Mahindra BE 6e, XEV 9e to be sold through existing dealer network

Mahindra is all set to launch the BE 6e and the XEV 9e later today, and the carmaker has said that it will sell these born-EV SUVs via its existing dealerships. “We intend to leverage our existing automotive showroom network, so our buyers can select from our entire portfolio, including our Electric Origin SUVs,” said Veejay Ram Nakra, president of the Automotive Business at Mahindra & Mahindra, in an email interaction with our sister publication Autocar Professional.

1. Mahindra showroom to get new branding promoting EVs
2. Special screens will display Mahindra’s EV tech

Mahindra showrooms to get a revamp

Mahindra will also introduce a new customer interface that will include revamped showrooms, initially in major cities. The showrooms will offer new branding and signage promoting its “Electric Origin” EVs, Mahindra speak for its born-EV line-up.

There will be a dedicated “EV corner” at these showrooms that will have an inverted LED screen on the ceiling, which will not only display the existing “Twin peaks” logo but also the new EV-only logo that is seen on its BEVs. The dedicated area will also have a projection of Mahindra’s INGLO EV architecture that forms the base of the new XEV 9e and the BE 6e SUVs.

When asked about the marketing strategy for its born-electric portfolio, Nakra said, “Mahindra customers are already familiar with our phygital (physical + digital) approach. We will further enhance this strategy for the Electric Origin SUVs, leveraging both channels to create a seamless customer journey. We understand the needs of our customer base, and our approach is designed to provide an immersive pre-purchase experience that will reflect the innovation and luxury of the Electric Origin SUVs.”

He further added, “We aim to address key customer needs such as long battery range, reliability and advanced safety.”

This approach, however, is completely different from Tata Motors who has dedicated EV retail outlets branded as Tata.ev, along with separate workshops to cater to aftersales services and other needs.