Mahindra BE 09 is a premium electric SUV, which could directly compete with established international brands such as Audi, BMW and Mercedes-Benz, and the newer entrants such as Tesla. These questions are being raised about brand perception, build quality and value proposition. This is a big move upmarket for Mahindra, which has always been known for rugged, affordable vehicles. Others say the BE 09's advanced features and competitive pricing may make it an attractive choice for patriotic buyers who wish to buy an Indian brand. But others are doubtful that Mahindra can compete with the refinement, performance and prestige of luxury marques. The other thing is the after sales service and the overall ownership experience, which are areas that premium brands do well.