Mahindra Aims to Sell 5,000 Units Monthly of New Electric Models BE 6 and XEV 9e

Mahindra & Mahindra aims to sell 5,000 units of its new electric models monthly. The Mumbai-based company introduced the BE 6 and XEV 9e last November, with deliveries starting around March. The company is keen on making electric vehicle technology accessible to a broader audience, according to Veejay Nakra, President of the Automotive Division.

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The automaker has launched two new variants of the BE 6 and XEV 9e, priced at Rs 26.9 lakh and Rs 30.5 lakh, respectively. Entry-level versions are available at Rs 18.9 lakh for the BE 6 and Rs 21.9 lakh for the XEV 9e, ex-showroom. The BE 6 offers a range of 682 kilometres, while the XEV 9e provides a range of 656 km.

Focus on Driving Range and Customer Experience

Nakra highlighted that these models, with ranges exceeding 500 kilometres, aim to alleviate range anxiety among potential buyers. The company is committed to providing a stress-free ownership experience by addressing concerns about driving range limitations. This focus is part of their strategy to mainstream luxury in the electric vehicle market.

To support this initiative, Mahindra & Mahindra is establishing a production capacity of 90,000 units annually at its Chakan plant. This capacity can be increased to 1.2 lakh units per year if needed. The company has allocated Rs 16,000 crore for its electric vehicle business from FY22 to FY27.

Enhancing Customer Interaction with Expertise

For its new brands, Mahindra & Mahindra is recruiting 500 specialists from luxury and premium sectors to offer pre-purchase drive experiences to potential customers. Additionally, around 400 tech experts will enhance customer experience with support from Mahindra Research Valley in Chennai.

The company plans to transform finance options to make luxury and premium products more affordable through various ownership schemes. This approach aims to democratise electric vehicle technology by making it accessible to more customers initially.

The company's strategy involves targeting sales of 5,000 units per month for the BE6 and XEV 9e models during the initial phase. This goal reflects their ambition to integrate luxury into mainstream markets effectively.

Mahindra & Mahindra's commitment to expanding its electric vehicle offerings aligns with its broader vision of making advanced automotive technology widely available. By focusing on range capabilities and customer experience, they aim to address key consumer concerns in the electric vehicle sector.