Mahindra to use existing ICE distribution channels for EVs

Ahead of unveiling a new set of purpose built electric vehicles, Mahindra & Mahindra is set to unveil a new customer interface, including revamped showrooms, in major towns and cities that will offer a flavour of the company’s new 'Electric Origin' EVs.

Autocar Professional learns that M&M is set to roll out revamped dealerships across 80-100 markets to meet the requirements of new-age EV buyers.

Given the low EV penetration, M&M will upgrade its existing channel instead of a dedicated EV network. The redesigned dealer outlets will have a new LED panel signboard in its front fascia.

The electronically controlled LED panels on the signboard will interchangeably showcase the ICE twin peak logo and the new EV-only logo of BEVs. The EVs will be unveiled at the 'Unlimit India' event in Chennai on Tuesday.

The EVs will sit alongside the company's ICE models in the showroom, with a dedicated EV corner with an inverted LED Screen on the ceiling. The EV corner will have a detailed projection of its INGLO electric vehicle architecture, the base of its new XEV 9e and BE 6e with a driving range of around 400-500 kms. These new EVs are set to complement the petrol and diesel engine portfolio and may be priced around Rs 25 lakh.

In an email interaction with Autocar Professional, Veejay Ram Nakra, president of the Automotive Business at Mahindra & Mahindra, shared his thoughts on the upcoming EV launches and the go-to-market strategy. 

Who is the typical Electric Origin buyer today, and what specific needs does M&M aim to fulfill with its Electric Origin portfolio?
The buyers of Mahindra’s Electric Origin SUVs seek more than mobility—they seek experiences that align with their aspirations. They want to own a premium vehicle with unparalleled luxury, unmatched performance, unmissable design, and unparalleled technology - making these vehicles their perfect lifestyle choice. We aim to address key customer needs such as long battery range, reliability, and advanced safety. Two of our Electric Origin vehicles, the BE 6e and XEV 9e, are all set to usher in a new era of Indian Icons that are ready to redefine the electric SUV scenario in the country starting 26th November 2024. 

Given that Electric Origin may attract a new customer segment, how will Mahindra adapt its sales and marketing processes?
We understand that these Electric Origin SUVs will cater to a discerning customer base that values innovation and a seamless purchasing experience. As part of our go-to-market strategy, we will share more information on this in due course.

What is the go-to-market strategy for Electric Origin SUVs? Are you focusing on a digital, physical, or a phygital approach?
Mahindra customers are already familiar with our phygital approach. We will further enhance this strategy for the Electric Origin SUVs, leveraging physical and digital channels to create a seamless customer journey. We understand the needs of our customer base, and our approach is designed to provide an immersive pre-purchase experience that will reflect the innovation and luxury of the Electric Origin SUVs. We will share more details on this as we unveil our go-to-market strategy.  

Will Electric Origin SUVs require dedicated showrooms, or will you utilize the existing automotive showroom network?
We intend to leverage our existing automotive showroom network, facilitating a Mahindra SUV buyer's choice from the entire range of our portfolio, including our Electric Origin SUVs. 

How many cities will be covered in the first phase of the launch?
We will share this in due course.