This project, undertaken as a data analyst for AtliQ Motors India, focuses on a detailed market study of the Indian electric and hybrid vehicle sector. The goal is to provide data-driven insights and strategic recommendations to the Chief of AtliQ Motors India, Bruce Haryali, to inform the company's expansion plans.
AtliQ Motors, an automotive giant from the USA, is planning to launch its best-selling electric and hybrid vehicles in India. Currently, their market share in India is less than 2%. The task is to analyze the existing EV/Hybrid market in India, answer a set of primary and secondary research questions, and present the findings in a clear, self-explanatory dashboard to support the decision-making process.
The analysis is based on the following datasets:
- electric_vehicle_sales_by_state.csv: Monthly sales data for electric and total vehicles across various states and vehicle categories (2-Wheeler, 4-Wheeler).
- electric_vehicle_sales_by_makers.csv: Monthly sales data for electric vehicles by individual manufacturers and vehicle categories.
- dim_date.csv: A date dimension table to facilitate time-series analysis and filter data by fiscal year and quarter.
- meta_data.txt: Key definitions for metrics like Penetration Rate and Compound Annual Growth Rate (CAGR).
Several custom DAX measures were created to address the business questions, including:
- Penetration Rate: Calculates the proportion of electric vehicles sold relative to the total vehicle sales.
- CAGR (Compound Annual Growth Rate): Computes the yearly growth rate in EV and total vehicle sales between 2022 and 2024.
- Revenue Growth Rate: Estimates revenue growth using average unit prices of EVs.
- Top N/Bottom N Ranking Filters: Used to dynamically filter states or makers based on top or bottom N performance in penetration or sales.
- Forecasting Future Sales: Projects sales for 2030 using CAGR assumptions.
- Top/Bottom Makers: Used RANKX and slicers for Top N/Bottom N logic on 2W sales for FY2023 and FY2024.
- Top States by EV Penetration: Calculated penetration and used dynamic slicers for Top N (3,5,10, etc.).
- States with Declining Penetration: Created a measure comparing 2022 vs 2024 penetration and filtered for decline.
- Quarterly Trends (Top 5 Makers): Merged date table with sales data; used Quarter on X-axis.
- Delhi vs Karnataka EV Sales: Used Card visuals and Clustered Bar charts for EV Sales and Penetration.
- CAGR Top 5 Makers: Calculated CAGR using DAX; applied slicers for 4W and fiscal years.
- Top 10 States by CAGR (All Sales): Ranked by CAGR on total vehicle sales.
- Seasonal Trends: Extracted short month names and plotted sales using a line/column chart.
- 2030 EV Projections: Used CAGR to forecast sales.
- Revenue Analysis: Estimated revenue using average prices and sales figures.
- Customer Preferences: Cost savings, environmental impact, tax benefits, and smart features.
- Govt Incentives: Higher for 4W (FAME-II, Section 80EEB) vs 2W.
- Charging Infra Correlation: States with strong infra (Delhi, KA, MH) show higher penetration.
- Brand Ambassador: Recommended Ranveer Singh for mass appeal and tech image.
- Ideal State for Manufacturing: Tamil Nadu — due to policy, infra, skilled labor, and stability.
- Launch Strategy: Use a dual EV/Hybrid launch model + Brand ambassador for reach.
- Manufacturing + Infra: Set up unit in TN + Charging infra across target markets.
- Product & Support: Deliver high-quality vehicles with strong after-sales and support.
- Microsoft Power BI
- Power Query
- DAX (Advanced Level)
- Excel for initial data validation
- Government reports & market insights for secondary research