Redigo – Putting A New Electric Vehicle On The Road Harvard Case Solution & Analysis

IMD-5-0687 © 2005
Deschamps, Jean-Philippe; Barnett Berg, Michèle

At a very publicized launching during Swiss Expo 2002; a modest start-up company introduced a new compact electric vehicle called the Mobi3. In 2005; a new generation of lithium-ion batteries had become available that would provide more autonomy and need half the recharging time. Significant advancements in the performance of electric vehicles were expected in addition to new market opportunities.

A member of the notion teams of the Swatchmobile and the Smart; was one of the fathers of the Mobi3. Inspired by the success of his early prototypes; he was intending to bring an enhanced version of the Mobi3; now renamed Redigo; to market. The case analyzes the various freedom vehicle target users and markets of questions and electric vehicles where their next launch efforts should be focused by the entrepreneurs that are involved.

Subjects: Electric vehicles; Product development; Product launch; Innovation; Marketing; Alternative mobility; Battery technology; Customer feedback
Settings: Switzerland; Electric vehicles; Small; 4 person consultancy; January 2002 - June 2005

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