mahindra hybrid

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Project Report

On


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Introduction Of US as a Market for Automobile

The year 2010 saw sales level above 16 Million in the ninth straight year. The domesticAutomakers continued to restructure their North American operations in order to meet challenges

such as U.S. market share loss to foreign competitors, and high legacy and commodity costs.

During the fall of 2009, labor negotiations were held between each of the Detroit 3 and the UAW.

The resulting landmark contracts, which will reduce the Detroit 3s workforce, wages, and

healthcare costs, will improve the automakers competitiveness and save the companies

approximately $1,000 per vehicle.

In 2010, U.S. light vehicle sales totaled 16.1 million units, up 2.4 percent, Sales of passenger cars

also increased 2.6 percent in 2010. According to the Department of Commerces Bureau of

Economic Analysis (BEA), consumer expenditures on new vehicles have been in flux over the

past several years. Expenditures on new cars increased 3.8 percent to $120.0 billion during 2010

Many economic indicators predicted for 2011 are mixed, as they were in 2010. Income is up, but

so are debt levels. The average interest rate for new car loans in 2010 was slightly lower, mainly

due to rates falling during the second half of the year. Disposable personal income (DPI) was up

5.8 percent to $10.2 billion in 2010. Per capita DPI reached $33,712 in 2010, up 4.8 percent in

current dollars, and up 2.2 percent in constant dollars.3 The national unemployment rate ended

the year at 5 percent, higher than the years average rate of 4.6 percent, and higher than December

2009s rate of 4.4 percent. The last peak rate was 6.3 percent in June 2003. Data from the Federal

Reserve Board shows that total consumer non-revolving debt, which includes automotive loans,

was projected to reach $1.58 billion dollars in 2007, up 4.2 percent from 2009s level of $1.52

billion.4 Interest rates on consumer motor vehicle loans at auto finance companies decreased last

year, and were projected to average 4.54 percent for the year. For the fourth quarter of 2010, they

were projected to average 4.07 percent, down from fourth quarter 2006s level of 5.62 percent.


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Consumers are taking longer-term loans to finance their vehicles, with many new vehicle loans

being provided for five years or more. According to Bureau of Economic Analysis data, personal

outlays for all non-mortgage interest payments continue to rise, reaching $262 billion for 2010, up

significantly from $238 billion in 2009.

Participants at the November 2009 Federal Reserve Bank of Chicagos Economic Outlook

Symposium projected economic growth in 2010 to be restrained by a weak housing sector, with

GDP forecast to grow by 2.5 percent. Both short-term and long-term interest rates are expected to

increase by 17 basis points and 30 basis points respectively, and oil prices are expected to

decrease slightly, but remain above $82 a barrel by the end of the year.5 Consumers confidence

of current-day conditions was slightly down in January 2010, and consumers outlook for the next

six months also was more pessimistic compared with December 2011.

Hybrid Cars- a revolution in the car industry

Hybrid cars are one of the excellent fruits of the hard work done in the car industry. These cars

utilize more than two distinct power sources. Some of the major power sources include gasoline,or diesel fuels, solar, and hydrogen. This primary power source is coupled with one, or more

electric motors.

World is facing a lot of many problems due to the increased population. There is a rapid increase

in the number of vehicles along the roads. This has given rise to the pollution, and problems

related to the increased fuel prices. This problem is addressed by the hybrid cars.

These cars are a revolution in the car industry due to their marvelous features. These cars are

environment friendly. They contribute least to the increase in the air pollution. Air pollution is


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one of the major problems of the present day. Hybrid cars reduce the smog by 90 percent. Thus,

the release of the pollutant is greatly reduced.

Hybrid cars are economical with respect to the fuel. World is running out of the natural fuel

resources. So the need of the fuel economical vehicles is greatly increased. They are fuel efficient

as compare to the traditional cars. They can get up to 60 miles per gallon in the city driving as

compare to the typical cars that might travel 15 to 20 miles per gallon. These cars use three times

as much fuel for travelling the same distance. The hybrid cars are better than others as a hybrid

car battery recharges it as you drive. You do dont need to plug in. Moreover, they possess a

greater speed as compare to the typical cars.

Hybrid cars possess two engines. One is the electric motor, and the other is the gasoline. When

the car stops at the signals, the gasoline engine is automatically shut off and the electric motor is

switched on. When more power is required, both engines work simultaneously.

Hybrid cars are based on power split technology. It is based on the gearbox. The electric motor

along with the internal combustion engine provides additional power to assist the engine in

accelerating, passing, or climbing. In some of the drives, where less power is required, the motor

provides the only power source. Thus, the consumption of gasoline is reduced in such cases.

Hybrid cars possess an efficient regenerative braking system. When the brakes are applied, the

energy is dissipated. This energy turns on the motor, which functions as the generator. Thus, the

otherwise wasted energy is converted into electricity. This energy is stored in the battery, and is

available for the electric motor.


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Hybrid cars have firm and puffed up tires. They are filled at a higher pressure to smoothen the

ride. So due to the texture, they offer a less bumpy, and comfortable ride. The texture of the tires

reduce the friction, thus the life of the tire is increased. The other marvelous feature of the car is

reduced air drag. For this purpose, these cars utilise the reduced frontal area, and sometimes a

stream lined texture. Thus, all the above- mentioned features rank their invention a revolutionary

step in the vehicle industry.

Development of Hybrid Cars in US

Hybrid system is an answer to the environmental problems of the 21 st century. It achieves fuel

economy that is twice that of conventional cars of the same class, emitting half as CO2.

Recognizing consumer demand for better fuel economy and reduced emissions, both Toyota and

Honda have introduced hybrid vehicles to the American market. Toyota introduced the Prius to

the U.S. in 2000. Honda began selling the hybrid two-seater Insight in the U.S. in 1999. U.S.

Sales in the hybrid vehicle industry have increased over 570 percent since model year 2000 till

the year 2010. Today, hybrid vehicles hold a 3% market share in the U.S.


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Market share of various companies in Hybrid cars


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General Motor 2%

Daimler Chrystler 1 %

Honda Insight 3 %

Honda Civic Hybrid 55 %

Toyota 39 %

What the several Competitors are doing in the Hybrid car arena?

General Motors-

General Motors plans to release 1 Hybrid car every 3 months. GM unveiled its first plug-in hybrid

vehicle, the Chevrolet Volt, which is powered by lithium-ion batteries. Designed to run on the


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batteries for 40 miles, the vehicle can handle approximately two-thirds of daily commutes for

American drivers on battery power alone.

GM also announced that it plans to invest 300 Million dollars in the Hybrid cars section

Ford Motors-

Ford is investing heavily in developing various types of hybrid One of them is the new TDV7 (the

seventh in a series of Technology Demonstration Vehicles), version of the concept car introduced

at the January 2009 Washington D.C. auto show. It uses a version of the power plant envisioned

in the Ford Airstream concept auto unveiled at the Detroit auto show in 2008.

Ford is planning to invest 200 Million Dollars in the Hybrid Cars section.

Toyota-

Toyota began its first hybrid vehicle production in North America with the Camry in late 2006 at

its Toyota Motor Manufacturing Kentucky (TMMK) plant in Georgetown, Kentucky. The

automaker invested an additional $10 million towards production of the hybrid option for this

vehicle, and capacity currently stands at 48,000 units. Given demand, this will reportedly increase

to 60,000 vehicles a year. Further advancement of hybrid technology is a top priority for Toyota.

Honda-

According to the 2010 vision of Honda one of the top priorities of Honda is to introduce Hybrid

cars

The Honda is planning to invest 400 Million Dollars.


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The Political environment of Hybrid cars

President Obama has been touting plug-in vehicles for a while now beginning, in fact, with his

campaign pledge to get a million plug-in hybrids on the road by 2015 but words and a bunch of

federal spending aren't enough for some people. Recently, auto industry lobbyists called for more

incentives for plug-in vehicles and, today, a number of business organizations are calling on the

President to "establish a new National Electric Fuel Task Force to help accelerate the adoption of

plug-in electric vehicles and the necessary infrastructure."

The Energy Policy Act of 2005, had granted up to $3,400 as a tax credit for the most efficient

hybrid carsand $4,000 for a compressed natural gas vehicle. The Energy Policy Act of 2005

called for a phase-out of tax credits when any specific automaker sold more than 60,000 hybrid or

clean-tech vehicles. Toyota and Lexus hybrids became ineligible in September 2007. Honda lost

its eligibility on Jan. 1, 2009, and Ford's expired March 31, 2010.

Therefore it is a good opportunity for Mahindra to enter the market and avail the tax benefit when

others cannot avail it.
http://green.autoblog.com/2008/08/04/obama-1-million-plug-in-hybrid-vehicles-by-2015/http://green.autoblog.com/2010/04/21/auto-industry-lobbyists-urge-obama-administration-for-more-incen/http://green.autoblog.com/2010/04/21/auto-industry-lobbyists-urge-obama-administration-for-more-incen/http://green.autoblog.com/2008/08/04/obama-1-million-plug-in-hybrid-vehicles-by-2015/http://green.autoblog.com/2010/04/21/auto-industry-lobbyists-urge-obama-administration-for-more-incen/http://green.autoblog.com/2010/04/21/auto-industry-lobbyists-urge-obama-administration-for-more-incen/


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About Mahindra

Founded in 1945 as a steel trading company, Mahindra entered automotive manufacturing in 1947

to bring the iconic Willys Jeep onto Indian roads. Over the years, theyve diversified into many

new businesses in order to better meet the needs of our customers. They follow a unique business

model of creating empowered companies that enjoy the best of entrepreneurial independence and

Group-wide synergies. This principle has led their growth into a US $11.1 billion multinational

group with more than 117,000 employees in over 100 countries across the globe.

Today, their operations span 17 key industries that form the foundation of every modern

economy: aerospace, aftermarket, agribusiness, automotive, components, consulting services,

defense, energy, farm equipment, finance and insurance, industrial equipment, information

technology, leisure and hospitality, logistics, real estate, retail, and two wheelers.

Employees across the Group constantly challenge conventional thinking to create solutions that

make a significant difference in the lives of their customers. Thats why everything they build

be it a tractor, financial service, solar-powered lamp, or softwareis designed to empower the

customers to reach their potential.

Internally, they follow three basic tenetsaccepting no limits, thinking alternatively, and driving

positive change in everything we do. These brand pillars guide all our actions and business

decisions from deciding whether or not to enter a new field or planning a portfolio of services.


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Mahindra and an independent India began their rise together. In 1945, two enterprising brothers

named J.C. Mahindra and K.C. Mahindra joined forces with Ghulam Mohammed and started

Mahindra & Mohammed as a steel company in Mumbai. Two years later, India won its

independence, Ghulam Mohammed left the company to become Pakistans first finance minister,

and the Mahindra brothers ignited the company's enduring growth with their decision

to manufacture Willys jeeps in Mumbai. The companys new name then became Mahindra &

Mahindra, of course.

The Mahindra brothers believed that new modes of transportation could be a key to Indias

prosperity, so one of their first goals was to build rugged, simple vehicles capable of tackling the

Indian terrain. Early pioneers of globalization, the brothers collaborated with a wide range of

international companies and before long, Mahindras reach extended to steel, tractors, telecom,

and more.

Its been quite an adventure so far, and theyre proud of their global leadership in utility vehicles,

tractors, and information technology, as well as their significant presence in financial services,

leisure and hospitality, engineering, trade, and logistics. As they accelerate into the 21st century,

theyll continue to pursue innovative ideas that enable people to rise. Theyve come a long way,

but the journey has just begun.

The products and services support their customers ambitions to improve their living standards;

their responsible business practices positively engage the communities they join through

employment, education, and outreach; and our commitment to sustainable business is bringing

green technology and awareness into the mainstream through their products, services, and light-

footprint manufacturing processes.


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This commitment to sustainabilitysocial, economic, and environmentalrests upon a set of

core values. They are an amalgamation of what we have been, what we are, and what we want to

be. These values are the compass that guides their actions, both personal and corporate. They

are:

1. Good corporate citizenship

2. Professionalism

3. Customer first

4. Quality focus

5. Dignity of the individual

6. Thinking global is part of our identity

They operate in the following regions:

North America

From tractors to airplanes, automobiles to IT consulting, we support key American industries and

bring better products and services to thousands of Americans every year.

South America

They provide South American consumers with important products and services in transportation,

defense, energy, and farm equipment.

Europe

Their farm equipment, agribusiness, automotive products and services, and consulting services

are supporting prosperity in Europe.


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Middle East and Africa

Their energy, farm equipment, steel, and aerospace businesses are helping catalyze growth in

emerging markets in the Middle East and Africa.

Asia

Their activities in Asia span almost the entire range of our business activities.

Australian

They build aircraft, supply rugged SUVs, and provide trustworthy tractors in the Australian

market.

Mahindra Automotive:

In 1947, they introduced India to the utility vehicle. More than 65 years later, they're still

India's premier utility vehicle (UV) company, but they've also grown quite a bit. In addition to

making groundbreaking UVs like the Scorpio and Bolero, Mahindra offers cars, pickups, and

commercial vehicles that are rugged, reliable, environmentally friendly, and fuel-efficient. Their

global presence means you can find Mahindra vehicles on the roadsboth paved and unpaved

of Australia, Europe, Latin America, Malaysia, and South Africa. And are seeking out new

terrains every day.

US government rules for hybrid cars


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When it comes to using car pool lanes, only the most fuel-efficient hybrids need apply, the US

government said Thursday.

The Environmental Protection Agency proposed new criteria for certifying vehicles as clean and

energy efficient for states that let hybrid drivers use the special lanes for avoiding rush-hour

traffic.

Hybrid vehicles would need to achieve 25 percent higher combined fuel efficiency compared to

similar gasoline-fueled vehicles to qualify for high occupancy vehicle lanes, or HOV lanes.

Only four manufacturers - Toyota Motor Corp., Honda Motor Co., Ford Motor Co. and Mazda

Motor Corp. - produce vehicles that would qualify. A limited number of natural gas vehicles built

by Honda and Ford would also meet the standards. The qualifying vehicles include: 2004-07

Toyota Prius, 2006-07 Toyota Highlander Hybrid, 2006-07 Lexus RX400h, 2006 Mazda

Tribute Hybrid, 2005-07 Ford Escape Hybrid, 2006-07 Mercury Mariner Hybrid, 2003-07

Honda Civic Hybrid, 2003-06 Honda Insight and 2005 and 2007 models of the Honda

Accord Hybrid. Natural gas versions of the 2003-05 Honda Civic and 2003-2004 Ford

Crown Victoria would also apply.

The proposal seeks to balance the government's interest in promoting the fuel-efficient vehicles

with concerns that an influx of hybrids could clog up car pool lanes in congested cities.

Most states require HOV (high occupancy vehicles) lanes to carry two or more occupants, but the

federal highway bill signed in 2005 allowed an exemption for fuel efficient vehicles carrying only

the driver.


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States that allow solo hybrid drivers in car pool lanes include Arizona, California, Florida, Utah

and Virginia.

Lawmakers in Georgia and Colorado have approved similar plans, and the vehicles can also be

used in HOV lanes on a Long Island, New York highway.

The EPA (environmental protection agency) measure allows states to choose stricter rules.

California, which has an estimated 140,000 hybrid registrations, requires the vehicles to get 45

mpg (miles per gallon) to use HOV lanes.

Hybrids could also qualify as energy-efficient by achieving 50 percent or better in-city fuel

economy. Dedicated alternative fuel vehicles could also qualify to use the lanes.

To be considered low-emission, the EPA said the vehicles would need to meet federal and

California emissions standards.

Scott Stapf, executive director of the Hybrid Owners of America, said 37 states have the hybrid

HOV provisions or are studying the concept.

U.S. Secretary of Energy Steven Chu announced on December 16th that the Department of

Energy will start accepting applications up to $184 million to accelerate the development and

deployment of new efficient vehicle technologies. Projects will span the broad spectrum of


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technology approaches, including advanced materials, combustion research, hybrid electric

systems, fleet efficiency, and fuels technology. Ultimately, the projects will reduce U.S.

dependence on foreign oil, save drivers money, and limit carbon air pollution.

The U.S. remains the largest vehicle market in the world, according to market analyses by energy

research firm SBI Energy. Of the 204 million personal vehicles, the average U.S. household owns

1.9 vehicles, which is slightly more than the average number of drivers per household. Most

personal vehicles rely on the internal combustion engine and burn gasoline fuel at an average rate

of one gallon every 20 miles. Compare that to hybrid electric vehicles (HEV) fuel consumption

and its a completely different picture. SBI Energy estimates that HEVs consume an estimated 6.3

million gallons (in gasoline equivalents) compared to 198 million gallons of compressed natural

gas and 138 million gallons of liquefied petroleum gasoline. By 2014, SBI Energy expects

electric fuel consumption in the U.S. to grow to nearly 9 million gallons.

According to the SBI Energy report, Electric Vehicle (EV) and Plug-In Hybrid Electric

Vehicle (PHEV) Markets Worldwide , in the six years between 2004 and 2009, the number of

HEV available models around the world has tripled to 29 and the number of brands producing

hybrids has jumped from six to fourteen. In fact, almost a third of the hybrids being offered in the

U.S. have 2010 as their first model year.

Global sales of hybrid electric vehicles rose 33% in 2009 with 700,000 vehicles sold in an

unfavorable climate that saw the overall auto market plunge worldwide. SBI Energy calculates

that sales of hybrids accounted for 99% of all electric vehicle sales in 2009 worldwide.

The DOE (department of energy) awards will help ensure America leads the world in the

development of advanced vehicle technologies that support cost-competitive, convenient, and

comfortable fuel-efficient vehicles, said Secretary Chu in the DOE press release. Investments in

the next generation of vehicle technologies are laying the groundwork for a sustainable


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transportation sector in America that strengthens our economy and improves our economic

competitiveness.

According to SBI Energy, future growth of the electric vehicle market on a global scale will

depend on three key motivators:

1. Government incentives to consumers to purchase fuel efficient vehicles;

2. Any increase in the price of crude oil and gas prices at the pumps; and

3. A reduction in the price differential between hybrids and non-hybrids.

SBI Energy's first EV market study entitled, Electric Vehicle (EV) Infrastructure

Manufacturingprojects North America will hold 20% of the electric vehicle infrastructure

manufacturing market by 2014, driven by government incentive programs and the movement

toward eco-friendly consumer lifestyles, says Shelley Carr, publisher for SBI Energy. While

government capital is vital, growth also depends heavily on the investment interests of the private

sector and the adoption of electric vehicles and plug-in hybrid electric vehicles by consumers.

Why should Mahindra start Manufacturing in USA?

In increasing numbers, foreign companies are choosing the United States as the location for their

production facilities, partly in response to the more competitive value of the dollar versus foreign

currencies. The United States has one of the most favorable and least restrictive investment

climates in the world. While the Detroit-3 (GM, Ford and Chrysler) share of U.S. production has

declined, more foreign automotive direct investment has increased light vehicle production.


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Moreover, since the Korean manufacturer Hyundai began production in 2005, it has also

experienced successive increases in production.

And steadily United States is attracting Investments from German, Japanese and Korean auto

manufacturers and are increasingly relying on their U.S manufacturing facilities to supply the

U.S. market. The result has been a substitution of local production for imports. A dramatic

example of this is Hyundai. After increasing by 17 percent in 2003 and 26 percent in 2004, the

value of imports from Korea fell by almost 13 percent in 2005 and 1 percent in 2006 as a result of

a new Hyundai manufacturing facility in the United States. U.S. consumers are increasing their

purchases of import brands that are made in the United States.

Globalization and foreign competition continue to impact the U.S. economy, particularly the

automotive industry. With a weak dollar, increased U.S. exports, and decreased U.S. imports, the

U.S. automotive trade deficit decreased 11 percent last year to $97.5 billion. Auto parts sourcing,

engineering decisions, plant operations, and quality will be increasingly based on globalization

and global benchmarks. In addition to the unknown factors mentioned above, international trade

patterns and the industry will also inevitably be influenced by foreign currency values, new

investments in the United States and abroad, service and delivery costs, and the demand in

individual markets and product segments.

India and the US have multi faceted relations in the field of politics, economics and commerce.

India-US economic relations in the form of bilateral investments and trade constitute important

elements in India-US bilateral relations particularly because India is now the second fastest

growing economy in the world and USA is the world's largest economy.


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Another Excellent opportunity by having production plant is export in other North

American countries

Implementation of the NAFTA has had a tremendous impact on automotive trade in North

America. Shipments of new passenger vehicles and light trucks between the United States and its

two partners have grown tremendously. In 2010, cross-border trade hit a new record high,

reaching $88.4 billion. U.S. exports also have more than doubled. Most trade in automotive

products between Canada and the United States was liberalized by two bilateral agreements

enacted well before the NAFTA agreement was implemented. Therefore, little of the growth in

trade between the two countries can be attributed directly to the NAFTA agreement. Bilateral

trade with Canada in these products, $32.1 billion in 1993, reached $64.1 billion in 2007. U.S.

exports have increased by 152 percent to $20 billion, while imports from Canada grew 82 percent

above 1993's total to $44.1 billion.

However, the growth in U.S. exports can be directly credited to the agreement, since there were

significant changes in market access for goods heading to Mexico, with the removal of Mexican

restrictions that constrained U.S. shippers. For example, a Mexican requirement that producers

assemble vehicles in Mexico and export a certain percentage of them in order to import vehicles

into Mexico was immediately phased out for commercial vehicles and reduced for passenger

vehicles. On January 1, 2004, the remaining restrictions were entirely eliminated. Strict quotas,

high tariffs, and minuscule import market share allocations that applied to motor vehicle imports

from the United States have been eliminated.


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Mahindras Entry into US Hybrid Cars Market:

Chrysler LLC is also cooperating with Mercedes and BMW to speed up deployment of hybridtechnology. The Hybrid Development Center opened in Troy, Michigan in 2006, after a $300

million investment by the automakers. The center now employs more than 500 engineers

technicians and specialists, including more than 150 engineers from Europe. The center is

focusing on development of a two-mode, dual hybrid system.

Mahindra can partner with Hybrid Development Center in collaboration with Mercedes and

BMW with Chrysler as a partner. The other brands wouldnt have a problem as Mahindra would

be targeting a segment in which there is no competition at present that is Mid-size Hatchback(96-

101 cu ft).

Such a tie up will help Mahindra develop cars with superior technology and also how to be

economical in doing so.

What should be the marketing strategy of Mahindra and Mahindra?

Mahindra should show their concept car in the Detroit Auto Expo so that people become a little

eager to know more about the car and the company also gets some publicity.

Mahindras initial marketing strategy for the Hybrid cars should target innovators and early

adopters of new technologies. The Mahindras campaign should focus on highlighting

commitment to creating environmentally responsible vehicles and on using online space to

engage technophiles early on in the production process.
http://en.wikipedia.org/wiki/Hatchbackhttp://en.wikipedia.org/wiki/Hatchback


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Mahindra should enable interested customers to visit a special website about Hybrid development

about 1 year before launching the product so that it creates a buzz around in the market. Mahindra

should use focus groups with target consumers to evaluate different aspects of the Hybrid cars. It

has been found that the consumers valued high technology, affordable price, clean operation,

comfort, quality, convenient design, and safety.

.

Mahindras television and print ads should underscore the aspects of hybrid technology and

freedom from dependence on oil. They should create online e-brochures with a video clip that

should be sent to people about their new hybrid car Astute.

Mahindra should target targeting the early majority of consumers who tend to demand reliable,

affordable and hi tech products.

In order to promote the benefits of Astute, Mahindra can visit a number of schools with youth

oriented presentations and materials. Youth will have a chance to learn about the vehicle, compete

for prizes, and participate in vehicle demonstrations.

The vehicle Astute can also be featured in several local energy conservation awareness events.

Why Should Mahindra launch/target US as a market?

1. Nuclear families: The culture there is of nuclear families so Mahindra Astute will have a

lot of growth opportunities in the US.

2. Budget: The car will lower down the budget of people on fuel, it will be much more

healthier for their pockets.


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3. Like to travel in their own personal cars: People there like to travel in the own cars and

they also travel frequently to distant places so Astute can be a good substitute instead of

the fuel guzzling cars.

4. No competitor in the target segment: In US the segment Mahindra Astute is targeting does

not have any competitors at present.

5. Largest market for hybrid Cars: US at present is the largest market for hybrid cars in the

whole world.

6. Technological advancements and more growth opportunities: As Mahindra will be

working with BMW, Mercedes in the Hybrid Development Centre; it will have access to

better technology.

7. There are other segments in the US market where hybrid cars are not present so Mahindra

can capitalize on those segments too.

8. Almost a third of companies into hybrid cars in the US have just commenced their

business in 2010.


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Regions in the US where Mahindra would launch Astute

The fleet of hybrid electric vehicles in the United States is the largest in the world and since their

inception in 1999, a total of 1.9 million hybrid electric automobiles and SUVs have been sold

until December 2010.

California has been the state leading hybrid sales in the U.S. with 55,553 vehicles sold in

2009, 74,932 in 2008, and 91,417 in 2007. In 2009 it was followed by New York(15,438)

and Florida (14,949).

In terms of new hybrids soldper capita, the District of Columbia was the leader in 2009 with 3.79

hybrids per 1000 residents, followed by California (1.54) and Washington (1.53).

The top 5 U. S. metropolitan area markets for sales of hybrid electric vehicles in 2009 were Los

Angeles (26,677), New York(21,193), San Francisco (15,799), Washington, D.C. (11,595),

and Chicago (8,990).

Hence according to above data, Mahindra would launch Astute in California, New York and

Florida.
http://en.wikipedia.org/wiki/Hybrid_electric_vehiclehttp://en.wikipedia.org/wiki/Californiahttp://en.wikipedia.org/wiki/New_Yorkhttp://en.wikipedia.org/wiki/Floridahttp://en.wikipedia.org/wiki/Per_capitahttp://en.wikipedia.org/wiki/Washington,_D.C.http://en.wikipedia.org/wiki/Washington_(U.S._state)http://en.wikipedia.org/wiki/United_States_metropolitan_areahttp://en.wikipedia.org/wiki/Greater_Los_Angeles_Areahttp://en.wikipedia.org/wiki/Greater_Los_Angeles_Areahttp://en.wikipedia.org/wiki/New_York_metropolitan_areahttp://en.wikipedia.org/wiki/San_Francisco_Bay_Areahttp://en.wikipedia.org/wiki/Washington_Metropolitan_Areahttp://en.wikipedia.org/wiki/Chicago_metropolitan_areahttp://en.wikipedia.org/wiki/Hybrid_electric_vehiclehttp://en.wikipedia.org/wiki/Californiahttp://en.wikipedia.org/wiki/New_Yorkhttp://en.wikipedia.org/wiki/Floridahttp://en.wikipedia.org/wiki/Per_capitahttp://en.wikipedia.org/wiki/Washington,_D.C.http://en.wikipedia.org/wiki/Washington_(U.S._state)http://en.wikipedia.org/wiki/United_States_metropolitan_areahttp://en.wikipedia.org/wiki/Greater_Los_Angeles_Areahttp://en.wikipedia.org/wiki/Greater_Los_Angeles_Areahttp://en.wikipedia.org/wiki/New_York_metropolitan_areahttp://en.wikipedia.org/wiki/San_Francisco_Bay_Areahttp://en.wikipedia.org/wiki/Washington_Metropolitan_Areahttp://en.wikipedia.org/wiki/Chicago_metropolitan_area

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