Veer Singh, CEO of Lords Automative, has been at the forefront of driving innovation and growth in India’s electric vehicle (EV) sector. Under his leadership, the company has achieved an impressive 5x year-over-year growth, leveraging a strategic mix of product diversification, sustainable practices, and customer-centric solutions. From pioneering a comprehensive range of electric two-wheelers and three-wheelers to forging key partnerships and expanding market reach, Lords Automative has emerged as a dynamic player in the EV landscape. In this interview with Machine Edge Global, Veer Singh shares insights into the company’s journey, the role of cutting-edge technologies in shaping the future of mobility, and Lords Automative’s vision for sustainable transportation solutions.
How has Lords Automative Pvt Ltd leveraged its diversification journey to achieve 5x year-over-year growth in the electric vehicle (EV) sector?
Lords Automative Pvt Ltd has successfully leveraged its diversification into the electric vehicle (EV) sector to achieve remarkable 5x year-over-year growth by implementing a strategic approach across several key areas:
Product Expansion: Lords Automative has expanded its product portfolio with a wide range of EV solutions, catering to both two-wheelers and three-wheelers. Their offerings in the 2-Wheeler category include:
- Lord’s Zoom – E-Scooter
- Lord’s Zoom Plus – E-Scooter
- Lords Bijli – E Loader
- Lords Stylon – High Speed E-Scooter
- Lords Prime – High Speed E Loader
In the 3-Wheeler category, they offer:
- Lords Ignite – E-Scooter Loader 3W
- Lord’s King – E-Rickshaw
- Lord’s Samrat – E-Loader
- Lord’s Sawari – Butterfly E-Rickshaw
- Lord’s Gati – Butterfly E-Loader
- Lord’s Grace – E-Rickshaw (Specially designed for Handicap Person)
- Lord’s Swachh Yaan – Garbage Vehicle
- Lords Vayu – High Speed Auto
- Lords Velocity – High Speed Loader
- Lords Premier – High Speed Loader with Full Cover Body
- Lords Waste Warrior – High Speed Garbage Vehicle
This diverse product range, which spans electric scooters, e-loaders, e-rickshaws, and specialized vehicles, allows Lords Automative to target multiple market segments, from personal transportation to commercial and industrial applications, expanding their customer base and market presence
Strategic Partnerships: Lords Automative has formed key partnerships, such as with Bajaj Finserv, to provide consumer financing options, making their products more accessible to a wider range of customers and helping to drive sales.
Market Penetration: Lords Automative has strengthened its Business Development (BDE) team and expanded its dealer network to increase visibility and coverage across regions. This expansion supports sales by reaching more customers and improving the brand’s market presence.
Innovation: The company focuses on innovation, ensuring that their products are built with cutting-edge technology to improve efficiency, affordability, and performance. By offering advanced solutions like lithium batteries and hybrid technologies, Lords Automative enhances product appeal and stays ahead in a competitive market.
Sustainability Focus: Lords Automative is committed to green mobility, aligning with global trends towards eco-friendly transportation. The company’s focus on sustainability enhances its growth prospects in the rapidly evolving EV market.
With the rise of electric and hybrid vehicles, how do you see these technologies shaping the future of mobility?
The rise of electric and hybrid vehicles is poised to fundamentally reshape the future of mobility in several transformative ways:
- Reducing Emissions: Electric and hybrid vehicles play a pivotal role in reducing greenhouse gas emissions. By offering cleaner alternatives to traditional fossil fuel-powered vehicles, these technologies significantly lower carbon footprints, helping mitigate climate change. This shift to zero-emission and low-emission vehicles aligns with global efforts to create a more sustainable and environmentally-friendly transportation system, promoting cleaner air and healthier urban environments.
- Promoting Urban Efficiency: As cities evolve into smart cities, electric and hybrid vehicles contribute to urban efficiency by reducing noise pollution and enhancing energy use. These vehicles operate quietly, which not only makes cities more livable but also reduces the impact of traffic on residents. Additionally, their energy-efficient design helps cities manage resources better, supporting the transition toward sustainable urban mobility that minimizes congestion and maximizes space utilization
- Encouraging Energy Independence: One of the most significant benefits of electric and hybrid vehicles is the reduction in reliance on non-renewable energy sources. As these vehicles are powered by electricity (often from renewable sources like solar or wind) and use advanced hybrid systems, they contribute to greater energy independence for countries. This shift away from fossil fuels helps reduce energy imports, enhances energy security, and supports the global transition to renewable energy sources.
- Spurring Technological Advancements: The rise of electric and hybrid vehicles is accelerating developments in various technological fields. Innovations in battery technology, including improvements in energy storage, efficiency, and lifespan, are making EVs more practical and affordable. Advances in charging infrastructure, including faster charging stations and widespread accessibility, are making it easier for consumers to adopt these technologies. Moreover, the push towards autonomous driving technologies is intertwined with the development of electric and hybrid vehicles, as many electric vehicles (EVs) are already designed with autonomous features in mind. These innovations are not only making EVs more convenient and accessible but are also shaping the future of transportation systems worldwide.
Sustainability is a cornerstone of modern manufacturing. How does Lords Automative Pvt Ltd integrate green manufacturing practices into its operations?
Lords Automative Pvt Ltd seamlessly integrates green manufacturing practices into its operations, positioning sustainability as a core pillar of its business strategy. The company’s commitment to environmental responsibility is reflected in the following key practices:
- Eco-Friendly Materials: Lords Automative prioritizes the use of recyclable and sustainable materials in the design and production of its vehicles. By incorporating eco-friendly materials, such as recyclable components in their electric scooters and e-rickshaws, the company reduces the environmental impact of its manufacturing processes while promoting a circular economy.
- Energy Efficiency: The company has adopted energy-efficient production methods and leverages renewable energy sources across its manufacturing facilities. This focus on minimizing energy consumption not only lowers the carbon footprint of the production process but also contributes to the company’s broader sustainability goals.
- Waste Management: Lords Automative implements stringent waste reduction and recycling protocols throughout its operations. The company actively minimizes waste generated during production and ensures that any residual materials are properly recycled or disposed of responsibly, helping to reduce overall environmental impact.
- Sustainable Supplier Partnerships: Lords Automative works closely with suppliers who share its commitment to sustainability. This collaboration ensures that every step of the supply chain, from sourcing raw materials to delivering finished products, adheres to the company’s high environmental standards.
- Advanced Manufacturing Facilities: The company operates four cutting-edge manufacturing plants in Silvassa, Gurgaon, Faridabad, and Lucknow. These plants are equipped with advanced machinery designed to optimize production efficiency and minimize waste, ensuring a streamlined manufacturing process with minimal environmental impact.
- Customer-Centric Approach: Lords Automative places a strong emphasis on delivering high-quality, cost-effective products, while also ensuring that they are backed by comprehensive after-sales support. This commitment to quality and service contributes to the longevity of its products, reducing the need for frequent replacements and further supporting environmental sustainability.
- Global Certifications: Adhering to international environmental standards, Lords Automative has earned certifications that validate its sustainable practices. These certifications underscore the company’s dedication to maintaining best-in-class environmental practices and continually improving its operations to meet the highest sustainability benchmarks.
How are consumer preferences shaping the evolution of the electric vehicle (EV) sector, and what strategies is Lords Automative Pvt Ltd implementing to align with these trends?
Consumer preferences for affordability, reliability, and eco-friendliness are driving significant transformations in the electric vehicle (EV) sector. As the demand for sustainable and cost-effective mobility solutions grows, companies like Lords Automative Pvt Ltd are adapting their strategies to align with these shifting consumer priorities. Here’s how Lords Automative is responding to these trends:
- Diverse Offerings: Recognizing the varied needs of the modern consumer, Lords Automative offers a broad range of electric vehicles catering to different customer segments, including B2B, B2C, B2G, fleet operators, and last-mile delivery services. This ensures that the company meets the specific requirements of different market groups, providing tailored solutions such as Lord’s Zoom e-scooters for individual consumers and Lord’s Samrat e-loaders for commercial fleets.
- Affordability: With affordability being a key factor in consumer decision-making, Lords Automative focuses on offering competitive pricing models for its vehicles. By partnering with NBFCs (Non-Banking Financial Companies) and banks, the company provides flexible financing options that make EVs more accessible to a wider range of customers. This approach makes it easier for consumers and businesses to invest in high-quality, eco-friendly vehicles without financial strain.
- Quality and Reliability: Consumers are increasingly looking for durable, high-performance EVs with low maintenance costs. Lords Automative addresses this need by focusing on the reliability and longevity of its vehicles, ensuring that products like the Lord’s Vayu high-speed auto and Lord’s Stylon high-speed e-scooter are built to last, offering excellent performance and requiring minimal upkeep. This reliability builds consumer trust and supports long-term adoption.
- Convenience: As charging infrastructure and after-sales service are critical to the EV ownership experience, Lords Automative is expanding its network of charging stations and enhancing its after-sales services. This focus on convenience ensures that customers have access to quick charging options and reliable service, improving the overall user experience and supporting the seamless integration of EVs into everyday life.
- Innovation: Lords Automative responds to regional and industry-specific needs through product customization. For instance, they offer extended battery capacity for vehicles like the Lord’s Zoom Plus e-scooter, designed for rural markets where longer-range vehicles are essential. Additionally, the company customizes solutions for fleet integration, addressing the growing demand for efficient, cost-effective transportation in logistics and last-mile delivery.
- Brand Awareness: To drive the adoption of EVs, Lords Automative runs targeted marketing campaigns that educate different customer groups on the benefits of electric mobility. These campaigns focus on the environmental advantages of EVs, their long-term cost savings, and the broader societal benefits, helping to shift consumer perceptions and accelerate the transition to electric vehicles.
What is your vision for Lords Automative Pvt Ltd in the next five years?
In the next five years, Lords Automative Pvt Ltd envisions becoming a dominant force in the electric vehicle (EV) market, both within India and globally. The company aims to strengthen its leadership position by focusing on several key strategic objectives:
- Market Leadership: Lords Automative strives to become one of the top players in the Indian EV market, building a strong presence across all customer segments, including B2B, B2C, B2G, fleet operators, and last-mile delivery services. The company’s commitment to affordability, reliability, and innovation will position it as the go-to brand for diverse consumer needs, establishing a leading market share.
- Global Expansion: Expanding beyond India, Lords Automative plans to enter international markets, particularly in regions where the demand for electric vehicles is growing rapidly. By capitalizing on emerging markets, the company aims to become a global leader in the EV industry, sharing its innovative products and sustainability practices worldwide.
- Product Innovation: Lords Automative is dedicated to ongoing product innovation, with plans to launch a four-wheeler specifically designed for last-mile connectivity. This new addition will cater to the growing needs of fleet operators and logistics companies, further strengthening the company’s product portfolio and expanding its influence in the commercial vehicle sector.
- Vertical Integration: To ensure high-quality products and reduce reliance on third-party suppliers, Lords Automative plans to establish its own battery manufacturing plant. This move will not only give the company more control over the supply chain but will also ensure that its vehicles, like the Lord’s Zoom e-scooter and Lord’s Samrat e-loader, are powered by cutting-edge, reliable batteries.
- Sustainability Leadership: Lords Automative is committed to setting industry benchmarks in green manufacturing and eco-friendly practices. The company will continue to lead the charge in sustainability, reducing its carbon footprint, implementing energy-efficient production methods, and driving environmental consciousness across its operations.
- Revenue Growth: With strategic expansions, innovative product launches, and continued growth in partnerships, including the installation of GPS-enabled battery swapping stations across India, Lords Automative envisions exponential revenue growth over the next five years. The company’s experience and cutting-edge manufacturing capabilities will enable it to capitalize on emerging opportunities in the EV space.
Furthermore, with plans to launch e-bikes and e-vintage cars, Lords Automative is poised to diversify its offerings and cater to a wider customer base. With more than two decades of experience and a robust network of 300+ active dealers across 21 states, the company is well-positioned for the future, ready to transform the mobility landscape with its innovative, sustainable, and customer-centric approach.
In essence, Lords Automative’s vision for the next five years is to become a market leader, expand globally, innovate continuously, and maintain its commitment to sustainability, all while delivering exceptional value to customers and stakeholders alike.
What strategies enable the company to maintain its competitive edge while expanding into EV-related domains such as lithium batteries, electric scooters, and other sustainable technologies?
Lords Automative Pvt Ltd maintains its competitive edge in the rapidly evolving EV market through a combination of customer-focused strategies, continuous innovation, and operational efficiency. These strategies enable the company to not only strengthen its position in the electric vehicle (EV) sector but also expand into related domains such as lithium batteries, electric scooters, and other sustainable technologies. Here’s how the company achieves this:
- Customer-Centric Approach: Lords Automative places a strong emphasis on understanding and addressing customer needs. By actively prioritizing customer feedback, the company is able to refine its product offerings to ensure they align with consumer preferences. Whether it’s a business looking for fleet solutions or an individual seeking an eco-friendly personal vehicle, Lords Automative tailors its products and services to meet the unique demands of its diverse customer base.
- Product Customization: The company provides customized vehicles that cater to specific market needs. For example, fleet management solutions are designed with operational efficiency in mind, while rural mobility solutions are tailored to address longer-range requirements. This level of customization ensures that Lords Automative delivers products that are not only functional but also optimized for different use cases, giving it an edge over competitors who may offer more standardized solutions.
- Online Platforms: By developing a comprehensive online platform, Lords Automative enhances customer accessibility and convenience. This platform supports a variety of functions, including last-mile delivery businesses, allowing customers to easily access products, track orders, and manage services. It also streamlines operations and improves the overall user experience, making the company’s offerings more appealing to tech-savvy consumers and businesses alike.
- Technological Innovation: Lords Automative invests heavily in research and development (R&D) to continuously improve the performance and affordability of its products. By focusing on cutting-edge technologies, such as advanced lithium battery solutions and high-performance electric scooters, the company ensures that its products remain competitive in terms of efficiency, durability, and cost-effectiveness. This commitment to innovation enables Lords Automative to stay ahead of industry trends and meet evolving consumer demands.
- Integrated Solutions: Lords Automative offers a comprehensive product portfolio that includes electric scooters, lithium batteries, and related infrastructure. By providing integrated solutions, the company simplifies the customer experience, making it easier for businesses and consumers to adopt sustainable mobility. This integrated approach also positions Lords Automative as a one-stop shop for eco-friendly transportation solutions, giving it a competitive advantage over companies that may specialize in only one segment of the market.
- Scalable Operations: With four state-of-the-art manufacturing plants across India, Lords Automative leverages manufacturing efficiency to keep production costs competitive while maintaining high product quality. This scalability allows the company to meet growing demand for its products without compromising on quality, ensuring that it can continue to expand its operations and market presence in a cost-effective manner.
- Brand Trust: Lords Automative has built a strong reputation for reliability, after-sales service, and eco-consciousness. The company’s commitment to quality and sustainability has fostered brand trust, which is crucial in a competitive market like the EV sector. Consumers and businesses alike turn to Lords Automative for dependable, high-performance electric vehicles that align with their values of environmental responsibility.