200 kms per day, the three Mahindra e2os visited over 15 unique locations across the country with 50 planned charging cycle breaks during the month-long expedition. Local city drives and sessions in Delhi, Pune, and Bangalore engaged consumers with the activity as well.
Rohit Issac, Head - Brand Experience, Mahindra Reva Electric Vehicles Ltd., remarked, “It’s been a great experience leading this expedition across the length of the country. Every day of this 30 day journey was a unique experience - be it the hilly terrains of Kashmir, to the fields of punjab or the backwaters of Kerala. From an overall event perspective , it has exceeded our expectations on every metric of ROI, awareness, and engagement.”
Apart from social media and ground events for customer engagement, the impact of the event was ensured by various innovations across media channels including a Microsite with LIVE Tracking of the expedition, daily updates, and feeds. Online and social media engagement gathered over 125k likes, shares, and tweets, 500k+ video views, and 70K+ visits on the Microsite.
Living up to its name, the Goodness Drive not only spread the message of eco-friendly driving, but also explored and uncovered stories of ‘Goodness Samaritans’ who are bringing about a positive impact in the society out of sheer act of kindness. The was to inspire more people to start a good deed.
The Mahindra Reva Goodness Drive, India’s first all-electric car expedition, covered 5300 km across 52 locations in just 30 days and saved about 1300 liters of fuel and 806 Kg of carbon dioxide.