Mahindra & Mahindra’s foray into the premium electric SUV space with the XEV 9e and BE 6 has yielded a telling consumer insight: range anxiety trumps features. As the company sees an overwhelming 75% of bookings going toward the top-end “Pack 3” variant, it is now actively considering a strategic product shift—bringing the larger 79 kWh battery option, which offers over 500 km of range, to lower-priced variants.
This early customer behavior has prompted Mahindra to rethink its original assumption that consumers would prioritize tech-laden features in upper variants, while lower variants with a smaller 59 kWh battery would be sufficient for entry-level demand. That assumption, it turns out, underestimated just how much Indian EV buyers value range as a primary purchase driver.
“What we’re seeing is clear,” said Rajesh Jejurikar, Executive Director and CEO of Mahindra’s Auto and Farm Sectors. “There’s a large segment of buyers who want extended range, even if it means compromising on other features. They want 79 kWh in a lower pack.”
Despite healthy interest in the more affordable models, customers are hesitant to commit without seeing the vehicles first. This has delayed conversions and further skewed the booking mix in favor of Pack 3, which is the only variant currently being delivered. Pack 2 and Pack 1 deliveries are expected to roll out in the months ahead, potentially correcting the imbalance—but Mahindra knows that range-first demand cannot be ignored.
The company’s EVs secured an impressive 30,179 bookings on their first day, amounting to ₹8,472 crores in potential revenue. Yet, the sales mix heavily tilted towards the XEV 9e and BE 6 variants equipped with the 79 kWh battery. If left unaddressed, this could cap Mahindra’s volumes at a premium price ceiling.
“To grow volumes sustainably, we’ll need a more balanced sales mix,” Jejurikar noted. “Pack 1 and Pack 2 must contribute 25–30% of total volumes. Otherwise, we’ll saturate at the higher end of the price curve.”
The solution Mahindra is exploring: introducing new sub-variants that marry the powerful 79 kWh battery with more basic trim levels—removing some luxury features to hit a more accessible price point. It’s a bold move that not only responds to real-world customer behavior but could also give Mahindra a decisive edge over competitors who lack a comparable long-range offering in the mid-price band.
With no other Indian automaker currently offering a 79 kWh battery capable of such range, Mahindra is uniquely positioned to turn this into a competitive moat—especially if it can democratize access to that range across price segments.
As deliveries of the more affordable variants begin in the coming months and test drive vehicles become available, the company expects a natural shift in demand patterns. But it’s the willingness to reengineer its portfolio now—based on early consumer feedback—that could define Mahindra’s long-term leadership in India’s EV transition.
For a company that’s already rewritten its electric playbook once, this may be the next smart pivot.
