Mahindra & Mahindra is charging ahead with its electrifying plan to sell 5,000 units monthly (in India) of their newly unveiled electric vehicles, the BE 6e and XEV 9e. These EVs, introduced last November, are set to hit the roads starting March, targeting eco-conscious customers looking for both style and substance. Mahindra’s President of the Automotive Division, Veejay Nakra, emphasised the company’s mission to democratize EV technology and expand accessibility, a bold strategy in India’s competitive automotive market.
Priced between Rs 18.9 lakh (NZ$39,000) and Rs 30.5 lakh (NZ$64,000), Mahindra’s electric marvels aim to balance both luxury and affordability. The BE 6e boasts an impressive range of 682 kilometers, while the XEV 9e follows closely with 656 kilometers, aiming to zap away any lingering “range anxiety” among EV skeptics.
Production plans are just as ambitious. Mahindra is revving up with a dedicated Chakan plant capable of churning out 90,000 EVs annually, with an option to scale to 1.2 lakh units. Add to that, a financial commitment of Rs 16,000 crore set until FY27, and it’s clear the automaker isn’t just idling in neutral.
But how will Mahindra spark customer interest, we hear you ask? Luxury pre-purchase drives and a team of newly hired 500 specialists from luxury brands aim to elevate the buying experience. And to seal the deal, 400 tech experts will ensure a smooth customer journey, supported by insights from Mahindra Research Valley in Chennai.
With their eyes on mainstreaming premium EVs, Mahindra’s strategy seems electrifyingly clear. The only real question lingering in the air: Is India’s electric future ready to plug into Mahindra’s vision? Either way, it’s high voltage ahead.
