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Mahindra XEV 9S Overtakes MG Windsor EV in India
18 Oct
Summary
- Mahindra XEV 9S leads India's EV sales in Jan-Sep 2026.
- XEV 9S sales are growing, while Windsor EV sales are slowing.
- Value-for-money, not just price, drives mass-market EV success.
Mahindra's XEV 9S has claimed the top spot as India's best-selling electric vehicle model during the first nine months of 2026. Selling 31,442 units between January and September, it surpassed the MG Windsor EV's 30,744 units in the same period. The XEV 9S has shown a strong upward sales trajectory since its launch, while the Windsor EV has experienced a gradual decline in sales since its peak in July.
This shift in market leadership indicates a potential challenge for the MG Windsor EV, which was the top seller in 2025. Cosmetic updates alone may not be enough to regain its previous position, suggesting a need for significant product facelifts or powertrain enhancements. Notably, the XEV 9S's success has not impacted sales of Mahindra's other EV models, like the XEV 9e, indicating a strategic appeal to different family needs.
The XEV 9S, priced between Rs 20.65 lakh and Rs 30.9 lakh, demonstrates that mass-market EVs can thrive outside the Rs 10-20 lakh segment by offering strong value. Flexible seating arrangements and battery options, including a Battery-as-a-Service model, contribute to its appeal. Industry observers suggest Mahindra's approach of combining family utility with flexible ownership models proves that premium positioning and high volume can coexist in India's evolving EV market.
