Mahindra & Mahindra (M&M), the Mumbai-based auto giant known for iconic models like Thar and Scorpio, is set to enhance its electric vehicle (EV) footprint by utilizing its existing sales network. This strategy will allow customers to explore both internal combustion engine (ICE) vehicles and EVs under a single roof. According to Rajesh Jejurikar, Executive Director and CEO for the auto and farm sectors at M&M, the company aims to provide a seamless experience that offers choice without segmenting its offerings.
“One of the reasons why we want to keep the sales channel the same is because we want to give the customer the choice between ICE and EVs,” Jejurikar explained during a recent interaction with PTI.
New EV models to hit the market
Expanding its portfolio, Mahindra has unveiled two all-new EVs built from the ground up: the BE 6e and XEV 9e. These models mark a significant step forward in the company’s EV journey, complementing the existing XUV 400. Deliveries for the BE 6e and XEV 9e are expected to commence between February and March 2024.
Unlike rivals such as Tata Motors, which have created dedicated sales channels for their EVs, Mahindra aims to integrate its EV range into its current outlets. Jejurikar emphasized, “For a customer to come into our outlet, they should see all the products so that they can then choose, and sometimes they will take more than one. So this is one way how demand gets generated.”
Specialized teams to enhance customer experience
To address the specific needs of EV customers, Mahindra is building a specialized team of sales and technical experts. “We are hiring specialist salespeople with experience in luxury and premium brands. Similarly, for our workshops, we are hiring specialist technical talent capable of addressing issues,” Jejurikar added.
Focus on domestic market before global expansion
Mahindra is prioritizing the domestic market for its new BE (Born Electric) models before venturing into exports. Initial international efforts will target right-hand-drive markets, followed by left-hand-drive regions.
Commitment to EV growth
With an investment of ₹4,500 crore dedicated to production and development, Mahindra aims to produce 90,000 EVs annually at its Chakan plant, with plans to scale up to 1.2 lakh units. The company’s INGLO EV platform will underpin its ambitious plan to introduce five electric SUV models across the XUV and BE brands.
