Artificial Intelligence (AI) is reshaping the automotive landscape, and Mahindra, India’s leading SUV manufacturer, is embracing this transformation. The company is extensively using AI, from manufacturing to after-sales service, with the aim of competing with global EV giants like Tesla and BYD.
According to Rucha Nanavati, Chief Digital Transformation Officer, Mahindra & Mahindra’s automotive division, AI is being used to enhance operations across the company, from factories to service centers. AI is being used for predictive maintenance, quality checks, and real-time production analysis. Additionally, AI is aiding in faster design and development cycles.
Mahindra is also using AI to improve customer experience, including through smart product configurations, data-driven marketing, and improved customer engagement. AI is also improving service center efficiency and repair times. The company is further integrating AI-driven smart driving and ADAS features through its MAIA (Mahindra AI Architecture) platform, which will be integrated in upcoming electric SUVs.
The MAIA platform has been designed for Indian road conditions. It uses data from various cameras and radar systems to enhance safety and adapt to driving conditions. To support its AI initiatives, Mahindra has established a dedicated AI division at the group level. The company plans to launch advanced, AI-powered electric vehicles, potentially surpassing Tesla and BYD in technological advancements in India.
Mahindra is seeing a surge in electric vehicle (EV) sales. Key models such as the electric SUVs BE 6 and XEV 9e are contributing significantly to this growth. In the first half of 2025, sales of these models exceeded 19,000 units, resulting in a doubling of their EV market share to 17%. This growth solidifies Mahindra’s position as a major player in the Indian EV market, ranking second behind Tata Motors and MG Motor India.