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

Mahindra & Mahindra aims to sell 5,000 units monthly of its new electric models, BE 6e and XEV 9e, in the initial phase. These models were unveiled last November, with deliveries expected to start around March. The company seeks to make electric vehicle technology accessible to more customers, according to Veejay Nakra, President of Mahindra's Automotive Division.

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The BE 6e and XEV 9e models are priced at Rs 26.9 lakh and Rs 30.5 lakh for the new variants. Entry-level versions are available at Rs 18.9 lakh and Rs 21.9 lakh ex-showroom. The BE 6e offers a range of 682 kilometres, while the XEV 9e provides a range of 656 km. These ranges aim to alleviate range anxiety among potential buyers.

Production Capacity and Financial Plans

Mahindra is setting up a production capacity of 90,000 units annually at its Chakan plant for these models. 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.

The automaker is also focusing on making luxury and premium products more affordable through innovative financing options. This approach is part of their strategy to mainstream luxury by targeting significant sales volumes for their new electric models.

Enhancing Customer Experience

To enhance customer experience, Mahindra is hiring 500 specialists from luxury brands for pre-purchase drive experiences. Additionally, around 400 tech experts will support customer experience with assistance from Mahindra Research Valley in Chennai.

Nakra highlighted that addressing driving range concerns is crucial for providing a stress-free ownership experience. The company believes that the extended driving range of over 500 kilometres in both models will significantly contribute to this goal.

The introduction of these electric models marks a significant step in Mahindra's efforts to democratise EV technology and expand its reach in the market. By focusing on affordability and customer satisfaction, the company aims to establish a strong presence in the electric vehicle segment.