To be priced around ?25 lakh, the Mahindra BE.05 is targeted at the premium segment of the Indian car market. That's a big price point for an Indian brand, especially one that's not known for luxury vehicles. This is a bold step for Mahindra to take into the premium space as we know they are known for value for money offerings. The BE.05 includes advanced features including ADAS, fast charging, and a sci–fi look but is it worth the money? Then there's the brand perception question: Are Indian consumers ready to pay premium prices for a Mahindra or will they go for the established luxury brands at this price point? On the other hand, the BE.05 could be viewed as premium features at a lower cost than some of the imported competitors. The BE.05's success or failure depends on a fine balance of feature set, brand value and market positioning.