Since its unveiling, the BE 09's bold and unconventional styling has been attracting attention. In typical SUV fashion, it boasts sharp angles, sleek lines and a unique front fascia that breaks with the traditional mold. It’s argued as a breath of fresh air in a sea of cookie cutter vehicles, or that it might be too avant garde for mainstream appeal. There are also more practical things like aerodynamic efficiency and maximizing interior space, in the design. But there is a worry about how well this futuristic look will age over time and whether it will connect with conservative Indian buyers. This design language also leads to a debate on how it will guide Mahindra's future models, and the automobile industry in India as a whole.