Mahindra & Mahindra is set to intensify its focus on premium sport utility vehicles and electric vehicles as part of its long-term strategy to consolidate its position in India’s passenger vehicle market. The Mumbai-based automobile manufacturer will continue prioritising internal combustion engine (ICE) SUVs and a rapidly expanding EV portfolio, according to the company’s top leadership.
R Velusamy, President Automotive Business at Mahindra & Mahindra, said the company’s strategy is centred on premium and differentiated vehicle offerings rather than mass-market models. He noted that Mahindra has been concentrating on both ICE and electric vehicles and has witnessed strong growth in these areas. He added that customers in the personal vehicle segment increasingly prefer distinctive products over mainstream alternatives.
No shift towards CNG or alternative fuels
Although several automakers are exploring CNG and other alternative fuel technologies, Mahindra currently has no plans to diversify into these segments. Velusamy indicated that the company intends to remain aligned with its core brand identity, which revolves around rugged SUVs and technologically advanced EVs. This direction reflects the expectations of its target customers, who seek innovation, performance and a strong SUV character.
SUV pipeline strong through 2029
Mahindra plans to introduce multiple new SUV models between now and 2029, reinforcing its long-term commitment to the segment. Velusamy also clarified that the company does not have immediate plans to expand into the multi-purpose vehicle (MPV) category.
To maintain its competitive advantage in the domestic passenger vehicle market, the automaker is focusing on improving operational efficiency and advancing its technology capabilities. With the SUV segment continuing to expand in India, Mahindra remains keen on capturing further growth.
Electric Vehicle ambitions accelerate 2029
In the electric mobility space, Mahindra expects to sell around 7,000 EV units by the end of the current financial year. By 2028, the company aims for electric vehicles to contribute about 25% of its total volumes, marking a significant shift in its portfolio.
Mahindra has already sold more than 30,000 electric vehicles (BE 6 and XEV 9 models combined) over the past seven months, generating revenue of approximately ₹8,000 crore. This strong performance highlights rising demand for premium electric SUVs and strengthens the company’s position in India’s evolving EV landscape.
With a robust SUV pipeline, ambitious EV targets and sustained customer demand for premium offerings, Mahindra & Mahindra is positioning itself to play a leading role in India’s next phase of automotive growth.
