Mahindra Electric's Revival

Mahindra Electric's Revival with INGLO Platform

All this time, we kept thinking Mahindra Electric (ME) was in a deep slumber after having launched the first-ever electric car in the Indian subcontinent, gaining that precious first-mover advantage, and then throwing it all down the drain. But maybe ME was actually playing dead only to be 'born' again with their new INGLO platform.

The new XEV and BE (Born Electric) EVs from Mahindra not only look different from the rest of the options in the market but are packed with features and designs that set them apart in the same segment. They are poised to punch above their weight and give tough competition to higher-priced EVs.

The Struggle and Comeback

The XUV400 was a decent EV overall but could never go head-to-head against offerings from Tata Motors or the recently launched MG Windsor EV, which was the highest-selling EV in India in October. However, with the XEV and BE models now unveiled, the tables might have turned, and Tata and others might soon feel the heat from Mahindra.

XEV 9e and BE 6e: Mahindra's Flagbearers

The XEV 9e and BE 6e (the names are a mouthful—why not just go with 9e and 6e?) might signal ME's comeback to the EV scene, aiming to reclaim the crown they sought back in the 2010s. With 59kWh and 79kWh battery pack options and being built as pure EVs from the ground up, these vehicles promise impressive real-life range, powered by 170/210kW motors.

Design Dilemmas and Segment Positioning

It’s intriguing to consider whether the BE 6e is now the flagship model, given its futuristic design (overhead pilot switches, a unique bar/railing between the driver and front passenger, and a hole in the hood). However, it is smaller than the XEV 9e, which, despite its larger size, has a more conventional design. Both are SUV coupes, appealing to a growing market.

Challenges and Market Positioning

These are Mahindra's first offerings from a new platform, and as such, there might be initial issues, especially in the first batch of vehicles. The service and customer experience Mahindra delivers will be crucial in determining the market's reception, alongside the pricing strategy.

Pricing and Competitive Edge

The BE 6e starts at 19 lakhs INR, and the XEV 9e starts at 22 lakhs INR, which could translate to 55–60 lakhs in international markets. Agni Energy Pvt. Ltd could create a stronger competitive edge by introducing these models at introductory prices that undercut the competition. The timing of their launch will also be critical to ensure these models don’t arrive when India is already anticipating the 7e and 10e.