Tata Harrier.EV AWD Might Undercut Mahindra XEV 9e Top Variant: Here’s Why That Matters

Tata Motors is poised to shake up the electric SUV segment once again, and this time, it may be by offering the top variant of its all-wheel-drive Harrier.EV at a price point lower than Mahindra’s upcoming XEV 9e. The two SUVs are expected to be among the flagship electric offerings from their respective brands, but early indicators suggest Tata’s strategy may involve a more aggressive approach to pricing.

This development is significant not just because it challenges the traditional pecking order in the premium EV space, but also because it highlights the evolving approach of both companies to electric mobility, product positioning and value packaging.

Pricing Expectations Are Key to Market Impact

Both the Harrier.EV and the XEV 9e are expected to arrive with premium badges and feature-rich packages. However, indications from industry insiders suggest that Tata Motors may price the top-spec Harrier.EV AWD under ₹28 lakh (ex-showroom).

In contrast, Mahindra’s XEV 9e, which is based on the INGLO platform and targets a more global EV audience, is priced at Rs. 30.5 lakh for the top-end Pack 3 trim.

Tata’s pricing strategy here is likely to mirror the playbook used with the Nexon EV and Punch EV, offering segment-leading features while staying one step ahead on affordability. The Harrier.EV, which has just been launched at Rs. 21.49 lakh, is based on Tata’s Acti.EV+ architecture and is likely to come with multiple drivetrain options, including an AWD setup for the top trim. This would make it one of the few electric SUVs in the segment to offer all-wheel drive without pushing the price tag into luxury territory.

A Battle Between Two Different EV Philosophies

While both SUVs are expected to offer similar creature comforts like large touchscreens, ADAS features, dual-zone climate control, connected car tech and panoramic sunroofs, they stem from different engineering and design philosophies.

The Harrier.EV will be an electric adaptation of an existing ICE platform, updated and refined for EV use. Tata’s approach involves high localisation and efficient platform reuse, which often translates to better pricing. In contrast, the XEV 9e is built ground-up on Mahindra’s dedicated INGLO EV platform. This skateboard-style architecture supports larger batteries and more flexible cabin layouts but also adds to cost, especially in early production runs.

This divergence may end up being the key reason why the Harrier.EV AWD variant could come in significantly cheaper than its Mahindra rival.

AWD as a Premium Feature, Now Within Reach

For years, all-wheel drive has been a feature restricted mostly to luxury and performance cars. In EVs, it also comes with technical complexity and battery management considerations. Tata’s decision to offer AWD in a more accessible price bracket could expand the appeal of electric SUVs to those who want occasional off-road capability, better traction or simply a more planted driving experience.

If Tata pulls this off under ₹30 lakh, it could become the most affordable AWD electric SUV in its size category without compromising on features or presence.

Mahindra May Rely on Tech to Justify the Premium

Mahindra, however, will likely counter with more futuristic tech in the XEV 9e. The INGLO platform supports fast charging, advanced driver-assistance features and possibly even over-the-air performance upgrades. There is also a strong likelihood that Mahindra will offer a more spacious cabin and slightly longer range than the Harrier.EV.

But these advantages come at a cost. Mahindra’s challenge will be to convince buyers that the slight premium over the Harrier.EV is justified not just by spec sheets but by real-world performance, refinement and design innovation.

A Segment-Defining Faceoff is Brewing

Both Tata and Mahindra are pushing hard in the EV space, and this potential price gap between their flagship models sets the stage for a fierce showdown. While the Harrier.EV may win hearts with pricing and practicality, the XEV 9e might appeal to buyers looking for a more global, tech-forward experience.

Either way, consumers stand to benefit as this rivalry brings better equipped and more diverse EV options into the mainstream. With AWD now entering the ₹30 to ₹40 lakh segment for electric SUVs, the next wave of adoption might come quicker than expected.