The Mahindra BE.07 is touted as a premium electric SUV with a host of high end features like panoramic sunroof, three 12.3-inch screens that form an edge to edge display, over the air updates and advanced driver assistance systems. The BE.07's electric powertrain and new INGLO platform, plus these features, indicate that this is going to be an expensive car. According to estimates, it will sit in the ?25–30 lakh range and compete not just with premium ICE SUVs and other electric vehicles, but also with the likes of the Toyota Fortuner and the Mahindra Thar. This is a huge move for Mahindra, which has historically been known for value for money offerings. Can Indian consumers see the value in these new premium features, new technology, or will the high price be a barrier to adoption? Is Mahindra pricing itself out of its traditional market or is it necessary to establish itself in the premium EV segment?