Tesla has commenced hiring staff for its showrooms in Mumbai and Delhi ahead of starting its operations in India
Former NITI Aayog CEO, Amitabh Kant, is confident that electric cars from Tata and Mahindra will make it difficult for Tesla in India. We know that Tesla was trying to enter the burgeoning Indian market for the last couple of years. However, Elon Musk was vocal about his frustration with regards to the high import duties by the Indian government on imported cars. Nevertheless, after the changes to the EV policy, Tesla has decided to take the plunge and begin operations here. Still, to challenge the aggressively priced EVs from Tata and Mahindra will be anything but easy.
Tata and Mahindra EVs Could Harm Tesla
Speaking at the second edition of BS Manthan (Business Standard’s flagship thought leadership summit), Amitabh Kant mentioned that Tata and Mahindra EVs won’t let Tesla dominate the Indian market. He drives an EV already and said that he has also booked a Mahindra EV. Recognizing the competitive pricing of Tata and Mahindra EVs, he is certain that Tesla will find it tough to gain the attention of the customers. That is true since the latest breed of world-class electric SUVs from Mahindra offer the absolute latest amenities and tech at a price point which is nigh impossible for any imported EV to match.
For instance, the Tata Curvv EV ranges from Rs 17.49 lakh to Rs 21.99 lakh, ex-showroom. This is the latest and most advanced electric coupe SUV from Tata Motors. Tata is the market leader in the EV space in India and also offers most of its ICE models in electric avatars. Going forward, the flagship Sierra EV and Harrier EV/Safari EV will also join the portfolio. On the other hand, Mahindra took the market by storm with its XEV 9e and BE 6. The former ranges from Rs 21.90 lakh to Rs 30.50 lakh, while the latter sells between Rs 18.90 lakh and Rs 26.90 lakh, ex-showroom. These are mighty competitive prices at which these EVs offer world-class tech and convenience amenities to pamper the occupants.
My View
Now while I fully agree with the former NITI Aayog CEO, we must also understand that Tesla cars will have their own appeal. They will most likely cater to a slightly different set of customers at a higher price point. Still, there is no doubt that it will have to bring its A-game if it wishes to win over the tough Indian consumers. There are already plenty of options in our market in every major segment in terms of electric cars. Therefore, Tesla will get only one chance to do it the right way. Let us see how things pan out.
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