Synopsis: Knowing your customer is a culture at ZUGE Electric. ZUGE Electric got the whole team involved to give every member a hands-on experience by visiting the EV Rangers and dealers across regions. These interactions focused on listening to real challenges like range anxiety, the need for service centers in close proximity to customers, and the demand for affordable, long-range models. Feedback, including the success of an EV from a legacy brand, highlighted the importance of charging infrastructure and after-sales support. These insights will guide ZUGE’s future product development, strengthen relationships, and ensure the company’s long-term success in India’s evolving EV market.
As part of our growth journey, ZUGE Electric decided to get every member of the company to get a feel of being on the field, meeting our EV Rangers and dealers. Every team member of ZUGE became the feet on the street, for a face-to-face across different regions for a day. Instead of focusing on selling more vehicles, we got every member to listen and learn. The effort sought to align every member of the ZUGE family with the greater company goals. These conversations indeed revealed the real challenges faced by the company, including issues of range anxiety, the need for service centers in closer proximity, faster turnaround of serviced vehicles, and the need for affordable models with longer ranges.
ZUGE Electric had decided to take a more hands-on approach to understanding the market. Rather than relying on numbers and reports, every member hit the road, with our teams traveling across regions to meet face-to-face with the EV Rangers. These visits weren’t just about pushing products; they were about listening to the real problems of the current and potential customers. We wanted to understand the real challenges the EV Rangers faced, from customer preferences to infrastructure gaps. By being on the ground, we gained valuable insights into regional market dynamics that just don’t show up in spreadsheets. I vividly remember a conversation with one EV Ranger, who explained how EV sales could pick u if the concerns of people with regard to the lack of charging points were addressed.
This feedback was a game-changer — it highlighted the need to focus more on expanding charging infrastructure. In other regions, we learned that customers were seeking more affordable options with longer ranges. The dealers emphasized that while EVs are gaining traction, price remains a barrier to mass adoption, especially in price-sensitive markets. A significant takeaway was the importance of after-sales support. The EV Rangers shared stories about how a robust service network could make or break an EV purchase. Their insights underscored the necessity of investing in not just selling vehicles but also ensuring that servicing, repairs, and customer education are top-notch.
Ultimately, these road trips offered a clear window into how our EVs are performing on the ground. It gave us a renewed focus on addressing dealer and customer pain points while also reinforcing partnerships with those who represent our brand on the frontlines. By connecting with dealers, we will not just be able to build a better network, but also create stronger relationships that are essential for long-term success in this rapidly evolving market.
The exercise gave us fresh, actionable insights and could help us drive our next phase of growth while offering more products and support.
(Neeraj Manchanda is the founder of ZUGE Electric, India’s first multi-brand EV showroom in the MetaVerse)