With the aim of becoming one of the leaders of electric mobility worldwide, Mahindra, the Indian automaker, is embarking on a crusade to launch an exclusive series of electrified cars on the market.
Specifically, the brand aims to introduce eight new cars with this technology by 2027. To do so, it will rely on a sub-brand of which no details have yet been provided.
At a recent press conference, Rajesh Jejurikar, a senior Mahindra & Mahindra official revealed some of the company’s ambitions in electric mobility.
“The brands on which we will focus are Bolero, Scorpio, XUV and Thar. These will be the main ones, but that doesn’t mean we will discontinue others. We may do a new EV signature as we move forward, but that’s under discussion.”
Of these new models, four will derive from the current range. From 2025, the company will go a step further by introducing 4 new SUVs underpinned by a dedicated platform and developed from scratch.
Jejurikar assured that by 2027, Mahindra will be ready for at least 20% of total sales volumes to come from electric vehicles. “If the charging infrastructure grows faster, we are likely to be ready for even higher penetration of electric vehicles.”
Rivals on Target
With this strategy, Mahindra wants to compete at every level with the biggest rival, Tata, which has long since opted for the electric path. With a population of more than 1.1 billion, sales in India could be a gold mine for manufacturers.
Across the region, electric cars account for only a fraction of the market, but the smaller segment is proving to be the most popular. The country is dominated by small vehicles that enable users to get around the bustling city streets.
However, this major project presented by the company is subject to the global chip and semiconductor crisis. In that sense, Mahindra stresses that with a better availability of these materials, which are becoming scarce, they hope to maintain the growth momentum.
They say they are well poised to deliver very strong growth and profitability through an exciting new product portfolio.
Written by I Jhonattan González