Luna EV

We
SCALED
for Kinetic Ltd.

Overview

Kinetic Ltd, a legendary name in the Indian automotive industry, brought back the iconic Luna as an Electric Vehicle (EV). The Luna EV is not just a nod to its historic predecessor but also a revolutionary step towards affordable, multipurpose electric mobility in India. Designed to cater to the rural and delivery market segments, the Luna EV was relaunched in April 2024 by Nitin Gadkari, marking a significant milestone for Kinetic.

1M+

Units
Sold

Cumulatively raised by Dominix Design Driven Startups.

$300M

Monetary
Generation

Cumulatively raised by Dominix Design Driven Startups.

Challenge

Restoring Nostalgia : The Luna was once a symbol of affordability and aspiration. The challenge was to bring back its emotional value while modernizing it for current needs.

Affordability & Serviceability : Competing EVs were priced at a premium and were inaccessible to rural customers and delivery service workers. The goal was to create an EV priced at ₹55,000 while ensuring easy servicing in rural areas.

Performance & Versatility : The vehicle had to support up to 250-300 kg, including the rider, and double as both ; a passenger and goods carrier.

Sustainability : Designing a durable, affordable, and sustainable product required innovative engineering.

Journey

To ensure the Luna EV met real-world needs, we conducted 5,000 interviews across villages, towns, and cities. Farmers, delivery workers, and small business owners highlighted the need for cost-effective, durable, and easily serviceable vehicles. This shaped every design choice: spoke wheels and tube tires for easier repairs, DC motors for reliability, and attachments for carrying up to eight crates or a second passenger.

Solution

After 2.5 years of design, prototyping, and testing, the Luna EV was ready to roll. Here’s how we brought the vision to life:

A Modern Classic: The Luna EV stayed true to its roots while embracing a sleek, functional design. Its single-seater configuration could be transformed into a double seater or a goods carrier with attachments to stack up to eight crates.

Cost-Effective Engineering: Despite targeting a price of ₹55,000, we managed to launch it at ₹70,000—still the most affordable EV in its segment. With an operational cost of just ₹1 for 3 km, it became a game-changer for rural and delivery markets.

Unmatched Durability: With a robust chassis, the Luna EV could easily carry heavy loads while maintaining stability and efficiency.

Designed for India: Spoke wheels, tube tires, and DC motors ensured easy repairs and long-term reliability, especially in rural areas.