Deepika Agrawal 
Electric vehicle manufacturer Kinetic Green has launched the electric version of the renowned Luna moped from 1970s at an introductory pricing of INR 69,990 (ex-showroom). The high-speed electric two-wheeler was unveiled by Road Transport Minister Nitin Gadkari at an event in New Delhi. Bookings for the model were opened last month for a token amount of INR 500. It can be booked via the company website, dealerships as well as e-commerce websites like Amazon and Flipkart. The vehicle will be manufactured at the company’s new facility in Supa, near Ahmednagar in Maharashtra.
Design highlights
E-Luna is based on a high-strength steel chassis made for Indian road conditions with a metallic colored, dual-tubular frame. Its heavy-duty chassis gives it durability while 150 kg payload capacity makes it fit for multiple applications such as personal mobility and gig economy. The electric moped is available in a range of five metallic colors- Mulberry Red, Pearl Yellow, Night Star Black, Ocean Blue, and Sparkling Green.
Battery and Range
The standard version of E-Luna houses an advanced 2.0 kWh lithium-ion battery pack, promising a range of 110 kilometres on a single charge. The company is also working on other variants with different battery sizes – 1.7 kWh, 2.0 kWh and 3.0 kWh options with range going up to 150 kilometres. The sealed battery, motor and controller inside E-Luna are IP-67 standard while the battery can be detached and carried, allowing customers to easily swap batteries and charge at ease. The vehicle is available with fast charging technology, especially for B2B use cases.
The high-speed electric two-wheeler was unveiled by Road Transport Minister Nitin Gadkari at an event in New Delhi.
Specifications and Features
E-Luna houses an advanced BLDC mid-mount motor with 2.2 kW peak capacity, providing it with a top speed of 50 km/h. It comes equipped with a CAN-enabled communications protocol and a sleek digital meter with real-time ‘Distance to Empty’ range indicator. Some notable features offered on the vehicle are 170 mm ground clearance, combi-braking system, telescopic front suspension, 16-inch wheels, USB charging port, three riding modes, detachable rear seat, side stand sensor, large carrying space, bag hook, saree guard, and front leg guard, among others.
Low ownership cost
The vision behind E-Luna is to provide a personal mobility solution to those who cannot afford to purchase costly and high-maintenance vehicles. The electric vehicle’s Total cost of ownership (TCO) per month is touted to be below INR 2,500 with a minimum EMI of around INR 2,000 and charging cost of INR 300. “With E-Luna, we aspire to bring e-mobility from niche to a wider audience. We want to make it accessible to all and geographically inclusive,” Sulajja Firodia Motwani, Founder and CEO at Kinetic Green, said at the sidelines of the event.
Target audience and market penetration
With E-Luna, the company aspires to create a bond with the customers, just like the old times when the Luna moped was adverstised with a jingle – ‘Safalta ki Sawari’. Dr. Arun Firodia, Chairman of Kinetic Group, said that the ‘Made in India’ and ‘Made for India’ vehicle can help establish an urban to rural and vice-versa bond. “Those living in remote areas can travel through rough terrains on E-Luna, carrying their yield to urban areas to get a better price,” he explained.
The electric vehicle is designed to cater to the 70% of Indian population that lives in Tier 2 and Tier 3 cities and cannot afford premium electric two-wheelers. It is versatile in nature and supports different use cases such as personal mobility (B2C), last-mile deliveries (B2B) and goods transportation. Thanks to the chain transmission system used in the vehicle, it can be easily serviced by local mechanics.
E-Luna is available in a range of five metallic colors- Mulberry Red, Pearl Yellow, Night Star Black, Ocean Blue, and Sparkling Green.
Personalisation programme
In order to facilitate an emotional bond with the vehicle, the company has come up with the concept of ‘Meri wali Luna’. The programme will offer various customization and personalization options.
Investment and market response
Since the opening of bookings last month, the E-Luna has already garnered 40,000 bookings while 50,000 units will be deployed to B2B aggregators in the next one year. The company aims to sell one lakh units of the vehicle in the next financial year while exports to Southeast Asian nations such as Thailand, Vietnam, Malaysia and Philippines, etc. is also being planned.
Kinetic Green will be investing INR 100 crores over the next 12-15 months to scale up the production of E-Luna, develop more variants and on multimedia campaign being led by Piyush Pandey’s Ogilvy. The dealership network will increase from 350 at present to 500 in September and 1,000 gradually with touchpoints to be found in smaller towns as well.
Financing solutions
The company is partnering with new age EV financers as well as micro and small finance banks to provide easy and hassle-free financing options to rural customer base. “Through our pilot project in Maharashtra, we realized that most people are not aware of the financing options. We plan to educate them at grassroot level and bring on board financers who can make the paperwork easier for them,” Motwani said.
Why is Luna making a comeback in electric form?
“Kinetic Luna is a familiar and accepted name and now is the best time to ride the electric vehicle wave,” said Motwani. E-Luna will build on the iconic Luna moniker and make e-mobility more accessible to a wider audience. With sturdy frame, versatile applications, low ownership cost, localised production and better accessibility, E-Luna aspires to revolutionise the electric vehicle space in the country.
