Mahindra To Offer 300km, Long-Range Electric Cars – But Can They Sell Them?


Mahindra Reva e2o

Media reports from India are still trying to encourage us that Mahindra and Mahindra is gearing up for a big electric car push, despite the company’s recent misfire and subsequent retirement from the UK.

Mahindra e2o

According to The Economic Times, Mahindra and Mahindra will develop new EVs with at least twice longer range than offerings of today, at over 300 km (186 miles).

Via Economic Times:

“We plan to expand our range of electric vehicles in the country beyond the four products that we currently have in our line-up,“ Goenka said, outlining the aggressive expansion plans in the area.

The line-up of the company includes E2O mini car, e-Verito sedan and e-Supro mini passenger and load carrier and the company is already tar geting fleet operators and aggregators like Ola.

New passenger and commercial models are considered.  Finally, production is expected to increase from 200 a month to more than 5,000 a month within two years.

Mahindra and Mahindra hopes to catch on to India’s recent government plan to leverage electric vehicle market, and also go all plug-ins (no petrol) by 2030.

With all that said, and as shown with the company’s recent failure in the UK.  The secret to selling electric vehicles is not to only have a decent range, but to offer that range inside decent offerings and usable classes of cars; a concept that we aren’t sure Mahindra & Mahindra fully understands.


Categories: General

Tags: ,

Leave a Reply

4 Comments on "Mahindra To Offer 300km, Long-Range Electric Cars – But Can They Sell Them?"

newest oldest most voted

I don’t know anything about Mahindra’s cars, but I do know a couple of things:

1. The market in India is very different from the market in the UK. India is rapidly advancing in its industrialization and its per-capita wealth, but in many ways it’s still a third-world country, with a much larger demand for small, inexpensive cars. If Mahindra’s cars were designed for the Indian market, which I think likely, then it’s not all that surprising that they failed to compete in the UK. Hopefully Mahindra’s cars will sell much better in the market for which they are designed.

2. Government incentives and/or tax breaks can make a very big difference in EV vs. gasmobile sales, as shown by the market performance of EVs in Norway, and in the U.S. in Georgia, where the end of State incentives was immediately followed by a sharp drop in EV sales. If India is or will be offering incentives or regulations favoring EVs, or if India will be buying EVs in preference to gasmobiles for government fleets, then that it likely to make a great deal of difference in how well the company’s cars sell.

The markets are very different, but not in ways that you might expect. They are somewhere between Jeep, Hummer, and John Deere in the Indian market and are definitely not in the low cost market. They even have a decent market presence in the US midwest for tractors.

The UK is not especially suited for any of those segments, but Mahindra have a very broad appeal in India as a “rugged,” brand. If they switch away from the inexpensive Reva style cars that do well in Europe and move towards electrifying the SUVs that made them famous (their SUVs are direct desvenents of the original Willys Jeep) , they should do quite well in India.

The most important thing is that the Indian government should phase out the diesel subsidies.

They gave subsidies on the premise that it keeps the food prices and cost of public transport low and helps the working class.

But today, Diesel is used for private vehicles and industrial commodities and luxury buses.

Then people will start looking at electric vehicles.

And the size of an electric vehicle should the of decent size. A microcar like Tata Nano failed miserably. Though most Indians have only 2 kids, they often travel with their grandparents as well and the car should be good enough.

Even for a Taxi a bigger car is needed.
Hope Mahindra takes note of it.

They could sell them in India if they got a stable grid.