Assessing Market Penetration Potential of Mahindra BE 6e and XEV 9e: Analyzing Consumer Preferences and Adoption Factors in India's Evolving EV Landscape

EVs define India's automotive future with an increasingly growing pace. The purpose of this study is to analyse the market penetration potential of Mahindra's newly launched electric SUVs BE 6e and XEV 9e, built on INGLO platform. The study uses quantitative surveys of 750 respondents aged <tex xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">$25-60$</tex> years old, and qualitative interviews to investigate consumer preferences and behaviors, attitudes and key adoption factors such as pricing, range, charging infrastructure, technology and performance as well as environmental concerns related to EVs. Hence competitive pricing, AI driven features like (Level 2+ ADAS) and longer range battery attract the urban consumers. The adoption in semi-urban and rural areas is hindered by limited infrastructure and maintenance challenges. BE 6e aims at younger audience that relies on technology, whereas XEV 9e attracts families interested in high class driving experience. The outcomes stress the requirement of essential infrastructure, concentrated ads, and government incitements to force EV remove. The outcomes from this research suggest insights for policymakers and manufacturers as well as stakeholders looking to expand the Indian EV market; and contribute to the general discussion around sustainable transportation in emerging economies.