Tata Mocks Mahindra With Cheeky ‘Charger Included’ Ad
The Mahindra electric-origin SUVs- BE6 and XEV 9e- have been amassing massive interest with their design, features and performance. The BE6 in particular, rising to acceptance could mean slow death for the likes of Tata Curvv.EV. Tata Motors has now ignited a social media battle with a creative that reads ‘Charger included obviously’ taking a dig at the Mahindras which would require you to buy the fast charger and installation separately. It remains to be seen if Mahindra will take the bait and join the fight.
Tata Mocks Mahindra With Cheeky ‘Charger Included’ Ad: The Back Story
Well, before we go into the details of this creative, let us give you some context. The XEV 9e and BE 6 are both extremely competitive products. The Indian carmaker has priced them aggressively as well. The BE 6 starts at 18.90 lakh ex-showroom and goes all the way up to 26.90 lakh.
The XEV 9e on the other hand, starts at 21.90 lakh (ex-showroom) and goes up to 30.50 lakh for the range-topping variant. These prices are lucrative. However, the caveat here, is that these are exclusive of chargers! These SUVs support AC fast charging. The XEV 9e, for example, supports up to 11 kW AC charging.
Mahindra offers two AC fast chargers on the 9e- 7.2 kW and 11.2 kW. These and the installation have to be purchased separately! The 7.2 kW charger costs Rs 50,000 while the 11.2 kW charger has a price of Rs 75,000. This means that even the 7.2 kW charger can push the entry price of the BE 6 to 19.4 lakh! For the XEV 9e, the 7.2 charger will push the base prices to 22.4 lakh. The 11.2 kW unit will make it 22.65 lakh.
The faster AC charger can charge the 59 kWh battery pack in just 6 hours and the larger battery in around 8 hours. Installation cost of home chargers will be extra.
Mahindra offers two battery packs on the BE 6 and XEV 9e- 59 kWh and 79 kWh. The smaller battery pack has a claimed range of up to 542 km on a single charge. The larger battery is claimed to offer a range of up to 656 km. The 79 kWh battery is available only on the range-topping variants of these electric SUVs.
‘Charger Included Obviously!’
Tata Motors offers a 7.2 kW AC fast charger. Interestingly, this comes standard on all variants of the electric coupe. The Curvv.EV comes with two battery packs- 45 kWh and 55 kWh. The smaller battery is claimed to offer a range of 502 km (ARAI). This is available in the lower variants. The higher and range-topping variants come equipped with the 55 kWh unit. This has an ARAI-claimed range of 585 km.
The Curvv.EV is based on the Acti.ev platform. Both battery packs support ultra-fast charging- on both AC and DC. The coupe SUV comes with a 7.2 kW AC charger. This can charge the 45 kWh battery from 10% to 100% in 6.5 hours. The larger battery pack will take 8 hours for the same.
At the time of writing this article, the Curvv.EV has a starting price of ₹ 17.49 Lakh, ex-showroom. The top-spec variant has a sticker price of 21.99 lakh. The catch, however, is that Tata Motors offers the AC fast charger and installation for free. This means that the final price (including charger) for the entry spec Curvv EV and BE 6 are ₹ 17.49 Lakh and 19.4 lakh respectively.
The social media creative released by Tata Motors takes a dig at Mahindra by citing the latter’s missing charger for the quoted price. We look forward to seeing how Mahindra will respond to this creative…