Windsor offers A-segment pricing, B-segment footprint and C-segment headroom, creating a value proposition that is nearly impossible to beat.
Author: T. Mulally
In just over a year, JSW MG Windsor has rewritten the rules of the Indian electric vehicle market. Not only did it reach the top, it also became the number one selling electric car in China in 2025, with sales reaching an unprecedented 46,735 units in a single calendar year. No electric vehicle has ever achieved such high annual sales before, and the Windsor has achieved this by connecting with the audience that will determine the fate of mass mobility in India: family buyers.
The story is simple. People want an electric car that feels spacious, comfortable and familiar, but modern enough to justify the leap to electric. Windsor certainly did that. Its spaciousness, smooth ride, feature-rich cabin and clean, futuristic design turn hesitant shoppers into confident first-time EV owners. In the process, it became one of India’s most awarded and widely recognized electric vehicles.
This demand has not only boosted its products, but also propelled JSW MG Motor India to strong results in 2025, with overall growth of 19% and electric vehicle sales surging 111% over the previous year. As India’s first smart CUV, Windsor blends car-like comfort with the practicality of an SUV and offers flexible ownership through a Battery-as-a-Service (BaaS) plan starting at Rs 9.99 lakh, plus Rs 3.9 per kilometer. With 100 kW of power, 200 Nm of torque and two battery options (38 kWh with 332 km of range and 52.9 kWh PRO with 449 km of range), it meets the daily needs of both city and highway users.
Six quarters after launch, momentum isn’t slowing down. As Vinay Raina, chief commercial officer, JSW MG Motor India, said, Windsor has become a benchmark in the four-wheeler electric vehicle segment in India, with sales crossing 50,000 units in just over a year, a first in the industry. Buyers are not skeptical about electric vehicles, he said. They just want the perfect combination of space, comfort, range and functionality at a reasonable price. Windsor provides that balance and changes expectations for electric vehicles in its class.
To make the shift to electrification easier, JSW MG has also launched several first-of-its-kind initiatives. JSW MG supports Windsor through a series of bold, customer-focused initiatives. The BaaS model separates the battery from the vehicle price, reducing upfront costs and allowing buyers to purchase a full-size electric car at Rs 9.99 lakh, bringing it closer to comparable ICE models. To address resale concerns, the automaker launched a “3-60 Guaranteed Buyback” program that guarantees a return of 60% of the original value after three years. An industry-first lifetime battery warranty further enhances confidence, directly addressing long-term questions about battery health and ownership.
These measures, combined with strong word-of-mouth from early adopters, make Windsor a true disruptor. “Essentially, it offers the price of an A-segment car, the floor space of a B-segment car and the cabin space of a C-segment car – it’s an unrivaled value proposition,” he reiterated.
price breakout
When the OEM launched BaaS for Windsor, the goal was clear: make owning an electric vehicle as easy and affordable as buying an ICE car. The battery has always been the most expensive part of an electric vehicle, and by separating its cost from the price of the vehicle, it opens up a lower entry point, revolutionizing that. For the first time, full-size electric vehicles can be in the same price range as gasoline models, removing one of the biggest psychological and financial barriers to first-time EV purchases.
Like any new idea, BaaS takes time to earn trust. Customers are curious, but also wary, unsure whether to view batteries as a service rather than an asset. Automakers have addressed this problem by building a strong financial backbone around the program. Mr. Raina said, “We launched this initiative with four NBFC partners and later collaborated with mainstream financial institutions to further scale up the program. Other OEMs have also adopted this model, making battery-as-a-service more popular and widely accepted in the market. As awareness increases, we expect this innovative solution to attract more customers and play a significant role in accelerating the adoption of electric vehicles in India.”
wider reach
One of Windsor’s most surprising achievements is its presence outside India’s big cities. Currently, nearly half of its sales come from non-metro areas, where charging networks are still catching up. The reason is simple: “The product is a perfect fit,” he says. Families in these markets want a car that is roomy, comfortable and low-cost to run, and the Windsor delivers exactly that. JSW MG then builds on this natural demand with targeted retail expansion, local ecosystem partnerships and clearer charging visibility through its digital tools.
As Windsor moves into new territory, it creates its own momentum. A stronger presence can build trust, especially in areas with little previous exposure to electric vehicles. In many towns and cities, the car became the starting point for the electric car movement. OEMs support this with localized engagement, hands-on product experience and active dealer-level outreach, ensuring buyers can feel confident even in markets where infrastructure is still developing.
Buyer profiles tell a similar story. Windsor’s core customers are family-oriented Indians in their 30s and 40s – married with children, looking for a quality and practical car. They want space, comfort and technology to make daily use easier. An increasing number of them are first-time car buyers, opting for electric vehicles from day one, clearly demonstrating that electric vehicles are no longer a niche market. He said many Windsor owners summed it up simply: “EV sahi hai” – a phrase that “reflects the growing confidence and enthusiasm for electric vehicles”.
smart variant
The OEM has also maintained the momentum with its smart variant strategy. Each Windsor version differs in scope, functionality and pricing, making it easy for customers to choose a product that fits their life and budget. This avoids over-reliance on any single model and keeps the product relevant to value-driven families and technology-focused urban buyers. Meaningful and uncomplicated choices play a key role in maintaining strong, stable demand.
Going forward, the company aims to increase its focus on three pillars: strengthening the broader EV ecosystem, improving the retail experience and driving continued innovation. Mr. Raina concluded that through these priorities, the company aims to deepen Windsor’s leading position and reach the next sales milestone faster while strengthening its ambition to become a leading player in the new energy vehicle segment in India.