The MG Windsor EV has been a runaway success, consistently topping sales charts since its launch in late 2024. However, two new premium electric SUVs from Mahindra—the BE 6 and XEV 9e—are emerging as serious contenders. Could these models disrupt MG’s dominance? Let’s break it down.

The MG Windsor EV has been a game-changer in India’s EV space, because of its affordable pricing, practical range, and innovative Battery-as-a-Service (BaaS) model.

Here’s why it became an instant hit:

1. Affordable Entry Point: Starting at ₹9.99 lakh (without battery under BaaS) and ₹13.50 lakh (full ownership), it undercuts rivals like the Tata Nexon EV and Mahindra XUV400.
2. Strong Sales Performance: Within three months of launch, it sold over 10,000 units, making it India’s best-selling EV in early 2025.
3. Solid Features: A 331 km range, 15.6-inch touchscreen, 360-degree camera, and panoramic sunroof make it a compelling package.

The New Challengers: Mahindra BE 6 & XEV 9e

Mahindra’s BE 6 and XEV 9e are premium electric SUVs built on the INGLO platform, offering longer range, faster charging, and luxury features. But can they steal MG’s thunder?

Why They Are a Threat:

1. Superior Range & Performance

BE 6: Up to 682 km (79 kWh battery), 0-100 kmph in 6.7 sec.

XEV 9e: Up to 656 km (79 kWh), 282 bhp, 20-minute fast charging (20-80%).

Both outclass the Windsor’s 331 km range and 134 bhp motor.

2. Luxury & Tech Edge

Triple 12.3-inch screens (XEV 9e) .

Level 2+ ADAS (advanced driver assistance).

More premium interiors compared to Windsor’s utilitarian cabin.

3. Strong Initial Demand

Mahindra received 30,000 bookings on Day 1 for these models.

3,196 units sold in 20 days alone

Why MG Windsor might struggle

“Today’s bargain could be tomorrow’s regret.”

That is the risk the MG Windsor EV runs, much like how the Maruti Alto and other entry‑level hatchbacks once ruled India’s roads—and then faded from the top. The Windsor’s low price and roomy MPV look have won many first‑time EV buyers. But as tastes shift and incomes rise, buyers may move on to more aspirational models.

The Maruti Alto topped sales charts for years because it was cheap, reliable and simple. But as families earned more, they traded in small hatchbacks for compact sedans and SUVs. Today you rarely see a new Alto among best‑sellers. The Windsor could follow the same path. Its 331 km range and MPV shape fill a niche now, but soon buyers may demand longer range, sleeker design and faster charging—features found in pricier rivals.

India’s middle class is growing wealthier and more style‑conscious. Young professionals no longer settle for basic transport; they want a car that reflects their success. That shift is why the Hyundai Creta and Maruti Brezza, both compact SUVs, often top monthly sales charts. Their blend of bold looks, roomy cabins and a strong brand name hits the sweet spot. Sometimes the Toyota Fronx joins the party, proving that a fresh design can steal hearts even in a crowded market.

The Windsor may keep selling well in its price band, but to stay on top MG will need to evolve. A longer‑range version, sleeker styling or a premium variant could help.