With Mahindra's entry into the premium EV segment with the BE 6e, the automotive industry has raised eyebrows. The company has a strong presence in SUV market but is relatively new to the EV space and in particular to the premium segment. Impressive the BE 6e specs and features are if the device sees the light of the day, enough to compete with established global brands. But some potential buyers are still concerned about Mahindra's past with quality control and after sales service in their ICE vehicles. The question also arises whether Mahindra has the brand image to play in this premium space against luxury brands who are also entering the EV space. However, Mahindra has also entered the EV partnership with Volkswagen for EV components and the acquisition of REVA Electric Car Company. Another thing that could play in Mahindra's favor is the Indian market's preference for home grown brands. Other factors in contention include the pricing strategy and the timing of the launch vis a vis India’s EV infrastructure development.