Will the premium pricing strategy of the Mahindra XUV.e9 work in the Indian market?

The XUV.e9 is being positioned as a premium electric SUV by Mahindra and is expected to start around Rs 22 lakh. This will pit it against existing players like the MG ZS EV and those to follow from Tata and Maruti Suzuki. This move into the premium segment is a big departure for a brand that has been known for rugged, value for money vehicles. The XUV.e9 comes equipped with the three screen dashboard, ADAS and an AR Rahman designed sound system. But Indian consumers are price sensitive, and electric vehicles are still considered a new technology by many. But there’s also the question of brand perception — will buyers be willing to pay a premium price for a Mahindra when the same price can be spent on a similarly priced vehicle from a more established premium brand? While Mahindra has been working hard to change its image with vehicles like the XUV700. Is the company simply overreaching when it comes to a premium Mahindra EV, or is the market ready for it?