TVS and Hyundai Team Up, Aiming to Challenge Bajaj's Dominance

The Indian auto sector could see a significant shift as TVS Motor Company and Hyundai Motor India join forces. The collaboration is widely viewed as a direct challenge to Bajaj Auto's established market position, particularly in the micro-mobility segment.

Hyundai showcased its vision for affordable transportation at the Auto Expo 2025, presenting both E3W (electric three-wheeler) and E4W (electric four-wheeler) concepts tailored for the Indian market. The E3W, essentially an electric rickshaw, was specifically designed with Indian conditions in mind. To bring this project to fruition, Hyundai partnered with TVS, leveraging the latter's deep understanding of Indian roads and cost-effective manufacturing.

SangYup Lee, Hyundai's executive vice president and global head of design, shared insights into the E3W's development in an interview. He noted that the design process involved extensive on-the-ground research. Instead of relying solely on studio designs, the Hyundai team spent two years observing and interacting with rickshaw drivers and users to understand their needs and preferences. This direct feedback loop proved crucial in shaping the final product.

So, what distinguishes the Hyundai E3W from conventional rickshaws? For starters, the design is strikingly different. Although conceived by Hyundai, the E3W doesn't bear the Hyundai logo. Instead, it features the inscription "Designed by Hyundai," suggesting it might be marketed under a separate brand. Its minimalist, boxy form factor is intentional, aimed at minimizing manufacturing complexity and costs. Beyond aesthetics, the E3W boasts a larger size compared to existing rickshaws, promising a more spacious and comfortable ride. It has a 280mm longer wheelbase than standard rickshaws. The vehicle also incorporates an independent rear suspension system to enhance stability. Prioritizing safety, Hyundai has implemented various safety measures in the design. In terms of efficiency, the E3W houses a substantial battery pack beneath the driver's seat, optimizing space utilization and potentially delivering an extended range and enhanced performance via a more powerful motor.

Hyundai's rationale for entering the rickshaw market stems from its belief in India's potential as a major EV market. The company anticipates rapid EV adoption rates in India and envisions the E3W and E4W playing a significant role in the future of urban commuting. Ultimately, Hyundai aims to secure a considerable share of India's burgeoning micro-mobility sector.