Will the Mahindra BE 09 be able to stand among international luxury EVs in the Indian market?

Question

Mahindra BE 09 is a premium electric SUV, which could directly compete with established international brands such as Audi, BMW and Mercedes-Benz, and the newer entrants such as Tesla. These questions are being raised about brand perception, build quality and value proposition. This is a big move upmarket for Mahindra, which has always been known for rugged, affordable vehicles. Others say the BE 09's advanced features and competitive pricing may make it an attractive choice for patriotic buyers who wish to buy an Indian brand. But others are doubtful that Mahindra can compete with the refinement, performance and prestige of luxury marques. The other thing is the after sales service and the overall ownership experience, which are areas that premium brands do well.

Kapil · Accepted Answer

It’s about the ownership experience, not just about the car, he says. Can Mahindra deliver the white glove service that luxury buyers expect?

Shiba · Answer

I want to see Mahindra win, but against Tesla? That's a tall order. They can't be trying to be a Tesla clone, they need to be the best Mahindra they can be.

Mansi · Answer

The real test will be quality and reliability. If Mahindra can get those right, they could surprise us all. Do you remember when people used to laugh at Hyundai?

Deepak · Answer

Novelty is powerful, don’t underestimate it. If it does offer something unique, a home grown luxury EV could be of interest to a lot of people.

Gazal · Answer

But I can’t see it stealing many sales from Audi or BMW, which might carve out a niche. Mahindra doesn’t have the decades of luxury experience that those brands have, that isn’t something that can be done overnight.

Kunal · Answer

I think it has a shot. The tech specs are impressive and Indian made products have a growing sense of pride associated with it. And it will probably be cheaper than the Germans.

Shashank · Answer

There is no way it can compete with the big boys. In the luxury market, brand perception is everything and Mahindra just doesn’t have that cachet.

Will the Mahindra BE 09 be able to stand among international luxury EVs in the Indian market?

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