Mahindra BE 6e and XEV 9e to hit the road in Q1 2025

Mahindra & Mahindra has launched its electric-origin EV SUV at a starting price of Rs 18.9 lakh and going up to Rs 21.90 lakh. The company has launched the pack 1 entry variant of BE 6e at Rs 18.9 lakh, whereas the pack 1 of XEV 9e is priced at Rs 21.9 lakh ex-showroom.

The vehicles will be available at the select showrooms from January and deliveries will begin in the following months. The company said, the pricing of higher variants will be announced at a later date.
 
As part of its go to market strategy - M&M is putting in place a team of 500 experts, who are brought in from luxury and premium brands, to provide its customers with the pre-purchase drive experience.

Veejay Nakra, president of the automotive business at Mahindra & Mahindra "It's going to be extremely immersive drive experience that the product has to offer. And hence we've got the right kind of people to be able to provide that right experience to our customers."

The company has also hired 400 technical experts, who will work closely with the after-sales team and the R&D team from Mahindra Research Valley.  

Nakra says the team is headed by an executive who has a very strong technical background, worked with top tech and luxury brands and has over two decades of experience in the EV space.  

"The third thing is over-the-air updates. So we're going to ensure that all the updates, the latest features, are updated over the air, so you have a hassle-free ownership experience."

On the charging front, Nakra says the charging infrastructure is an important part of the purchase decision for an EV, and the company has put in place a dedicated team of 350 executives.

"The objective is from the time we have a prospect till the time we deliver your vehicle, we will work to find charging solutions for you."

M&M claims that it is introducing " an industry-first " relationship manager concept, wherein one person will address the needs of prospective buyers.

"Whether it is into the housing complex society or office, whether it's talking about the installation, this one person takes care of your charging requirement," added Nakra.

Rajesh Jejurikar, ED and CEO of Automotive & Farm Equipment at Mahindra & Mahindra, said the company benchmarks the model against the four top global luxury brands. "You have seen that on almost every performance parameter, we match or beat everyone in the world," he claimed.