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