Mahindra has overtaken Tata Motors in market share for declining EV sales; competition and the changing behaviour of consumers are being analysed now.
The surge in the market share by Mahindra has done something more than it ever has in the Indian passenger vehicle area, it has left competitor Tata Motors in its wake against all metrics of market share set years ago. The statistics of Mahindra in better terms for August, September and November 2024 stood at market shares of 12.64 per cent, 12.64 per cent and 13.14 per cent if compared to the dismal ones of Tata which had only 12.26 per cent, 11.53 per cent and 13.1 per cent. What has made the shift happen in the market should be laid at new successful launches coupled with sustained strong demand for SUVs, especially the Thar.
Tata Motors Grilled Into Problems
Tata Motors was once the flag holder in the electric vehicle (EV) segment with their famous lineup model, the Nexon EV, but now all of their market shares have declined for several other reasons. Tata Motors, which had earlier planned dependence on EVs, would seem to suffer a huge loss after government subsidies started reducing: sales have slowed down. From November alone, it sold just 4,196 EVs, a huge fall compared to the previous months. Its whole performance was being hindered by an outdated lineup without any new model launches until mid-2025.
Change in Consumer Profiling
According to experts, consumers are now shifting to better technology-laden products. The new Mahindra models are appealing to those interested in high-end SUVs with better safety features. This was the same position taken by Nalinikanth Gollagunta, CEO of Mahindra’s automotive division, when he said around 75% of XUV700 closely sold for high-end variants, indicating a move to more features attributed to high-end vehicle options.
The Need for New Launches
Tata Motors is at a stage where it is not doing well because most new products are unavailable in its range. It has only launched CNG variants as a move to cling to some market space, which affects the older model’s interest. One Tata dealer noted that without new models to keep consumer interests high, the brand would lose the battle to such competitors as Mahindra and MG Motor.
Looking Towards the Future
Mahindra, on the bright side, plans to add various new models and battery electric vehicle(s) before 2025 into its portfolio. This plan aims to tap in on the Indian growing SUV segment, which has expanded from a meagre 30% to about 65% of total passenger vehicle sales over the last few years. For now, Tata Motors will have to turn its way around and find models to recapture the lost market and entice consumers afresh.
Mahindra and Tata Motors have proven to be very competitive with each other, and that competition indicates vitality in their Indian automobile market. Mahindra has upheld all its innovations and high unit sales while leaving Tata Motors working hard to keep pace in this constant race.
Also Read
Porsche Out as 176 Units Taycan EVs Recalled in India due to Battery Module Defect
About The Author
