[ferrarirules]

Overall Electric Car Sales Trend



Sales Trend for Mass Market



Sales Trend for Premium Market



MoM Change




YoY Change

Observations:
1. Registration/Sales change YoY - 18% increase, MoM - 24% decrease. Volumes see a MoM drop which is consistent with YoY behaviour. But the overall auto sector registration numbers are looking bleak as well.
2. Tata - They had to resort to discounts to get the sales moving the month of Feb.
3. MG - This is the first month since the launch of Windsor that the sales for MG have decreased. EVs now make 72% of MG sales volume.
4. Hyundai was the only mass market player to get increase in EV sales as Creta EV sales are gaining traction. But the sales are dismal from a standpoint that Creta sells 10k+ a month.
5. Mahindra sales are dwindling as Mahindra is gearing up for the next chapter in their EV journey. Mahindra Electric Automobile Limited (MEAL) should start deliveries at the end of March or beginning of April.
6. In a month where all premium market players saw a decline, BMW saw an increase in sales. This goes on to show how much price positioning matters in India.

Source - Vahan Dashboard

[Chrome6Boy]

Originally Posted by ferrarirules

[center]
2. Tata - They had to resort to discounts to get the sales moving the month of Feb.
3. MG - This is the first month since the launch of Windsor that the sales for MG have decreased. EVs now make 72% of MG sales volume.

Tata has squandered their early mover advantage and have been taken by surprise with Mahindra's and MG's offerings. I suspect Mahindra will come close to both MG and Tata's sales despite having cars which are much more expensive in the next couple of months.

Sierra and Harrier EV has to really be interesting and has to come quickly if Tata doesn't want to get swept to 3rd place.

All MG has to do is offer the Windsor with a bigger battery and they will start eating away at Mahindra's sales and may kill the Nexon completely.

[carjack3090]

Four points

1. Tata are definitely going to start trailing MG soon, MG also start delivering Cyberster and Mifa9 this month which will add 100 more to their numbers and they were said to be expanding the Halol plant to manufacture more Windsor's in Feb, so I guess in March they can deliver over 4000 Windsor's. Tata needs to drop the prices of their cars, Curvv is 3-4 lakhs overpriced. I am eagerly waiting for Avinya brand next year as that is Born Electric platform of Tata

2. Hyundai Creta EV has not started well and I have pointed this out before as well. For Brand Creta Hyundai is expecting 2000 sales a month and instead they couldn't touch even a 1000. Hyundai was one of fore leader to Government for EV adaptation and yet they don't seem to have a concrete plan. If Creta EV sales don't pick up in March then I am calling this as the First Creta to Flop

3. Mahindra's BEVs have received tremendous response, even the Non Automotive circles are talking about it, so the initial sales will be high and they must ensure that their finesse levels match up to the buzz. If they do they can expect to sell 5000 of BE6 and XEV 9E combined till End of the year (before competition comes up). As I mentioned in other thread, I wish they launch AWD version of BE6 soon or else they risk losing some advantage to Tata Harrier EV unnecessarily

4. BMW may overtake Mercedes as number 1 luxury car maker this year as Mercedes Electrics have been rejected squarely by Indian masses, BMW EVs are not radical and are pleasing to look at (one can say they are not too far from their ICE portfolio). My question to both car makers is do they have plans to expand considering they are hitting 20,000 Car sales now?. Any further investments in India?

4.

[gosteady]

Tata has reaped the benefit of being an early adapter as an EV manufacturer but now are trailing, thanks to the competition and the horrible after sales experience at Tata service centers plus their half baked products like Nexon EV prime and Max. Niggles, repeated failures, long service times and clueless service advisors is a common thing for all those who purchased their EVs in 2021-2022. Instead of ironing out these basic issues, they have resorted to more advertisement and marketing. Discounts may bring a few customers to the showrooms, but happy customers and word of mouth definitely help sales than those gimmicks !

[ads11]

I know GTO oft repeats this maxim but you can truly see what a difference a well positioned product can make to your sales. For MG that's been the Windsor. It seems to have been their tipping point product because look at the way they've managed to bring themselves to touching distance of Tata in the EV space.

I know Tata had first mover advantage and basically lorded over the segment for years but it was only natural that at some point someone was going to launch a product that'd tip the scales. It's happened now. Tata doesn't have any more wiggle room in terms of customers putting up with say shoddy QC, servicing, etc or poorly positioned products for lack of options (at least in that mid size crossover segment the Nexon and Windsor fall in). Which should be good for us as consumers I'm hoping because it looks like there's going to be a proper showroom war between 3 or 4 big players.

Honestly credit to MG. Saw so many Windsors plying the roads on my last trip to India. I had worried it's oversized Santro Xing era mono volume design would put people off but goes to show how easily the Indian consumer is won over for the right feature set at a compelling price.

[carhead]

Is is doom and dusted for Tata? While they're definitely down, I hope not dusted. This home grown brand has come up in leaps and bounds.

Compared to the Indica days its been a paradigm shift.

What do they need to do now to get back the marketshare?

[carjack3090]

Originally Posted by carhead

Is is doom and dusted for Tata? While they're definitely down, I hope not dusted. This home grown brand has come up in leaps and bounds.

Compared to the Indica days its been a paradigm shift.

What do they need to do now to get back the marketshare?

Not really. Harrier EV, Sierra EV and later the Avinya brand have something unique to offer, but they can't be found napping.

[07CR]

Originally Posted by carhead

Is is doom and dusted for Tata? While they're definitely down, I hope not dusted. This home grown brand has come up in leaps and bounds.

Compared to the Indica days its been a paradigm shift.

What do they need to do now to get back the marketshare?

This still have some wiggle room in Tiago and Tigor EV segment. But above that, it looks to be game over.

One needs to look at ICE comparison to understand why I am saying game over. Tata got the first mover advantage in the large 5 seater SUV shape car segment with Harrier in 2019. While it opened to good sales, as soon as MG Hector was launched Harrier Sales started declining rapidly. Tata corrected course with addition of a diesel automatic and giving Harrier the same 170 PS engine and Pano sunroof. But as soon as the XUV700, Scorpio N arrived Harrier and Safari started bleeding profusely. Reason being the powertrains. Tata could have simply ditched the 2.0 Multijet and tried leapfrogging M&M's 2.2 Mhawk and 2.0 M Stallion. They simply lack the know how to develop a good engine on their own, or they are not confident of the QC if they do it. These engines are on sale on Mahindra's for past 4-5 years now. Tata if were capable would have certainly developed a better engine in this timeframe.

Same is applicable to EV powertrains. Now that we are aware of the battery sizes and the price of BE6 and XEV9E, all hope is lost with Harrier EV since the specs even before launch are mediocre at best. Then with Curvv EV being priced attrociously close to BE 6 59 Kwh variant, pretty sure the Harrier EV will leapfrog the BE6 and even XEV9E in terms of pricing. So net net, you have a much inferior product marred by QC issues, and still being priced more than the M&M's electrics.

[Gurudatta Nayak]

Originally Posted by carjack3090

Four points

1. Tata are definitely going to start trailing MG soon, MG also start delivering Cyberster and Mifa9 this month which will add 100 more to their numbers and they were said to be expanding the Halol plant to manufacture more Windsor's in Feb, so I guess in March they can deliver over 4000 Windsor's. Tata needs to drop the prices of their cars, Curvv is 3-4 lakhs overpriced. I am eagerly waiting for Avinya brand next year as that is Born Electric platform of Tata

I agree on your points. Curvv EV needs a price revision in the range of 10-15%. Its overpriced for what is offers.
They should also offer Lifetime warranty on battery to gain customer confidence. This move will definitely boost the sale for Tata Electric product lineup.

[sunikkat]

This year BMW might have the highest sales in premium segment. For the segment it is in, their EVs are doing good along with their ICE models X1, 3 and 5. Not sure how X3 sales are currently. Compared to this, the EVs from Merc, Audi, Volvo or even Kia are sales dud. Merc and Audi might be due to higher price point.

BYD numbers are significantly lesser even after being VFM. Hope Sealion helps BYD in gaining some numbers.

Hyundai spike might be due to Creta.

[Chrome6Boy]

Originally Posted by sunikkat

BYD numbers are significantly lesser even after being VFM. Hope Sealion helps BYD in gaining some numbers.

BYD is not serious, as of yet, in selling in India. Once they acquire an Indian partner they will become a juggernaut, like they are in every other part of the world.

We just need time for the politics to eventually lead to a long term presence in India and BYD will eclipse all other manufacturers.

In my opinion, having BYD manufacture in India and help setup vendors for the supply chain will do more good for us than Tesla ever could. I think Tesla has already admitted defeat to BYD and is praying to governments for protectionism.

[navinmra]

I feel the EV market is evolving on a few key pivots that might well set the tone for the market segments itself:

1. Conversion: This segment served the early adopter with many ICE conversion products largely from TaMo and now Creta EV joins this segment. This segment has seen better days, and may continue to be a segue for customers who want familiarity as they switch from ICE to EV.

2. Born electric - Value: single-handedly created by the Windsor, this segment screams value with a born electric architecture but with compromises like smaller batteries or poor NVH and is built to a price point.

3. Born electric - Exhilarating : led by the Mahindra BE6 and XEV9E duo, this born electric segment screams outright performance with high capacity batteries, super fast charging rates, RWD, and lots of gadgetery. Nothing sedate about it.

These three segments will be the mainstay of volumes for the foreseeable future. Premium electrics from BMW, BYD etc will remain niche.

I’m curious to hear which segment you will bet on?!!

[vipulmathur2002]

In my opinion BEV which gives value in terms of both performance and features will be winner. This is what Mahindra is working on currently.

Early adopters bank on the BEV performance as core reason. Value in terms of features become the tipping point. While Tata may have initiated the conversion, the star segment would be feature packed EV with high performance (like Mahindra XEV 9E).

[antz.bin]

Originally Posted by navinmra

2. Born electric - Value: single-handedly created by the Windsor, this segment screams value with a born electric architecture but with compromises like smaller batteries or poor NVH and is built to a price point.
I’m curious to hear which segment you will bet on?!!

My bet is on the Born Electric Value segment.

Windsor created this segment.
eVitara is going to join it.
Windsor 50 will give it very good company.
Mahindra might introduce an XEV 4e to the mix as well.
Sierra.EV will slot in where the Curvv.EV exists moving it down the value chain.

Together these cars will mop up a large portion of the market, including ICE sales in the Creta/Seltos segment.

Given the might of Maruti, if they happen to price it well and have the production capacity, eVitara can easily become a top 10 car in the market very soon. If not alone, it definitely can when the Toyota version numbers are included.

There is a market for the sub 7 second Mahindras just like there is a market for their 200hp behemoths. But the market for the smaller Creta/Seltos sized cars is much bigger.

[navinmra]

Originally Posted by antz.bin

My bet is on the Born Electric Value segment.

Windsor created this segment.
eVitara is going to join it.
Windsor 50 will give it very good company.
Mahindra might introduce an XEV 4e to the mix as well.
Sierra.EV will slot in where the Curvv.EV exists moving it down the value chain.

Together these cars will mop up a large portion of the market, including ICE sales in the Creta/Seltos segment.

I tend to agree with you. The way Windsor has become the single largest selling model on debut shows there is a pent up demand for this segment. This segment values space and total cost of ownership over range and performance. How the rest of the competition steps up to the game is to be seen.

Btw I was at the TaMo ASC today and they confirmed the Harrier and Sierra EV are at least 6 months away. Expect TaMo to simply play the discount card until then.