Pricing of the Mahindra BE 09 is the key to its success in the Indian market. The company’s first premium electric SUV, it is expected to be much more expensive than Mahindra’s usual fare but could undercut other imported luxury EVs. This makes it unique position, which may even carve out a new segment in the Indian automotive market. Debates continue to swirl around if Indian consumers are ready to pay a premium price for a Mahindra branded vehicle, irrespective of its features and capabilities. For some, competitive pricing could unsettle the luxury EV market, while others fear that if it’s priced too high, it won’t find buyers. The BE 09's competition pricing will also dictate whether the SUV will contend with premium ICE SUVs or other electric vehicles, or both. Furthermore, the BE 09's final price and market reception is discussed in relation to government incentives for EVs.