Customer Preference Towards Three-Wheeler Commercial Electric Vehicles: Evidence from TI Clean Mobility Private Limited

Dr. K Suresh Kumar 1  Sanjai S 2
Department of Management Studies, Panimalar Engineering College, Affiliated to Anna University, Chennai – 600 123, Tamil Nadu, India

Abstract:This study investigates the determinants of customer preference towards three-wheeler commercial electric vehicles (EVs) in the Indian market, with particular reference to TI Clean Mobility Private Limited (Montra Electric). Against the backdrop of escalating environmental concerns, rising fossil fuel costs, and India's accelerating EV policy agenda, understanding the factors that drive adoption in the commercial three-wheeler segment is both timely and strategically significant. Primary data were collected from 144 respondents — comprising auto drivers, fleet operators, delivery workers, and business owners — using a structured questionnaire incorporating a five-point Likert scale. Descriptive statistics, Pearson correlation analysis, reliability testing (Cronbach's Alpha), and one-way ANOVA were employed to examine the relationships between the key constructs: customer awareness, battery performance, cost savings, service support, brand image, and environmental concern. Results reveal that battery performance (r = 0.850, p < 0.01) and cost savings (r = 0.794, p < 0.01) are the strongest predictors of customer preference, while awareness (r = 0.760, p < 0.01) also exerts a significant positive influence. ANOVA results confirm that after-sales service quality significantly differentiates customer preference groups (F = 13.069, p < 0.001). The study concludes that accelerating adoption of commercial electric three-wheelers requires parallel improvements in battery technology, charging infrastructure, service network breadth, and consumer-facing awareness campaigns.

Keywords: Electric Vehicles; Customer Preference; Battery Performance; Cost Savings; Service Support; Electric Mobility; Three-Wheeler Commercial Vehicles; India