Mahindra Halts EV Sales In UK, As Crazy Small And Short Range Cars Apparently Not Popular

1 month ago by Mark Kane 19

Mahindra e2o

Mahindra & Mahindra apparently have failed to succeed on the British market selling a crazy small, short range/designed for India EV (who knew that would happen?) and has subsequently ended sales of its e2o electric vehicles in UK with immediate effect.

Mahindra e2o

The main reason is (not surprisingly) because of exceptionally low sales of its tiny EVs, that have been made available now for about a year.

The Indian company also recently introduced a larger version, the e2o Plus.  An improvement, but we believe that it wouldn’t change the fundamentals of sales for the model overall.

The e2o started at £12,995 (nearly $16,800) and had 60-80 miles of range via a 15.5 kWh battery. Sales were conducted online, supported by test drives in some locations.

Via Reuters:

“”The level of e2o sales achieved is at an untenable level for us to maintain the investment required, hence our decision to cease trading at Mahindra UK with immediate effect,” Mahindra said in a letter dated April 10, addressed to one of its buyers in the country.”

As to the reasoning:

“It is with great sadness that we have had to make this decision, but ultimately the level of interest in the vehicle and the extremely low volume of sales has left us with no alternative.”

Mahindra’s bold plans concerned not only UK (and Europe) but also China and the U.S., offering with various brands and products along the way. It’s however now very obvious that consumers have a higher standard than the e2o can deliver.  We assume all international expansion plans for its plug-ins at this point in time are also discontinued.

“The move is a new setback for the company, part of the $17 billion Mahindra group, which struggled to enter the United States a decade ago despite spending about $100 million on launch plans.

More recently, it was forced to stop selling pick-up trucks and sport-utility vehicles in Brazil in 2015 due to a sluggish economy and changes in local regulation.”

source: Reuters

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19 responses to "Mahindra Halts EV Sales In UK, As Crazy Small And Short Range Cars Apparently Not Popular"

  1. EV4Life says:

    This is interesting in context with the Electra Meccanica SOLO three wheeler that is about to go on sale for about the same money.
    The Mahindra had(has?) safety features like airbags, same size battery, four seats and four wheels.
    All that extra and still couldn’t sell – I suppose its pretty fugly though

  2. Oh wow, that’s really really good, who knew that’s gonna happen? 😀

  3. Robert says:

    So how many did they sell in the UK?

    1. James says:

      I heard the deal they had with the Royal St. George’s Golf and Country Club fell through at the last minute due to the fact that the e2o was unable to fit 2 adult golfers
      And their clubs inside….

      🙂

      So much for perpetuating the idea that EVs are glorified
      golf carts. Good job, Mahindra!

      1. James says:

        *FAKE news!

  4. David Murray says:

    On the bright side…. I’ve determined that vehicles like that (and the i-Miev) only served to hurt the reputation of electric vehicles as not being real cars.

  5. Brendan says:

    Who would want to drive that golf buggy?

  6. Four Electrics says:

    If an EV doesn’t sell well, it’s because:

    – it sucks
    – poor range
    – high price
    – there was no advertising
    – it’s a compliance car, not enough production
    – the dealers conspire against it
    – no national charging network
    – lack of public education
    – poor lease deals

    … the list goes on and on. So many excuses. Did I miss one? 0-60 time is greater than three seconds, perhaps?

    1. David Murray says:

      It’s ugly! But that could fall under “it sucks.”

  7. offib says:

    Yeah, this is definitely nothing to do with Brexit. ha

  8. Bruthanxtdoor says:

    The average range for gas or diesel car is 500 per full tank. On average an ev depends on car can get up to 100 per charge and cost about $2.00 per.

    1. super390 says:

      The last 3 cars I’ve owned had this range:
      ’91 Cadillac Sedan de Ville: 220 miles.
      ’08 Ford Focus: 240 miles.
      ’17 Kia Rio: 250 miles?

      If I had an EV, I’d plug in at home.

  9. jheartney says:

    For less money, you could get a used Leaf with more range, full size cabin, and plenty of cargo space.

    1. David Murray says:

      Or a used 1st Gen Volt, or a used Fiat 500e, and several others… I can’t think of any reason I’d want one of these.

      1. Some Guy says:

        Except for the Leaf, none of these are available in GB.

  10. SteveSeattle says:

    What ever happened to the Orange?

  11. Keith Johnston says:

    It is easy for commentators to sneer from the sidelines, particularly those that have never built a business themselves. It takes bravery and commitment to be a pioneer in the EV market and those that try should be applauded for their efforts. Mahindra acquired Reva Electric Car Company and in doing so improved the e2o prior to launching it in India. Mahindra is a $17 bn business with many smart people in it and the focus was always on developing a small, lightweight, inexpensive car for short daily urban commutes. They may have failed on this occasion but they will learn from the experience to get it right in the future.

  12. Just_Chris says:

    My personal opinion, and I know if differs from pretty much everyone here, is that the only thing wrong with this car is the price. If the car cost less than a Twizy (5000-6000 pounds) it would be worth doing. If it was the cheapest car money could buy all other complaints would disappear. As it stands there is no point to it. As people have rightly pointed out there is no point in paying the same as for a 2nd hand leaf for this car – the leaf is so much better value. The G-wiz sold in reasonable numbers in the UK because it was the only electric car on the roads at the time, it is now 2017 there are plenty of zero emission options that are more appealing options than a really posh G-Wiz.

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