Frugal innovation - 3 questions for Dominik Fries, EVUM Motors GmbH

EVUM Motors GmbH has developed a robust, all-electric four-wheel drive vehicle - originally for rural Africa - which is now also in high demand in Germany. Dominik Fries, Head of Business Development, explains in an interview why the frugal approach is important and right.

Mr. Fries, why was the frugal approach important to you when developing the aCar?

Dominik Fries: We were originally looking for a mobility concept for rural Africa, so we started in Ghana to study the needs of the local population in detail. It quickly became clear that it had to be a modular vehicle, a kind of all-rounder for a wide range of applications. The production and operating costs naturally had to be low, which prompted us to choose simple geometries and only the necessary equipment as well as a fully electric all-wheel drive with low-maintenance electric motors for difficult ground conditions.

Why is the African market interesting (for EVUM Motors)?

Dominik Fries: Firstly, the demand for mobility solutions is generally high in most African countries. New products should also be sustainable and affordable. Secondly, the economic growth figures speak for Africa. In addition, the social and ecological components are very important to us: we stand for affordable and sustainable e-mobility for everyone. After all, the democratization of electromobility worldwide is groundbreaking for the future of our planet. It is a personal concern of ours to bring a vehicle onto the market that consistently omits everything superfluous and thus create an e-transporter that can be financed and manufactured even in the poorest countries in the world.

How would you organize the search for a new frugal product idea?

Dominik Fries: Frugal products are by definition anchored at the bottom of the socio-economic pyramid, and therefore much closer to the real needs of a very large segment of the population that is neglected in many segments. The design of frugal innovations is therefore about explicitly addressing the situations of this target group and the resulting functional requirements for products and services.

Thank you very much, Mr. Fries, and see you soon in Illertissen at the Africa Day for Companies!