Grab, a leading ride-hailing service provider in Southeast Asia, is launching a new service called GrabGreen, which offers electric ride-hailing services in collaboration with VinFast in
EXECUTIVE SUMMARY
In 2012, Grab was launched as MyTeksi in Malaysia Now, after over a decade of operation, it has experienced strong growth in eight countries and 195 cities in Southeast Asia Grab entered Vietnam in 2014 under the name GrabTaxi and has continuously expanded its services to include GrabCar, GrabExpress, GrabFood and others, with the desire to become a super app ecosystem The brand aims to provide convenient movement for customers and has expanded its services over time, prioritizing convenience and speed
Grab, a leading ride-hailing service provider in Southeast Asia, is launching a new service called GrabGreen, which offers electric ride-hailing services in collaboration with VinFast in Vietnam The aim is to provide a convenient, affordable, and eco-friendly transportation option to people in Ho Chi Minh City and Hanoi while increasing brand awareness and loyalty for Grab and VinFast The marketing objectives are to target customers between 18-35 years old, increase awareness about the environment, and achieve 200 billion in revenue and a 40.5 million usage rate in 9 months
GrabGreen aims to tap into the growing middle class in Vietnam, which is increasingly demanding eco-friendly transportation options The Vietnamese government's targets to reduce air pollution and encourage the use of eco-friendly transportation options make for a favorable regulatory environment Additionally, the success of this new service could lead to the development of additional eco-friendly services and revenue streams, while helping Grab establish itself as a leader in sustainable transportation However, there are some challenges that Grab may face while implementing this plan, such as a shortage of drivers, the ongoing COVID-19 pandemic, and potential communication crises Therefore, we will suggest some solutions for those problems in this marketing plan
Overall, GrabGreen has the potential to revolutionize the transportation industry in Vietnam, offering an affordable and eco-friendly alternative to traditional ride-hailing services The success of this service could pave the way for more eco-friendly initiatives by Grab and VinFast
SITUATION ANALYSIS
Market Summary
Gender: There is almost an equal ratio between male and female users
Age: Grab's target audience is mainly Youth (18- 24 years old) and Mature (25- 35 years old) Income: Grab's target audience is concentrated in Group A (VND 15 150 million) and Group –
Family Life Cycle: Grab's target audience is concentrated in the group of Single youth Occupation: office worker, university students
Grab is expanding its services to all provinces in Vietnam Up to now, there are more than 30 provinces and cities that have deployed at least one Grab service, but Grab still focuses on 3 big cities: Hanoi, Ho Chi Minh City and Da Nang
Grab currently offers GrabCar in 5 major cities (Hanoi, Ho Chi Minh City, Da Nang, Khanh Hoa, Quang Ninh) and GrabTaxi in over 34 provinces They've recently added Thanh Hoa, Vinh, and Pleiku, making the total number of cities where GrabFood operates in Vietnam to 19 So, it's easy to use Grab for transportation or food delivery in these cities
Customers want discount vouchers when using Grab services According to a survey by Q&Me, users who book a car often pay attention to prices and promotions and Grab is doing a good job of this Grab has built a brand image through its pricing and promotion strategies.
Image 1-1 Grab vs Uber Image comparisonCustomers choose Grab to save time, and avoid using their own motorbike From the perspective of consumers, they choose to go Grab because of the convenience brought by the service easy and fast connection The drivers ensure to pick up customers within 10 minutes, users can book a car to work, go to school or go out without having to worry about having to run on crowded streets
Entering the 4.0 technology era, everything becomes easier when there is technology to help us be flexible in many things Applying technology to life feels convenient and saves time in many things Grab leads the trend as a pioneer in the field of motorbike taxi technology that helps users connect with drivers in a short time, helping users have the expected experience
After the COVID-19 pandemic, payment services for purchases, transportation, and forwarding are becoming more diverse to meet consumer needs Motorbike and taxi apps now offer various payment methods that not only meet customer expectations but also promote the use of non-cash payments
To ensure a positive customer experience, it is essential to train drivers to meet Grab's standards as they are direct representatives of the business providing services
"Fast" is also a point that customers are extremely interested in when booking a car The average waiting time when customers order a car is 5 to 10 minutes, this is considered as an acceptable time for customers with urgent work
The service industry must prioritize and continually develop customer service to receive feedback and recommendations from consumers This allows the business to promptly implement policies and resolve issues Utilizing after-sales services can establish a loyal customer base and demonstrate the professionalism of the business
In 2020, the Asia-Pacific region dominated the ride-hailing market, holding a significant share of 43.83% globally This growth is mainly attributed to the high levels of traffic congestion and lower fares for taxi services compared to other forms of transportation The surge in demand for motorcycle and bike ride-hailing services in this region has been particularly noteworthy According to Statista, the value of Southeast Asia's ride-hailing and food delivery market is expected to skyrocket to $42 billion by 2025, up from $13 billion in
Image 1-2 Southeast Asia's ride- hailing and food delivery market value
According to data from the Ministry of Industry and Trade, the revenue of the online ride-hailing market in Vietnam is estimated to reach $2.4 billion in 2021, with an average growth rate of 30-35% per year since 2015
As of May 2021, Grab has been the market leader in Vietnam, holding the largest share of the ride-hailing platform with 60% Alongside Grab, the remaining ride-hailing services are provided by Indonesian-based Gojek (previously known as GoViet), which holds 19% of the market share, and the Vietnamese newcomer Be, which has an 18% share While Grab and Gojek offer both car and bike ride-sharing services, Gojek only recently added auto ride-hailing to its repertoire in 2021
Image 1-3 Market share of ride- hailing companies in Vietnam
In Ho Chi Minh City, the popularity of bike-hailing are more dominant than Hanoi and other cities, where the popularity of traditional taxi are still high According to a report of Q&Me, the number of population are always using ride hailing in Ho Chi Minh City is 24%, three times higher than that in Hanoi
Image 1-4 Traditional taxi vs ride- hailing in Ha Noi, Ho Chi Minh City and others
Easiness, clear structure, and good promotion are the top reasons when choosing ride hailing, with more than 40% of customers pay attention to these factors
Ride-hailing company are investing more money to campaigns and discounts, vouchers to attract and hold customers
Image 1-5 Comparison of advantage for ride- hailing and traditional taxi
SWOT Analysis
• With its large customer base and innovative infrastructure, the new service has good potential.
• Electronic bikes are a popular choice for eco-friendly transportation in Vietnam.
• Grab offers multiple services, including transportation, food delivery, mobile/data loading, and freight.
• The rating system boosts consumer safety and confidence by allowing feedback from both drivers and passengers.
• Grab dominates Vietnam's ride-hailing industry with 73% market share in H1
• A new service may encounter initial challenges in implementation and operation, including charging and maintaining electronic bikes
• Traditional motorbike taxi drivers may resist the new service, viewing it as a threat to their livelihood.
• During peak hours, making reservations may be challenging due to system glitches and high fares.
• The service is reliant on drivers, and negative customer experiences due to driver behavior could damage the company's reputation.
• Compared to its competitors, Grab has higher prices but fewer discount codes.
• Communication campaigns promoting green consumption do not seem to have a high level of awareness.
● The Vietnamese government aims to reduce air pollution and promote eco- friendly transportation, creating favorable regulations for the new service
The growing middle class in Vietnam demands convenient and affordable transportation options.
A successful launch of e-bike ride-hailing
● Regulatory changes or unfavorable government policies may affect the new service's success
Economic instability or downturn could affect Grab's financial performance due to a decrease in demand.
Rising gasoline prices may lead to increased operating costs. service may lead to new eco-friendly services and revenue streams.
• Grab's expansion into other cities can help establish its leadership in sustainable transportation.
The COVID-19 pandemic may affect business activities.
• New competitors may offer similar or better services, resulting in increased competition and a loss of market share.
Competition
Grab's plan to launch an electronic bike service in collaboration with VinFast puts them in direct competition with Gojek and Be, who are both major players in the ride-hailing market in Vietnam Gojek and Be have not yet introduced a similar service, but their existing offerings and marketing strategies can provide insights into how Grab can position its new product
Gojek's pricing strategy is to offer competitive pricing to attract customers They also offer a wider range of services compared to Grab, including ride-hailing, food delivery, and digital payments This diversification of services helps Gojek to attract a wider customer base
In addition, Gojek's marketing activities are one of the strong points of the business Enterprises pay great attention to investing in marketing activities to create brand impressions as well as attract more potential customers
Be implements a "Driver-first" strategy which has benefits, such as building a program to improve drivers' skills and offering 24/7 traffic safety insurance This helps the driver team become more professional, provide better service, and appeal to budget-conscious consumers through low-cost services Be also partners with Mai Linh to increase its service coverage However, Be's marketing strategy has received criticism for lacking differentiation and relying too heavily on promotions and discounts
Grab can set itself apart from competitors by offering affordable pricing for its new e- bike service, which is lower than Gojek's rates Furthermore, Grab can promote the service to its existing user base using its strong brand reputation By analyzing user feedback and data, Grab can customize its marketing strategies to cater to the preferences of its target audience.
Product offering
Environmental pollution is a growing concern globally, especially air pollution To reduce waste and pollution, we need to focus on it Recent research in Australia shows that electric vehicles reduce emissions by 40% compared to motorcycles After analyzing the market, we plan to launch GrabGreen, an eco-friendly electric vehicle transportation service available on the Grab application Our goal is to offer environmentally conscious customers an alternative that supports a healthier environment
● Eco-friendly focus: As part of its commitment to sustainability, Grab could offer an eco- friendly transportation option for customers looking to reduce their carbon footprint
● Reasonably priced: Customers can select GrabGreen as their preferred option from the booking bar if their destination is within a 7 km radius and the fare is lower than that of petrol motorbikes This makes GrabGreen an attractive choice for environmentally- conscious customers looking for cost-effective transportation solutions
● Ensure safety: Drivers are carefully trained to ensure the safety of customers In addition, Grab also has a safety policy to support customers when having problems.
Keys to success
Grab has a significant edge over competitors due to its vast pool of potential customers, making it easier for businesses to introduce new products By using its existing customer base and brand recognition, Grab can rapidly establish itself as a leading provider of e-bike ride-hailing services Having a large market share also earns customer trust and loyalty
To successfully launch a product or service, it's essential to identify the target audience and create effective marketing strategies For young customers, who crave novelty, stay up- to-date with trends, and prioritize environmental sustainability, this is especially important
The government is paying more attention to environmental issues According to experts of Hanoi and Ho Chi Minh City, the government proposes policies to encourage people to change their means of transportation from petrol cars to electric cars to reduce emissions into the environment
The ride-hailing service operated by electric bikes of Grab is a new service and competitors in the market that have not yet launched this service By focusing on eco- friendly transportation, Grab can stand out in the market and attract new customers
Turn people's intentions to protect the environment into action
Despite growing concern over environmental issues, the implementation of environmental protection measures has been lacking Customers express a desire to combat pollution, yet they fail to follow through with green actions in their daily lives This presents an opportunity for customers to take concrete steps towards environmental protection.
Critical Issues
Limit on the number of the drivers
Under Grab's policies, drivers with their own vehicles can register to offer their services, but the low number of electric vehicle owners may make it challenging to meet the demand for electric vehicle services
Marketing and awareness for GrabGreen
As a new service, Grab's electronic bike ride-hailing may face challenges in building awareness and attracting customers It may get difficult to raise awareness and interest of customers and persuade them to try A strong marketing and branding strategy will be essential for Grab to establish itself as a leader in the market
As Grab expands its services to include electronic bike ride-hailing, it will need to ensure efficient and cost-effective operations, including the management of electric vehicles and working with drivers Any inefficiencies or operational issues could have a negative impact on Grab's profitability and growth potential.
MARKETING STRATEGY
Mission
With GrabGreen, we are committed to delivering exceptional transportation solutions that are not only convenient but also environmentally sustainable With our new electronic ride- hailing service, we aim to lead the "Green" traffic revolution in Vietnam by offering eco- friendly vehicles and partnering with VinFast to promote sustainable transportation solutions Our "Green" efforts and beliefs reflect our commitment to bringing about a more sustainable future for our planet, one ride at a time.
Objectives
Explanation: On average, we make 15 deliveries per day with the help of our fleet of 10,000 vehicles Our delivery service has been active for the past 9 months as part of our campaign
So we have 15 multipled by 10,000 equals 150,000 Then 150,000 multiplied by 270 equals 40,500,000 (9 (months) multiplied 30 (days) equals 270)
• Creating viral advertising campaigns on social networking sites is an effective way to increase brand awareness.
• Developing electric vehicle services, building the image of Grab as being environmentally friendly
• Reach 200 billion in 9 months of running the campaign (Grab takes 20%/ delivery)
Target Markets
• Place: Ho Chi Minh City, Hanoi
• Pay attention to environmental protection
• Want to be seen as someone who is conscious of the environment
• Like to experience new things, like new things, ready to experience new services if seeing immediate benefits
• Price greatly affects the decision to choose a ride-hailing company
• Having a green lifestyle, often using environmental protection products such as paper bags, water bottles
• Often compare ride-hailing companies to find the right one for their needs.
Positioning
GrabGreen is a trailblazing transportation service that prioritizes environmental sustainability through the use of electric vehicles Our innovative approach involves the deployment of electric motorbikes that prioritize environmental protection, thus contributing to a cleaner and healthier environment As part of our commitment to our objective, we offer affordable pricing that is tailored to the needs of our target customers, ensuring accessibility and affordability for all.
Marketing Mix
Introduction: Our new service's name is GrabGreen Instead of using petrol-driven bikes, GrabGreen is a ride-hailing service that use electronic bikes in order to build the brand image which is environmentally friendly Grab is partnering with VinFast and incorporating their electric motorbikes into a new campaign As part of this campaign, customers who choose to use GrabBike will see GrabGreen as a preferred option at the top of the booking bar if their destination is within 7 km
Reasons why we choose to collaborate with VinFast: In the Vietnamese market, numerous electronic bike companies exist, but VinFast stands out as the most renowned corporation As a member of Vingroup, VinFast specializes in manufacturing electronic scooters The company's reputation for high-quality products and exceptional technology has earned the trust of many people This is the reason why Grab has partnered with VinFast to build a sustainable and environmentally-friendly future
Reasons why Vinfast would choose Grab: Since Grab is the leading ride-hailing service and market leader in Vietnam, collaborating with them is an advantage for VinFast as it helps approach potential customers and bring VinFast closer to the Vietnamese market Moreover, during our campaign, we plan to advertise to raise brand awareness for VinFast
The GrabGreen service price will be 95% of GrabBike's price This decision is backed by research showing lower costs for electric bikes due to maintenance, operation and government subsidies As GrabGreen is an affordable and eco-friendly alternative, we hope to encourage more people to choose sustainable transportation options and contribute to a cleaner, healthier environment
Hanoi and Ho Chi Minh City are densely populated areas with the highest number of ride-hailing users As a result, these two cities have been selected as the initial launch locations for GrabGreen In each city, we will allocate 5,000 drivers who will operate electric vehicles These drivers will be strategically positioned across various locations, including streets, commercial centers, and amusement parks, covering all districts in both cities
To bring our campaign closer to customers, we'll use five communication methods:
We'll use Facebook, YouTube, and TikTok to engage with our target audience, drive traffic to our website, and increase conversions by sharing visually appealing and informative content
We'll increase brand visibility by using OOH advertising in key locations and LCD frames in universities across Hanoi and Ho Chi Minh City
We'll partner with influencers and KOLs to promote eco-friendliness and encourage sustainable practices through a series of activities By involving influencers and KOLs in these initiatives, we hope to raise awareness about our brand and generate positive publicity
After engaging in tree plantation activities, we are taking further steps to effectively launch our new product To do so, We'll collaborate with influencers and KOLs to create engaging posts about our tree plantation efforts and services on various social media platforms
By leveraging their broad reach and credibility, we hope to captivate the attention of our target audience, increase engagement, and promote our services to a wider audience
During the final phase of our campaign, we'll intensify our sales promotion activities to attract and retain potential customers, differentiate ourselves from competitors, and build a positive brand image Furthermore, we can leverage this opportunity to create awareness about the unique features and benefits of our service, which will differentiate us from our competitors and build a positive brand image
The drivers will be considered "partners" and will work with businesses for development, while being legally protected and offered appropriate labor policies Grab will improve their services by providing drivers with essential skills and training to handle unexpected situations, ensuring professionalism and excellent customer experience Drivers are expected to be friendly and answer customers' questions kindly with an attentive attitude
GrabGreen guarantees service availability with a large number of drivers When customers select GrabGreen, the app searches for nearby drivers, usually taking 2-3 minutes depending on the time of day and driver proximity GrabGreen ensures timely and consistent delivery, providing driver information, including names, vehicles, and other details Drivers arrive within 5-10 minutes; otherwise, customers receive vouchers or discounts Drivers follow the map guidance and arrive within the estimated time shown on the app from pickup to destination
For GrabGreen, the Physical Evidence is the vehicle, drive and application: Vehicle: Before transporting people, always ensure that the vehicle is in good condition, free of damage, and completely charged
Driver: Always hospitable and delighted to interact with clients, providing essential information to customers
Application: For consumers going less than 7 kilometers, the booking bar prioritizes selecting GrabGreen Create a user-friendly interface at the same time so that clients may utilize the service with ease.
Marketing Research
Our goal is to conduct thorough research to pinpoint the features and benefits that matter most to our target market We'll seek feedback from GrabGreen users to enhance our service, and promptly respond to all customer proposals We'll assess how well our environmental messaging resonates with customers to boost brand awareness Ultimately, we want to inspire green behavior through our marketing efforts and social media content.
MARKETING TACTICS
Grab is pleased to announce the launch of its latest service, GrabGreen, in collaboration with Vinfast To celebrate this significant milestone, we plan to host a press conference and invite journalists to join us In addition, we will be posting massive announcements about GrabGreen on social media to reach a broader audience Furthermore, as part of our launch event, we are excited to offer an activity that aims to attract more drivers to join GrabGreen
We welcome drivers who already own an electronic bike as well as those who do not to be a part of our new service
We will continue to advocate and encourage drivers to become part of GrabGreen service to help keep the environment clean and reduce pollution Additionally, Grab has taken steps to facilitate car delivery for drivers to prepare necessary legal documents We are also preparing follow-up communication plans to ensure effective communication with our drivers
Grab launches the "Go Green with Grab" TVC, featuring a 30-second segment about the growing pollution problem As part of its effort to promote environmental protection, Grab introduces an electric ride-hailling service collaborating with VinFast, Khoai Lang Thang is invited to participate in this campaign by performing Green actions Additionally, Grab runs advertisements on various platforms such as Youtube, Facebook, and TikTok to promote their GrabGreen service Furthermore, they launches discount codes for first-time users to incentivize them to use the eco-friendly service
Grab deploys media articles on Facebook, highlighting environmentally friendly actions Additionally, they continue to offer discount codes for first-time users of their services
To increase awareness among potential service users, boost the engaging rate for both Grab and VinFast, Grab also runs ads on YouTube, Facebook, and TikTok
We will initiate the "Build the Green" tree-planting campaign, which will involve KOLs/Influencers Each participant will receive a small tree to plant in their own pot KOLs/Influencers will then share pictures and videos of their participation in the campaign, strongly encouraging users to sign up and participate
• Youtube: Giang ơi, Shushu Le, Khánh Vy, Hau Hoang, An Is Here, Quynh Thi, Nguyen NEWIN, Meichan, Khoai Lang Thang, Dino Vũ
• Facebook: Giang ơi, Khánh Vy, An Is Here, Meichan, Khoai Lang Thang, Dino
• TikTok: Babykopohome, TRA và TRỌC, Gia đình Cam Cam, gonpinkk
We are opening registrations for 1000 volunteers who want to participate in our tree planting campaign Once they join the program, they will need to check-in at the planting site and post about it on social media using the hashtag #SongXanhCungGrab
#GieoHatCungGrabGreen #BuildTheGreen #GrabGreen #GoWithVinFast Additionally, we plan to run a duet challenge with KOLs/Influencers on the TikTok platform Users can upload videos showcasing their planting activities at home and talk about the benefits of planting for about 60 seconds, again using the hashtag #SongXanhCungGrab
#GieoHatCungGrabGreen #BuildTheGreen #GrabGreen #GoWithVinFast After a specific period, we will select 3 participants with the most creative and meaningful content to award prizes Throughout the campaign, we will continuously advertise it on popular social networking sites like YouTube, Facebook, and TikTok
To boost user engagement, Grab will produce a composite video featuring "Build your
Green" KOLs/influencers and participants and make a series The video will be posted on
Grab's social networking sites, summarizing the program held in June and July Additionally, Grab plans to keep running ads about GrabGreen on social media platforms
GrabGreen is launching the "Spread the Green" point-based program, which is a tree planting game As you progress through the game, the trees in the program will grow, and you will receive gifts at each milestone The number and value of the gifts at each milestone will gradually increase, with the aim of attracting more users and creating customer loyalty for GrabGreen's electric motorbike service The promotional images for the game will primarily be shown on Grab's application and Facebook page
We aim to promote the tree-planting game by booking KOLs and influencers Additionally, we plan to continue running ads on social media platforms to raise awareness about environmental action and showcase the game
Our plan is to continue advertising on social media platforms and OOH to raise awareness about environmental action and the final phase of the game We will also analyze the results of customer satisfaction research to inform future campaigns and product development efforts
We are continuously inviting drivers, both with and without electric motorcycles, to register for our service
Promote out-of-home advertising on major roads and in elevator advertising screens located in companies and schools.
FINANCIALS
Expense forecast
The marketing expense for this campaign:
Table 1-1 Marketing expense of GrabGreen
Promotional advertising for tree-planting activity video
16 LCD Frame For 9 months 2,700,000,000 VND
Sales forecast
A driver takes about 15 deliveries a day The cost for 1 delivery:
• 12: Minimum price for the first 2 km
• 4,000: Additional price for each subsequent kilometer
• 350: Price per minute after first 2 km
• 15: average time for a 5-km delivery
• 95%: The price of GrabGreen compared to GrabBike
The revenue for GrabGreen in a year:
• 15: The average number of deliveries a day
• 270: The number of days service operated in a year
• 20%: The percentage of revenue that Grab will take.
CONTROLS
Implementation
When partnering with GrabGreen, drivers will pay a certain amount of money to own that electric bike We will persuade drivers to use electric bikes through discount programs to attract them To control electric bikes, GrabGreen will make strict policies and ensure drivers follow them
Stage Start Date End Date Milestones Department
1st stage 01/01/2024 31/03/2024 Prepare electric bikes Marketing
2nd stage 01/04/2024 30/05/2024 Go Green with
Emily Thu Do, Grab's Chief Marketing Officer, is responsible for all marketing activities of the company
Contingency Planning
Possible Risky Events Solution Direction
Don’t have many drivers registered Give many promotional codes when buying a vehicle early, and pay attention to the message the service wants to convey
Environmental factors such as COVID-19 epidemics continued to flare up again in recent months
Flexibility in operating and advertising services Promote advertising activities on the internet more and can integrate GrabGreen for delivering goods
Communication crisis: Risks such as customers' complaints about products, and positive reviews on social networks affect brand image
Building a direct suggestion box and customer support services through hotlines and social networking sites Quickly resolve when bad or wrong opinions occur
Annie Anh Brand Manager Table 1-1 Marketing department of GrabGreen
In conclusion, the growing trend of environmental protection has made "green living" increasingly popular among young people This presents a unique opportunity to introduce the GrabGreen service model, which caters to the healthcare needs of the X and Y generations
We have implemented a Market Penetration strategy to penetrate the Vietnam hailing market and used Product bundle pricing strategy to gain market share Additionally, we have focused on improving our service quality and expanding our distribution channels Our marketing campaign has also been strengthened to promote our new product effectively.
To ensure that we maintain our high standards, we have put in place a stringent monitoring plan that enables us to respond swiftly to any unforeseen circumstances and maintain our service quality Our goal is to ensure that the GrabGreen model is well-received by most Vietnamese consumers and continues to experience positive and robust growth.
Total Cost of Ownership Analysis of the Impact of Vehicle Usage
Appendix 1: Total Cost of Ownership Analysis of the Impact of Vehicle Usage on the Economic Viability of Electric Vehicles in India
The research paper "Total Cost of Ownership Analysis of the Impact of Vehicle Usage on the Economic Viability of Electric Vehicles in India" by Kumar and Chakrabarty, published in the Journal of Sustainable Development of Energy, Water and Environment Systems in 2020, aimed to analyze the total cost of ownership (TCO) of electric vehicles (EVs) compared to internal combustion engine vehicles (ICEVs) in India
The study found that the TCO of EVs is highly dependent on vehicle usage patterns, including distance traveled, charging patterns, and maintenance costs The authors concluded that for low daily usage (less than 30 km per day), EVs can be economically viable, especially when charged with off-peak electricity rates However, for high daily usage (more than 60 km per day), the TCO of EVs may not be competitive with ICEVs due to higher battery degradation, maintenance costs, and the need for more frequent battery replacements
The study also found that government incentives and subsidies for EVs can significantly reduce the TCO of EVs and make them more economically viable The authors suggest that policies that encourage EV adoption, such as subsidies and incentives for EV charging infrastructure, could accelerate the transition to a cleaner and more sustainable transportation system in India
Appendix 2: Total cost of ownership of electric vehicles compared to conventional vehicles: A probabilistic analysis and projection across market segments
The research paper "Total Cost of Ownership of electric vehicles compared to conventional vehicles: A probabilistic analysis and projection across market segments" by Geng
Wu, Alessandro Inderbitzin, and Catharina Bening, was published in the journal Transportation Research Part C: Emerging Technologies in 2015, examines the total cost of ownership (TCO) of electric vehicles (EVs) compared to conventional vehicles (CVs) across different market segments The study employs a probabilistic approach that accounts for the uncertainties and variations in TCO factors such as purchase price, fuel cost, maintenance cost, and residual value The study finds that the TCO of EVs is currently higher than that of CVs in most market segments due to their higher purchase price However, the TCO of EVs is projected to decline rapidly in the future as battery costs decrease and fuel prices increase The study also finds that the TCO of EVs is more sensitive to variations in fuel and maintenance costs than CVs, which makes them more attractive in markets where fuel prices are high or where EV incentives and infrastructure are available
Overall, the study suggests that EVs have the potential to become cost-competitive with CVs in the long run, especially in markets where EV incentives, infrastructure, and fuel prices are favorable However, the authors note that the transition to EVs will require significant investments in technology, infrastructure, and policy support
Appendix 3: A comparative life cycle assessment of electric, compressed natural gas, and diesel buses in Thailand
The research paper "A comparative life cycle assessment of electric, compressed natural gas, and diesel buses in Thailand" by Natalie R Gabriel, Katherine K Martin, Samantha J Haslam, Julia C Faile, Richard M Kamens, and Shabbir H Gheewala compared the life cycle impacts of electric, compressed natural gas (CNG), and diesel buses in Thailand using a life cycle assessment (LCA) approach
The study found that electric buses had the lowest environmental impact across all categories compared to CNG and diesel buses, including greenhouse gas emissions, acidification, eutrophication, ozone depletion, and human toxicity The main reason for this result was the low emissions associated with electricity generation in Thailand, which relies heavily on natural gas and renewable sources
However, the study also found that the production of electric buses had a higher environmental impact compared to CNG and diesel buses, due to the production of battery materials and the high energy consumption required for battery production Nonetheless, the overall benefits of using electric buses in terms of lower emissions and better air quality outweighed the higher environmental impact associated with their production
The study concludes that transitioning to electric buses can significantly reduce the environmental impact of public transportation in Thailand, and recommends the use of renewable energy sources for electricity generation to further reduce the environmental impact of electric buses
Appendix 4: Spread The Green - Tree Planting Game in September
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[10] Q&Me (n.d.) Ảnh hưởng của Grab và Uber lên người tiêu dùng Việt Nam - Báo cáo nghiên c u ứ thị trường Q&Me Retrieved April 24, 2023, from https://qandme.net/vi/baibaocao/anh-huong-cua-Grab-Uber-len-nguoi-tieu-dung-viet- nam.html
[11] Q&Me (n.d.) Vietnam Market Research Report - Ride hailing vs Traditional taxi/motorbike demand Q&Me Retrieved April 24, 2023, from https://qandme.net/en/report/ride-hailing-vs-traditional-taxi-motorbike-demand.html
[12] Wu, Geng; Inderbitzin, Alessandro; Bening, Catharina (2015) Total cost of ownership of electric vehicles compared to conventional vehicles: A probabilistic analysis and projection across market segments Energy Policy, 80(), 196 214 – doi:10.1016/j.enpol.2015.02.004
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