Eicher Trucks & Buses aimed to establish this with its #XpertHaiTohPossibleHai K2K challenge campaign. The Eicher Pro X EV drove an arduous 4,100 km distance from Kashmir to Kanyakumari in a fully loaded state, thereby creating a benchmark for establishing confidence in electric mobility.
An audacious electric vehicle challenge across India:
By going against the flow, Eicher Trucks & Buses established itself as a pioneer in the realm of electric vehicles in India. This is done by proving the capabilities of its Eicher Pro X EV with its #XpertHaiTohPossibleHai K2K campaign. The electric commercial vehicle completed the Kashmir to Kanyakumari trip in a fully loaded condition and became the fastest and first electric commercial vehicle to do so. As a result, it set four records acknowledged by the India Book of Records.
It traversed through mountain ranges, plains, highways, and coastal roads at extreme temperatures between -2 °C to 40 °C.
“The successful completion of the K2K journey is a strong validation of the technical prowess of the Eicher Pro X EV even under extreme conditions of operation. But more than that, it proves our philosophy of leading the process of modernization of commercial mobility where innovations in products get demonstrated through performance. With the successful demonstration of performance capability of the electric vehicle, this campaign creates trust in electric mobility as the cost-effective solution to logistics,” said Abhishek Chaudhary, SVP, SCV – Sales & Marketing, VECV.
Real-life storytelling:
This campaign was executed by a creator journeying from Kolkata to Kanyakumari while being accompanied by a content creator Raman Nayak (Behind The Wheels). This campaign was independently certified by India Book of Records.
The journey details were published through a series of videos on social media channels depicting real-life EV challenges like charging stops and route planning among others. Local language creators also joined hands in telling the story regionally.
“Whereas for us, the K2K project was more than addressing our customer needs; it was about rethinking our communication with the customers. It was an opportunity to address not only their stated requirements but also their unaddressed concerns and create a long-term memory among our audience. In the truck manufacturing business, trust comes from evidence. Using a production vehicle to undertake such a journey was part of our conscious effort to move away from traditional marketing methods and prove our capabilities in an authentic manner. That is exactly what ‘Eicher Nayi Soch, Naye Raaste’ meant – moving away from tradition and embracing the new for achieving logistics efficiencies that go hand in hand with the vision of Gati Shakti,” said Bhagwan K. Bindiganavile, EVP – Strategic Planning, Brand & Communications, VECV.
Towards green transportation for India:
The record-breaking journey of 4,100 kilometers is in line with India’s objective of sustainable transportation under Gati Shakti and Net Zero 2070. Eicher Pro X EV successfully undertook this trip using public charging stations powered by the MyEicher App.
With the success of this challenging task, Eicher seeks to build credibility and accelerate the adoption of electric commercial vehicles in India.
