Mahindra has introduced a new seven-seater electric SUV, the XEV 9S, in a bid to strengthen its position in India’s growing electric vehicle (EV) market, which is currently led by Tata Motors Passenger Vehicles.
The entry-level model is priced at approximately R430,000, while the top variant comes in at around R635,000, offering a driving range of 500 km.
The launch coincides with a surge in EV adoption in India. Sales of battery-powered cars have jumped to over 100,000 units this year, compared to just 23,000 last year, according to official data. This marks a significant shift after a slow start to the country’s EV transition.
Mahindra plans to invest an additional R4.3 billion in the XEV 9S and an updated BE 6 model, as part of a broader R34 billion commitment to develop purpose-built electric SUVs by the 2027 financial year. Unlike petrol-based adaptations, these vehicles are designed from the ground up as electric models.
“With the XEV 9S, we are not just participating in the EV segment – we are expanding it,” said Nalinikanth Gollagunta, CEO of Mahindra’s automotive division.
The automaker has launched six variants of the new e-SUV, with bookings opening on 14 January and deliveries starting on 23 January. Analysts predict the model could capture between 5,000 and 10,000 units annually, given the limited options for seven-seater EVs in the market.
Mahindra, India’s second-largest SUV manufacturer by volume, aims for EVs to account for at least 20% of its SUV sales by 2027. Between March and October this year, the company sold over 30,000 electric SUVs. Current production of its earlier EV models, the XEV 9E and BE6, stands at 4,000–5,000 units per month, with plans to double capacity from April 2026.
Industry experts note that EVs are attracting new customers to Mahindra, with 80% of buyers being first-time users of the brand.
Tata Motors, the market leader, offers six electric models, with prices starting at R190,000 for the Tiago EV and R510,000 for the Harrier SUV. Hyundai Motor India also competes in the segment with its Creta and IONIQ electric models.
Currently, electric four-wheelers represent just 2%–3% of India’s total vehicle sales, constrained by high upfront costs and uneven charging infrastructure. The government has set an ambitious target of 30% EV penetration by 2030.
