outandsh

team
Amy Thomas | Pragya Agarwal | Sukaran Thakur | Varun Tyagi
amy12@mcama.n | pragya12@mcama.n | sukaran12@mcama.n | varuntyag12@mcama.n
PGP-2 | Mudra Insttute of Communcatons, Ahmedabad
Automotive Future of Mobility
Looking at the current state of mobility across the globe can
help us understand the kind of problems we are facing
current
scenarios
51%
Of the world
population
(3.5 Bn) lives
in rban
areas
This fgure is set to
rise to 70% by 2050
}
64%
Of total travel
distance rban
travel accounts for

!
Increase
expected by
2050
106"r
s
!ill be the avg
annual time spent by
an urban dweller in
Trafc Jams
}
$1140
#n
!ill be the cost
of rban
"obility per
year across the
globe
$
%
Of !oba!
"#
!e see these evolving trends creating signi#cant opportunities
for stakeholders to create sustainable integrated solutions to
address the future urban mobility market. $o succeed in this
emerging ecosystem% companies need to evolve their value
propositions and also identify collaborative initiatives that can
enhance their competitive positions
"
"
Mike "anley
%lobal Automotive &ea'er ()n*+
change
'rivers
&' $rends that are shaping the way people move
The popuaton of our ctes s constantly growing both for
demographc reasons and owng to the contnued rura exodus.
The ctes are centres of economic growth and thus of ndvdua
prosperty whch ead to a growng dherentaton n festyes and
mobty requrements.
The growng ndvduazaton of urban socety couped wth a growng
number of sma househods eads to more tra,c.
Rsng and prces and rsng rents n the centres of conurbatons have
the consequence that rents for vng space rse dsproportonatey,
the ower and mdde casses as we as fames wth chdren mgrate
from the centres, and the number of commuters constantly grows-
The ctes are deveopng more and more nto metropotan regons
wthn whch the dstances between homes, workpaces and
recreatona factes ncrease.
change
'rivers
&' $rends that are shaping the way people move
An ncreasng geographc exbty of empoyees ("mo'ern
noma'ism") makes the streams of commuters grow between ctes
too.
New forms of shoppng by car, especay n arge mas, and the use
of recreatona factes on the verges of ctes generate new streams
of tramc.
Increasng e-Commerce, the use of the nternet, and other forms of a
meda-based shoppng cuture, for exampe meas on whees, resut n
growng in'ivi'ual 'elivery o.erations-
The "/ust0in0time" devery of physca products and servces resuts
n the growng transport of goods and peope n our ctes.
Peopes ncreasng speed orentaton eads to a high 'eman' for
mobility services on road and ra, on the water and n the ar.
(uccessful urban mobility of the future will depend on a
number of critical factors
future of
mobility
1S
)ramew
ork
1. Sophstcato
n
2. Safety
3. Sustanabty
4. Soca
Incusvty
5. Savngs
*ll of the 5( are
critical factors for
developing any kind
of future mobility
ideas
Share' Mobility

Shared mobty s the cornerstone of the sharng economy

Demographc Changes

Increased Envronmenta conscousness

Goba economc downturn

$ccess trumps o%nership

2.8M
n
+ar sharing
members share
vehicles in &'
(et%or)s
worldwide
636
Bike (haring
networks e,ist%
compared to -. in
/''5
$9.6#
n
0otential revenues
estimated by )rost
1 (ullivan for car
sharing by /'&2
(uccessful urban mobility of the future will depend on a
number of critical factors
future of
mobility
%ovt Transit Agencies

Government Transt agences to act as

mobty managers

Openness to ncudng shared modes of

mobty

Create emcent, dverse & convenent urban

mobty systems
Multimo'al 2
3ntegrate'

Future urban mobty

woud be ntegrated n
terms of

Payment

Operaton

Informaton

Physca Desgn
So.histicate' Tra,c 4ata
System

Vehce trackng systems

Rea-tme tramc contro and adaptve sgnas

Rea-tme passenger nformaton systems

Integrated nformaton across modes of trave

Hgh eve anaytcs and predctve tramc

management
(uccessful urban mobility of the future will depend on a
number of critical factors
future of
mobility
%reen Technologies

Mobty wthout gas or dese

Based on exstng or emergng technooges

Eectrc & Hybrd engnes

Autonomous 4riving

Companes ke GM, Aud, Toyota & Mercedes

Benz have aready nvested n the concept

The Googe Drveress car has aready ogged

300,000 Mes

These cars can cosey foow each other (Patoon

Fashon)

Tramc ow can mprove by as much as 40-50%

!hat are the various models of mobility in various parts of
the world
goba
mobility
Fewest transport reated
fatates
Shortest mean trave tme
Low tramc congeston
Poor performance for shared
bkes
Much of Afrcan & Indan
ctes
Underdeveoped mobty
Three wheeer domnaton
Fast ncreasng ncome
eves
Low transport reated
emssons
Poor performance n terms of
nnovatve mobty sharng
practces e.g. +ar (haring
Lowest mean trave tme to
work
Hgh Carbon Footprnt
Hgh number of cars
regstered per ctzen
Hgh number of vehces per
capta
Hgh CO2 emsson &
fatates
Lack of sharng optons
Hgh fatates on road, hgh
emssons
Chaenges such as sharng
optons or usng cean
modes
Sma
Sze
Large
Sze
Emergng
Market
Mature
Market
Focus on
Pubc
Transport
Focus on
Indvdua
Vehces
LEGEND
$he various city transportation models around the world and
their feasibility in 3ndia
exstng
global0
mo'els
*hat is it+
Park and Rde stes are constructed around Prague at a short wakng
dstance to pubc transport
Eectronc sgnage at the P&R stes provdes nformaton reated to
parkng avaabty and tmngs of pubc transport
The P&R stes are ncuded on maps of the pubc transport network
produced by the Pubc Transport Company
Users can buy pre-pad tckets and tckets that ncude the cost of
parkng and transport nto the cty.
Cars can be eft at the secure stes overnght and some stes have a
facty for resdents to rent spaces on a ong term bass.
*i!! it %or) in India+
Parkng and Congeston probems are on a rse n mega ctes n Inda
because of ncreasng car owners smar to Prague.
Safety of the cars eft overnght s st a probem.
In ctes ke Deh, Cacutta etc. ths can be mpemented because of
the exstng metro structures and oca trans.
Park 2 5i'e Prague
$he various city transportation models around the world and
their feasibility in 3ndia
exstng
global0
mo'els
*hat is it+
"Maxx" ntroduced wth the am to factate and ncrease the use of
buses.
The dedcated cross-cty bus anes (tota one way ength of 105 km)
were deveoped.
About 90% of the houses and busnesses are wthn 400 metres from a
bus stop.
The Maxx-webste provdes the mportant nformaton regardng bus
nes, routes, tmetabe, tckets, speca ohers, abnorma condtons,
suggestons, compants and ost property.
Promotons, speca prces and segment specc tcket structure
40% ncrease of bus passengers from 2000 unt 2006.
*i!! it %or) in India+
Omce spaces n Inda are now surrounded by a ma|orty of resdenta
areas to decrease transt tme.
Such a mode sha work n ctes wth a good network of buses ke
Mumba or ter 2 ctes.
One ma|or requrement s that of we but roads.
Ma66 Netherands
$he various city transportation models around the world and
their feasibility in 3ndia
exstng
global0
mo'els
*hat is it+
The rst mobty centre Smart on the road (or Smweg), supported by
a Femsh transport provders (bus, tran, car sharng, car poong, tax,
cycng federaton and wakng federaton) serves as the nformaton
center for the companes and ctzens regardng ther trave: wakng,
cycng, bus, tram, tran, tax and car sharng.
Informaton provded onne, on teephone or vstng these centres.
Slimweg Begum
*hat is it+
Through Prortzng the Bus routes by reducng red ght sgna
stoppage tme.
Bus Locaton System: wreess communcaton devces or GPS
technoogy are used to gather nformaton on the ocaton of buses and
n turn make ths nformaton avaabe at bus stops, on mobe phones
or va the nternet.
*i!! it %or) in India+
Yes, BRT smar to ths mode. Need to work more on the technca
aspect of t.
Saitama 7ity
$he various city transportation models around the world and
their feasibility in 3ndia
exstng
global0
mo'els
*hat is it+
They have a we ntegrated pubc transport system thereby reducng
the prvate vehces on road and avodng congeston n centra areas of
the cty.
Express nes - arge hgh-capacty buses that have excusve tramc
anes, spreadng raday from the cty centre n 5 drectons. They are
treated as an ,above-ground subway" because of ther speed, capacty
and frequent servce.
Feeder nes - pass through outyng neghbourhoods and make the
system easy accessbe to ower densty areas.
Inter-dstrct routes - aow passengers to connect to the axs of the
express nes wthout enterng the centra cty area.
Rapd buses: the quckest nks between two ponts wth few stops,
nked wth "tube statons". Curtba s the poneer n the wordwde
Rapd Bus deveopment.
*i!! it %or) in India+
Ctes whch are now undergong urban pannng can have a network
ke ths but to have ths n a n exstng set up w be dmcut.
Mumba s makng a move towards ths though and can be treated as
an excepton.
7uritiba Braz
$he various city transportation models around the world and
their feasibility in 3ndia
exstng
global0
mo'els
*hat is it+
European ctes are faced wth the same chaenges of pouton,
congeston, growng prvate vehces. 6 ctes have come together to
ght these probems and how.
Rotterdam and Stockhom: focus on the depoyment of arge eectrc
vans and hybrd eectrc trucks, whch w operate from the exstng
Urban Dstrbuton Centres.
La Rochee focuses on the deveopment of a new, cean and emcent
dstrbuton system, whch w set up speca urban dstrbuton
companes and depoy eectrc vehces wth a payoad of 500 kg.
Stavanger, Man and Erangen focus on the depoyment of (hybrd)
eectrc vehces for n-house goods and ma dstrbuton for companes.
The vehces w be ntegrated nto the eets of companes whch
operate wthn the urban areas of these ctes.
*i!! it %or) in India+
Possbe n Inda snce we are focussng on:
Urban dstrbuton wth quet and cean (hybrd) eectrc vehces.
Emcent routng of vehces and the use of centra dstrbuton centres.
)&7343S Europe
$he various city transportation models around the world and
their feasibility in 3ndia
exstng
global0
mo'els
*hat is it+
Ma|or car sharng patform.
Zpcar ohers sef-servce cars on demand for rent by the hour or the
day. Rates ncude gas, nsurance, mantenance, and desgnated
parkng. Zpcar provdes you wth nstant access to a varety of vehces
ocated n desgnated areas
It ohers servces to over 45 campuses n US thus provdng for easy
transport.
8i.car U.S.
*hat is it+
Optons for bus and ra connectons n the VVS servce area are shown
In addton, t s possbe to search for convenent rde-sharng
opportuntes
A taxcab ca functon, wth the ad of whch the user can order a tax
by phone from the app, competes the rst verson of "moove".
*i!! it %or) in India+
Such apps can work wonders for the car sharng and share rdng
programmes.
Moovel Germany
$he various city transportation models around the world and
their feasibility in 3ndia
exstng
global0
mo'els
*hat is it+
A knd of bus on stts that moves above the street on
tracks.
In dong ths, Land Arbus es above two anes for cars,
aowng road tramc to ow freey beneath. There s
enough space beow t, at east for vehces that do not
exceed 2.2 meters n heght.
Furthermore, the hgh-eve bus on tracks can aso operate
when road tramc n the cty s at a standst.
Instead of an expensve vaduct structure, Land Arbus ony
needs tracks ke a tram
*i!! it %or) in India+
Land Arbus ony makes sense n densey popuated areas
f t can use the exstng road nfrastructure wth ts
numerous curves and has a hgh passenger capacty.
&an' Airbus Chna
!hat generic roadblocks prevent globally successful models
from being implemented in 3ndia
mpementaton
roa'blocks
&ack of a 7ollaborative
Platform
Dverse stakehoders are
fang to work together
Absence of Vision
Leaders of the reevant
stakehoder groups have not
formuated a common vson
for the mobty concept
&ack of focus on customer
nee's
A too often mobty systems
are run for the convenence
of ther operators rather than
consumers
3na'e9uate 7om.etition
Servces have a tendency to
decne uness there s
meanngfu competton
between operators for the
custom of traveers
4epending on their location and maturity% cities need to
implement one of the following three strategies
Key Strateges
7ity
Selection
:etworking
the System
5ethink the
system
)stablishing a
sustainable
7ore
S
;
3
T
A
#
3
&
3
T
*
A
7
T
3
<
:
Hgh performng ctes
ke Hong Kong, Tokyo
Ctes n mature
countres wth a hgh
proporton of motorsed
ndvdua transport
Ctes n emergng
countres wthout any
estabshed transport
systems

Fuy ntegrate the trave

vaue chan

ncrease convenence
by aggressvey
extendng the pubc
transport

Impementng advanced
tramc management
systems

Further reducng
ndvdua transport
through greater taxaton
and road tos

Massve restructurng at
a fundamenta eve

Redesgn mobty
systems

More consumer and

sustanabty orented

Estabsh a sustanabe mobty

core that can satsfy the short-
term demand at a reasonabe
cost wthout creatng motorsed
systems that need to be
redesgned ater.

Test-bed and breedng ground

for tomorrows urban mobty
systems.

Must have access to new and

emergng transport
nfrastructure and technooges.
$o #nd out what should "ahindra *utomotive5s approach to
the )uture of "obility we must look at three long term
sustainable models
mobty
archety.es
Focal Point
model
Core asset of user-
frendy customer
nterface
4ata %eneration
;ser Penetration
0rovide such services to
end consumers on a
large scale to drive
uptake
Su..lementary
Services

Identcaton

Informaton

Bookng

Payment
STA=)"<&4)5S
#anks 2 Payment
.artners
Telecom
7om.anies
Technology
Partners
$o #nd out what should "ahindra *utomotive5s approach to
the )uture of "obility we must look at three long term
sustainable models
"igh )n' 3ntegration
model
But wth focus on
ntegraton
#>7 )nvironment

Integrated servces &

soutons

Seamess mutmoda
|ourney experence for
hgh-end consumers
#># )nvironment

Suppers provde
smar mobty souton
on a turnkey bass
mobty
archety.es
$o #nd out what should "ahindra *utomotive5s approach to
the )uture of "obility we must look at three long term
sustainable models
Sharing
model
But on basc oherng
as cars & bkes sharng
&acks

Integraton

Networkng
4isru.tive Solutions

Incudes dsruptve
technoogca soutons

E.G. Transponders

Such technooges can

make the other two
modes feasabe
mobty
archety.es
Based upon the future archetypes% four business models
emerge
Potenta
#usiness mo'els
$
Supper Acts as a Patform Manager
<P)5AT3:% M<4)& ST5AT)%* 5<&)
753T37A& 7APA#3&3T3)S 5)V):;) M<4)&
$he supplier tries to
reach as many users as
possible in the traveller
community that he is
targeting
(upplier adopting this
strategy o6ers any traveller a
platform through which (s)he
can get travel information%
plan a 7ourney% make
reservations and pay for the
7ourney
*ggregator of
underlying services
o6ered by third
parties
3$ enabled platform8
+onsumer 3nterface8 (upplier
sourcing and contracting
)ees from partner
transactions% fees from rent9
a9place on the platform%
advertising% interest income
from the :oat on e9wallets
etc.
Based upon the future archetypes% four business models
emerge
Potenta
#usiness mo'els
>
Supper Acts as a Mobty Chan Integrator
<P)5AT3:% M<4)& ST5AT)%* 5<&)
753T37A& 7APA#3&3T3)S 5)V):;) M<4)&
$he supplier tries to
target the customer
segment with strong
purchasing power that is
willing to pay a premium
for speed% safety and
convenience
(upplier adopting this
strategy o6ers individual
travellers a personali;ed
seamless 7ourney to get as
fast as possible from * to B.
*ggregator of
underlying services
o6ered by third
parties
(trong brand and a dense
service network
)ee for service ("aa()
Based upon the future archetypes% four business models
emerge
Potenta
#usiness mo'els

Supper Acts as a Cty Mobty Soutons Provder

<P)5AT3:% M<4)& ST5AT)%* 5<&)
753T37A& 7APA#3&3T3)S 5)V):;) M<4)&
$he supplier tries to
provide tailored%
integrated multimodal
mobility solutions on a
turnkey basis
(upplier adopting this
strategy targets cities instead
of customers.
(ystem integrator and
contractor for the
various components of
the mobility solution
(ystem integration% public
private partnerships
BOO$(Build9own9operate9
transfer)
Based upon the future archetypes% four business models
emerge
Potenta
#usiness mo'els
?
Supper Acts as a Mobty Products and Servce Provder
<P)5AT3:% M<4)& ST5AT)%* 5<&)
753T37A& 7APA#3&3T3)S 5)V):;) M<4)&
$he supplier targets
everyone in the mobility
ecosystem including
traveller community%
cities and mobility
solution providers
(upplier adopting this
strategy targets cities and<or
city mobility solutions
providers.
(tand9alone provider
of mobility products
and services
$echnology leadership% Open
Boundaries
+ase (peci#c
4esigning the complete eco9system for "ahindra
fecyce
'evelo.men
t
3dentifying the right approach for "ahindra *utomotive to
create the complete ecosystem for mobility in 3ndia
seectng
strategy
Supper Acts as a
Patform Manager
Supper Acts as a
Mobty Products
and Servce
Provder
}
Leveraging the core
competencies of "ahindra 1
"ahindra in *utomotive% $wo
!heeler% Logistics 1
3nformation $echnology
segments
Focal Point
model
Business "odel Life
+ycle (tage=
3ntroduction% >rowth
0hase and "aturity
0hase
Business *reas of )ocus=
:etworking the
System
The targets for ths shoud be Deh,
Mumba and Kokata.
These ctes are metropotans and
posed to be megactes of the future
These ctes w face maxmum
chaenges n creatng mobty
soutons of the future
The task here w be to take the
exstng urban mobty systems to
the next step by fuy ntegratng the
vaue chan
Ths w ncude aggressve
extenson of pubc transport,
advanced tramc management
systems, greater taxaton and road
tos
3ntegrator Tra,c Management
Trans.ort 3nfo@ Planning 2 Payment
3dentifying the right approach for "ahindra *utomotive to
create the complete ecosystem for mobility in 3ndia
seectng
strategy
Sharing
model
)stablishing a
sustainable 7ore
Supper Acts as a
Mobty Products
and Servce
Provder
}
Leveraging the core
competencies of "ahindra 1
"ahindra in *utomotive% $wo
!heeler% Logistics 1
3nformation $echnology
segments
The target markets shoud be
emergng metropotan ctes ke
Pune, Bangaore, Hyderabad,
Ahmedabad
These ctes are experencng a hgh
rse n popuaton due to urbanzaton
ed mgraton
These ctes ack an ntegrated urban
mobty system
These ctes need a two step
approach for a mobty souton
Step 1: Satsfyng short-term mobty
demands at reasonabe costs
(Growth phase)
Step 2: Utzng new and emergng
transport nfrastructure and
technooges to become the breedng
ground for future mobty systems
(Maturty Phase)
Business "odel Life
+ycle (tage= "aturity
0hase
Business *reas of )ocus=
3ntegrator Tra,c Management
Trans.ort 3nfo@ Planning 2 Payment
4esigning the complete eco9system for "ahindra
compete
ecosystem

The compete ecosystem for the mobty soutons

of the future woud be mutdmensona and go
beyond the mandate of one segment at Mahndra

There woud be a need to ncorporate varous

branches of transport, technoogy and nfrastructure
to be abe to create the compete eco-system
4irect
3nvolvement
Partnershi. :o
3nvolvement
Persona Trave
Assstant Apps
Autonomous
Vehces
Eectromobty
Rea-tme
traveer
nformaton
Connected
Vehces
Mutmoda
transportaton
souton
Integrated Fare
Management
Rea-tme tramc
management
Smart Parkng
Car Sharng
Bke Sharng
Road User
Chargng
Teecommutng
P2P Car Renta
Rde Sharng
$he process :ow for setting up the complete eco system
compete
ecosystem
Analyse .ersonal
mobility tren's
an' ob/ectives
;n'erstan' city
situations 2
future .lans
)valuate 7ity
clusters an'
i'entify
challenges
Analyse unmet
nee's an'
i'entify future
solutions
Personal Tri.
?ariables to be considered
7ity Mobility Planning
?ariables to be considered

Trave tme

Mode of transport

Cost

Actvtes durng trave

Stress factors

Atttudes towards envronment

New mobty soutons beng tred and

expected

Geographc factors

Demographc factors

Economc factors

Informaton and Communcaton

Technooges n use

Energy Usage

Transport nfrastructure

Mode of Transport

Reguaton
(ample setup in "umbai
compete
ecosystem
(trategic locations will have
the i@ubs with dedicated
corridors running across the
city connecting these hubs
Ahy Mumbai
Wder dscrepances among the
5 dmensons of prosperty
Insttutona and structura
fangs.
Less baanced deveopment.
Neat dvde between rch and
poor
Popuaton estmate: 25.8
mon
GoI pans an eevated sub-
urban ra corrdor n Mumba by
2020
Hgh rato of accdents nvovng
pedestrans: 80%
Ony 11% and devoted to roads
n Mumba
Lnear ow of cty tramc and
exstng data on tramc
movement predctons hep as
pot cty
Inta setup
User can regster for the
servce onne or va phone,
each user s then assgned a
unque token
He can choose whether he wants
economy or tme savng mode whe
traveng, ths can hep the server
decde whch agorthm to use when
processng hs |ourney map
(ample setup in "umbai
compete
ecosystem
At Hubs users can board comfortabe
busses that run on dedcated corrdors
n hgh speed transt mode.
Hubs aso have provson of prvate to-
drve cars for those who woud ke
persona transport.
Further, to promote green technoogy,
each Hub woud aso have cyces
whch when pedded w add green
mes to the users account. Ths w be
usefu for those traveng to short
dstances from the destnaton Hub
For other users, the same pck-up vans
w then drop them to ther destnaton
ocaton.
When user wants to trave, he
sends request va hs phone.
The system checks whch pck-
up vans are nearby.
The vans GPS system
automatcay ncudes new
ocaton and modes route
such that the user s pcked
up.
The van then drops the user to
the cosest Hub
4esigning the complete eco9system for "ahindra
technoogy
'evelo.men
t
@ow can "ahindra actively play a role in the rede#ning of
mobility in the future
redenng
mobility
Mass
Trans.or
t
Automatic Sharing )lectriBcation
O resources are qucky
dwndng
The mdde easts domestc
consumpton w exceed ther
export by 2050
Eectrcaton s the answer to
the o crss, aong wth Hybrd
technooges
,ahindra can deveop
advanced Hybrd/Eectrc
vehcuar technoogy
Aready R&D has heped
create the E2O whch s the
next gen of Indan eectrc
vehces
The word's argest car sharng
program s Zpcar
It has taken a busness-mode
approach
Aows users to rent vehces
by the hour.
Users have the benet of
access to mobty whenever
they need t
No burdens of car ownershp
such as car deprecaton,
parkng, nsurance, tos, and
mantenance.
,ahindra can poneer
organzed Car Sharng systems
n Inda. Varous exstng
systems can be studed &
ncorporated for the same
,ahindra $utomoti-e woud
have to work n cose
coaboraton wth other
Mahndra Group segments
(such as Tech Mahndra) to
create reevant nfrastructure
Varous auto makers are
deveopng Sef Drvng
technooges
Autonomous vehces can
foow each other cosey, n
patoon fashon
Ths can mprove tramc ow
Synchronzaton wth Tramc
Lghts can mprove tramc
condtons
Safety eve of transport aso
ncreases by usage of
Autonomous car drvng
technooges
Next generaton mobty w
be heavy dependent on
creaton of new systems of
mass transport
These Rapd Mass Transt
Systems woud be responsbe
for:
Reducng Load on the
current nfrastructure
Cuttng down emssons
,ahindra woud need to work
on R&D to create better,
faster, safer and more
sophstcated Rapd Mass
Transt Systems for the same
3n'ustry
&ea'ershi.
,ahindra can ntate ehorts to brng together experts
from the ndustry on a common patform to share deas
on the future of mobty and create a common goba
vson towards achevng a sustanabe urban mobty
system.
Thank You
Appendx
>rowth of
rban
population vis9
A9vis Bural
0opulation
Appendx A$
Business
(trategy%
elaboration
and risk vs
reward
analysis
Appendx #
Appendx 7
Appendx 4$
Appendx 4>
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Appendx )
Appendx F
Appendx %
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