The OEM’s multi-tiered strategy is clear: from value-for-money family SUVs to luxury, technology-rich flagships, the brand now offers a vehicle for every kind of buyer, and often delivers beyond expectations.
Author: T. Mulally
Mahindra is rewriting the rules of the SUV game with a clear and bold strategy: to enter every major price range of the “core SUV” market with powerful products, richer features and sharp pricing. Rather than limiting itself to the premium segment, Mahindra has built a product portfolio that spans customer needs, from value seekers to luxury buyers, while ensuring that every product is a step above its competitors.
Mr. Nalinikanth Gollagunta, CEO, Automotive Division, Mahindra & Mahindra Ltd. and Executive Director, Mahindra Electric Automobile Ltd., said the company is targeting the core of India’s SUV demand: vehicles over 4 meters in length and priced above Rs 20 lakh alone account for 30 per cent of the UV market, or nearly 70,000 units per month.
Within this segment, the biggest impact was in the Rs 20 lakh to Rs 24 lakh segment, which accounted for 45% of buyers. Another 25% of customers are in the bracket of Rs 24 lakh and Rs 28 lakh, while the top 30% spend more than Rs 28 lakh. Mahindra’s plan is simple – have all three, Mr. Goragonta explained.
“What stands out about this strategy is the range of features Mahindra offers from the base model. Even the entry-level model comes with a panoramic sunroof, three 12.3-inch screens (with the option to add two more screens in the second row), a seven-seat layout with sliding second-row seats, a huge 150-litre front storage bin, class-leading torque and 180 kW fast charging for select battery options that can jump from 20 to 80 per cent in just 20 seconds. These features are usually reserved for rival SUVs The higher configurations in the range are retained and form the basis for the entire variant range.”
In line with this strategy, the company launched four variants of the XEV 9S. Targeting the Rs 20 lakh to Rs 24 lakh segment, the Pack One variant is designed as a ‘chocolate chunk’ of value – dense, rich and generously loaded. It retains all standard features and has a larger battery capacity than the typical 59 kW or 79 kW competitors. He pointed out that in comparison, a similar MPV in Maharashtra is priced at close to Rs 23.40 lakh, making Mahindra’s package extremely attractive.
Two steps into the Rs 24-28 lakh range, it is designed for buyers who want more comfort and technology. This variant adds premium touches like alloy wheels, a 16-speaker Harman Kardon system, electrically adjustable ventilated seats, and a Level 2 ADAS setup with a single radar. He mentioned that it has also launched a new 70 kW battery option, giving customers more choice and range flexibility.
The third pack enters the premium segment worth over Rs 28 lakh and is designed for those who prefer chauffeur-driven driving. Luxury moves to the second row with features like Boss mode, second-row ventilated seats, ambient lighting, advanced ADAS with five radars, AQI control, VR filter and adaptive suspension.
Above it is the Pack Three Below variant, an ultra-premium offering designed to compete with SUVs priced up to Rs 80 lakh. The series comes with autonomous parking, 360-degree cameras, haptic touch controls, AR heads-up display and driver-facing monitoring system, all powered by the Snapdragon 8295 chip. He said that the model is priced at Rs 29.45 lakh and has been carefully designed for a psychological price point of less than Rs 30 lakh.
With this layered strategy, Mahindra is sending a clear message: Whether buyers want an affordable family SUV, a feature-packed mid-range model, a luxury chauffeur-driven model or a tech-heavy flagship, the company has a vehicle that meets and often exceeds expectations. By offering premium features as standard and ensuring competitive pricing at every step, Mahindra is positioning itself to take on the established E-SUVs, E-MPVs and hybrids head-on and reshape customer expectations across the SUV segment, he added.