While Driving the latest born-electric SUVs from Mahindra, Our Editor, Ramesh Somani (RS), chatted with a leading head of Mahindra and Mahindra, Mr Veejay Ram Nakra (VN), President of the Automotive Sector, and Jt. MD MEAL. Mr Pratap Bose(PB), Chief Designer and Creative Officer, also joined us. The conservation includes intricate details about the BE 6e and XEV 9e, as well as insights about the future products from Mahindra.
RS: It was an electrifying launch. So, was this name, ‘BE 6e’, purposely designed, or what is the story behind it?
VN: I want to share a little anecdote. When Pratap started designing, he would sit and sketch on a piece of paper. He was so passionate about it that he would click pictures and send them to Rajesh and me on WhatsApp. When we saw those initial sketches, we were blown away—from the very first moment, the design was appealing and sexy.
RS: That it is!
VN: To be honest, at that time, we didn’t think we would call it ‘sexy’. We created the brand name ‘BE’ as an authentic representation that allows you to ‘be’ who you are. The project code name at that time was ‘05’.
RS: I remember it being showcased in London.
VN: That’s right! As we developed the product, we started seeing the sketches come to life. The most incredible moment, Ramesh, was when we showcased it in South Africa. People remarked how closely the final product resembled the original concept, and when we saw it in flesh and blood, we thought, “It really is sexy.” That’s how it became ‘BE 6e’, a playful representation of being sexy.
RS: So it’s called "Be Six E," right?
VN: Yes, "Be six E", not “B E six E”.
Watch the video: Exclusive: Driving The Talk With Veejay Ram Nakra & Pratap Bose | BE 6e, XEV 9e & What's Next!
RS: Okay, there’s a clever twist there. Now, what about the XEV 9e? Did you consider adding an ‘S’ before XUV to change the entire meaning?
VN: Well, the XEV 9e is a very different product. It’s more refined, and Pratap can elaborate on the design philosophy behind both models. The XEV stands for a more mature position, with ‘X’ keeping the brand’s exciting factor in mind, leading us to name it "XEV." We chose ‘9’ because in the chronology of numbers, when you start moving, it's typically 3, 5, 7, 9, and hence, 9 is the indication of it being a perfect blend of sophistication and premiumness.
RS: I agree!
VN: Combining that understanding led us to the brand name XEV 9e.
RS: Pratap, can you share some behind-the-scenes stories about the design process? The design is quite radical; did you ever think it might not appeal to everyone, considering this segment isn't very conservative?
PB: Absolutely, Ramesh! We have brands that our consumers are very passionate about. A Thar customer, for instance, is quite territorial about their choice. Veejay’s brief to us, along with Rajesh’s input, was clear: “Make hot cars. If you’re doing it, go all out. Bold or nothing.” Veejay also suggested we aim to attract a new customer segment to the Mahindra family.
That’s how ‘BE’ was born. “BE” means to ‘be’ yourself and embrace who you want to be. With this new BE brand, we had the opportunity to explore a fresh design language. If you look at the two products we've launched, the BE 6e resembles a fighter jet, while the XEV 9e resembles a private business jet. They both fly but in very different styles.
RS: Were there any initial sketches for what we see today, or was this the vision from the start?
PB: Funny enough, we go through lots of sketches, but Veejay is right; for the 6e, the concept came from just a few pencil sketches that I WhatsApped to our leadership group. The instant response was overwhelming—they all thought, “This is it”.
RS: Which part of the design of the 6e is your favourite?
PB: I really love the 6e cabin. It looks tight from the outside, but once you're inside, it surprises you with its headroom. We've designed the paint line between the black roof and the body colour to be much lower than you would find in any other car. Usually, dual-tone designs are done differently, but this one has a very dramatic roofline when viewed from the side. It’s primarily in body colour, which creates an impressive look; however, when you get inside, the sense of surprise really stands out. I also appreciate the halo around the driver.
VN: To add to that, when Pratap sent us those designs, I felt like a kid again! I've been in the industry for many years, but seeing a design this radical and distinct brought immense freshness. This has always been about Mahindra being different, relevantly different. We broke boundaries with this design. I still vividly remember visiting Pratap's design studio and experiencing the cabin for the first time. Sitting there with the halo ring around me felt like I was in a Formula E car. That’s my favourite feature.
RS: All eyes are now on you, given that Pratap’s work has already been showcased.
VN: Also, Kudos to Velu; he did a tremendous job and delivered incredible work.
RS: The chemistry among the leadership team—Rajesh, Veejay, and the entire crew—is remarkable. Such synergy is rare and magical.
PB: Ramesh, let me tell you, from that original sketch, which was conceived two and a half years ago, to the vehicle you see on the road today, the fact that it closely resembles that sketch is a testament to our team. We insisted throughout the development process that we wouldn’t compromise or alter the design. We protected it at every level, and it wasn't an easy feat, especially coordinating with our manufacturing teams.
RS: Speaking of numbers, Veejay, as you know, EV penetration in India is still lower than desired. Other players in the same price segment haven’t been able to achieve significant numbers for various reasons. Are you confident that this launch will hit its targets?
VN: Our endeavour with these products is to ensure they are designed to be feature-packed and globally competitive—all at a "wow" price. Our aim is to disrupt the market and achieve significant volumes. While I can’t provide specific numbers, I can confidently say we are prepared with a capacity for 90,000 vehicles annually across these two brands. The strategy is to ramp up slowly and steadily, aiming for about 8,000 units a month at maturity. However, we know we won't necessarily hit that from day one because we want to ensure everything is right before scaling up.
RS: That suggests there will definitely be a waiting period, which is to be expected, right?
VN: Yes, that would indeed be a welcome challenge—a good problem to have!
RS: One common comment from potential customers is that while the offerings are excellent, they also come from the luxury segment. If you were to add features like massage seats, what would be the increase in per-unit cost?
VN: Adding features like that is manageable, but we must be clear on what each brand embodies. BE and XEV are distinct. Our current offerings provide a great mix. We understand there are supplementary features that some people may want, but introducing something like massage seats would require re-engineering the seat mechanism and validating it all over again, which involves extensive testing. Customers in this segment aren't necessarily looking for such additional luxuries, and I believe we already provide significant value in our products at their current price points. Over time, we will certainly explore adding features as we grow.
RS: Are you keeping Mahindra's global ambitions in mind when launching these designs? Will you be taking them internationally after the launch in India?
PB: You know, I always say that India itself is a global market. What manufacturer isn’t eager to be here, not just in automotive but in any sector? Those who don’t establish a presence are not being considered seriously.
RS: They certainly want to be part of this market.
PB: Exactly. Mobile phones, fashion—you name it. India is no longer a market that is limited to itself. Everything we do, Ramesh, is designed and engineered for global competition, whether it’s domestically or if we look to export. From day one, our mindset has been completely global.
RS: One point to consider is that when you sell in Europe, your profit margins are significantly higher than in India, where you need to be cost-effective. Has the thought crossed your mind about exporting these products to mainstream markets someday?
VN: Absolutely! Those aspirations are there. Our products are global. We would love to see them introduced in international markets—they are built with that intent.
RS: So, that’s how it’s been built—built to last?
VN: Yes, completely.
RS: And regarding the 10-year warranty on the battery backup, could you explain that? Is it only for the first customer?
VN: So, for the first customer, it’s a lifetime warranty. If there’s a change of hands or ownership, it then becomes a 10-year, 180,000km warranty starting from the date of the first registration. This way, there’s no battery anxiety at all. We’ve taken care of that, and we’ve also addressed range anxiety with the range these products offer. A lot of the concerns in the segment and category have been tackled with these two brands.
Watch the Video: Most Detailed First Drive Review| 2024 Mahindra BE 6e & XEV 9e | Design, Features, Range, Rivals !!!
RS: When you launch a product at a 20-lakh price point, and you already have other products in a similar range, does it affect your existing lineup? For instance, does it impact the sales of the XUV700 or Scorpio?
VN: We want to give that choice to our customers. Let them decide. The “Electric Origin” category needs to grow, and we want to provide options. When a customer walks into our showroom, they’ll have the choice between an ICE offering and an Electric Origin offering. Whatever suits them, they can buy.
PB: In fact, Veejay, to add to that, the whole point of keeping our dealerships common across both offerings was for that very reason. Customers walk in and have that choice.
VN: Exactly. We decided not to create a separate, exclusive channel. The experience will be the same. That said, we’ve done a few things to enhance the experience. For example, we’ve onboarded a team of 500 people from luxury and premium brands and another 400 experts in EV technology who’ll handle the after-sales side.
RS: What challenges do you foresee in the coming months?
VN: Well, the products have been tested and proven enough that we don’t expect any major issues. That said, given the level of technology involved, there could be minor software niggles. But this isn’t unique to us—every brand in the world today has its share of software-related challenges. What matters is how you respond to those issues, and we’re fully prepared to handle them.
RS: What’s the next product you’re designing?
PB: When we unveiled our vision in August 2022, we showcased five different products. Two of those are being launched today. My favourite one is also on the way. Beyond that, you’ll have to wait a bit. Good things take time, though I must say we’ve moved faster than even our predictions.
VN: In less than three years, we’ve created an entirely new platform, all-new designs, and components, set up a new manufacturing plant and battery plant, and launched these products. There’s plenty more to come.
RS: When can our readers expect the next launch?
VN: We’ll wait until the time is right. I know you’re trying to get an answer out of me, but I’ll just say—stay tuned.
PB: Exactly. We’ve shown our vision, and we’re working to bring it all to reality, just as we’ve done with these two products.
RS: Before we conclude, Veejay, you’ve taken on the new role of Joint Managing Director and President of Automotive at Mahindra. What are your thoughts?
VN: I feel very fortunate to have this opportunity. It’s a proud moment for India. What we’ve created is about ‘Unlimit India’. We welcome all potential customers to come and experience these products, crafted with so much love and passion.
