Mahindra & Mahindra’s Rajesh Jejurikar Emphasizes Fair Competition with Chinese Brands
As India and China work towards improving their business relations, Mahindra & Mahindra has expressed its readiness to compete with Chinese automotive brands. The Indian auto giant emphasizes the need for a level playing field and adherence to localization norms. Mahindra is also making significant strides in the electric vehicle (EV) sector, recently launching a new three-row SUV model, the XEV9S, which is part of its ambitious plans to expand EV production in the coming years.
Mahindra’s Competitive Stance
Mahindra & Mahindra’s Executive Director for Auto and Farm Sectors, Rajesh Jejurikar, has made it clear that Indian car manufacturers are open to competing with their Chinese counterparts. However, he insists that competition must occur on equal terms, highlighting the importance of adhering to localization norms. This statement comes as the Indian automotive market continues to evolve, with local players gaining an advantage due to government policies that restrict serious competition from Chinese manufacturers. Jejurikar’s comments reflect a growing sentiment among Indian automakers who are eager to showcase their capabilities while ensuring fair competition.
New Electric Vehicle Launch
In line with its commitment to electric mobility, Mahindra has introduced the XEV9S, a seven-seater electric SUV. The vehicle is available in two variants, priced at Rs 20 lakh for the 59 kWh battery pack and Rs 22 lakh for the 79 kWh version. This launch is part of Mahindra’s broader strategy to enhance its presence in the EV market. The company aims to ramp up its production capacity from 4,000-4,500 units per month to over 7,000 units by March 2026. Jejurikar noted that the current share of EVs in Mahindra’s total passenger vehicle sales is around 9%, with expectations to increase this figure to 20-25% by 2027-28.
Challenges from Chinese Competitors
Despite the potential for competition, Chinese electric vehicle manufacturers like BYD have faced hurdles in establishing a foothold in India. BYD has struggled to secure approval for its investment proposal to set up a factory in the country. Similarly, Great Wall Motors abandoned its plans to enter the Indian market amid rising tensions between India and China. Industry analysts suggest that local manufacturers, along with non-Chinese multinationals, benefit from the Indian government’s cautious approach towards Chinese competition in the automotive sector.
Future of Electric Mobility
Mahindra’s aggressive push into the electric vehicle market is complemented by its efforts to enhance the charging infrastructure. The company is collaborating with ecosystem players to create a denser network of charging stations. Currently, Mahindra sells its electric vehicles alongside internal combustion engine models at the same outlets. However, it is also testing EV-only dealerships in select locations. Jejurikar emphasized that Mahindra will continue to support both electric and ICE vehicles, allowing customers to make informed choices without pressure to favor one over the other. This balanced approach reflects Mahindra’s commitment to evolving with the changing automotive landscape while maintaining its core business.
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