The integration of Artificial Intelligence (AI) is revolutionizing the automotive industry, and Mahindra, India’s top SUV manufacturer, is at the forefront. Mahindra is leveraging AI across its operations, from manufacturing processes to customer service, with the goal of competing with electric vehicle leaders such as Tesla and BYD.
Chief Digital Transformation Officer Rucha Nanavati from Mahindra & Mahindra’s automotive division, highlights the company’s advancements in AI implementation across its facilities, including factories and service centers. AI is enabling predictive maintenance, quality control, and real-time analysis within manufacturing. AI is also accelerating the design and development stages within research and development.
Mahindra’s AI initiatives are transforming the customer experience. This includes smart product configuration, data-driven marketing and enhanced customer engagement following a sale. AI is also enhancing the efficiency and speed of repairs at service centers. Furthermore, Mahindra is incorporating AI-driven features, such as smart driving and ADAS capabilities, through its MAIA (Mahindra AI Architecture) platform, which is expected to be a key feature of its forthcoming electric SUVs.
MAIA is specifically designed for Indian roads, utilizing data from multiple cameras and radars to enhance safety and road-adaptive driving. To strengthen its commitment to AI, Mahindra has established a dedicated AI division. The company is planning to launch advanced electric vehicles powered by AI, with the potential to outpace technological advancements of companies like Tesla and BYD in the Indian market.
Mahindra’s electric vehicle (EV) sales are experiencing a significant increase. This growth is largely driven by the company’s electric SUV models, BE 6 and XEV 9e. In the first half of 2025, sales of these models exceeded 19,000 units, doubling their EV market share to 17%. This growth solidifies Mahindra’s position as a strong contender in the Indian EV market, placing second behind Tata Motors and MG Motor India.
