Michael Perschke to head Mahindra's high-performance EV subsidiary

by Autocar India 27 Feb 2018


Perschke had a very successful stint as head of Audi India where he made it the leading luxury brand in the country.

Former Audi India chief Michael Perschke is set to head a new subsidiary of Mahindra & Mahindra, which will develop high-performance electric vehicles.

The new Mahindra EV subsidiary, known internally as 'Project Montana' will develop high-end all-electric models under the Pininfarina brand. Perschke, who was until recently the Director for Global Sales Strategy at Audi, was brought on board in February.

Interestingly, Perschke recently hinted at his new innings in a Twitter post saying, "14 years with Volkswagen, 9 years with Audi and now up for a new venture @Company_in_stealth_mode so stay tuned!". In fact, according to his LinkedIn bio, he's assumed the role of a senior strategic advisor and project lead for an 'EV-start up' in February.

Given the premium positioning of its models and the superior hardware they will make use of, Mahindra's high-performance EV subsidiary will work independently from its mainstream electric division, Mahindra Electric. The subsidiary won't have any linkage to Mahindra in an effort to differentiate itself within the automotive industry.