The MG Windsor EV Pro has entered the electric vehicle arena with a proposition so disruptive that it may force the industry’s hand on pricing, value, and feature-loaded offerings.
With its aggressively set introductory price tag of ₹17.49 lakh (ex-showroom)—or as low as ₹12.49 lakh with MG’s Battery-as-a-Service (BaaS) option—the Windsor Pro has fired a warning shot fired across the bows of Mahindra, Hyundai, Tata, and every other serious contender in India’s evolving EV landscape.
The question is no longer just about whether the Windsor Pro is a good electric vehicle, because consumers are lapping it up (after all, we love value). But perhaps more pertinently, it could fundamentally reshape pricing and value expectations in the still-nascent EV market. It could potentially force rival OEMs—particularly Mahindra—to accelerate the rollout of their higher battery variants like the BE6 79 kWh to lower trims faster than planned, and even cause others—such as Tata Motors—to roll out discounts faster than anticipated.
The Value Proposition: More Than Just Numbers
The Windsor Pro isn’t dramatically different visually from the outgoing model—it gets redesigned 18-inch alloy wheels and three new colour options. But where it really shines is under the skin.
The biggest headline is the upgraded 52.9 kWh battery, offering a claimed 449 km ARAI range—up from 332 km in the standard Windsor EV with its 38 kWh battery. Based on real-world performance of the earlier Windsor, which comfortably offered 270–300 km, the Pro could realistically deliver 365–405 km. That range alone puts it squarely in the bracket of more expensive competitors like the Hyundai Creta EV and Tata Curvv EV.
Inside, MG has also improved the Windsor Pro’s experience with a beige interior palette and loaded it with advanced features like Level 2 ADAS, Vehicle-to-Load (V2L) and Vehicle-to-Vehicle (V2V) charging, powered tailgate, ventilated front seats, ambient lighting, and a larger 15-inch touchscreen. Add to that a lifetime battery warranty and you’re looking at an EV that outclasses rivals on many counts, at a lower price point.
A Pricing Shockwave
At ₹17.49 lakh, the Windsor Pro is undercutting competition strategically and aggressively. The top-end Curvv EV 55 with ADAS costs ₹22 lakh, a full ₹4.5 lakh higher than the Windsor Pro. Even the base variant of the Curvv EV 45 hovers around the same price point as the Windsor Pro, despite offering a smaller battery and fewer features.
The Hyundai Creta Electric is in even murkier waters. The base 42 kWh variant of the Creta EV is priced ₹50,000 higher than the Windsor Pro, and a comparably equipped 51.4 kWh ADAS variant will set buyers back ₹23.5 lakh—₹6 lakh more than the Windsor Pro. This level of pricing mismatch is bound to trigger a rethinking of how OEMs package and position their electric offerings, as there is simply no argument to be made for the price of higher variants of the Creta, Curvv, and Nexon. Indian car buyers love value, and this is something MG seems to have nailed.
But the most directly impacted player could well be Mahindra, even if they have some insulation.
Time for Mahindra to Rethink the BE6 Strategy?
Mahindra’s BE6 EV—equipped with a 59 kWh battery in Pack 1—is priced around ₹1.5 lakh more than the Windsor Pro and lacks many of the premium features offered by MG. However, it boasts a more powerful motor and aggressive styling, and is likely to appeal to enthusiasts who prioritize performance and driving pleasure. But for the average family buyer focused on range, comfort, and features, the Windsor Pro’s value proposition is far more compelling.
This creates a strategic dilemma for Mahindra: does it stick to its roadmap, or does it fast-track the 79 kWh variant to lower trims? Doing so could salvage some ground in a suddenly more competitive segment, especially if customers begin to see the Windsor Pro as a better-rounded package. But such a move would also come at a cost—both in terms of margins and production realignment.
More significantly, the Windsor Pro’s pricing threatens to erode the BE6 Pack 1’s value. Many prospective buyers will doubtlessly question whether the ₹1.5–2 lakh premium for a marginally bigger battery and slightly better performance is justified. With the Windsor offering more boot space, better rear seat comfort, and an equally robust feature list, Mahindra’s differentiation strategy could be at risk.
What About Ride Quality and Brand Pull?
There are some valid caveats to the Windsor Pro’s proposition. The Windsor’s ride quality is its Achilles heel. It is not be as refined as some competitors, and the Windsor’s MPV-hatchback design isn’t for everyone. Mahindra’s BE6, with its SUV styling and sportier drive feel, may still hold an edge for performance-seekers and younger buyers. Design also continues to play a big role in EV buying decisions, and Mahindra’s more radical aesthetic will still attract a dedicated following.
Still, these differentiators may not be enough to protect Mahindra’s market share if MG continues to pursue a high-value, high-volume strategy. The Windsor Pro’s real advantage lies not in just specs or styling, but in its package. It’s proposition of space, real-world practicality, and an aggressive pricing strategy seems purpose-built to force the market’s hand. Especially if delivery timelines on the BE6 continue to stretch into months.
A Catalyst for Price Recalibration
The EV space in India is in a delicate phase. Volumes are still ramping up, charging infrastructure remains patchy, and customer skepticism around range and value persists. But what MG has managed to do with the Windsor Pro is to lower the barrier to EV adoption without compromising too heavily on range, features, or warranty.
It may very well catalyze a market-wide recalibration. If consumers begin to expect 400+ km real-world range, Level 2 ADAS, and smart charging features at under ₹18 lakh, then competitors will be forced to respond. Not just Mahindra, but also Tata and Hyundai—whose EV portfolios are critical to their future growth—will need to rethink their playbooks.
This is no longer a speculative trend. We’re already seeing it manifest in buyer sentiment online. Auto forums and comment threads are abuzz with comparisons, with more than a few users suggesting they’d forgo slightly better performance or aesthetic design in favor of the Windsor Pro’s pragmatic, VFM offering. Some are holding the line for enthusiasts and flying the flag for the BE6, but it is so commonly seen that in the battle of the head versus heart, the head often comes out on top.
Final Thoughts
The launch of the MG Windsor Pro could be a watershed moment that recalibrates how India thinks about EV value.
If Mahindra and others don’t respond quickly—especially by bringing higher battery options to more affordable trims—they risk being outflanked in a market that is increasingly prioritizing utility, tech, and affordability over horsepower and flair.
The EV game is shifting rapidly. And with the Windsor Pro, MG may have just moved the goalposts. Time for everyone else to play their cards, and fast.
