Vehicle manufacturers sell cars and trucks….
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Vehicle manufacturers sell cars and trucks…. products developed in the Western World, to meet Western needs and Western aspirations. When we move into new markets, the vehicles are modified for local conditions… If the market is large enough, Products are designed

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Vehicle manufacturers sell cars and trucks….

products developed in the Western World,

to meet Western needs

and Western aspirations.


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When we move into new markets, the vehicles are modified for local conditions…

If the market is large enough,

Products are designed

specifically for that market.

India IKON


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All auto companies are competing to get into the Chinese market… they see billions of new customers in an untapped market.

Yes but,


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This woman will not be a customer of Ford Motor Company. market… they see billions of new customers in an untapped market.

This woman will not be a customer of Toyota.

This woman will not be a customer of Honda.

This woman will not be a customer of Daimler Chrysler.

This woman will not be a customer of Renault.

This woman will not be a customer of Fiat.

This woman will not be a customer of Hyundai.

This woman will not be a customer of Nissan.

This woman will not be a customer of Lada.

This woman will not be a customer of Skoda.

This woman won’t even be a customer of GM, the largest car company in the world.


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Does this woman need mobility? market… they see billions of new customers in an untapped market.

Does this woman need access?

Does this woman have a family?

Does her family need access?

To what?

The market…

Health services…

Education…

Yes but,


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She is poor. market… they see billions of new customers in an untapped market.

She can’t afford our products.

Yes but,


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There are market… they see billions of new customers in an untapped market.

millions

like her…


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And they all need market… they see billions of new customers in an untapped market.

mobility…

They all need access.


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We talk of sustainable mobility. market… they see billions of new customers in an untapped market.

We say sustainability should challenge us to innovate.


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An vehicle manufacturer dedicated to sustainable development would find a way to meet her needs.

Yes but, how?


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For starters, use solar energy to power the vehicle. would find a way to meet her needs.

Yes but,


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“Solar vehicles are heavy. You can’t generate enough energy to move the vehicle very far. You need a 1000 lb. of steel just for the body.”

Yes but,


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Why so much steel? energy to move the vehicle very far. You need a 1000 lb. of steel just for the body.”

“You need this for safety.”

Yes but,



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Look closely… to get hit by another car.

Can you even imagine another car on this route?


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Today vehicle manufacturers to get hit by another car.

Develop products

in the western world, to meet western needs….

Yes but,


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We need to develop a product to meet to get hit by another car.her needs.

Not what we think she needs.


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Idea: to get hit by another car.

Bring together a small group of engineers.

“Engineers turn dreams into reality.”

(My favorite definition of engineering.)


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1 powertrain engineer who knows solar energy. to get hit by another car.

1 materials engineer.

1 body engineer.

1 chassis engineer.

1 local manufacturing engineer.

1 local who can listen to understand the life of this woman.

+

Innovation.


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Send these people to live with this woman for a week… a month… a year.

Where does she need to go?

How many people go with her?

What does she carry?

What is the terrain like?

What is the weather like?


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Resources + month… a year.

Knowledge +

Understanding.


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Apply new business model… tiny margins that accumulate profits through volume. (ck Prahalad.)

Millions of sales at $1 profit per vehicle.


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Result: profits through volume

1 vehicle built from local materials, produced locally, to meet her needs at a price she can afford.