| Re: Mahindra XEV 9e Review
Since everyone has shared their thoughts on Pack 3 pricing, here’s my take:
1) The launch event was phenomenal. The features were unique and painted a fairytale — a belief that this would be the greatest EV product yet. We ignored the warning signs that M&M flagged: this is a luxury, premium product. The lucrative pricing of Pack One made us forget that such features would come at a cost. It led many of us, including me, to believe M&M would price it aggressively.
2) The buzz was real. Social media was flooded with posts, reels, and videos for weeks. That’s all the validation M&M wanted.
3) Then came the competition. Tata teased its Harrier EV with AWD and the Sierra rebirth. Hyundai revealed its trump card - the Creta EV, and Maruti entered the game, aiming for dominance in Tier-2 and Tier-3 cities. A price war was inevitable. No company wanted to reveal pricing first. Hyundai, however, struck first by opening Creta EV bookings. This likely threw off M&M’s pricing plans, making them cautious. The Bharat Mobility Show is shaping up to be quite an entertainer.
4) With the base model pricing declared, M&M stuck to their usual strategy: offer a 90% equivalent of a higher segment product at 75% of the cost. Hence, the Pack 3 price reveal. Comparatively, similar battery specs from other brands cost 45 lakh+ ex-showroom.
5) M&M held back pricing for mid-trims in Pack 2 and Pack 3. They’re adopting a wait-and-watch approach to counter competitors. These mid-trims will likely offer the best value and drive volumes.
Initially, like many, I was disappointed. I felt M&M priced it based on hype and missed a golden chance to convert ICE owners to EVs, much like MG did with the ZS. But then I realized the product and features justify the pricing. Nothing in this range, ICE or EV, offers similar value. To be able to bundle so many top tier OEM products at this price range is close to impossible. M&M has partnered with:
1) Valeo Motors: Trusted by Mercedes for their flagship EQS and BMW’s upcoming i models. These motors make M&M’s power figures competitive with the 45+ lakh segment.
2) BYD Blade Cells: Trusted by Tesla and the Suzuki-Toyota duo. A lifetime warranty shows confidence in reliability.
3) Mobileye: Used by BMW, Audi, and Volkswagen — a leading driver-assistance tech.
4) Qualcomm: Top-tier processors unmatched by competitors in the 45 lakh range.
5) Harman Kardon + Dolby Atmos: A 1400W HK system is unheard of in this range. For context, the BMW X5 has a similar setup but with only 464W. Audi charges over 5 lakhs extra for B&O sound and Matrix lights. These features are expensive, yet we criticize M&M while accepting them as gospel truth from other brands.
6) Koni Suspension: Trusted by BMW, Tesla, Jeep, and Mini. M&M has incorporated it into their recent models and they are doing quite well.
The backlash on social media after the price reveal feels unjustified. Let me share a personal story:
Three years ago, I dismissed M&M’s XUV700. I didn’t trust any Indian manufacturer and was ready to pay more for a Tiguan or C5 Aircross. But my family preferred the XUV700, and I went with it. Every day of ownership proved me wrong. The engine, transmission, suspension, and comfort were exceptional, making minor issues negligible. Don't get me wrong - I'm not saying the car is perfect - but it is great value. After driving a BMW X5 for over 2,000 km in the UK this summer, which I believe is a very well engineered car - I couldn’t help but admire how well M&M have engineered and packaged the XUV700 at the price point.
The same applies here. The critics have praised how these new M&M BEVs drive. I’ll reserve my final judgment after the test drive. But as an Indian, I feel proud of what has been made. Who would have thought the makers of the Armada and Balero would one day produce globally competitive cars? M&M is leveling up, step by step. So, even if MG or BYD offer something similar, I’d pick a Mahindra any day. | 
10th January 2025, 02:25
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