MUMBAI, 30th July 2025: Mahindra’s Born Electric SUVs, which could have easily continued the brand’s legacy of rugged models like the Bolero, Scorpio, and Thar, are instead finding an unexpected champion: women.
Women trailblazers are increasingly taking the wheel of Mahindra’s muscular yet technologically advanced BE range, reshaping the brand image and breaking long-held gender barriers in India’s SUV segment.
Rajesh Jejurikar, Executive Director & CEO of Mahindra’s Auto and Farm Sector, noted during the company’s Q1 FY26 analyst call that the Born Electric range is “surprisingly attracting more women buyers,” many of whom are purchasing their first SUV.
Industry data reflects this change: one in every four electric cars sold in India today is bought by a woman, which is double the share for petrol and diesel models. Mahindra isn’t alone in this transformation. MG Motor India reports that women now account for 35% of its EV sales, compared to just 11-12% for petrol and diesel cars, while Tata Motors indicates that nearly 24% of Tiago EV buyers are women, which is double the industry average.
Why Women Are Leading the Charge for BE Vehicles
Industry research and market analysis show that young, urban, professional women, particularly those in their 30s and early 40s, prefer vehicles that combine power, modernity, and purpose. According to a company representative, this trend is being driven by ease of driving, improved charging infrastructure, lower ownership costs, and increased environmental awareness.
These buyers, who are typically between the ages of 30 and 40, value ease of driving, safety, high-quality interiors, and low operating costs. Automatic transmissions, reverse parking sensors, electric power steering, adjustable seating, and a technologically advanced interior are in high demand. Interestingly, the muscular exterior styling that once defined Mahindra’s traditionally male-oriented SUVs is now embraced by women for the confidence and road presence it exudes.
Mahindra has also equipped its Born Electric SUVs with a suite of advanced driver-assistance systems (ADAS), such as 360-degree cameras, autonomous emergency braking, lane-keeping assist, adaptive cruise control, and driver attention monitoring. These features improve both active and passive safety, making the BE range especially appealing to women who prioritise safety and peace of mind when purchasing their first SUV.
Recognising this demographic shift, Mahindra’s recent campaigns for the BE6 and XEV9e feature female protagonists, presenting SUVs as versatile, urban-friendly vehicles. The BE range, based on the INGLO platform, provides greater design flexibility, increased safety, and ergonomic comfort—all of which appeal to female car buyers.
Dr. Anish Shah, Mahindra Group CEO and MD, stated that the company is well-positioned to compete in a growing market: “Our EV products stack up very well against the competition, giving us confidence to defend and grow our market share as this segment expands.”
The Road Ahead: Where Power Meets Progress
In today’s India, an SUV is more than just muscle; it represents ambition, sustainability, and identity. Mahindra’s BE range enables female buyers to express their confidence on the road, while its electric powertrain demonstrates a commitment to future-ready mobility without compromise. In embracing its feminine side, Mahindra may have unlocked the next phase of its growth story.
