AI technology, enabling machines to mimic human cognitive functions, is becoming increasingly prevalent in automobiles. Mahindra, a leading SUV manufacturer in India, is integrating AI across its entire ecosystem, from production to customer service. This strategic move is designed to enable Mahindra to compete with global electric vehicle giants like Tesla and BYD.
According to Rucha Nanavati, Chief Digital Transformation Officer at Mahindra & Mahindra’s automotive division, AI is being optimized across the company’s operations, including factories and service centers. In manufacturing, AI is being used for predictive maintenance, quality control, and real-time production analysis. Moreover, AI is helping to streamline the design and development phases of research and development.
Mahindra’s adoption of AI is also directly impacting the customer experience. The company is implementing AI in smart product configurations, data-driven marketing strategies, and after-sales customer engagement. AI is also improving efficiency in service centers, leading to faster repair times. Furthermore, Mahindra is incorporating AI-driven features such as smart driving and ADAS functionalities through its MAIA (Mahindra AI Architecture) platform, set to be introduced in upcoming electric SUVs.
The MAIA platform is customized for Indian road conditions, leveraging data from multiple cameras and radar systems to enhance safety and adaptive driving. To support its extensive AI deployment, Mahindra has created a dedicated AI division at the group level. The company plans to release advanced electric vehicles leveraging AI, potentially outpacing the technological advancements of Tesla and BYD in the Indian market.
Mahindra’s electric vehicle sales are experiencing robust growth. Key contributors to this growth include the electric SUVs BE 6 and XEV 9e. Sales of these models exceeded 19,000 units in the first half of 2025, doubling their EV market share to 17%. This positions Mahindra as a strong competitor in the Indian EV market, securing the second position, following Tata Motors and MG Motor India.