Will the premium pricing strategy of the Mahindra XUV.e9 work in the Indian market?
The XUV.e9 is being positioned as a premium electric SUV by Mahindra and is expected to start around Rs 22 lakh. This will pit it against existing players like the MG ZS EV and those to follow from Tata and Maruti Suzuki. This move into the premium segment is a big departure for a brand that has been known for rugged, value for money vehicles. The XUV.e9 comes equipped with the three screen dashboard, ADAS and an AR Rahman designed sound system. But Indian consumers are price sensitive, and electric vehicles are still considered a new technology by many. But there’s also the question of brand perception — will buyers be willing to pay a premium price for a Mahindra when the same price can be spent on a similarly priced vehicle from a more established premium brand? While Mahindra has been working hard to change its image with vehicles like the XUV700. Is the company simply overreaching when it comes to a premium Mahindra EV, or is the market ready for it?
A Mahindra is too expensive. At that price point, people will just go for MG or Hyundai.
I think it could work. People trust Indian brands more for after sales support and Mahindra's been upping their game lately.
Pushing the market forward is a risky move, but someone has to. It could pay off, if the quality matches the price.
If they think people will pay 22 lakhs for a Mahindra EV, they're dreaming. It'd probably work for half that price.
It’s not just about the brand, it’s also about the product. People will pay for it if it's genuinely good.
Mahindra's 'Nexon moment' — the car that alters people's perception of the brand?
It's ambitious pricing, but with all the features they're throwing in, it could actually be good value.
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Discussions and Questions Will The Premium Pricing Strategy Of The Mahindra Xuve9 Work In The Indian Market
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