Anand Mahindra Reveals How He’ll Compete With Elon Musk’s Tesla
With Tesla inching closer to its India debut, many are wondering how homegrown automakers will respond to the challenge posed by the American EV giant. Mahindra is one of the biggest names in the Indian EV market right now. The company has been re-envisioning the scope and shape of our market with state-of-the-art products like the BE 6 and XEV 9E. The helmsman Anand Mahindra has now answered a ‘how will you compete with Tesla’ query on social media.
A post shared by Anand Mahindra on X (previously Twitter) reads ” We have been asked similar questions ever since the opening up of the Indian economy in 1991. How will you compete against: Tata, Maruti, and all MNCs? But we’re still around. And working like maniacs to still be around & relevant even a century from now.”
The Indian automotive giant doesn’t look terrified by Tesla’s proposed India debut. It has faith and confidence in its products and both the BE 6 and XEV 9e have already been described as future-ready global products. Mahindra seems to have determination, resilience, and a long-term vision for its EV spree.
The X post talks about Mahindra’s past- the way it had to compete with mainstream brands, and auto giants in the ICE (Internal Combustion Engine) vehicle space. The Indian auto sector, over the years, saw the entries and exits of many international brands. Mahindra has managed to stand the test of time. It is currently doing exceptionally well because of product quality and engineering excellence, and not petty PR stunts or overdone marketing campaigns. This extensive focus on product and an equally strong focus on improving customer experience will benefit the carmaker in taking on Tesla as well.
Mahindra’s Competitive Edge Over Tesla
Tesla is owned by the richest man on Earth- Elon Musk. Also, it has clear technological superiority over Mahindra and definitely has a significantly bigger global presence. But Mahindra sure has an edge when it comes to the Indian market.
1. Deep Understanding of the Indian Market
Mahindra has been here for decades and thus has a deep understanding of the market and the trends within. This know-how will be of use in designing EVs that are affordable, reliable, and best suited for Indian conditions. Tesla would likely have to struggle with most of these.
2. Affordable Pricing
The Model 3, the rumoured first India-bound model, is an affordable EV in most global markets. When launched in India, it could likely cost between 60-90 lakh! This means that it would slot in as a premium/ luxury EV here. The American giant could struggle with pricing as it doesn’t have the edge that Mahindra has in building budget-friendly EVs.
Local manufacturing is of key significance in keeping prices competitive. Even if Tesla decides to completely manufacture its products in India, Mahindra would still retain its edge as it has stronger vendor networks. A high price would also limit the buyer spectrum for the Model 3.
3. Expanding EV Portfolio
Mahindra is aggressively expanding its EV lineup, with models like the XUV400, XUV.9e, and BE 6 already out and the likes of XEV 7e in the pipeline. These are designed to cater to different (and more ) sets of buyers. Tesla would take some time in figuring this math out.
4. Strong Service & Dealer Network
Tesla will need years to build a widespread sales and service network, whereas Mahindra already has an extensive dealer and service centre network across India.
5. Government Policies Favoring Domestic Players
The Indian government has been pushing for “Make in India” initiatives, which could give Mahindra and Tata an advantage over foreign automakers like Tesla in terms of incentives and subsidies. However, considering how big the Elon Musk-owned EV company is, some relaxation could be possible as well.
Tesla’s Big Move: Hiring In India!
While Mahindra is gearing up to defend its turf, Tesla is laying the groundwork for an imminent India entry. The company recently listed 13 job openings in India across sales, service, and operations, strongly suggesting the same.